Television Commercial Analysis

Assignment: Television Commercial Analysis

Purpose

To assess your ability to:

·
Collect marketing data

·
Analyze commercials for
target markets

·
Evaluate various marketing
tactics

Overview

Have you ever watched a television
commercial and wondered who the target market was for that commercial? While
the content of the commercial, including the message and applied marketing
messages, is created for a specific group or groups, content is only one part
of the entire process of advertising used in a television commercial. Also
consider the importance of time of day and the program during which the
commercial is shown.

For this assignment, you will
evaluate commercials that appear during your favorite television show. Your
focus must be on the commercials rather than on the show. We strongly
suggest that you record the show with all the commercials. This will
allow you to go back and review the commercials thoroughly. Ultimately, you
will consider various aspects of the commercials, including the goods and/or
services, the messages, the marketing messages of appeals (e.g., the use of
humor, fear, sex, rational), and the target market.

Action
Items

1.
Watch and record one
episode of one of your favorite half-hour-long television programs. If you do
not have the means to record the show at your home, consider doing so at a
family member’s or friend’s house. If these options are not available, do your
best to take detailed notes of each commercial. The program needs to be at
least 30 minutes in length. Rationale for recording the show is detailed in the
Overview.

2. Observe
and evaluate the commercials that appear from the break prior to the show
through the break following the end of the show. Include in your document your
notes about each commercial using the list below. Place these notes in an
appendix to your document. Your notes for each commercial will include:

a)
The product name and
description (e.g., McDonald’s fun meal or McDonald’s Quarter Pounder).

b)
The message of the
commercial (e.g., healthy skin is good, invest in gold, eat here during our
happy hour).

c)
The advertising appeal that
was used (humor, fear, sex, informational).

d)
A description of who you
believe to be the commercial’s target market (e.g., married males, in their 30s
or 40s, middle- class, some college, homeowner, athletic, are do-it-yourself
type of people).

3. Conduct
secondary research (e.g., search for the program website or any other credible
sites) to determine the main intended audience of the television program that
you watched. Include proper citations for your sources.

4. Write a
3- to 5-page document in which you:

a)
Compare and contrast the
different commercials shown during the program. Describe the main themes that
you noticed.

b)
Compare the target market
for the commercials to the primary or intended main audience of the television
show. Did some of the commercials seem “out of place?” Did some
commercials fit better than others for this program? Provide examples and
supporting rationale for your position.

c)
Given the show, what are
three other product categories besides the ones represented by the commercials
that would be good buys for a company during the show? Explain using concepts
from your readings.

d)
What are three product
categories besides the ones shown that would be poor buys for a company during
the show? Explain using concepts from your readings.

e)
Consider yourself:

i.
Are characteristics about
you the same or similar to the description of the primary or intended main
audience for the show? Explain.

ii.
Did you connect with any of
the commercials? In what ways? If not, why not. Provide an explanation.

5.
Add thegrading rubric as
another appendix to your document.

Television
Commercial Analysis

Total
100 points

Criteria

Unacceptable

Acceptable

Proficient

Student Points and
Comments

Appendix

Creates
an appendixand
does not include all the data requirements for the assignment.

(0-7
points)

Creates
an appendixwith
the data requirements and, for the most part, fulfills assignment
requirements.

(8
points)

Creates
an appendixwith
the data requirements and demonstrates solid ability to accomplish the
assignment.

(9-10
points)

Major Themes

Vaguely
addresses and develops the major themes or completely off the topic.

(0-7
points)

Addresses
and develops the major themes and, for the most part, fulfills assignment
requirements.

(8
points)

Addresses
and develops the major themes presented in the commercials and demonstrates
solid ability to accomplish the assignment.

(9-10 points)

Intended Audience

Vaguely
compares the intended audience to the primary audience for the television
show or completely off the topic.

(0-7
points)

Compares
the intended audience to the primary audience for the television show and,
for the most part, fulfills assignment requirements.

(8
points)

Compares
the intended audience to the primary audience for the television show and
demonstrates solid ability to accomplish the assignment.

(9-10 points)

Analyzes Self

Vaguely
addresses and developsself
characteristics in respect to the intended audience and commercialsor
completely off the topic.

(0-11
points)

Addresses
and developsself
characteristics in respect to the intended audience and commercialsand,
for the most part, fulfills assignment requirements.

(12
points)

Addresses
and developsself
characteristics in respect to the intended audience and commercialsand
demonstrates solid ability to accomplish the assignment.

(13-15 points)

Established Marketing Principles

Rarely integrates
established marketing principles into the discussion.

(0-11 points)

For the most part, does a
good job of integrating established marketing principles into the discussion.

(12 points)

Consistently does a good
job of integrating established marketing principles into the discussion.

(13-15 points)

Synthesis and
Critical Thought; Clarity and Logic

Synthesizes
information at a minimal level.

Demonstrates
little clarity and logic. Readers have difficulty following the line of
reasoning.

(0-7 points)

For
the most part, effectively synthesizes information, which supports main
ideas.

Develops
ideas with clarity and logic. Readers can generally follow the line of
reasoning.

(8 points)

Consistently
and effectively synthesizes information, which provides strong support to
main ideas.

Develops
ideas with clarity and logic. Ideas flow smoothly from one to another and are
clearly linked to each other.

(9-10 points)

Marketing
Language

Inadequate
or minimal use of proper terminology in the field(s). Provides no specific
examples or uses inadequate examples.

(0-7 points)

For
the most part, uses proper terminology and provides specific examples.

(8 points)

Consistently
uses proper terminology and provides specific examples to support ideas.

(9-10 points)

References

Inadequate or minimal use
of supporting documentation or not properly referenced or cited.

(0-7
points)

For the most part, uses supporting
documentation that is properly referenced and cited.

(8
points)

Consistently uses
supporting documentation that is properly referenced and cited.

(9-10
points)

Writing Level Overall

Considered holistically,
the student demonstrates an inadequate ability to write at the graduate
level.

(0-7 points)

Considered holistically,
the student demonstrates an acceptable ability to write at the graduate
level.

(8 points)

Considered holistically,
the student demonstrates a proficient ability to write at the graduate level.

(9-10 points)

Total
Points =

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Television Commercial Analysis

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