This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: IMC Exercise # 2 Ads: Shape Magazine, September Issue Ad #1: Problem Recognition This advertisement depicts the first stage in the consumer decision making process because in one page it informs the reader that UVA rays are the number one cause of skin aging and, furthermore, the ad goes on to report about how skin aging leads to wrinkles, loss of firmness, and discolorations. A reader may not even have realized this as a problem or threat until reading the advertisement and becoming enticed with the product; realizing the importance of sun protection with a product like the one advertised. Ad #2: Information Search Physicians Formula illustrates a woman engaged in a book about allergies and the subtitle reads, “Clueless about your sensitive skin?”. This describes the information search she is in the process of due to sensitive skin and possible allergies. She is seeking value and an answer to her sensitive skin problem. The subtitle on the right side of the page reads, “Minerals make it crystal sensitive skin problem....
View Full Document
This note was uploaded on 07/13/2010 for the course MKT MKT 411 taught by Professor Dr.ponzillo during the Fall '08 term at Tampa.
- Fall '08