Assessment 3. Group project

Worth 30% 2,400 words Due Date: Week 10(30th January 2015)

Students will participate in small groups (no more than three per group) to analyse a consumer behaviour campaign and produce a written report detailing the group’s findings. For this assignment you will be required to clearly identify and research the key consumer behaviour issue(s) using an advertising campaign of your choice.

Your group will need to first select a specific advertising campaign (which will comprise of at least three print advertisements) which will form the basis of your analysis.

The campaign must involve a high effort situation (so not a toothpaste commercial)

Please note that if your selected campaign is very large, you should (carefully) select only three print advertisements to analyse for this assignment. Please seek advice from your lecturer or tutor on this.

The campaign must be one for which you can provide a paper copy (so not television or radio).

You may select from a range of campaigns at local, national or international level, and for a range of goods and services.

You must use a different campaign and advertisement than the one you used for assignment 2.

ONCE AGAIN, YOU ARE ADVISED TO CHECK YOUR CHOSEN CAMPAIGN WITH YOUR LECTURER/TUTOR WELL IN ADVANCE OF THE DUE DATE TO MAKE SURE IT PROVIDES ENOUGH DEPTH FOR YOUR ANALYSIS, AND AT THE SAME TIME, TO ENSURE IT IS NOT TOO COMPLEX.
Some examples
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 (details above). Analyse the campaign and prepare a report of your findings according to the following sections:

Executive Summary (200 words, not included in word count)
Table of Contents
1. Introduction (400 words)
1.1 Campaign Description. (200 words)
(Provide the three advertisements as images in this section)
1.2 Media and Reach: Describe the kind of media in which the campaign is presented and its possible reach (local, international for example). (200 words)
2. Analysis (2000 words)
2.1 Target Market: Describe the target market that you think the campaign appears to be addressing using relevant theory. You will need to use psychographics or socio-demographics to assist with your description. (300 words)
2.2 Need Recognition: Discuss need recognition (in the consumer decision making process) and the kinds of needs that the advertisement seeks to fulfil for its potential customers. (300 words)
2.3 Select a relevant area of motivation and emotion theories presented in this course and discuss in relation to the campaign (400 words)
2.4 Select a relevant area of personalities, lifestyles and self-concept presented in this course and discuss in relation to the campaign (400 words)
2.5Campaign Assessment:Provide an assessment of how well you think the campaign will work for the identified target market and suggest some possible improvements/adjustments.(300 words)
3. Summary (300)
List of references: At least 5 different sources should be used. These should be primarily rigorous academic sources. You should include a reference to the advertisement in the List of References.