Television Commercial Analysis

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.

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 =