Evaluate the effectiveness of ad

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Assignment:

Find two print advertisements - one illustrating a one-sided message and the other a two-sided message. Which of the measures discussed in Chapter would you use to evaluate the effectiveness of each ad? Explain your answers in your uploaded document.

1. A one-sided (or supportive) message is often used with audiences who are friendly (e.g., who are brand loyal to the product being advertised), who are not highly educated, and who are not likely to hear negative comments about the product.

2. Two-sided (or refutation) messages are often used in advertisements for products that are characterized by intense competition, such as cars, soft drinks, and headache remedies. A two-sided message provides audiences with counter-arguments when they hear competing ads and thus serves to inoculate them against a competing marketer's claims. Two-sided ads tend to be more credible and more appealing to highly educated audiences.

Reference no: EM133230848

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