Discussion

Date: 2015-10-07; view: 499.

1. What does a consumer's purchasing decision try to do?

2. Why should marketing communicators understand motivation theory?

3. The text gives examples of conscious and unconscious motives for buying a more expensive brand. The relative cost of similar brands is one way to illustrate differences in motives. What are some of the others?

4. Name two other types of motives. Which do you think is more important in advertising?

5. Which motives would an ad for cosmetics be more likely to appeal to? An ad for an investment firm? An ad for a cruise?

6. Find a printed advertisement that you think appeals to both con­scious and unconscious motives. Identify them.

7. Find advertisements that appeal to reason, to emotion, and to both reason and emotion.

8. Why is the pyramidal form of Maslow's hierarchy of needs signifi­cant?

9. Do you agree with the order of Maslow's hierarchy? Do you agree that "man's needs can never be fully satisfied"?

10. Do you live in a marketing society? At what level of needs is the majority of the population in your country? What does this tell you about applying the marketing concept there?

11. Hold up any object for two classmates. Ask them to describe it. Then let them hold it and describe it again. How do their percep­tions differ?

12. How is perception important in advertising?

13. "The three components (of attitudes) are generally consistent with each other." Explain.

14. Find advertisements that use the principles of meaning, contiguity, reward, and repetition.

15. Talk about groups to which you belong (they don't have to be for­mally organized) that help to influence your values, opinions, and behavior. How does their influence differ, in nature and in strength?

16. Talk about groups you don't belong to that influence you. Are there any people who are reference individuals for you?

17. Are there distinctions of social class in your country? If so, on what are they based? Name some characteristics of the different classes. Consider such factors as preferences in entertainment, food, style of clothing, way of speech, educational institutions, and type of housing.

18. Discuss the dominant culture of your country. The text gives you several subjects for discussion, beginning with how people dress.

Find advertising that reflects the dominant culture. Explain in what ways it does so.

19. Does your country have significant subculture populations? identify them. How do they differ from the dominant culture? Find adver­tising that is directed toward them. Or take an advertisement di­rected toward the dominant culture and describe how you would modify it for subcultures.

20. What sources of demographic data are available to you?

21. The text gives two examples of directing an advertising campaign toward different demographic groups. Tell how the two campaigns might be different, using your own example of the product adver­tised.

22. Give more examples of psychographic data. Why are psychographics more important as people can spend more on luxuries?

23. Study the family life cycle. Talk about the kinds of consumer goods that would most interest people at the various stages.

24. Discuss geographical differences in consumption patterns in your country.

25. Does the heavy-user theory apply to your area? The 80/20% rule?