Communication and Consumer Behavior
1st Post Due by Day 3. Advertising is, at its core, a way to communicate a message about a product or service to a set of consumers. However, to communicate most effectively with consumers, we must first understand what consumers look for in a product.
For this discussion, begin by reading “My Ad Campaign: Understanding What Consumers Look for in a Product” in the textbook (p.142). Then, select four items from the following list:
• Tesla automobile
• Manual toothbrush
• Subway sandwiches
• Pet sitting services
• Christmas cards
• Life insurance
• Plumbing services For each of the four items you selected, address the following questions: • Maslow’s Hierarchy of Needs:
Which level of need does this product fulfill?
Explain. • Informational vs. Transformational Motives: Which motive type does this product address? Explain. • FCB Grid: Where does this product fall in the FCB grid? Explain.
Your initial post must be a minimum of 300 words and be supported by your textbook. Your post must also be organized using APA style headings as outlined in the Ashford Writing Center
……………….Answer Preview……………………
Abraham Maslows hierarchy of needs is a fives tier model comprising of physiological needs, safety needs, belongingness and love needs, esteem needs as well as self-actualization. The five needs can further be collapsed as deficiency needs which applies to the first four and growth needs for the last need (Halstead & Phinney, 2004).
Life insurance policy is a preserve for those with esteem needs. It affects the self-fulfilment needs needed by those who have self-actualized. On the other hand, a manual toothbrush with no luxury will be used best to…...
APA
388 words