Arab Academy For Science & Technology & Maritime Transport College of Management & Technology 7 Week Assignment (Answer Sheet)

This document contains an assignment question and student answers regarding advertising and marketing concepts. 1. The first question asks the student to analyze a Band-Aid advertisement featuring The Hulk using various "facets" like perception, affective, cognitive, association, persuasion, and behavior. 2. The second question analyzes a Mr. Clean advertisement in terms of how it challenges or reinforces gender stereotypes through text, color choices, and the people depicted. 3. The third question outlines a marketing strategy, message, media choices, and evaluation plan for a hypothetical Snickers advertisement aimed at satisfying hunger in a youthful target audience.

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Arab Academy For Science & Technology & Maritime Transport College of Management & Technology 7 Week Assignment (Answer Sheet)

Uploaded by

Walid Mohamed Anwar

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Download as DOCX, PDF, TXT or read online on Scribd

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Arab Academy for Science & Technology & Maritime Transport

College of Management & Technology

7th week Assignment (Answer Sheet)

Course Title: Advertising Management Course Code: EA328

Lecturer: Dr. Sahar Raafat / Dr Walid Eid Grade: 30

Student Name:
Registration #:

:Answer Question 1
Weight
Explanation Facet
)100%(
The advertisement tried to capture the consumer’s attention and See: the
awareness by using Hulk famous green hand ,the ad drives Perception Facet
25% recognition and recall as People would always remember the
advertisement

Generating an emotional attachment by using one of the most Feel: the Affective
15% cartoon characters to whom target audience had been attached in or Emotional Facet
their childhood
Make customers reach a thorough understanding of the product Think/understand:
and The message is that their band aid is flexible, even Hulk the Cognitive
wears the, band , the creators were trying to communicate info Facet
about their flexible band-aid. By using Hulk, they create this
20%
image of him that even though he transformed into Hulk, he still
has his band aid. It didn’t rip; but instead, it flexed. The cognitive
facet here had been drive by Comprehension as target audience
had used the hulk picture to understand the message
The ad had used the hulk character with band on his finger as the Connect: the
symbol to communicate, the hulk character had been the primary tool Association Facet
used so that audience had make linkage between the symbol and the
20% product (flexible band ),the hulk with the very strong hand with veins
and large fingers still have band on it without being ripped ,the linkage
had been made between the symbol and quality of the band

The ad had targeted the persuasion facet and motivating the target Believe: the
15%
audience. This ad carries a very simple message. “Even the Hulk wears Persuasion Facet
Band-Aids so it is very rational that target audience would be
motivated to buy the flexible band

The ad had no clear statement motivating the action and buying Act/Do: the
behavior except for the that the ad carries a very simple message. “Even Behavior Facet
5%
the Hulk wears Band-Aids so it is very rational that target audience would
be motivated to buy the flexible band

:Answer Question 2

 The Ad brings up the issue of categorizing women in the role of being

responsible for the household chores since early age. This advertisement
appears in print and social media online ads. In it, a mother and a daughter
appear to be cheerfully using Mr. Clean cleaning sponge. The following is an
analysis based on the Mr. Clean advertisement and how it challenges gender
stereotypes through the use of text, color, and people.

 This Mr. Clean advertisement challenges society’s traditional gender

expectations through the text employed. With the use of “This Mother’s Day,
get back to the job that really matters.” it is really easy to spot that the
message was intended for women. More precisely, mothers. It is making a
connection between mothers and household cleaning activities. Linking the
cleaning – “the job that really matters” to the holiday of Mother’s day makes
this ad sexist. That is because it is making the association of cleaning and
women’s housework, even during their holiday. This is how society perceives
women, at home taking care of the house. They are expected to maintain good
care of the home and of themselves. It is evident that the words used were
intended to categorize women as the responsible ones for taking care of the
house.

 In addition, the use of the word “job” infers that a woman’s main priority
should be to be a housewife. As a whole, women are expected to be clean and
serve others. The creators of this ad seem to imply that for a mother, what
should really matter is cleaning. Using the word “job” makes it look like
women have no other choice but to clean and take care of the house. For
instance, you would think that women would have a break from cleaning on
Mother’s day. However, implying that cleaning is a job makes them not
having a chance to spend their day relaxing and enjoying it.

 Secondly, the choice of colors for this advertisement is categorizing women in

the division of household labor by showing both females wearing white
clothing. This color indicates purity, cleanliness, and innocence. Society’s
expectations for women are to have a mentality and personality that revolves
around purity, cleanliness, and innocence. The fact that they are wearing white
implies that they care about their environment and want to keep it clean.

 Finally, this ad challenges society’s gender expectation by evoking the idea

that women should be thinking about maintaining the household clean since a
young age. This is evidently shown by having a mother and a daughter on the
advertisement. According to society’s gender expectations, young women are
expected to start showing interest in feminine characteristics and behaviors
from early ages. That is, among other things, cleaning and serving others. The
message implied that the young girl should learn how to clean is reinforced by
the joyful faces of both females. It implies that they are both happy because
they are cleaning; because they are using that product.

 The society we live in has this stereotypical mentality that women are the ones
responsible for the household chores. In addition, young girls have to learn
from their mothers how to clean and maintain the house in a good shape.
Through the use of text, color and people, this advertisement promotes the
idea that women belong in the house to fulfill their cleaning “job”.

:Answer Question 3

Strategy
The logic behind an advertisement was to drive higher sales revenues
Message
Snickers had a brand truth to respond to the human truth about what hunger does to
you: a substantial, nut-filled bar that has always been known for satisfying hunger.
The resulting brand idea was, “A proper, nut-filled Snickers sorts out hunger and
restores your role in the pack
Media
Choose the TV social media platforms and billboards to match the youthful target
audience
Evaluation
The market research had proved the success of the campaign in terms in high sales
and the fact that the target audience had seen the ad funny with sense of humor and
accordingly it had been liked by the audience