This assignment will assess the following competency: 4. Demonstrate the ability
ID: 435425 • Letter: T
Question
This assignment will assess the following competency: 4. Demonstrate the ability to exhibit sound marketing decision-making.
Direction: There are different types of ads: cognitive, emotional, image, and endorsement. Explain what each of these types of ads are meant to do. Do you think any one type of ad is more effective than another? Why? Now select an ad that has caught your eye. Describe the ad and share where one can find the ad. What type of ad is it? Does the ad encourage you, personally, to buy the product? Why or why not?
This paper must have a proper cover page, but may be written in a question and answer format. You must use a minimum of three scholarly resources and a minimum of 250 words to respond to this assignment. You must list your references and cite them in the body of your paper using APA formatting.
Explanation / Answer
Q1) Below are the different types of ads and their objectives -
1. Cognitive - These kind of ads are more informative and provide rational and logical reasons to buy a product. Consumers can use their rational thinking to make the decision.
2. Emotional - These kind of ads use emotional appeal in the form of humor, sentiment and other feelings to take a notice in the minds of customers.
3. Image - Image ads are more expressive as they are visual representations and provide an abstract understanding of the purpose of the ads and the products.
4. Endorsement - These kind of ads attract the consumers through celebrities or spokespersons who endorse the brand and appeal to the consumers through the ad.
Q2) Each of the types of ads are effective depending on the type of the brand and the target audience to whom they are targeted at. There is no specific type of ad that dominates the others all the time.
Q3) Example of an ad that caught my eye is -
Old spice deodorant commercials which used Emotional appeal in the form of humor targeted at the girlfriends and wives as well as the young men by using gender stereotyping in an effective and funny manner where the endorsing celebrity appeals for the traget audience to use old spice to smell like a man rather than using other deodorants.
The ad is a mix of Endorsement ad as well as Emotional ad.