applied buyer behaviour
Project: An analysis of an ad campaign of your choice. An ad campaign refers to a series of ads. Your report must have the Consumer Buying Process as a main theme. -> e.g I would prefer the ad of diamond shred dies but its up to the writer.
Guidelines: The ad campaign you choose must provide sufficient material for a full analysis
The campaign should have appeared across a range of platforms i.e. TV, Radio, Online etc.
Sourcing: You will to need identify the media where the campaign appeared. It is not sufficient to source say, UTube ?you must identify where the original campaign appeared.
The campaign may have an international application. You can choose the campaign from your own country as long as you translate all elements.
Copies/visuals of the actual campaign must appear with your report.
Do read the Exemplar script. It will give you a good guide as to what is expected of an excellent Report.
Strongly recommend the use of ?thumbnails? as visual support for your commentary throughout.
You may use the ad from your Formative assignment. Do understand that you will be using it for comparative purposes as part of a campaign.
Buyer Behaviour ? Summative Assignment
100% Individual coursework
Choose an advert or advertising campaign you have seen. It can be taken from any media and can be something you thought was really effective or not. Remember this is all about how you perceive things and you need to justify every point you make!
You will need to consider:
WHO? Who is the advert targeted at? Paint a picture of the consumer using your knowledge of segmentation variables.
WHAT? What brand or services are being offered? What are the features and benefits?
WHEN? For what occasion is the product/service being advertised for? Is seasonality involved?
WHERE? Where is the advert positioned? Is this important?
WHY? Is the advertiser informing/selling?
Perception ? Colours used/text/models used/celebrity endorsers. Are these used correctly in your opinion?
Buyer Process ? What stage of the buyer process is your advert aimed at?
Involvement Levels/Risk Perception? Are they high, medium or low? What types of risk are displayed?
Marketing Mix elements:
? Product ? what are the features and benefits? How effectively does the advert communicate the brand to you?
? Pricing ? do the adverts contain information about pricing? Why / why not?
? Place ? what distribution strategies are being used in your industry? How much information (if any) is given about this in the advert? Does the advert tell you anything about distribution?
? Promotion ? What are the promotional objectives and how effectively are they achieved in your opinion? What does the choice of media tell you about the promotion strategy of the company?
Critique and recommendations ? you should conclude with a critique of the approach the advertiser has taken and make some recommendations. Do not simply describe what the advertiser has done or summarise what you have already said in your report. A critique is a critical review in which you give an evaluation, stating what you think is good and what you think could be improved. If you think the advert is good, what is it that is good about it? If you think the advert is bad, why is it bad and how could it be improved?
Following is the marking scheme :
Marking Criteria-Key words
Less than 40%>; Poor commentary-little structure-with few of the following key words mentioned and discussed-?offer,attention,prompts,response,benefits,emotions,awareness-involvement,identity,impression,information,integration?-little reference made to the buying process,? key words such as ?perception,risk,motivation? not discussed.
Pass: 40%>Fair structure supported by a fairly general commentary-visuals are offered but little use made of thumbnails through the commentary-a reasonable attempt is made to weave the following words in to the report ? offer,attention,prompts,response,benefits,emotions,awareness?[the specific application of these words in the chosen campaign will not always be clear]-in addition an attempt should have been made identify some of the following-?Involvement,identity,impression,information and integration?-in applying these words a fair attempts should have been made to weave the buying process into the commentary. A reasonable referencing system is expected
50-60%: All of the above + A more detailed commentary containing more of the key words above ,a more accurate application of these words. A reasonable attempt is made to weave the buying process into the commentary. Referencing is present but does not follow strict Harvard system guidelines
60-70%: All of the above + All/most of the key words used-good use made of thumbnails-well structured with good use of English-a reasonable attempt made at how to improve the ad campaign-word count limit is not exceeded-the critique is fairly objective-a comprehensive conclusion. Good referencing system throughout.
70+%: All of the above+ A strong and well argued analysis-good use of other/similar campaigns for comparative purposes-the critique is very objective and constructive-much more specific detail is provided e.g.in describing where the ad appeared, let?s say Local Press, we should expect the newspapers title, frequency, circulation and what it?s catchment area is-a detailed and well argued series of Recommendations. An excellent referencing system is used throughout with evidence that a wide variety of sources were selected.