Advertising & Consumer Behavior

Workshop assignment 2.12.2010Adjunct Professor of Practice Pekka Mattila, D.Soc.Sc.

2.12.2010

1. Recent print ads by Valio or any other prominent dairy company on Google or as exhibits at the end of this presentation

2. Recent TV spots by Valio or any other prominent dairy company on Youtube

Ingredients

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Pekka Mattila

1. Select 2 print ads and 2 TV spots

2. Analyze each of the 4 ads and answer the following questions by utilizing the frameworks and models covered during the lectures or in the assigned articles and book chapters throughout the course

Tasks and questions

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Pekka Mattila

a) What kind of communication objectives the ad is aimed to fulfill?

b) Based on these, what kind of processing responses the ad is trying to drive?

c) Consequently, what kind of creative tactics are used in the ad?

d) Analyze how successful the ad is in regard to the communication objectives and related processing response needs

Tasks and questions X 4

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Pekka Mattila

1. Work in pairs or groups of three to four members

2. Submit both as a hard copy in-class and as a soft copy by email elina.koivisto@aalto.fi

3. Be mindful of maximum length of 4 pages or 12 slides

4. Also prepare a brief presentation in poster format

5. Be ready to present in-class – the instructors nominate the presenting pairs or groups

6. Remember to include images of the ads or hyperlinks to the TV spots

Practicalities

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Exhibit 1

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Exhibit 2

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Exhibit 3

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Exhibit 4

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