Marketing 506- Advertisement Assessment

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Running Head: Advertisement Assessment Commercials: 1

Advertisement Assessment Evaluation of Commercials for Apple, Amazon and Sony

Marketing 506- Integrated Marketing Communications Strayer University

Commercials: 2

Select (1) model and discuss how the commercials are designed to impact various stages of the response process. The innovation adoption model of the response process “evolved from work on the diffusion of innovations” (Belch & Belch, 2012). The commercials are designed to impact various stages of the response process by making the public aware and introducing new technology for electronic readers. In the Cognitive stage, the commercials evoke awareness in the consumer by showing the product. In the Affective stage, the consumer’s interest begins when they see the product’s functions and capabilities, which may lead to wanting to learn more about it by research or networking with others. Evaluation can come by a potential consumer visiting a local electronics store and asking for an in-store preview. Third, if the marketer has succeeded in capturing the consumer’s awareness and interest, then the consumer’s Behavioral stage will include the need to use it for themselves which may lead to trial and adopting the new technology for personal use.
Evaluate how effectively the commercials impact each stage of the response process, citing specific examples to support your response. The Amazon Kindle commercial was not very effective in bringing…...

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