SOUTHEAST UNIVERSITY

Southeast Business School

Midterm Assignment
Semester: Summer 2020

Course Code: MKT 661/6161; Course Title: Consumer Behavior

Sections: C Program: FRIDAY

MBA

Name: Robiul Hasan

Batch: 35
ID: 2020010004103

1. Having said that, here is some information about Defense mechanisms that may
be of use to, giving a better idea of what to look for when we are answering this
question.

*Defense mechanisms:

Defense mechanisms that people sometimes adopt to protect their egos from
feelings to failure when they don’t attain their goals. Defense mechanism include-

-Aggression

-Rationalization

-Regression

-Withdrawal

-Projection

-Daydreaming

-Identification
-Repression

Two advertisements that depict two different defense mechanisms:

1. One approach in advertising is that your brand is very popular and you are
advertising in terms of sponsoring events, programs to gain further popularity and
increasing business and on the other hand due to CSR activities organization is
getting tax benefits on the expenditures done on the sponsorships and the brand
popularity. Companies like TATA, BIRLA, WILLS, and WIPRO are the brands,
aggressive through CSR and event sponsorship advertisements.

2. Second approach is conventional approach that advertisement is adding to the

popularity of the brand and hence there is an increase in the business hence the
profits.
First method of advertisement is effective if the brand is strong and popular.
The second conventional way of advertisement is normal way of publicity to
increase the business.