Guideline – TV Commercial Analysis

 

• Tasks
• Choose two TV shows (Show A and Show B) in different genres on Hulu.com (with the commercials plan).

Tv show A- The Handmaids Tale

Tc show B- The Good Doctor

• Watch the TV shows on your computer, while recording them (including all commercials before and during the shows) with your smartphone for later analysis of the commercials.
• Review and analyze the TV shows and the commercials.
• Write a report using the following format EXACTLY:
• The color red represents the length of each section should be.

 

Cover page

(Provide a title of the paper, your name, course number and name, and semester and year.)

 

1. (Name of Show A)
2. Media Vehicle Analysis
3. Description of the TV show (This should be 1 page length)

(Provide a brief description of the TV show, its genre, length of the TV show, name of the TV network or cable channel that aired the show originally, original air day of week and air time on the TV network or cable channel, and your viewing date and time.)

1. Target audience of the TV show (0.5 page length)

[Based on the TV show (not on the commercials), describe the target audience of the TV show in terms of demographic and psychographic segmentation variables.]

 

2. General Commercial Analysis
3. Commercial breaks (0.5 page length)

[Describe how many commercial breaks (including pre-rolls) there were, durations of the commercial breaks, and times between commercial breaks.]

1. List of the commercials (1 – 2 pages in length)

[Using numbered bullets, list all commercials (including repeated ones), promos of other TV shows or movies, and public service announcements (PSAs) in the order they were shown in each commercial break. In this list, group commercials, promos, and PSAs by commercial break.]

[For each commercial, provide the advertiser (or the brand) and the commercial length.]

(Identify the best and worst commercials in this list.)

1. Industry analysis (1 page)

(Group all commercials by industry.)

(Using bullet points, list each industry, followed by individual commercials in that industry.)

 

3. Commercial Analysis: The Best (advertiser name)
4. Description of the commercial (0.5 page)

(Briefly describe the storyline, the situation, or the overall theme of the commercial.)

(Mention if and how the product or service was featured in the commercial.)

 

 

1. Target audience (1 page)

• Demographic segmentation variables

(Describe the target audience of the commercial in terms of age, gender, income, education, and/or place of residence.)

• Psychographic segmentation variables

(Describe the target audience of the commercial in terms of social class, lifestyle, and/or personality.)

• Behavioral segmentation variables

(Describe the target audience of the commercial in terms of occasions, benefit sought, use status, usage rate, and/or loyalty status.)

1. Major selling idea (0.5 page)

(Describe the major selling idea(s) in the commercial. This should be a paragraph. At the end of the paragraph, summarize the major selling idea(s) with one or two words.)

1. Visual elements of the commercial (0.5 – 1 page)

(Describe the following visual elements used in the commercial: how the product was shown, types of people shown, types of settings, pace of scene changes, usage of color, and usage of letters and graphics. If some of the elements are not applicable, you don’t need to address them.)

1. Audio elements of the commercial (0.5 – 1 page)

(Describe the following audio elements used in the commercial: types of music, types of jingles, types of needledrops, types of voices or voiceover, and types of sound effects. If some of the elements are not applicable, you don’t need to address them.)

1. Advertising appeals and advertising execution (1 – 2 pages)

(Describe types of advertising appeals used in the commercial.)

(Describe advertising execution approaches used in the commercial.)

1. Creativity analysis (1 page)

(Analyze the commercial’s creativity in terms of divergence.)

(Analyze the commercial’s creativity in terms of relevance.)

1. Evaluation of the commercial (0.5 – 1 page)

(Based on the above Subsection a) – g), describe why this commercial is the best.)

(Make sure to mention how well the target audience of this commercial matches that of the TV show.)

(If applicable, provide the slogan used in the commercial. Also, if there was a visual or audio hook in the commercial, describe it briefly.)

 

4. Commercial Analysis: The Worst (advertiser name)
5. Description of the commercial (0.5 page)

(Briefly describe the storyline, the situation, or the overall theme of the commercial.)

(Mention if and how the product or service was featured in the commercial.)

1. Target audience (1 page)

• Demographic segmentation variables

(Describe the target audience of the commercial in terms of age, gender, income, education, and/or place of residence.)

• Psychographic segmentation variables

(Describe the target audience of the commercial in terms of social class, lifestyle, and/or personality.)

 

 

• Behavioral segmentation variables

(Describe the target audience of the commercial in terms of occasions, benefit sought, use status, usage rate, and/or loyalty status.)

1. Major selling idea (0.5 page)

(Describe the major selling idea(s) in the commercial. This should be a paragraph. At the end of the paragraph, summarize the major selling idea(s) with one or two words.)

1. Visual elements of the commercial (0.5 – 1 page)

(Describe the following visual elements used in the commercial: how the product was shown, types of people shown, types of settings, pace of scene changes, usage of color, and usage of letters and graphics. If some of the elements are not applicable, you don’t need to address them.)

1. Audio elements of the commercial (0.5 – 1 page)

(Describe the following audio elements used in the commercial: types of music, types of jingles, types of needledrops, types of voices or voiceover, and types of sound effects. If some of the elements are not applicable, you don’t need to address them.)

1. Advertising appeals and advertising execution (1 – 2 pages)

(Describe types of advertising appeals used in the commercial.)

(Describe advertising execution approaches used in the commercial.)

1. Creativity analysis (1 page)

(Analyze the commercial’s creativity in terms of divergence.)

(Analyze the commercial’s creativity in terms of relevance.)

1. Evaluation of the commercial (0.5 – 1 page)

(Based on the above Subsection a) – g), describe why this commercial is the worst.)

(Make sure to mention how well or poorly the target audience of this commercial matches that of the TV show.)

(If applicable, provide the slogan used in the commercial. Also, if there was a visual or audio hook in the commercial, describe it briefly.)

 

1. (Name of Show B)
2. Media Vehicle Analysis
3. Description of the TV show (0.5 – 1 page)

(Provide a brief description of the TV show, its genre, length of the TV show, name of the TV network or cable channel that aired the show originally, original air day of week and air time on the TV network or cable channel, and your viewing date and time.)

1. Target audience of the TV show (0.5 page)

[Based on the TV show (not on the commercials), describe the target audience of the TV show in terms of demographic and psychographic segmentation variables.]

 

2. General Commercial Analysis
3. Commercial breaks (0.5 page)

[Describe how many commercial breaks (including pre-rolls) there were, durations of the commercial breaks, and times between commercial breaks.]

 

 

 

1. List of the commercials (1 – 2 pages)

[Using numbered bullets, list all commercials (including repeated ones), promos of other TV shows or movies, and public service announcements (PSAs) in the order they were shown in each commercial break. In this list, group commercials, promos, and PSAs by commercial break.]

[For each commercial, provide the advertiser (or the brand) and the commercial length.]

(Identify the best and worst commercials in this list.)

1. Industry analysis (1 page)

(Group all commercials by industry.)

(Using bullet points, list each industry, followed by individual commercials in that industry.)

 

3. Commercial Analysis: The Best (advertiser name)
4. Description of the commercial (0.5 page)

(Briefly describe the storyline, the situation, or the overall theme of the commercial.)

(Mention if and how the product or service was featured in the commercial.)

1. Target audience (1 page)

• Demographic segmentation variables

(Describe the target audience of the commercial in terms of age, gender, income, education, and/or place of residence.)

• Psychographic segmentation variables

(Describe the target audience of the commercial in terms of social class, lifestyle, and/or personality.)

• Behavioral segmentation variables

(Describe the target audience of the commercial in terms of occasions, benefit sought, use status, usage rate, and/or loyalty status.)

1. Major selling idea (0.5 page)

(Describe the major selling idea(s) in the commercial. This should be a paragraph. At the end of the paragraph, summarize the major selling idea(s) with one or two words.)

1. Visual elements of the commercial (0.5 – 1 page)

(Describe the following visual elements used in the commercial: how the product was shown, types of people shown, types of settings, pace of scene changes, usage of color, and usage of letters and graphics. If some of the elements are not applicable, you don’t need to address them.)

1. Audio elements of the commercial (0.5 – 1 page)

(Describe the following audio elements used in the commercial: types of music, types of jingles, types of needledrops, types of voices or voiceover, and types of sound effects. If some of the elements are not applicable, you don’t need to address them.)

1. Advertising appeals and advertising execution (1 – 2 pages)

(Describe types of advertising appeals used in the commercial.)

(Describe advertising execution approaches used in the commercial.)

1. Creativity analysis (1 page)

(Analyze the commercial’s creativity in terms of divergence.)

(Analyze the commercial’s creativity in terms of relevance.)

1. Evaluation of the commercial (0.5 – 1 page)

(Based on the above Subsection a) – g), describe why this commercial is the best.)

(Make sure to mention how well the target audience of this commercial matches that of the TV show.)

(If applicable, provide the slogan used in the commercial. Also, if there was a visual or audio hook in the commercial, describe it briefly.)

 

4. Commercial Analysis: The Worst (advertiser name)
5. Description of the commercial (0.5 page)

(Briefly describe the storyline, the situation, or the overall theme of the commercial.)

(Mention if and how the product or service was featured in the commercial.)

1. Target audience (1 page)

• Demographic segmentation variables

(Describe the target audience of the commercial in terms of age, gender, income, education, and/or place of residence.)

• Psychographic segmentation variables

(Describe the target audience of the commercial in terms of social class, lifestyle, and/or personality.)

• Behavioral segmentation variables

(Describe the target audience of the commercial in terms of occasions, benefit sought, use status, usage rate, and/or loyalty status.)

1. Major selling idea (0.5 page)

(Describe the major selling idea(s) in the commercial. This should be a paragraph. At the end of the paragraph, summarize the major selling idea(s) with one or two words.)

1. Visual elements of the commercial (0.5 – 1 page)

(Describe the following visual elements used in the commercial: how the product was shown, types of people shown, types of settings, pace of scene changes, usage of color, and usage of letters and graphics. If some of the elements are not applicable, you don’t need to address them.)

1. Audio elements of the commercial (0.5 – 1 page)

(Describe the following audio elements used in the commercial: types of music, types of jingles, types of needledrops, types of voices or voiceover, and types of sound effects. If some of the elements are not applicable, you don’t need to address them.)

1. Advertising appeals and advertising execution (1.5 pages)

(Describe types of advertising appeals used in the commercial.)

(Describe advertising execution approaches used in the commercial.)

1. Creativity analysis (1 page)

(Analyze the commercial’s creativity in terms of divergence.)

(Analyze the commercial’s creativity in terms of relevance.)

1. Evaluation of the commercial (0.5 – 1 page)

(Based on the above Subsection a) – g), describe why this commercial is the worst.)

(Make sure to mention how well or poorly the target audience of this commercial matches that of the TV show.)

(If applicable, provide the slogan used in the commercial. Also, if there was a visual or audio hook in the commercial, describe it briefly.)

 

 

 

 

 

1. Epilogue: Learning ( 2 pages)
2. Learning point 1

(Describe the first thing that you learned from this project.)

2. Learning point 2

(Describe the second thing that you learned from this project.)

3. Learning point 3

(Describe the third thing that you learned from this project.)

 

 

 

• Pointers
• Through this assignment, you will have an opportunity to apply textbook materials to real-world advertising situations. Hence, it is very important to read textbook chapters related to this guideline before starting this assignment.
• If you are not a subscriber of Hulu, sign up for a free trial on Hulu.com. Make sure to choose the plan with commercials.
• Alternatively, you can choose two TV shows on cable TV. Because there are more commercials per show on cable TV, you will learn more from this project by choosing cable-based TV shows.
• Choose hour-long TV shows for this project. Each of your chosen TV shows should include at least five (5) commercial breaks. Thirty-minute shows on Hulu do not carry a sufficient number of commercials for the purpose of this project.
• The two TV shows must be in different genres. The more different the genres are, the more you will learn from this project.
• If you watch the same TV show on Hulu.com on different days, it is likely that you will see different commercials. For the purpose of this project, it is recommended that you record the TV shows and the commercials with your smartphone. Before recording, make sure that your smartphone has enough battery and storage space.
• The best and worst commercials cannot be promos of TV shows or movies or PSAs.
• If you use this guideline as a template, delete parentheses or brackets before adding your own content.

 

 

• Notes Regarding Submission
• The page limit for this assignment is 25 – 40 pages, including everything.
• The following font and size must be used for main text throughout the report: Calibri or Cambria, size 11.
• All pages should be double-spaced and numbered with one-inch margins on all sides.
• Writing style should be “business.” In business writing, clarity and brevity are very important. But, do not write a memo-style report with lots of bullet points and incomplete sentences. Except numbered bullets in Subsection 2, all sentences must be complete.
• Sloppy work will lower your grade. Correct any grammatical and syntax errors, typos, and inappropriate punctuations by proofreading multiple times. Proofread at least twice before submitting your report.

 

 

Areas for Point Deduction

• A report that does not follow the above format will lose up to 60 points. In other words, an “essay” report without headings and subheadings will lose up to 60 points. It is critical that you include the headings and subheadings in all sections and subsections, as shown above.
• A report with a TV shows that includes fewer than five (5) commercial breaks will lose 20 points per TV show.
• A report with no or few applications of advertising concepts and terms will lose up to 40 points.
• A report without specific examples in appropriate subsections will lose up to 30 points.
• A report with more than five (5) typos or grammatical errors will lose 30 points.
• A report without a cover page will lose 10 points.
• A report without page numbers will lose 5 points.
• A report submitted after the deadline will lose 50 points.

 

 

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