Consumer Behavior Advertising Assignment
Class 2 & 3
Assignment范文: Create an advertisement/promotional message for your selected organization, targeting the people with your assigned personality traits.
Purpose of the Assignment: To give students practical experience in applying book theory to real world situations. This assignment will present opportunities for students to develop critical thinking and creative skills, and to develop the ability to work as team in completing a project.
Assignment Due Date: November 30, 2010
Assignment Outline
Each group will create an advertisement/promotional message for the business, club, social organization, or cause of their choice. The promotional message may take the form of an advertisement or public service message. The promotional message is to be designed to appeal to the group of people who exhibit the personality traits that each group had drawn in class on Wednesday, October 27, 2010.
In order to complete this assignment, each group should make practical use of all of the textbook material studied thus far in chapters 1-5, with particular regards to market segmentation, consumer behavior research, motivational factors, and the type of presentation that will be the most effective in communicating your message to the particular group of people that you have been assigned to reach.
Each group will be required to conduct their own research using both the qualitative and quantitative methods. The qualitative research should be used to develop your ideas as to the nature of your particular targets personal motivating factors and to help decide which type of message they will be most likely respond. You should then use quantitative research to confirm your findings that resulted from the qualitative research.
In conducting your research you may survey members of your class, but your research must include a minimum of 50 people not in either consumer behavior class. Each group should schedule one research session when Mr. Malone will be available to observe the research session.
A minimum two page report should be submitted that includes data analysis and a summary of your research methods and the results of the research as outlined on page 44 of the text book. The report will be submitted on A-4 paper in grammatically correct English.

The Message
Using the information acquired in the research process, each group should design a message that will be the most effective in reaching and motivating their particular segment to respond to the message. The message should be professionally presented on poster board that is a minimum of 860mm x 450mm in size. The message should contain both verbal and visual elements. The design should be guided by what your research has revealed as to be the best way to reach your audience, i.e; are they High NC, Low NC, Verbalizers or Visualizers High Dogma or Low Dogma? You should also take into consideration the best way to position your organization, club or cause.#p#分頁標題#e#
In creating your promotional message, you may use photographs, or free hand drawings. However, if using freehand drawings, you need to find someone with artistic skills. NO STICK FIGURE DRAWINGS WILL BE ACCEPTABLE. The entire message has to be in grammatically correct English.
Assignment范文Finally, you should also design your message so that the message’s effectiveness may be measured.
The Presentation
Beginning November 30, 2010 each group will give a ten minute presentation before the class. This presentation will include an oral explanation as to why your group chose to promote your subject and display your advertisement/promotional message for your classmate’s enjoyment and constructive criticism. You must bring your advertisement to the class, but for optimum display purpose you may use the computer to put your message on the big screen.
The Grade
Overall Point Value = 100 points, the equivalent of 1 exam.
Research Report: 25%
Class Presentation: 25%
Advertisement: 50%
Total Score: 100%
Some details of this assignment are purposely vague to give you some creative freedom. However, if there is something you do not understand, YOU SHOULD ASK QUESTIONS to ensure that you can maximize your opportunity to receive a 100% Score.

Assignment范文DUE DATES
November 5, 2010. A written summary of detailing the nature of the business, club, organization or social cause you will design your promotional message for and the reason for choosing this particular group. You should also include what you hope your promotion will achieve for this particular group.
November 12, 2010 Qualitative Research Completed
November 19, 2010 Quantitative Research Completed
December 30, 2010 Project Completion Date-All Research Reports Due on Mr. Malone’s Desk at the beginning of class and all advertisements brought to class for display.