By completing this project, you will learn to connect course material with real practice. You will also learn how to communicate your ideas clearly and concisely. More specific instructions and grading criteria can be found below.
Guidelines
Projects are intended to give you an opportunity to apply the concepts and research methods you’ve learned in class by coming up with a research idea, executing it, and writing a final report of the research project.
Directions
Select two current or recent advertisements from YouTube (Super Bowl: preferably from years 2020-2024) — the best and the worst in terms of the following factors. Then, analyze the ads from the perspective of the following factors you will learn in this course (in terms of involvement, memory, perception, lifestyle, and product schema change).
Involvement refers to the level of personal relevance or interest a consumer has in a product or advertisement. There are two types:
– High Involvement: The ad engages the viewer deeply, often because the product is significant to their life or requires a significant decision (car, house, investment products, etc.).
– Low Involvement: The ad is of less personal relevance, often for routine or habitual purchases (snacks, gum, cleaning supplies, etc.).
Next, memory involves how well consumers can recall the ad and its message. To facilitate consumers’ recall of the message, marketers often use repetition, jingles, and strong visual imagery to help in encoding and retrieval. Plus, ads that tell a compelling story or use unique visuals are more memorable.
Next, perception involves how consumers interpret sensory information from the ad. High-quality visuals, appealing music, and clear messaging help create positive perceptions.
Lifestyle reflects how a consumer’s way of living (fitness enthusiasts, tech-savvy individuals) influences their purchasing decisions. This includes psychographics (activities, interests, and opinions) and cultural influences.
Lastly, product schema change refers to the set of associations and beliefs that consumers have about a brand or product. Ads can reinforce or alter these schemas.
– If an ad aligns with existing perceptions (e.g., a luxury car ad emphasizing status), it reinforces the current set of associations and beliefs that consumers have about a brand or product.
– If an ad introduces new attributes or benefits (e.g., a fast-food chain highlighting healthy options), it changes the set of associations and beliefs that consumers have about a brand or product.
Examples of Analysis of Chosen Best and Worst Ads (Of course, the following content is just a very brief example. Your drafts should be much more detailed, utilizing all the knowledge you have learned in consumer behavior theory)
Best Ad
– High Involvement: A car commercial featuring a family enjoying a road trip, emphasizing safety features and comfort.
– Memory: Uses a memorable storyline and strong visuals to create lasting impressions.
– Perception: High-quality production values and a clear message about safety and comfort.
– Lifestyle: Appeals to family-oriented consumers, aligning with their values and lifestyle.
– Schema Change: Reinforces the brand’s reputation for safety while introducing new comfort features.
Worst Ad
– Low Involvement: A generic detergent commercial with basic visuals and a bland message about cleaning power.
– Memory: Lacks distinct elements to make it memorable (no catchy jingle or unique visuals).
– Perception: Basic production values and a forgettable message.
– Lifestyle: Fails to target a specific lifestyle segment, making it less engaging.
– Schema Change: Does not provide new information or alter existing perceptions significantly.
There is no maximum length limit. The minimum requirement is at least 2 pages, with 12-point font and double spacing. First, specify the YouTube links for the best and worst ads you have chosen, and then proceed to analyze those ads.
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