Assignment
The goal of this assignment is to find and discuss two ads either print (magazine or newspaper ads) or TV (accessible via youtube or other website) — that are good examples of a concept discussed in class. Specifically, you should pick two of the six concepts listed below and then find an ad for each concept (i.e., one ad per concept, two ads total). The concepts are:
1. Influencing brand attitude through adding a new belief.
2. Influencing brand attitude through changing a belief.
3. Influencing brand attitude through a central route to persuasion.
4. Influencing brand attitude through a peripheral route to persuasion.
5. Problem framing to induce consumers to use a conjunctive choice rule.
6. Problem framing to induce consumers to use a lexicographic choice rule.
Weightage
10% (40 points)
Guidelines
1. Carefully proofread your paper for spelling and grammar. I will penalize papers that are seriously deficient in these areas. You are encouraged to seek assistance from the Kogod Center for Business Communications. Look for details about the center in your syllabus. In your assignment, indicate if you sought help from the center and who assisted you.
2. Try to keep your report brief (a page or less for each ad — double-spaced, 12- point Times Roman font, 1 inch margins). Strive for clarity, simplicity, and professionalism in your presentation.
3. Make sure that you explain in your own words the concept that the ad illustrates or exemplifies. You must also explain why you think the ad is a good example of that concept.
