Marketing Essentials

Unit 4: Skills for Marketing

WebQuests

Skills that Communicate

For any advertising campaign to achieve its goals, it must communicate successfully with the advertised firm's potential customers. Advertisements communicate with potential customers in a wide variety of ways. Methods that are successful with one group of potential customers, however, may fail with others. To create an advertising campaign that is successful, businesses must draw on their employees' ability to apply skills in writing, leadership, and, perhaps most importantly, interpersonal relations.

1. Investigate Begin the activity by listing three ways to get an advertising message to potential customers. Next, review advertisements from different media, including newspapers, magazines, television, or the Internet, that demonstrate the methods you have identified. Be sure to choose examples from more than one media.
2. Summarize Write a summary of how each advertisement is designed to achieve communication promoting the advertised product. Describe the teamwork and interpersonal communication that could have taken place among the firms' employees to develop each advertisement.
3. Assess Explain why you think each advertisement is likely to be, or not be, successful in influencing potential customers to purchase the advertised good or service. How effective do you think the ads were in communicating with the firms' potential customers? Explain the logic behind your assessment.