Question

Dale, the Marketing Lead for an organic mint product is excited that they finally have enough funding to launch a television advertising campaign for a limited period of time. He and Regina, the Head of Media placement at the advertising agency, are at loggerheads because while Dale wants to place the mint ads in top performing shows such as "The Walking Dead," Regina insists that the mint ads should be placed in comedy shows such as "Blackish" or in light reality shows such as "The Voice."

After taking this CB class, your suggestion would be to advertise on:

"The Walking Dead" because advertisers should surround ads with leading shows to leverage the isolation effect.

"The Walking Dead" because advertisers can base their strategy on the figure-ground theory which helps to contrast advertising visually from its background.

"Blackish" and "The Voice" because advertisers can surround ads with leading shows to leverage the isolation effect to determine effectiveness of the product.

"Blackish" and "The Voice" because advertisers can surround ads with positive programming and increase the chances that ad information is evaluated in a more positive light

none of these

Answer 1

Answer: "Blackish" and "The Voice" because advertisers can surround ads with positive programming and increase the chances that ad information is evaluated in a more positive light.

Explanation: While some companies do go with popular and top performing shows to place their advertisements others like to choose comedy and light reality shows. Placing an advertisement in a popular and top performing show will help reach a larger audience but will the reach be converted to customers is a doubt.

Some customers relate the adertisement with the content of the show, the reason one of the biggest company like Coco-Cola do not place their ads between news. It is evaluated that ads are evaluated in more positive light when surrounded by positive content. Hence it is advisable the place the ad on comedy and light reality shows.