Analysing a commercial
The purpose of this assessment is to give you an opportunity to apply the consumer behaviour principles and theories discussed in the module and the corresponding chapters in the textbook to evaluate an actual marketing commercial. Students will choose one of the four possible commercials and analyse the different consumer behaviour aspects that contribute to the commercial’s (lack of) success.
How are consumers’ motivation, ability, and opportunity addressed?
How are consumers exposed to the product/service/brand?
How does the commercial try to capture consumers’ attention?
How is consumers’ perception influenced?
How do consumers understand the message of the commercial?
How are consumers’ attitudes shaped or changed?
How are emotions being manipulated? What is the goal behind that?
How is the decision-making process influenced?
How is the commercial related to ethical considerations in marketing?
How are different psychographics aspects (e.g., values, personality) used?
