Students will participate in small groups (no more than three per group) to analyse a consumer behaviour campaign and produce a written report detailing the group’s findings. For this assignment you will be required to clearly identify and research the key consumer behaviour issue(s) using an advertising campaign of your choice.
Task 1: Selecting your campaign
Your group will need to first select a specific advertising campaign (which may comprise several advertisements) which will form the basis of your analysis.
The campaign must involve a high effort situation (so not a toothpaste commercial!)
Please note that if your selected campaign is very large, you should (carefully) select only parts of it to analyse for this assignment. Please seek advice from your lecturer or tutor on this.
The campaign must be one for which you can provide a paper copy (so not television or radio).
You may select from a range of campaigns at local, national or international level, and for a range of goods and services.
You may not use theory relating to exposure, or attitudes because this has already been covered in Assignment 2.
You must also use a different campaign and advertisement than the one you used for assignment 2.
There may be several theories by which you can analyse the campaign and your task is to select the most appropriate.
ONCE AGAIN, YOU ARE ADVISED TO CHECK YOUR CHOSEN CAMPAIGN WITH YOUR LECTURER/TUTOR WELL IN ADVANCE OF THE DUE DATE TO MAKE SURE IT PROVIDES ENOUGH DEPTH FOR YOUR ANALYSIS, AND AT THE SAME TIME, TO ENSURE IT IS NOT TOO COMPLEX.
You select a campaign that deals with holidays and then analyse one advertisement to a luxury resort using the ideas of social status and the ways the campaign seeks to attract a particular psychographic group.
Your campaign deals with the purchase of an expensive piece of jewellery or clothing, and you analyse it using theory of social class, or motivation.
The campaign relates to a group situation – such as a family or other social group. For this you could use theory of group influence, household structure.
Select a campaign which represents a high effort decision by a group or individual. (see details above)
Analyse the campaign and prepare a report of your findings according to the following sections.
1. Describe the campaign. (300 words)
(a) Provide a general overall description of the campaign.
In this section, you must provide a copy of at least one of the advertisements used in the campaign.
(b) Describe the kind of media in which the campaign is presented and its possible reach (local, international for example).
FOR SECTIONS 2, 3 AND 4, SELECT ONE ADVERTISEMENT FROM THE CAMPAIGN
2. Market group (500 words)
Describe the main market group to whom the advertisement appears to be addressed using relevant theory.
Ideally you could describe or profile the market using psychographics or socio-demographics.
3. Problem recognition (400 words)
Discuss the kinds of problems that the advertisement seeks to address for its potential customers.
You should state the nature of the decision that is involved, and what the potential risks may be.
4. Theory and application (800 words)
Using one of the consumer behaviour theories presented in this course, discuss the theory that you consider would be most appropriate for the analysis of this advertisement.
(In this section you will incorporate most of your references from a range of sources).
5. Strategy assessment and conclusion (500 words)
Provide a brief assessment of how well your group thinks the advertisement will work for your main market group, AND how well it fits within the overall campaign.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET AN AMAZING DISCOUNT ?
Our Service Charter
Excellent Quality / 100% Plagiarism-FreeWe employ a number of measures to ensure top quality essays. The papers go through a system of quality control prior to delivery. We run plagiarism checks on each paper to ensure that they will be 100% plagiarism-free. So, only clean copies hit customers’ emails. We also never resell the papers completed by our writers. So, once it is checked using a plagiarism checker, the paper will be unique. Speaking of the academic writing standards, we will stick to the assignment brief given by the customer and assign the perfect writer. By saying “the perfect writer” we mean the one having an academic degree in the customer’s study field and positive feedback from other customers.
Free RevisionsWe keep the quality bar of all papers high. But in case you need some extra brilliance to the paper, here’s what to do. First of all, you can choose a top writer. It means that we will assign an expert with a degree in your subject. And secondly, you can rely on our editing services. Our editors will revise your papers, checking whether or not they comply with high standards of academic writing. In addition, editing entails adjusting content if it’s off the topic, adding more sources, refining the language style, and making sure the referencing style is followed.
Confidentiality / 100% No DisclosureWe make sure that clients’ personal data remains confidential and is not exploited for any purposes beyond those related to our services. We only ask you to provide us with the information that is required to produce the paper according to your writing needs. Please note that the payment info is protected as well. Feel free to refer to the support team for more information about our payment methods. The fact that you used our service is kept secret due to the advanced security standards. So, you can be sure that no one will find out that you got a paper from our writing service.
Money Back GuaranteeIf the writer doesn’t address all the questions on your assignment brief or the delivered paper appears to be off the topic, you can ask for a refund. Or, if it is applicable, you can opt in for free revision within 14-30 days, depending on your paper’s length. The revision or refund request should be sent within 14 days after delivery. The customer gets 100% money-back in case they haven't downloaded the paper. All approved refunds will be returned to the customer’s credit card or Bonus Balance in a form of store credit. Take a note that we will send an extra compensation if the customers goes with a store credit.
24/7 Customer SupportWe have a support team working 24/7 ready to give your issue concerning the order their immediate attention. If you have any questions about the ordering process, communication with the writer, payment options, feel free to join live chat. Be sure to get a fast response. They can also give you the exact price quote, taking into account the timing, desired academic level of the paper, and the number of pages.