The first assignment is based on chapter 1-4 in the book Consumer Behaviour by Evans, Jamal...

 

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The first assignment is based on chapter 1-4 in the book Consumer Behaviour by Evans, Jamal and Foxall. The assignment is to study an advertisement and commercial and from several questions (related to each chapter of the book), analyse and reflect upon the content of the advertisement and commercial. You should yourself choose an advertisement and commercial and refer to these in your paper. You should enclose the advertisement in the paper. The commercial can be more difficult to refer to. But you should inform us where and when you have seen it. If you have found it on a website, you should give us the link to that page. The basic model for assignment 1 is figure 2.1 presented on page 46 in the book: Sequential effects of response to marketing Post-purchase Action • Attitude 3. Learning • Perception • Attention • Esposure 2 1. Analysis of a commercial You should (yourself) choose a commercial to analyse. The research questions for the analysis cover parts of chapter 1. We want You to: a. Describe and analyse the possible target market and possible communication's targets based on the channel of communication and the message being used. (table 1.3 consumer benefit segments, 1.5 shopping motives or table 1.6 classification of shoppers in the course literature should be used as basis for analysis); b. Describe how Maslow's hierarchy of needs (page 12 figure 1.3 in the book) can contribute with an explanation of the messages and the motivational factors presented in the commercial. c. Clearly show how you connect your analysis to the course literature by making clear and correct references in the text. The first assignment is based on chapter 1-4 in the book Consumer Behaviour by Evans, Jamal and Foxall. The assignment is to study an advertisement and commercial and from several questions (related to each chapter of the book), analyse and reflect upon the content of the advertisement and commercial. You should yourself choose an advertisement and commercial and refer to these in your paper. You should enclose the advertisement in the paper. The commercial can be more difficult to refer to. But you should inform us where and when you have seen it. If you have found it on a website, you should give us the link to that page. The basic model for assignment 1 is figure 2.1 presented on page 46 in the book: Sequential effects of response to marketing Post-purchase Action • Attitude 3. Learning • Perception • Attention • Esposure 2 1. Analysis of a commercial You should (yourself) choose a commercial to analyse. The research questions for the analysis cover parts of chapter 1. We want You to: a. Describe and analyse the possible target market and possible communication's targets based on the channel of communication and the message being used. (table 1.3 consumer benefit segments, 1.5 shopping motives or table 1.6 classification of shoppers in the course literature should be used as basis for analysis); b. Describe how Maslow's hierarchy of needs (page 12 figure 1.3 in the book) can contribute with an explanation of the messages and the motivational factors presented in the commercial. c. Clearly show how you connect your analysis to the course literature by making clear and correct references in the text.

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