Reference no: EM13835169
Using the data you gathered from the interviews, Write a 3 to 5 page analysis of the advertisement. Include:
• Introduction that describes how consumers make buying decisions
• Interview strategy and questions asked
• Demographic and psychographic profiles of the people interviewed
• Brief description of the two advertisements
• Analysis of the marketing message in each advertisement and the interviewees' responses to them. Based on these responses, justify existing strategies or recommend changes.
• Conclusion that discusses the importance of consumer research in the creation of effective marketing strategies and how this will apply to your chosen career.
This is an overview of the whole project and you guys already did the milestone due in week 4 for me.
This project is a consumer behavior analysis exercise. The goal for the milestone is to analyze behavior and reactions of the consumer, not the ads. The final paper requirements include an analysis of the advertisements. Identify two contrasting television, magazine or internet advertisements that use humorous and emotional appeals. In Week 4, interview two people and measure the impact these advertisements had on them. In Week six, analyze the consumer behaviors and reactions in a formal paper; including concepts, theories and applications from the text.
Deliverable
Prior to doing the interviews for this Milestone assigment, carefully read through the requirements for the Final Paper, below. Write up the notes from your interviews. This should be about 2 pages. It should include the questions and the interviewees' responses. Include any additional observations you made during the interview. You will base your final paper's write-up and analysis on these notes.
For your interview, talk to at least two individuals who are not enrolled in this course. Interview them by finding out their reactions to the following:
• Awareness of these advertisements
• Recall of the brands advertised
• Recall of the relevant information
• Liking of the advertisement
• Preference for the brand advertised
To summarize, your Milestone assignment must include the following two parts:
• The interview of the two selected individuals with answers and results.
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