Saint Martins University Integrated Marketing Communications Paper

Question Description

You select a commercial to analyze (I will attach the commercial link here)

https://www.youtube.com/watch?v=ibmKPnJU-5U

You use in your analysis the following structure:

1)Make a short description of the commercial (content, basic claim, if any special styles of execution is used)

2) what is the target group for the commercial (for whom is it made? is it for new users, for existing users, for people who know something about the brand or the category type or who are new to the brand, product? Also use the involvement category and the ELM model to describe the target audience: is it more for high or low involved consumers and why do you think so?)

3) What are the goals/objectives for the commercial? (think about the response models, like AIDA, Low involvement and the DAGMAR model and marketing, communication and sales objectives)

4) Evaluate the commercial (based on the goals/objectives you identified, do you think this could be a more or less successful campaign. Justify your evaluation.)

You just have to watch the commercial and answer these 4 questions based on the commercial.

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