The first person that I have interviewed is Ella, she is an NYU Graduate who is
working as a Web Designer and is earning approximately $45,000 a year. She lives in
Brooklyn, New York for seven years. Ella claims that she liked “Dodge Grand Caravan” as her first choice. First of all, she likes the ad because it’s a family car that serves/fits all her needs. Secondly, she likes this ad because the color red is her favorite color. According to Ella’s interpretation, she feels that by looking at the advertisement about the “Dodge Grand Caravan” a person will get all the explanation he/she needs. Her second choice was “Volvo” which looks like a very nice car, but does not apply to the need of a customer. She would prefer to know the features that the car is offering. She feels that the name of the brand is hidden because its all the way on top and on the edge that it would not be visible to the eye of the customer. Her third choice was “Ford Expedition”, because looking at the magazine ad she feels that it explains the variation of the car. However, she thinks that the ad does not apply why it was advertised for and that there is not enough description to the car. Her fourth choice was “Suzuki”, because she claims that the ad itself takes a person attention. Therefore, she also liked that the typeface “S” and “Suzuki” overlaps on top of each other. Her Fifth choice was “Toyota”, because she thinks it’s a nice looking car, but the theme that was used for this ad is a little bit funny. She feels that way because the theme does not fit to the description of the car. Her suggestion for this ad is to create more ideas, (i.e. the name of the brand should be visible; the slogan should be different in the sense that it should apply to the description of the car).


Svetlana Khanimova
The second person that I have interviewed is Milana. She is a 22 years old
nurse from Brooklyn, N.Y. Milana earns about $50,000 a year she likes to play
volleyball and read novels in her spare time. Her first choice was the “All new Dodge
Grand Caravan”, because of two reasons: First of all she said that’s it’s a big family
car and it is red color which caught her attention very fast. Second, this model contains
a lot of details that can help her get as much information as she needs. Her second
choice was “Ford Expedition”, because it gave her a good impression since she likes
to travel a lot and therefore this appearance fulfills her needs. She feels that this car ad
claims that it can handle traveling. In addition, it has different models and nice logo. She
feels that this advertisement needs to put more information about this model. Her third
choice was “Suzuki”, because the liked the comparison between the Suzuki and the
cheetah, which transforms into high speed. In addition, she feels that the car is luxurious
and big enough for the family. Also it gives enough information and has a good
description of the car. Her forth choice is “Volvo”; she claims that it is a powerful car
and can handle all the roads. She likes what it says on the side “Volvo for life”, but
she also feels that there is not enough information about the features of the car. Her fifth
choice is “Toyota”; she feels that it is not a very successful ad because it doesn’t
convince her to buy the car. She thinks that the car is too far, it needs to be closer
and side wise, so that the customer can see the whole model. She also feels that the
information that “Toyota” provides is very limited.


Maya is the third person that I have interviewed. She is a 21 female that lives in Brooklyn, N.Y. She is a college student who lives with her parents. Her hobbies include, playing volleyball, basketball, and ice scatting. Maya’s first choice was the “Dodge Grand Caravan”, because it caught her eyes to the information that she needs. For example, it provides the information that her and her family need. Her second choice was “Toyota” because she claims that it’s a pretty white car that does not qualify to the specific descriptions that a consumer might need. She feels that the theme is kind of cute but it doesn’t really apply to the car. Her third choice was “Suzuki”, because she liked the motion, the ad captured her attention. She also liked the logo of “Suzuki”. Her fourth choice was “Ford”, because by looking at the ad she feels that the information that is given there is very suitable and reliable. Her fifth choice was “Volvo”, because it does not provide so many details like Dodge, it’s simple.

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Olga is a 24-year-old pharmacist from Brooklyn, New York. She makes
approximately $60,000 a year and what interest her the most is medicine, design, and
skiing. Olga””””””””””””””””s first choice as her favorite car ad was the “Dodge Grand Caravan”,
because she liked the interior and the exterior design of the car that is suitable for the
whole family. In her opinion she states that “it is the best advertisement for the car”.
Her second choice would be “Ford”, because she feels that the ad portrays the message
that you can drive anywhere and be everywhere. She said that “in order for this ad to
be successful it needs to add more information about the car (i.e. it””””””””””””””””s features, price and
qualities)”. Her third choice would be “Suzuki”, because you can see the car in motion.
According to Olga””””””””””””””””s opinion she feels that “in order to make the ad more successful the
advertiser needs to change the appearance of an ad. For instance, the name “Suzuki” is
on the side where it is not visible”. Her forth choice would be “Volvo”, because she
thinks that the ad claims that it can cross roads, cross borders, cross town and cross
country. But she feels that the ad is lacking information about its features and
characteristics. Her fifth choice would be “Toyota”; according to Olga, “if I would see
this ad on a certain magazine it would not capture my attention. “Toyota” is using such a
theme that I think is so bizarre and so not attractive to the customer.”
Marina is a 26 years old college graduate from Brooklyn, New York. She
works as an accountant and earn approximately $80,000 a year. Her favorite thing to
do is read novels, listen to music, and go shopping. Her fist choice as a customer is
“Dodge Grand Caravan”, because she feels that, “by looking at the other ad””””””””””””””””s it caught
my attention directly. It specifies the information that I prefer to buy and would
recommend my family and friends”. Marina””””””””””””””””s second choice was “Ford Expedition”.
She feels that this magazine advertising is breath taking because the view and the
background is so beautifully captured which takes her attention towards the view, the
car and also the description. Her third choice of the five advertisements was “Volvo”.
She liked the view and how they positioned the car being in motion. Therefore, she
feels that there was less description to this car or that this ad does not have the
necessary availability’s that she as the customer would want to find out. Her forth
choice was “Toyota”. Well, she feels that the name itself sounds very attractive. She
thinks that this ad is very simple, because the ad provides the picture, the slogan, and
the phone number of “Toyota” dealers for people who have questions about the car. Her
fifth choice was “Suzuki”, because of how it was captured in the motion between a car
and two cheetahs. Therefore, it gives a direct info of how this car races promptly faster
than the tow cheetahs. She feels that the background caption is really nice and simple
because it in the desert. She also thinks, the typeface/logo that was used to design this
ad is stupendous.



Roman is a 22 year old college student that is majoring in Accounting. In his
spare time, he likes to play chess, volleyball and do a little swimming. Roman””””””””””””””””s first
choice is “Dodge Caravan”, because it””””””””””””””””s a family car and the ad explains every detail of
the car. He believes that this is the car that is suitable for every family. His second
choice was “Ford Expedition”, because the ad shows you various models of the “Ford
Expedition” that is available on the market. His third choice was “Suzuki”, because it
shows the car in motion and has a lot of information about the car. The slogan that is
used by this ad is “the cheetah is the fastest land animal in the world”, but he feels that
how does the cheetah play a role in the ad. His mood about the ad is negative. His
forth best choice is “Volvo”, because he feels that the car does not give enough
information about the car, it only says that the car is very strong and it is capable of
everything. He feels that in order for the ad to be successful the name of the car should
be in the middle of the ad not on the edge, where it is hard to see. His fifth best choice
was “Toyota”, because the ad doesn””””””””””””””””t say so much about the car. For instance, the
appearance of the car is so small and the name is way on the bottom which is very hard
for an ordinary consumer to see.


Alex is a 24-year-old male that lives in Brooklyn, New York. He works as a
barber and he is his own boss. He earns approximately $35,000 a year. He likes
nature, traveling, and theatres. He chose “Dodge Grand Caravan” as his first choice
because it is big and a wide car that can provide with the necessary needs that he and
his family need and want. He feels that this ad describes the necessary ideas that the
customer needs. His second choice was “Volvo”, according to Alex “the ad attracts
his attention because the car is shown in a direct perspective. He thinks this ad was
simply done; for example, the background, the logo is simply placed in the corner of the
ad”. His third choice is “Suzuki”, because the caption between cheetah and this car are
having repetition in racing. This ad was thoughtfully putted together and the fact that they
did a comparison between a Suzuki and cheetah was very clever. His forth choice was
“Toyota”. He believes that this ad does not provide the necessary information that
would capture his attention. His fifth choice was “Ford Expedition”, because it gave him
more details about the features of the car. However, he feels that the way they
positioned words on the top of an ad confused him because he didn””””””””””””””””t know where was
the beginning and where was the end.
Alexander is a 27 year old Physician Assistant that resides in Queens, New
York. His annual income is $55,000. In his spare time he likes to golf, play sucker,
and basketball. His first choice is “Suzuki”, because it is a nice family car, not too big
and not too small. He likes the fact that there was a comparison between the cheetah
and Suzuki, because speed is very important in a car. Moreover, he likes the headline
of the ad and the fact that Suzuki won an award shows him it””””””””””””””””s a reliable car. His
second choice is “Dodge Grand Caravan”. He feels that it has very luxurious
appearance and a nice logo too. The disadvantage is that this car is too big and
overloaded with the information. He believes that “WE” as Americans say that “Time is
Money”. His third choice is “Volvo”. To him it looks like this car can overcome every
piece of land and water. Mountains are very strong and nothing can destroy it and so the
ad sets this image that the car is strong like a rock. His forth choice is “Toyota”, he
feels that this car is for an average person who can afford it. It gives good information
and the ad uses a little bit of nature which caught his attention. His fifth choice is “Ford
Expedition”, because this car is good for people who like to travel a lot. The nature that
was used in the ad captured his attention and make him want to have this kind of a car.
He likes the position that the car is at because he can see everything in a clear view.


Khia is a 30-year-old male who works as a caseworker and earns
approximately $35,000 a year. He is from Brooklyn, New York and his hobbies
include listening to music, playing basketball, baseball and seeing the beautiful effects of
nature. His first and foremost choice is “Suzuki”, because it the ad provides information
that is breath taking to every customer because it describes every detail of the car.
Moreover, the design of the ad is marvelous and eye catching. His second choice
would be “Dodge Grand Caravan”, because it also describes in detail about the features
of the car but he thinks that an ordinary customer wouldn””””””””””””””””t want to read all this
information because simply its time consuming. His third choice would be “Volvo”,
because the words that they use to describe the cars features are not clearly seen. He
would like to suggest to the “Volvo” producer to try to use a different texture design of
the car. Moreover, he would make the name “Volvo” a little bigger and visible to catch
the readers attention. His forth choice would be “Toyota”, event though it has little
information the ad is clear and simple which some people like himself like. He would
like to suggest that the name “Toyota” should go on the top of the ad rather than on the
bottom because to him it was hard to tell what was the brand name of the car. His last
but not least choice was “Ford Expedition”. By showing different samples of the car
they are creating preferences which would be most suitable for the customers needs and
wants. He suggests that by making the car more visible and maybe more towards the
center it would help a customer visualize the whole car rather than just the front.


Elena is a college student from Staten Island. She works as a clerk and earns
about $20,000 a year. She likes to hang out, play volleyball and likes pets. Her first
choice is “Dodge Grand Caravan”, because the ad offers a small television that is inside
the car which is good for parents who have children. The disadvantage of this ad is
that it has too much information and that there is just not enough time for busy parents
to take time to actually read it. Her second choice is “Volvo”, because she likes the
form of the car. She would like to know the price and the features of the car. She feels
that this ad portrays the massage of reliability and safety. Her third choice is
“Suzuki”, because it informs a person the stating price of the car. She believes that the
background of the ad is suitable for this type of an advertisement. Moreover, the award
shows that the car was approved by other people. Her forth choice is “Ford
Expedition”, because the ad creates this image that it can take you anywhere, under any
condition. She believes that it””””””””””””””””s a family car but she feels something is lacking from this
ad, like the features inside the car. Her fifth choice was “Toyota”; she feels that there is
not enough information (i.e. how many miles will the electricity last; how far can you go
with the car). She believes that this type of a car is good for the environment because
there is less pollution.
The ad that I like the most is the “Dodge Grand Caravan”, because its a family
car and it is in red which catches my attention very fast. Moreover, the ad contains a lot
of details that explains the cars features and expectations. Unlike the “Toyota” ad, I
think that “Dodge Grand Caravan” will sell the most. In the “Toyota” advertisement, the
car is too far, it needs to be more closer and side wise so that it will catch the eye of the
consumer. Second, I think that it would help to put the name of the car on the top
rather than on the bottom so that the customer should know what brand name he/she is
looking at. Furthermore, it would probably be a good idea to change the theme or the
slogan of the ad because to me it doesn’t make any sense. The reason why I feel that
“Dodge Grand Caravan” would sell the most is because the ad provides adequate
information about the car. But at the same time I feel that “Dodge Grand Caravan” has
given a lot of information about the car that is unnecessary and time consuming. In my
opinion a good ad needs to be clever, original, that should also sell. We can make a
good advertisement work if we create a suitable theme/slogan, background that will set
off this image in the consumer eye that it””””””””””””””””s one of a kind and that there is no other
product like it. If the advertisement for a particular product is small and has small print
with wrong use of colors and textures then the ultimate consumer wont even notice the
ad. I think that the appearance of a product does play a role in advertisement.


Slogans
 Make every day good to the last drop
(Maxwell House)
 Water, Reborn
(Brita)
 Once you pop you can””””””””””””””””t stop
(Pringles)
 Think Light
(Merit cigarette)
 Open up to complete relief
(Claritin D 24 hours)
 Pleasure, cleverly disguised as business
(Northwest Airlines)
 This could cause you to shave a good 30 seconds off your shower.


(Honey Nut)
 Come to where the flavor is
(Marlboro)
 How to relax and unwind after sawing the world
(Smirnoff)
 The force that pulls you together
(Gravity, fragrance for men)
1. Which of the 5 ads received the most favorable rank (lowest average)?
The lowest favorable ads were “Toyota” and “Volvo”.


2. Which of the 5 ads received the least favorable rank (highest average)?
Within the 5 ads consumers preferred the advertisement on the “Dodge Grand
Caravan”, “Suzuki”, and “Ford Expedition”.


3. Which themes had the highest association scores?
The themes that had the highest association scores are as follows: Once you pop you
can’t stop; How to relax and unwind after sawing the world; Come to where the flavor
is; Water, Reborn and Make every day good to the last drop.


4. Which themes had the lowest association scores?
The themes that had the lowest association scores are as follows: The force that pulls
you together; This could cause you to shave a good 30 seconds off your shower;
Pleasure, cleverly disguised as business; Open up to complete relief and Think Light.

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