Hierarchy of Effect Model Exercise: Evaluating Super Bowl Commercials and Public Health Campaigns

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ASSIGNMENT INSTRUCTIONS:

Link to commercials: https://adage.com/SuperBowl2022Commercials
Hierarchy of Effect Model Exercise for the Super Bowl
Visit https://adage.com/SuperBowl2022CommercialsLinks to an external site. or other website listing the advertising campaigns for products/services that appeared during the Super Bowl (SB) [up to 3]. Work to identify the level within the Hierarchy of Effects (HOE) Model that you believe each commercial achieved by their advertisement during one of the biggest audiences of the year. HOE lower-level domains include exposure, attention, interest, and comprehension. Higher Level domains include the acquisition of skills, changes in attitude, short-term retention of information, long-term retention, decision making, the one-time performance of the behavior, reinforcement of behavior, and maintenance of behavior indefinitely through complex life changes. So, for each SB commercial that you select, answer the following questions:
Did you enjoy the SB commercial?
Who was the appropriate target market(s)? — requires you to successfully identify target market(s)
What was the communication style?
What was the message conveyed? Was the message conveyed appropriately for the target market(s)?
Was the placement of the commercial optimal for reaching the target market?
Was there a “Wow” factor? – the message is communicated and/or delivered in a novel/innovative fashion
Was there (did it occur) potential for generating positive (negative) “buzz” and earned media?
What level within HOE do you believe was achieved with the SB commercial?
Why do you believe the SB commercial achieved that level of the HOE Model?
Please rank questions 1 – 6 on a scale of 1 – 5, with one
(1) indicating missed the mark and five (5) indicating “bullseye”.
Product Campaign 1)
Product Campaign 2)
Product Campaign 3)
Now, work to answer the same questions (above) for a public health campaign. If you need to find a public health campaign, search using Google or YouTube.
Public Health Campaign 1)

HOW TO WORK ON THIS ASSIGNMENT (EXAMPLE ESSAY / DRAFT)

The Super Bowl is one of the biggest events of the year, and with a massive audience comes the opportunity for companies to showcase their products and services to millions of viewers. In this essay, I will analyze the effectiveness of the commercials that appeared during the Super Bowl using the Hierarchy of Effect (HOE) Model, and also evaluate a public health campaign.

First, let’s examine the Super Bowl commercials. After reviewing the advertisements listed on AdAge’s website, I have selected three commercials to analyze.

Product Campaign 1: “Alexa’s Body”

  1. Did you enjoy the SB commercial? – 4
  2. Who was the appropriate target market(s)? – Adults
  3. What was the communication style? – Humorous
  4. What was the message conveyed? Was the message conveyed appropriate for target market(s)? – The commercial was designed to promote the Alexa device’s ability to respond to voice commands, with a humorous twist by imagining what Alexa would be like if it had a physical body. The message was appropriate for adults who are looking for a voice assistant device to make their lives easier.
  5. Was the placement of the commercial optimal for reaching the target market? – Yes, the Super Bowl is a high-profile event that attracts a large adult audience, making it an ideal platform to reach the target market.
  6. Was there a “Wow” factor? – 3
  7. Was there potential for generating positive (negative) “buzz” and earned media? – Yes, the humorous nature of the commercial and the surprise twist of Alexa having a body could generate positive buzz for the brand.
  8. What level within HOE do you believe was achieved with the SB commercial? – Acquisition of skills.
  9. Why do you believe the SB commercial achieved that level of the HOE Model? – The commercial highlights the Alexa device’s ability to respond to voice commands, which is a skill that users can acquire by purchasing the device.

Product Campaign 2: “T-Mobile 5G Commercial with Tom Brady and Rob Gronkowski”

  1. Did you enjoy the SB commercial? – 3
  2. Who was the appropriate target market(s)? – Sports fans
  3. What was the communication style? – Humorous
  4. What was the message conveyed? Was the message conveyed appropriate for target market(s)? – The commercial was designed to promote T-Mobile’s 5G network, featuring two famous football players, Tom Brady and Rob Gronkowski. The message was appropriate for sports fans who are interested in having access to a fast and reliable network.
  5. Was the placement of the commercial optimal for reaching the target market? – Yes, the Super Bowl is a high-profile event that attracts a large sports fan audience, making it an ideal platform to reach the target market.
  6. Was there a “Wow” factor? – 2
  7. Was there potential for generating positive (negative) “buzz” and earned media? – Yes, the appearance of two famous football players could generate positive buzz for the brand.
  8. What level within HOE do you believe was achieved with the SB commercial? – Acquisition of skills.
  9. Why do you believe the SB commercial achieved that level of the HOE Model? – The commercial highlights the T-Mobile 5G network, which is a skill that users can acquire by switching to the network.

Product Campaign 3: “Jeep – The Middle”

  1. Did you enjoy the SB commercial? – 4
  2. Who was the appropriate target market(s)? – Adults
  3. What was the communication style? – Emotional
  4. What was the message conveyed? Was the message conveyed appropriately for the target market(s)?

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