Consumer Behaviour: Advanced Level of Marketing Custom Essay

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Development of an appropriate introduction, conclusion and executive summary.
Please be sure the references is correct. The references is very important in this assignment and they will check every single things in references. MY english is second language peer reviewed articles and no less than 8 years old text books and general articles. you will 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

You 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.

Some examples
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.

Your task

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
FOR ANALYSIS
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.
6. List of references

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