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This is mkt304 indi assignment, Essays (university) of Marketing

FPT University (FPTU)Marketing

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Typology: Essays (university)

2022/2023

Uploaded on 06/22/2023

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INDIVIDUAL ASSIGNMENT
Name: Mạc Minh Quân
MSSV: HS179005
Class: MKT1717
Lecture: Phạm Khánh Huyền
Subject: MKT304
3. Find an example of an advertisement that uses a fea-ture appeal and analyze
it giving attention to the type of product or service attributes discussed in the
ad and the benefits they provide to consumers in the target audience. What is
your opinion of the effectiveness of the ad you have selected? (LO1)
- Ads that use a feature appeal focus on the dominant traits of the product or service.
These ads tend to be highly informative and present the customer with a number of
important product attributes or features that will lead to favorable attitudes and can
be used as the basis for a rational purchase decision.
- An example of an ad using a feature appeal is the Milo milk ad. Advertisement
highlighting nutritional benefits, milo milk contains various nutrients such as vitamins,
minerals and carbohydrates. The brand also emphasizes the energy and nutrients it
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INDIVIDUAL ASSIGNMENT

Name: Mạc Minh Quân MSSV: HS Class: MKT Lecture: Phạm Khánh Huyền Subject: MKT

3. Find an example of an advertisement that uses a fea-ture appeal and analyze it giving attention to the type of product or service attributes discussed in the ad and the benefits they provide to consumers in the target audience. What is your opinion of the effectiveness of the ad you have selected? (LO1)

  • Ads that use a feature appeal focus on the dominant traits of the product or service. These ads tend to be highly informative and present the customer with a number of important product attributes or features that will lead to favorable attitudes and can be used as the basis for a rational purchase decision.
  • An example of an ad using a feature appeal is the Milo milk ad. Advertisement highlighting nutritional benefits, milo milk contains various nutrients such as vitamins, minerals and carbohydrates. The brand also emphasizes the energy and nutrients it

provides. The ad mentions Milo's role in supporting an active and healthy lifestyle, especially for children or people with active habits.

  • The benefit of these features is an energy boost, Milo is often associated with a quick power delivery. Ads often focus on how Milo can help combat fatigue or shuttle me through the day. They can show people enjoying Milo before sports or physical activity.
  • In my opinion, this ad is effective because it highlights the unique features of Milo milk in a visually appealing and understandable way. has a long history and is loved by generations. The ad also emphasizes the confidence people have with the product and the benefits of these features in a way that resonates with the target audience. 4. IMC Technology Perspective 9-1 discusses the need for a creative revolution in online advertising. Discuss how online advertising differs from the type of advertising done in traditional media such as print or television and the challenges marketers face when advertising on Internet websites. (LO 1) ● Online advertising differs from traditional advertising in several ways. Here are some key differences and challenges:
  • Online advertising is any marketing done on the Internet, such as paid social media advertising, email marketing, and PPC advertising. Online advertising offers several targeting options based on user data and behavior. Marketers can target specific
  • Online advertising is easier to measure and track than traditional advertising because it provides specific data on impressions, clicks, conversions, and other metrics.
  • Traditional advertising can be more difficult to evaluate and attribute, as it depends on surveys, ratings, or coupons to estimate its effectiveness. ● The challenges marketers face when advertising on Internet websites:
  • Online advertising faces more challenges in terms of ad blocking, ad blindness which means consumers have become accustomed to ignoring online ads due to their overwhelming presence, users often overlook or mentally block out banner ads or other common ad formats. Consumers can use software or tools to avoid or ignore online ads, or they may have doubts about the credibility or security of the ads. Traditional advertising has less risk of these issues, as consumers have more control over their exposure and trust in the ads. 5. What is meant by the mere exposure effect? Discuss how banner ads that appear on various websites might take advantage of the mere exposure effect. (LO 1)
  • The mere exposure effect is a psychological phenomenon that people tend to have a good impression of something because they are familiar with it. The more people are exposed to a stimulus, the greater their preference for that stimulus. A pure

exposure effect occurs even when people unconsciously remember seeing the object before.

  • Banner ads that appear on various websites can leverage the pure awareness effect by increasing the likelihood that consumers will like and trust the advertised brand or product. By showing consumers the same or similar ads over and over again, banner ads can create a sense of familiarity and a positive association with a brand or product. This affects consumer attitudes, preferences and purchasing decisions. However, banner ads should also avoid overexposure, which can cause consumers to become bored, annoyed, or react negatively. 6. What is meant by transformational advertising? Analyze the cinematic-themed ad for Skyy vodka shown in Exhibit 9-6 from a transformational advertising perspective. (L01)
  • Transformational advertising is defined as "one which associates the experience of using (consuming) the advertised brand with a unique set of psychological characteristics which would not typically be associated with the brand experience to the same degree without exposure to the advertisement." Transformational ads aim to create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it, transforming their interpretation of the usage experience.

can solve the problem. Realistic advertising aims to create a sense of authenticity and relevance for consumers, and to demonstrate the benefits and features of a product or service. ● Types of products and services might this execution technique work best:

  • This implementation technique may work best for products and services that relate to everyday consumer needs and wants, such as household products, personal care products, food, etc. products and beverages, health and beauty products, financial services, and more. These products and services can benefit from showing how they can solve common problems or improve common situations that consumers encounter in their daily lives. For example, laundry detergent might show how to remove stains from clothes, toothpaste might show its ability to prevent tooth decay and bad breath, a coffee label might show how it can invigorate. quality and refreshment for consumers in the morning, etc.
  • Actual advertising can also work for business-to-business products and services that can help solve business problems or improve business performance. For example, a software company might show how their product can help streamline workflow, increase productivity, or reduce costs for customers.