Each individual is exposed to hundreds of commercial messages on each day. This enormous amount of marketing messages requires marketers to create messages that are clever, focused, and specific in their communication objectives. The intent of this exercise is to allow students to choose a commercial message and critically analyze each of its components. This exercise provides students with an opportunity to apply the theoretical concepts of communication theory in a real world setting. In the mean time, students are able to realise the difficulty of the creating an effective message.
This assignment can be handed out post coverage of the Promotion Mix section of the course. Students are asked to select a marketing message of their choice for critical evaluation. This message may be drawn from TV, radio, from the Internet or any other media source.