Find two print or Web ads, one that addresses consumers' negatively originated motives and one that addresses positively originated motives. Then identify the benefit offered by the product or service that addresses the motive. Do you believe each ad could possibly have been more effective if it had taken the opposite approach?
Find a print ad that uses semiotics to communicate feelings, thoughts, ideas, or ideologies. Describe the symbolism that is used. Does it make the advertisement more effective or is it confusing?
Find print ads that illustrate some of the following categories: family influence, social class, reference groups, opinion leaders, subcultures. Then describe the component of the ad that stressed that specific influence.
Select a product category and map several of the products/brands on the FCB grid. Then describe the implications for the purchase decision process for each of the brands and the type of advertising that should be considered. Is there anything the advertiser could do to move the product to a higher involvement level?
