BBA 367 CONSUMER BEHAVIOR

ASSIGNMENT II - DUE SUNDAY, NOVEMBER 21

pages, double-spaced, Times New Roman 12 pt. (illustrations do not have space
limitations).

ASSIGNMENTS:

 Assignments represent one-third of the final gradeandtherefore should not be taken

lightly. If you want a top grade, do top grade work: understand the question, answer it
clearly, avoid misspellings, be opinionated/express your likes and dislikes;also,add color
and images to enhance and support your answers -this is a marketing course. You have
plenty of time - do good work and improve your grade!

 Ch. 9: Explain the main characteristics of Facebook ads; illustrate with a “carousel”
card ad. Also, identify the main characteristics of Twitter ads, illustrating with a
promoted tweet. Finally,list the main characteristics ofLinkedIn, showing a sponsored
ad. Your answersshould be based onthese articles, which you should google:
a) “The 5 Most Effective Types of Facebook Ads – And How to Use Them For Your
Business”;
b) “How to Use Twitter Ads – The Complete Guide for Marketers”; and
c) “How to Use LinkedIn Ads to Grow Your Business: The Complete Guide for
Marketers”. 30 POINTS
3

 Ch. 10: Copy an ad for each of the following:

a) group chat live rooms like talkee.com,
b) Club Med vacation,
c) Disney World resort,
d) Winnebago motor homes. Identifywhich stage of the traditional family cycle is the
most lucrative for each, and also indicate the likely range of its age and income targets.
Explain your answers. 10 POINTS
1
 Ch. 12: Find the following data for Hispanics, and indicateits sources:
What % of U.S. population is comprised by Hispanics?
What is their current buying power in $ billion?
Is their median age younger or older than non-Hispanic whites?
What % of U.S. population are they expected to represent by 2050?
Also, what is their average family size compared to other subcultures? 10 POINTS
1

 Ch. 15: Describe how you made your decision to attend Lehman College; use the
“Process” stage (that is, Need Recognition, Prepurchase Search, and Evaluation of
Alternatives) of the Consumer Decision-Making modelto explain your decision. Note:
there’s no right or wrong answer; discussyour own situationin a frankandpersonal
way.Explain: in whichspecific ways did you follow the process stage, and in which ways
did you not? are youdisappointedwith your decision in any way, i.e., do youfeel some
buyer’s remorse? (be honest -youranswers are confidential!!). What does your
experience say about the decision-making process model in general? The best answers
are opinionated andhonest!!! 20 POINTS
2

 Ch. 11: Look closely at thisRevlon adfrom Europe (see next page): its headline
announces “Revlon’s Super Moist Lip Gloss”, and its text introduces a line of Moon
Drops lipsticks.Now, answer the following ten questions:
a) Which element of the ad impacted you the most: its “mermaid” photo, headline,or
the lipstick colors in itsproduct line?(since you don’t read German I won’t ask about
thetext)
b) What primary product benefit didit communicate directly?
c) What secondarybenefit(s) did it imply or promise -either by association, inference
orsymbolism?
d) Describe its likely target audience in terms of race, age and income range, as well as
attitudes.
e) What values did it appeal to?
f) How did It provide an assurance that the product will perform as expected?
g) Were its headline/text/ fonts/image/background complementary and reinforcing,
ordid you find anyelement contradicting the rest?
h) No ad is perfect, so what change(s) would you suggest to improve this one?
i) What was the ad’smain objective: create awareness, communicate benefits, change
attitudes, or promote purchase?
j) On a 5-star rating scale in which 1 star means “least likely” and 5 stars mean “most
likely”, what was the likelihood that the ad achieved its main objective? 30
POINTS