Write a report which includes the following four sections:
In this section you should explain which communication material you selected (i.e. website, TV advert, etc.), why you chose this particular one and why understanding the psychology of the customer is important to business. State what you believe to be the key message the advertiser wishes to communicate in your selected example.
2. Main Section
a) In Weeks 2-7 we have discussed how an understanding of the theories of consumer psychology can enable companies to attract the consumer’s attention, to facilitate their learning, to embed the required message in the consumer’s memory, and to motivate them to act in the way the company desires. Using the company’s communication message you selected explain in turn how each of these aspects of theory is employed - or not employed – in your example.
b) We have also discussed how our personality influences the way we respond to marketing messages and how our attitudes can be changed by them. In this section explain how predominantly either a Behavioural or a Cognitive approach, or a combination of both is being employed in your example. In addition suggest, with justification, which attitude model is being used by the organisation concerned. Explain your answer by reference to some of the theory covered in class.
3. Conclusion - state whether the selected message meets all the requirements of theory and suggest how you think it could be improved further.
4. Bibliography – provide a list of the sources of information you used.
The report should be concise with minimum repetitions.
References to theory should be included, with appropriate citation, and fully Harvard referenced in a bibliography.
Students are encouraged to summarise the information at the conclusion stage.
The report should be between 1000 - 1500 words. All non-key, but useful, information (e.g. details of research findings) should be put in an Appendix section – contents of appendices are not included in the word count.
Relevance of the theories/concepts used
Clear demonstration of the practical relevance of the theories discussed
Good arguments supported by evidence
Student demonstrates reflection and good critical analysis
Coherent and logical structure
Clear language expressed in student’s own words
Appropriate referencing and bibliography
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