During this class, the professor will show a video featuring several TV commercials from around the world.

When watching this video of TV commercials in class, keep in mind the following points

1. Which of the 4 Ps was emphasized in the commercial?
    Product

    Price
    Promotion
    Place

2. Did the commercial satisfy one of the Promotional Objectives?
    Inform
    Persuade
    Remind
(these are usually determinied by what stage the product is at in the PLC Product Life Cycle: Intro, Growth, Maturity or Decline)

3. Did the commercial appeal to feelings or emotions about
    Sex
    Humour
    Fear

4. Was the commercial appealing to
    a specific target market segement
    broad appeal to everybody

5. Stickiness - You would remember this commercial because it was
    exciting or entertaining
    controversial, made you want to discuss it with someone
    irritating, you remembered it because it was stupid

6. Message successful?
    I got the message, I understood what they were trying to say
    I sort of understood, but the message was a bit fuzzy
    I have no flippin clue what they were talking about

7. Positioning :  this commercial was trying to "position" the brand as to quality, lifestyle, etc.
    yes
    no
    not sure



 
 
. Misc. Canadian Commercials
Promotional Objectives
Appeal
- segmentation
Message Successful?
Sticky?
E - Exciting, entertaining
C- controversial
I - irritating, stupid
. .
Inform
Persuade
Remind
Focused
Broad
yes
maybe
no
E, C or I
1 Cdn Tire Auto Club . . . . . . . . .
.2 FedEx . . . . . . . . .
3 Shampoo . . . . . . . . .
4 Mazda car . . . . . . . . .
5 leon's furniture . . . . ... . .. . .

World's Best Commercials You've Never Seen, and some you have
 
. Misc. Canadian Commercials
Promotional Objectives
Appeal
- segmentation
Message Successful?
Sticky?
E - Exciting, entertaining
C- controversial
I - irritating, stupid
. .
Inform
Persuade
Remind
Focused
Broad
yes
maybe
no
E, C or I
6 Steve McQueen . . . . . . . . .
.
Quiz # 1 Puppy - what are they advertising

#7 NYPD Blue - an example of a network "Promo"
 
.  Commercials that reply on Humour
Promotional Objectives
Appeal
- segmentation
Message Successful?
Sticky?
E - Exciting, entertaining
C- controversial
I - irritating, stupid
. .
Inform
Persuade
Remind
Focused
Broad
yes
maybe
no
E, C or I
8 Missouri Auctioneer . . . . . . . . .
9 Swedish Pocket Pager . . . . . . . . .
10 Diesel Jeans, India . . . . . . . . .
11 Mexico Mastercard . . . . . . . . .
.
 
. Network Promos
Promotional Objectives
Appeal
- segmentation
Message Successful?
Sticky?
E - Exciting, entertaining
C- controversial
I - irritating, stupid
. .
Inform
Persuade
Remind
Focused
Broad
yes
maybe
no
E, C or I
12 Chicken . . . . . . . . .
13 Sports Center . . . . . . . . .
14 Sports Center . . . . . . . .. .
15 Refs Dancing . . . . . . . .. .
.
 
. Unconventional Commercials
Promotional Objectives
Appeal
- segmentation
Message Successful?
Sticky?
E - Exciting, entertaining
C- controversial
I - irritating, stupid
. .
Inform
Persuade
Remind
Focused
Broad
yes
maybe
no
E, C or I
16 Australian Women's golf . . . . . . . . .
17 Egg cracking . . . . . . . . ..
18 Trout fishing . . . . . . . . .
19 bridge, speakers . . . . . . . . ..
20 French drink . . . . . . . . ..
21 skateboarder . . . . . . . . ..
.
Quiz # 2 what product is being sold - Zulu's bouncing !

Commercials of Suoper Bowl Sunday
- the making of hotjobs.com commercial
- the making of WWF commercial
 
 
. Commercials
like short films
Promotional Objectives
Appeal
- segmentation
Message Successful?
Sticky?
E - Exciting, entertaining
C- controversial
I - irritating, stupid
. .
Inform
Persuade
Remind
Focused
Broad
yes
maybe
no
E, C or I
22 Black & Decker . . . . . . . . .
23 Sharp Mini-Disc . . . . . . . . ..
24 Japan - Polaroid . . . . . . . . .
.
Quiz # 3 a lot of commercials have nothing to do with the product being sold