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SPCA Ad (Chapter 3)

Non-profit organizations often use advertising and marketing techniques to promote their organizations. Here is a TV ad by SPCA that can be used to generate some discussion related to consumer behavior.

Discussion Questions:

  1. What is your initial reaction to this ad?
  2. Was the emotional appeal of the ad too strong? Why or why not?
  3. Who do you think is the target market for this ad?
  4. Discuss the concepts of selective exposure, selective distortion, and selective retention as it relates to this ad.
  5. If you were going to target a particular VALS group with this ad, which group would you target? Why?
  6. Look at the consumer decision process. Which step do you think this advertisement addresses? Justify your choice.