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