Consumer Behavior Fundamentals

Weekly tasks or assignments (Individual or Group Projects) will be due by Monday and late submissions will be assigned a late penalty in accordance with the late penalty policy found in the syllabus. NOTE: All submission posting times are based on midnight Central Time.

Key Assignment:

Now that you know everything possible about your customer, how will you connect your message with the customer market segment that you have been developing throughout Weeks 1–3?

For this project, you will create 2 sales opportunities to use to reach out to your customers based on what you know about your industry and product. You will use 2 direct marketing techniques: an advertisement and a sales pitch. The project is separated into 2 parts.

Part 1:

This will be a digital advertisement that creates an emotional appeal to reach your target segment of customers, influencing them to buy your product. Include the following elements in your ad:

• A logo and/or slogan
• A headline
• At least 200 words of body copy listing 2 features and 2 benefits of the product
• A visual communication element
• A 300-word summary of your creative intent
  • Remember to include the target market’s demographics and psychographics and how the creative ad connects with the selected customers.

Part 2:

This will be an electronic sales pitch or presentation of 300–500 words, including the following elements:

• A promotional element, such as a coupon; discount; or buy one, get one free
• Explanation of how you will influence your customer to buy the product
• Explanation of why you would use the ad that you just created in addition to the sales pitch to encourage a purchase