Describe the ads and analyze each one

Describe the ads and analyze each one

Instructions/Descriptions

Describe the ads and analyze each one

Use MS Word (1” margin all around, double space, 12 point Times New Roman)

State your name on the top page (just your name. nothing else).

Drop off your essays using the blackboard.

If the paper is plagiarized, you will receive zero point.

Assignment 1: (1,500 words minimum for Assignment 1) in lieu of Exam 2

Due date: April 21

100 points

This assignment has three goals: understanding the influences behind your purchases, understanding the consequences of your purchases, and giving you a chance to reassess and change your purchase patterns.

Choose at least three products you purchased in the last week, month, or year in three different categories: a necessity (a convenience good), big-ticket item (a specialty good), and service.   For each of the purchases, analyze the influences that led you to that purchase. Specifically, examine the cultural, family, peer, lifestyle, situational, demographic and personality influences that led you to this purchase.

Why did you buy Tide and not Cheer? Why did you decide to lease a car and why did you choose a Chevy? Why did you decide to purchase education and why this school? These are the types of questions you want to ask yourself.   Try to use the theories and concepts discussed in class and/or in the textbook.

Use at least 20different theories, concepts, and/or terminologies from the list below.  Type them in boldface.

Assignment 2:(1,500 words minimum for Assignment 2) in lieu of Exam 3

Due date May 19

100 points

Pick at leastthree magazine, newspaper, TV and/or web advertisements.  Describe the ads and analyze each one using at least 30different theories, concepts, and/or terminologies from the list below.  Type them in boldface.

You may answer the following questions:

• What is the target market? (Discuss both physical and psychological characteristics.)
• How does it try to position the brand?
• What need does it try to satisfy?
• What perceptions does it try to create?
• What type of learning does it try to trigger (behavioral or cognitive)?
• Is it trying to change consumer attitudes? How?
• What type of message is used?
• What is the purpose of the ad?
• Does it use a celebrity, character, or model? Is it appropriate?
• How does it try to motivate consumers to buy?
• Does it use any technique the textbook mentions?

Key concepts and terminologies

1. Segmentation (Geographic, Demographic, Psychographic, Behavior) and targeting
2. Positioning
3. Stakeholder concept
4. Hedonic value, utilitarian value
5. Relationship marketing
6. Touch points
7. Augmented product concept
8. Price elasticity of demand
9. Customer lifetime value
10. Personal values
11. Perception
12. Assimilation, accommodation, contrast
13. Selective perception
14. Absolute threshold
15. Adaptation
16. JND
17. Subliminal perception
18. Mere exposure effect
19. Classical conditioning theory
20. Instrumental conditioning
21. Message congruity
22. Figure/ground distinction
23. Framing
24. Sensory, short term, long term memory
25. Exemplar
26. Episodic memory
27. Cognitive schema
28. Priming
29. Motivation
30. Homeostasis and self improvement
31. Maslow’s hierarchy of needs
32. Motivational conflicts
33. Consumer involvement
34. Cognitive appraisal theory
35. Mood
36. Flow
37. EQ
38. Personality
39. ID, ego, superego
40. Karen Horney’s trait theory
41. Trait approach
    • Value consciousness
    • Materialism
    • Innovativeness
    • Complaint proneness
    • Need for cognition
    • Competitiveness
    • Generalized self confidence
    • Self consciousness
    • Optimum stimulation level (OSL)
    • Impulsiveness
42. Five Factor Model
43. Lifestyle
44. VALS
45. PRIAM
46. Self image
    • Actual self
    • Ideal self
    • Social self
    • Ideal social self
47. Extended self
48. Self congruency theory
49. Symbolic consumption
50. Consumer attitudes
51. Compliance, identification, internalization
52. ABC Approach
53. Functions of attitude
54. Situational influences
55. Fishbein Multi-attribute attitude model
56. ELM: central route to persuasion and peripheral rout
57. Appeals: sex, humorous, fear
58. Two-sided message/argument
59. Comparative advertising
60. Groups: primary, secondary, formal, informal, aspirational, dissociative
61. Conformity and peer pressure
62. Social powers: referent, legitimated, expert, reward, coercive
63. Reference group
64. Buzz marketing
65. Organic and amplified word of mouth
66. Stealth marketing and ambush marketing
67. Opinion leaders
68. Surrogate consumer
69. Market maven
70. Diffusion process
71. Consumer socialization
72. Advertiming
73. Shopping activities: acquisitional, epistemic, experiential
74. Utilitarian and hedonic shopping
75. Unplanned and impulsive shopping
76. Diderot Effect
77. Type of shoppers: economic, personalized, ethical, apathetic, recreational
78. Shopper-tainment
79. Routine, limited, and extended decision making
80. Brand inertia
81. Satisficing
82. How to recognize needs: dissatisfaction, depletion, comparison, new situation, new product
83. Consideration, inert, inept sets
84. Conjunctive, disjunctive, lexicographic decision making rules.
85. Decision heuristics
86. Rituals
87. Sacred and profane consumption
88. Desacralization and sacralization
89. Expectancy disconfirmation
90. Contrast effect
91. Types of expectations: predictive, normative, ideal, equitable
92. Equity theory
93. Inequitable treatment
94. Attribution theory: locus, control, stability
95. Cognitive dissonance
96. Complaint behavior
97. Switching behavior
98. Consumer inertia
99. Antiloyal consumer
100. Switching costs[Order Now] 
     

     Describe the ads and analyze each one

     RUBRIC
     Excellent Quality 95-100%	Introduction 45-41 points The context and relevance of the issue, as well as a clear description of the study aim, are presented. The history of searches is discussed.	Literature Support 91-84  points The context and relevance of the issue, as well as a clear description of the study aim, are presented. The history of searches is discussed.	Methodology 58-53 points With titles for each slide as well as bulleted sections to group relevant information as required, the content is well-organized. Excellent use of typeface, color, images, effects, and so on to improve readability and presenting content. The minimum length criterion of 10 slides/pages is reached.
     Average Score 50-85%	40-38 points More depth/information is required for the context and importance, otherwise the study detail will be unclear. There is no search history information supplied.	83-76  points There is a review of important theoretical literature, however there is limited integration of research into problem-related ideas. The review is just partly focused and arranged. There is research that both supports and opposes. A summary of the material given is provided. The conclusion may or may not include a biblical integration.	52-49  points The content is somewhat ordered, but there is no discernible organization. The use of typeface, color, graphics, effects, and so on may sometimes distract from the presenting substance. It is possible that the length criteria will not be reached.
     Poor Quality 0-45%	37-1 points The context and/or importance are lacking. There is no search history information supplied.	75-1 points There has been an examination of relevant theoretical literature, but still no research concerning problem-related concepts has been synthesized. The review is just somewhat focused and organized. The provided overview of content does not include any supporting or opposing research. The conclusion has no scriptural references.	48-1 points There is no logical or apparent organizational structure. There is no discernible logical sequence. The use of typeface, color, graphics, effects, and so on often detracts from the presenting substance. It is possible that the length criteria will not be reached.

     Describe the ads and analyze each one

     Describe the ads and analyze each one

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