Assignment for the Workshop 6

1. Advertising & Consumer Behavior Workshop assignment 2.12.2010 Adjunct Professor of Practice Pekka Mattila, D.Soc.Sc. 2.12.2010

2. Ingredients Recent print ads by Valio or any other prominent dairy company on Google or as exhibits at the end of this presentation Recent TV spots by Valio or any other prominent dairy company on Youtube 2.12.2010 2 Pekka Mattila

3. Tasks and questions Select 2 print ads and 2 TV spots Analyze each of the 4 ads and answer the following questions by utilizing the frameworks and models covered during the lectures or in the assigned articles and book chapters throughout the course 2.12.2010 3 Pekka Mattila

4. Tasks and questions X 4 What kind of communication objectives the ad is aimed to fulfill? Based on these, what kind of processing responses the ad is trying to drive? Consequently, what kind of creative tactics are used in the ad? Analyze how successful the ad is in regard to the communication objectives and related processing response needs 2.12.2010 4 Pekka Mattila

5. Practicalities Work in pairs or groups of three to four members Submit both as a hard copy in-class and as a soft copy by email elina.koivisto@aalto.fi Be mindful of maximum length of 4 pages or 12 slides Also prepare a brief presentation in poster format Be ready to present in-class – the instructors nominate the presenting pairs or groups Remember to include images of the ads or hyperlinks to the TV spots 2.12.2010 5 Pekka Mattila

6. Exhibit 1 Pekka Mattila 2.12.2010 6

7. Exhibit 2 Pekka Mattila 2.12.2010 7

8. Exhibit 3 Pekka Mattila 2.12.2010 8

9. Exhibit 4 Pekka Mattila 2.12.2010 9