Ad Campaign

Ad Campaign

there is a case study regarding an advertisement:
"http://www.youtube.com/watch?v=jRlDngD-vWY"

please analyse it and answer this question:
"How well was this campaign integrated, and why?"

To answer these questions, refer to the advertising
design theories and one relevant academic journal article. Please use academic language and NO PLAGIARISM AT ALL.

Below is the sample answer that might be useful as a guide:
"According to Percy and Rossiter?s (1992) brand attitude grids, this campaign assumes that the buying decision is driven by a positive hedonic motivation (i.e. sensory gratifications). It is a low involvement product category. Therefore, the consumers do not need to believe the ad but they must like the ad in order to like the brand. Using the advertiser as a spokesperson is therefore effective because the consumers do not need to believe the ad. If this advertisement aims to build/increase brand attitude, the advertisements could be improved by adding some contextual detail to increase the appetite appeal. This is because the consumers must like the ad in order to like the brand. This is critical for those who have not yet formed positive attitudes towards the brand."

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