Go to a local store that sells store brands or off-brand consumer products. Choose any off-brand consumer product that you want to reposition into a national brand. To qualify as a product for this assignment, the consumer product should not be currently represented by an advertising campaign. (A quick Google search, as well as the absence of ads for the product in your daily life, is one (1) way that you can verify a product’s lack of an associated major advertising campaign). For this assignment, you will be creating an advertising campaign to launch this off-brand product to national prominence. Determine whether you wish to mimic an existing advertising campaign or whether you wish to create a completely unique campaign altogether to launch the selected product.

Go to the following pages of the United States’ Census Bureau’s Website and locate information regarding the market segment that the selected product is geared toward:

Write a six to eight (6-8) page paper in which you:

1. Thoroughly describe in at least one (1) full paragraph:

a) whether the product is a low, medium, or high involvement product.

b) the perceived quality signals for the product (e.g., price, advertising intensity, warranties).

c) whether you are mimicking an existing campaign or building your own and the reason for your choice.

2. Provide statistical data from the U.S. Census on the size of the market segment to which the advertisement will be geared toward. Using the summary tables, determine if this market segment has grown over the past ten (10) years, and project if it will continue to grow within the next ten (10) years. Analyze three (3) factors affecting this market segment, as well as how these factors are changing the segment’s purchasing behavior for this product.

3. Determine which reference groups influence this market segment. Strategize which diffusion rate is most appropriate for this product to move it into national prominence. Determine diffusion determinants and diffusion inhibitors for this product using Table 7-3 in Chapter 7. Recommend a diffusion enhancement strategy that incorporates reference groups for this product.

4. Develop characteristics of the product that you want to promote in your advertising campaign using Table 10-2 in Chapter 10.

5. Determine which dimension best suits the selected product, and build a promotion-focused or prevention-focused campaign.

6. Determine whether the selected product will have a high or low involvement learning need. Develop a strategy for consumers to rediscover the selected product, using Table 9-1 in Chapter 9 as a guide.

7. Map out the impact of lifestyle on consumer behavior, using Figure 12-2 in Chapter 12 to assist you. Determine if there will be an increase or decrease in purchases or consumption. Evaluate how these factors affect consumption.

8. Evaluate your campaign for the selected product and its effect on problem recognition.

9. Use at least three (3) quality academic resources in this assignment. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

  • Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
  • Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

Your Assignment must be saved as:

Save the Assignment as Last Name_First Name_Week8_Assignment2

For Example: Doe_John_Week8_Assignment 2

The specific course learning outcomes associated with this assignment are:

· Formulate marketing strategy and actions that influence the consumer decision process for targeted market segments and foster customer satisfaction.

· Analyze key social and external factors to determine the impact on consumer behavior and the changes needed in marketing strategy.

· Apply the concepts of perception, learning, and memory theories to develop an integrated marketing strategy that influences consumer behavior.

· Apply the concepts of motivation, personality, and emotion to analyze consumer behavior and develop a responsive marketing strategy.

· Integrate consumer psychographics, situational factors, and purchase involvement into the design of marketing strategy.

· Use technology and information resources to research issues in consumer behavior.

· Write clearly and concisely about consumer behavior using proper writing mechanics.

Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.

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The setting of this assignment is that you have been asked by a client to inspect a property they are considering purchasing. They require you to examine the property, identify and assess any faults that are present and provide a written report detailing a description of the property (including materials), faults and recommended remedial repairs. There are four separate tasks to be undertaken for the assignment as follows; 1. Building inspection: Each student must undertake an inspection of their home and provide a description of their inspection process, e.g. sequence and mode of inspection, overall impressions, observations, any tools or equipment used to carry out the inspection, time and date etc. 2. Building description: You are required to provide a detailed description of the building including the materials used. This should cover everything from the foundations to the roof and also any other building(s) on the land parcel such as sheds, garages and so on. (Remember to think about the structure of your report and the client’s experience when reading it.) See page 2. 3. Building condition: For each component / part of the building you must identify: The condition of the building and materials. Include in this section likely causes of any faults you see. For example; you may find some rotting timber and may note that a lack of regular painting (maintenance) may be the cause. Here’s a tip: if you set out a table categorising a grading system you can then use it to rank all parts on a table and show defect causality. For example; ‘excellent condition-no visible defect’ might rank as ‘A’, and so on. You may research some examples of building condition surveys/reports to give you some further ideas. 4. Land / site description: Provide a brief description of the site including the topography, building coverage, and the ability to extend and or provide additions to the property. 5. Recommendations: Here is where you must provide recommendations to your client about the property they are considering to purchase with particular attention to any substantial defects to the property. Assessment criteria: As a guide, consider the following; • Coherent structure to report. * Rational method of undertaking the building inspection. • Accurate assessment of building condition * Clear descriptions throughout report. • Accurate descriptions of construction methods and materials Length: Maximum of 2,500 words / Max of 20 pages. Note: NB: As this is a report and not an essay there will be, by necessity, fewer citations than is usually required (but there will be some). Ensure you cite all assumptions, references and sources using the Harvard referencing system.

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