Geico has developed a number of different executions of its television ads. Watch the following TV advertisements then answer the questions that follow.

Geico Television ads:

Discussion Questions:

  1. What is the tagline for Geico? Is it an effective tagline? Explain.
  2. From the Geico ads listed, which ones do you like the best? Why?
  3. Which execution style do you think is the most effective? Why?
  4. Why does Geico use so many different execution styles? What theories support this variation?
  5. If you were the media planner for Geico, on which television shows would you place the ads? Identify at least 5 and explain why you chose the particular shows on your list.
  6. At this point in time, which is more important for Gieco, brand recognition or brand recall? Why?

About Dr. Ken Clow

Co-author of textbook.

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