Consumer Behavior Fundamentals
Task Name: Phase
3 Individual Project
Deliverable Length: PowerPoint
presentation of 6–8 content slides, with 100–150 words per slide
Details: Weekly tasks
or assignments (Individual or Group Projects) will be due by Monday and late
submissions will be assigned a late penalty in accordance with the late penalty
policy found in the syllabus. NOTE: All submission posting times are based on
midnight Central Time.
As a consultant for your product’s marketing team, you have
been asked to discuss the purchasing decision process and customer motivations
to buy. Click here to study the article, an examination of the effects of
virtual experiential marketing on online customer intentions and loyalty. One
model that advertisers often use to design targeted campaigns to specific
customer groups is from Abraham Maslow’s hierarchy of needs theory. Click here
to learn more about his theory.
Create a PowerPoint presentation of 6–8 content slides that
does the following:
Slides 1–2: Describe the purchasing buying process.
Slides 2–3: Explain Maslow’s hierarchy of needs theory.
Slides 3–4: Apply Maslow’s hierarchy of needs theory to your
suggested target market for your selected product.
Slides 4–5: Use your 2 suggested advertising appeals from this
week’s discussion to tie the product’s features back to your ad suggestions.
Slides 5–6: Turn the product's features into benefits for
your customer.
Slides 6–7: Draft 1 persuasion message of at least 50–100
words that can be used later in your advertising ideas for your Key Assignment.
Remember to include a motivational appeal from Maslow. You can also use your
BAV work to create the message.
Slides 7–8: Write a conclusion explaining why the message
matches your target market. Explain the message appeal using one need based on
Maslow’s hierarchy of needs theory.
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