Analyze a commercial advertisement

Assignment Help Marketing Management

Reference no: EM133419333

Assignment: Commercial Analysis

Overview

Working individually, you will analyze a commercial advertisement. You will identify the target market profile for the commercial advertisement and analyze how motivation, perception and brand personality are applied.

You will be assessed on your achievement of the following course learning outcomes:

• Describe the key concepts and processes used in the study of consumer behaviour to explain why consumers make purchases.

• Construct profiles of target market segments based on internal and external influences to identify which consumer groups are most likely to purchase a product.

How to Proceed

This assignment is a four-part written report. You will begin by choosing a commercial advertisement of your choice or as assigned by your instructor.

Part 1: Target Market Profile

Develop a target market profile with as many details as possible in the following four areas:

Demographic (What is the basic census-type information on the target market as a whole?)

• Age and family composition (infant, under 6, 6-11, etc.)

• Gender (male, female)

• Marital status (single, married, common law)

• Income (under $24 999, $25 000 - $34 999, etc.)

• Occupation (professional, managerial, clerical, sales, blue collar, white collar, student, etc.)

• Education (some high school, high school graduate, college, etc.)

• Ethnic background (country of origin)

• Home ownership (rent or own)

Geographic (Where does the target market live and work?)

• Region (Atlantic; Quebec; Ontario; Prairies: British Columbia

• City or census metropolitan area size (under 50,000 - up to 500,000 - over 1 million, etc.)

• Density (urban, suburban, rural)

Psychographic (What are the prevailing attitudes, values, interests, habits and approaches to life that this target market share?)

• Personality trait (social, compulsive, extraverted, introverted, etc.)

• Lifestyle values and approaches (rigid, disciplined, confident, caring, etc.)

• Leisure activities (music, sports, entertaining, travel, etc.)

• Media habits (internet, TV, radio, etc.)

• Technology usage (desk-top computer, laptop, tablet, smartphone)

Behavioristic (How does this target market use and interact with this product?)

• Main occasion for product use (leisure, recreation and socializing with friends, professional and work, etc.)

• Main product benefit (entertainment, self-improvement, fun, etc.)

• Primary and secondary product usage (specific main and secondary usage of the product.)

• Frequency of use (multiple times throughout the day, daily, weekly, etc.)

• Frequency of purchase (daily, weekly, etc.)

Part 2: Motivation Analysis

Answer the following questions by referring to supportive material from the course textbook or other reputable sources. Your answers must incorporate key concepts and processes relating to motivation as discussed in class.

• What are they doing to appeal to their target audience?

• What are the types of needs being addressed? Consider key course concepts to answer this question.

• Describe the motivational approaches deployed by the brands in the commercials, including, but not limited to, the type of appeal.

Part 3: Perception Analysis

• Consider the five senses. Are they used? How are they used?

• Consider the selection factors (see page 50 in your textbook). What will consumers notice, perceive?

• How does the brand utilize concepts of human perception to convey its message? Demonstrate solid use of terminology from the textbook.

Part 4: Brand Personality

• Describe the brand of the product or service highlighted in the commercial. Use adjectives and vivid words to describe the brand identity.

• What elements of the commercial advertisement convey the brand?

• Describe the brand personality being conveyed. Demonstrate solid use of terminology from the textbook.

Reference no: EM133419333

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