Chapter Questions
Write brief notes outlining the differences between a USP and an ESP.
Find advertisements and write notes explaining how they depict the thinking and feeling aspect of advertising, and the behavioural aspect of advertising.
Select an organisation of your choice and find three ads it has used recently. Are the ads predominantly trying to persuade audiences or are they designed to reinforce brand values?
Find four ads and write notes explaining how the elaboration likelihood model can be used to interpret how they might work.
What are the essential differences between the involvement and salience frameworks of advertising?
Find four advertisements (other than those described in this book) that are examples of these two approaches.
Which of the eclectic models of advertising explains how the Apple 'Think Different' ads work? These ads are presented in the minicase at the start of the chapter.
Write a short presentation explaining the differences between the Strong and Weak theories of advertising.
Draw the FCB grid and place on it the following product categories: shampoo, life assurance, sports cars, kitchen towels, a box of chocolates.
Write brief notes outlining the strategic role advertising plays within an organisation's overall promotional activities.