read, and answer

WEB EXERCISE 4

Perspectives on Consumer Behavior

Focus: Chapters 5

Carefully look at the print ads posted in this folder. Provide your answers to the following

questions in the submission area within this folder. Make sure you integrate information from the

ads and from the chapter readings into your answers. Be thorough but concise.

1. Which of the ads was/were designed to induce problem recognition among consumers? (p.

128) Briefly explain why (choose two ads).

2. Look at the Audi Ad, which level of the Maslow hierarchy of needs does the ad represent?

(p.136) Briefly explain why.

3. According to Chapter 5 in the textbook, marketers use a number of attitude change strategies

in their advertisements (p.139). Which of the ads is/are meant to influence attitude change?

Briefly explain the strategy being used (choose two ads).

4. Which of the ads integrates external influences on consumer behavior? Briefly explain which

external factor the ad represents (choose one ad). Please see the ppt file.

5. Please watch the Mercedes-Benz “Chicken” video and which level of the Maslow hierarchy of

needs does the ad represent? (p.136) Briefly explain why. Also, watch the video (Jaguar vs.

Chicken) if you want.