Reference no: EM13794871
Write a six to eight (6-8) page paper in which you:
Briefly (one [1] paragraph) describe:
whether the product is a low, medium, or high involvement product.
the perceived quality signals for the product (e.g.: price, advertising intensity, warranties).
whether you are mimicking an existing campaign or building your own and the reason for your choice.
Provide statistical data from the U.S. Census on the size of the market segment to which the advertisement will be geared toward. Using the summary tables, determine if this market segment has grown over the past ten (10) years, and project if it will continue to grow within the next ten (10) years. Analyze three (3) factors affecting this market segment, as well as how these factors are changing the segment's purchasing behavior for this product.
Determine which reference groups influence this market segment. Strategize which diffusion rate is most appropriate for this product to move it into national prominence.
Recommend a diffusion enhancement strategy that incorporates reference groups for this product.
Determine which dimension best suits the selected product, and build a promotion-focused or prevention-focused campaign.
Determine whether the selected product will have a high or low involvement learning need. Develop a strategy for consumers to rediscover the selected product, using Table 9-1 in Chapter 9 as a guide.
Evaluate your campaign for the selected product and its effect on problem recognition.
Use at least three (3) quality academic resources in this assignment.
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