Marketing Essentials

Unit 6: Promotion

WebQuests

Mixed Media

No one media for advertising works for all consumers. Even firms that buy 30-second spots during the Super Bowl realize that their $2.7 million expenditure will not reach every potential customer. For this reason, large businesses advertise their products in a variety of ways and in a variety of media. If the firm misses you with its Super Bowl advertisement because you were playing Bionic Commando on your Xbox 360, maybe it will draw your attention with its Internet advertisements.

1. Investigate Begin the activity by choosing a favorite well-advertised product that uses at least three kinds of media for advertisements. Next review newspapers and magazines, television and radio, and the Internet to find examples of advertisements placed by the producer of the product you chose. Study these advertisements to determine the method and message they use to try to convince consumers to purchase the product regardless of the media in which they were placed.
2. Summarize Write a summary of how each advertisement is designed to attract the attention of consumers and convince them to buy the advertised product. Are they much the same or quite different? Do advertisements placed in newspapers, for instance, look and feel the same as advertisements found on the Internet? If you were in charge of choosing advertising for a new type sports car, would the advertisement you placed in the Wall Street Journal be the same as the one you placed on a televised hockey game? Why or why not?
3. Assess Explain why you think each advertisement you identified will or will not attract the attention of people who are likely to use the media where the ads appeared. Is each advertisement designed to appeal to a specific group of potential customers? Which of the advertisements do you find most and least compelling? Explain the logic behind your assessment.