Brand loyalty often starts with the art of persuasion or advertising appeal. Influences are everywhere—most often based on trends, people who others emulate, one’s family’s ideas, and groups one belongs to. When people buy products, their decisions are often influenced by social, group, and even anthropological effects that shape their consumer behaviors. New media have greatly influenced why and how people buy today, too. Social media are about sharing and virtual word of mouth that makes buying convenient, easy, and fast. This assignment is designed to help you see how advertising messages get people’s attention based on their relevance to people’s lifestyles.
Click on a favorite Web site that you might consider for buying a product or service. Once you have chosen a Web site, create an Advertising Appeal Analysis that includes the following information:

  • Time to Travel
    • Time yourself       to see how long you are on the Web site. Track your clicks on items via       the site.
    • What did you       click on, and why?
    • Did you       download anything?
    • How easy was it       to surf around the site?
    • Were there any       difficulties or interruptions in your site travel?
      • If so, did        this make you want to leave the site, and why? What other observations        do you have?
    • Write an analysis       of 200 words about your time       traveling around the site.
  • Message Appeal
    • Examine the       text and photos presented on the site.
    • What drew you       into the site and kept you there, and why?
    • Write an       analysis of 300 words about       how the site’s information and graphics appealed to your buying behavior       and interest.
  • Surf Speak
    • Based on your       clicks, likes, and selections, how would you describe your surfing       patterns to a marketer to help make the site better and more appealing to       you in the future?
    • Write a section       of 200 words about how the       marketer could “speak” to you via the site with advertising appeals that       would make you want to visit and buy from the site often.
  • Media Match
    • Find an       advertisement via the Web, a print ad, or television commercial that       matches the company or product on the Web site.
    • Write an       analysis of 200 words about       how this ad complements the site or pushes customers to the site.
      • Explain its        message effectiveness.

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