Advertising 3960 What Happened in Class

Thurs., March 4

We did an exercise that taught the difference between features and benefits.

We watched videos of commercials that were mentioned in the text.


Monday, March 1

What we learned in this class:

• difference between features and benefits
• how to translate a feature into a benefit (2 strategies)

We started the class by discussing the experience of taking the Ch. 4 test. About half the students had taken it. Some disadvantages of this system are that the questions are quite detailed, which does not meet the instructor's objective of having a broad overview of the material.

The instructor is preparing the Ch. 5 test and will notify students when it is ready.

Next the instructor spoke about the account management assignment. She showed the class a flyer that was used by the previous class. She is going to adjust the flyer and duplicate it for student use and it will be distributed at the next class.

Next the instructor distributed direct mail pieces for use during the lecture, which was about translating features into benefits. She defined features and benefits and students then looked at their direct mail piece to see if they could find features/benefits.

She gave the class two strategies for translating a feature into a benefit.

Next class:

Read Kennedy, 129046.
Read Ch. 5 if you have not already read it.


The market research assignment will be posted here on Tuesday.