COLLEGE DEPARTMENT

ADVERTISING PRINCIPLES AND PRACTICES

RECITATION
AB COMM 1

COMPARATIVE ANALYSIS OF ADVERTISEMENTS THAT REPRESENT AND DOES NOT REPRESENT

THE MARKETING CONCEPTS

Instructions:
Reflective/Compare Contrast
Look through the ads on the television or the internet and find an example of an advertisement that you
think demonstrates the marketing concept, and another ad that you think does not represent an effective
application of the marketing concept.
Compare the two and explain why you evaluated them as you did. Mount both ads them and your analysis
in your portfolio.
Present summaries of both ads first. Proceed to focus on similarities, followed by a focus on major
differences.

Parts of the Comparative Analysis Presentation:

COVER PAGE – 1 page

The first page of the paper should contain only the title of your paper, your name, the name and/or number
of this class, subject, instructor and the date.

INTRODUCTION – 1 page
The introduction is usually one paragraph, or perhaps two in that provides the purpose and importance of
doing the Comparative Analysis

TABLE OF CONTENTS – 1 page

BODY – minimum of 5 pages

I. Introduction to the claim
a. Explain the advertisement that demonstrates marketing concept versus the ad that does not.
b. Address the claim slightly. Cite/quote people who has the same belief. It can be sourced through online
or personal conversation.

II. Explain summaries of both ads

a. Summary of the advertisement that demonstrates marketing concepts
b. Summary of the advertisement that does not demonstrates marketing concepts
 COLLEGE DEPARTMENT
ADVERTISING PRINCIPLES AND PRACTICES
RECITATION
AB COMM 1

III. Compare similarities in terms of MARCOM:

a. Product
-design
-packaging
b. Price
-psychological pricing
-price/value
c. Place/Distribution
-channel
-market coverage

IV. Compare differences in terms of key concepts of a brand:

a. Brand Identity
-logo
-Brand Characteristics:
Distinctive
Association
Benefit
Heritage
Simplicity
b. Brand Position and Promise
c. Brand image and personality

V. Conclusion
a. Final Comparisons
b.Last word on the controversy
c. Strong closing

REFERENCES – 1 page