12 May DETERMINE WHICH REFERENCE GROUPS INFLUENCE THIS MARKET SEGMENT.
Go to a local store that sells store brands or off-brand consumer products. Choose any off-brand consumer product that you want to reposition into a national brand. To qualify as a product for this assignment, the consumer product should not be currently represented by an advertising campaign. (A quick Google search, as well as the absence of ads for the product in your daily life, is one way that you can verify a product’s lack of an associated major advertising campaign). For this assignment, you will be creating an advertising campaign to launch this off-brand product to national prominence. Determine whether you wish to mimic an existing advertising campaign or whether you wish to create a completely unique campaign altogether to launch the selected product.
Go to the following pages of the United States’ Census Bureau’s Website and locate information regarding the market segment that the selected product is geared toward:
American Fact Finder: http://factfinder2.census.gov/faces/nav/jsf/pages/searchresults.xhtml?refresh=t
2012 National Population Projections: Summary Tables:http://www.census.gov/population/projections/data/national/2012/summarytables.html
Write a six to eight (6-8) page paper:
Briefly (one [1] paragraph) describe:
whether the product is a low, medium, or high involvement product.
the perceived quality signals for the product (e.g.: price, advertising intensity, warranties).
whether you are mimicking an existing campaign or building your own and the reason for your choice.
Provide statistical data from the U.S. Census on the size of the market segment to which the advertisement will be geared toward. Using the summary tables, determine if this market segment has grown over the past ten (10) years, and project if it will continue to grow within the next ten (10) years. Analyze three (3) factors affecting this market segment, as well as how these factors are changing the segment’s purchasing behavior for this product.
Determine which reference groups influence this market segment. Strategize which diffusion rate is most appropriate for this product to move it into national prominence. Determine diffusion determinants and diffusion inhibitors for this product using Table 7-3 in Chapter 7. Recommend a diffusion enhancement strategy that incorporates reference groups for this product.
Develop characteristics of the product that you want to promote in your advertising campaign using Table 10-2 in Chapter 10.
Determine which dimension best suits the selected product, and build a promotion-focused or prevention-focused campaign.
Determine whether the selected product will have a high or low involvement learning need. Develop a strategy for consumers to rediscover the selected product, using Table 9-1 in Chapter 9 as a guide.
Map out the impact of lifestyle on consumer behavior, using Figure 12-2 in Chapter 12 to assist you. Determine if there will be an increase or decrease in purchases or consumption. Evaluate how these factors affect consumption.
Evaluate your campaign for the selected product and its effect on problem recognition.
Use at least three (3) quality academic resources in this assignment. Note: Wikipedia and other Websites do not qualify as academic resources.
Place your order now for a similar paper and have exceptional work written by our team of experts to guarantee you A Results
Why Choose US
6+ years experience on custom writing
80% Return Client
Urgent 2 Hrs Delivery
Our website has a team of professional writers who can help you write any of your homework. They will write your papers from scratch. We also have a team of editors just to make sure all papers are of HIGH QUALITY & PLAGIARISM FREE. To make an Order you only need to click Ask A Question and we will direct you to our Order Page at WriteDemy. Then fill Our Order Form with all your assignment instructions. Select your deadline and pay for your paper. You will get it few hours before your set deadline.
Fill in all the assignment paper details that are required in the order form with the standard information being the page count, deadline, academic level and type of paper. It is advisable to have this information at hand so that you can quickly fill in the necessary information needed in the form for the essay writer to be immediately assigned to your writing project. Make payment for the custom essay order to enable us to assign a suitable writer to your order. Payments are made through Paypal on a secured billing page. Finally, sit back and relax.
About Writedemy
We are a professional paper writing website. If you have searched a question and bumped into our website just know you are in the right place to get help in your coursework. We offer HIGH QUALITY & PLAGIARISM FREE Papers.
How It Works
To make an Order you only need to click on “Order Now” and we will direct you to our Order Page. Fill Our Order Form with all your assignment instructions. Select your deadline and pay for your paper. You will get it few hours before your set deadline.
Are there Discounts?
All new clients are eligible for 20% off in their first Order. Our payment method is safe and secure.