Print ads

Select two of the print ads in. Identify the part of the hierarchy of effects model the advertisement targets. Explain why. In terms of attitude formation, which sequence is being used? Justify your answer. Discuss the relationship of the visual and verbal elements in the ad. Which is prominent?

Go to the authors’ website for this textbook at clowbaack. net/video/ads.html and watch the TV ad for JD Bank. Examine the two JD Bank ads featured in the chapter section “Advertising Campaign Parameters.”

Discuss how well the TV ad matches the print ads. What do you think is the primary goal of the TV and print ads? Discuss the concept of consistency, variability theory, and positioning as it relates to the TV ad and two print ads.


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