a campaign that deals with holidays and then analyse one advertisement to a luxury resort
You select a campaign that deals with holidays and then analyse one advertisement to a luxury resort using the ideas of social status and the ways the campaign seeks
to attract a particular psychographic group.
Your campaign deals with the purchase of an expensive piece of jewellery or clothing, and you analyse it using theory of social class, or motivation.
The campaign relates to a group situation – such as a family or other social group. For this you could use theory of group influence, household structure.
Your task
Select a campaign which represents a high effort decision by a group or individual. (see details above)
Analyse the campaign and prepare a report of your findings according to the following sections.
1. Describe the campaign. (300 words)
(a) Provide a general overall description of the campaign.
In this section, you must provide a copy of at least one of the advertisements used in the campaign.
(b) Describe the kind of media in which the campaign is presented and its possible reach (local, international for example).
FOR SECTIONS 2, 3 AND 4, SELECT ONE ADVERTISEMENT FROM THE CAMPAIGN
FOR ANALYSIS
2. Market group (500 words)
Describe the main market group to whom the advertisement appears to be addressed using relevant theory.
Ideally you could describe or profile the market using psychographics or socio-demographics.
3. Problem recognition (400 words)
Discuss the kinds of problems that the advertisement seeks to address for its potential customers.
You should state the nature of the decision that is involved, and what the potential risks may be.
4. Theory and application (800 words)
Using one of the consumer behaviour theories presented in this course, discuss the theory that you consider would be most appropriate for the analysis of this
advertisement.
(In this section you will incorporate most of your references from a range of sources).
5. Strategy assessment and conclusion (500 words)
Provide a brief assessment of how well your group thinks the advertisement will work for your main market group, AND how well it fits within the overall campaign.
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