Consumer Behaviour – MKT 6006 2023

Consumer Behaviour Assignment 1 (5 Marks)

Mini Project 1

The assignment is to understand consumer behaviour through advertisements. You are

supposed to collect prints ads (No video ads; Print ads ONLY) that in your opinion illustrate
concepts discussed in the course very well.
You have to collect five ads illustrating five different consumer behavior concepts. Note
down which concepts and theory each ad that you have collected illustrates and provide
your assessment of the effectiveness of ads based on perceptual aspects like colour,
background, message, attention, attitude, involvement, appropriateness for the audience
etc. Avoid overlap of the concepts in the ads i.e. try to make one ad explaining
predominately one concept. This way you should be able to give an example of five different
concepts through five different ads. For each ad, write a short description (Max, 200 words
each ad) about the concepts it illustrates and why/why- not/how each ad will work.
Steps to complete the assignment

1. Create a word file and PPT file, write name and roll number of your group members
and title it as “Consumer Behaviour Assignment 1”
2. Visit https://www.adsoftheworld.com/taxonomy/country/india and select the ad
that illustrates the concept discussed in the class. Discuss with your group members
if the ad can be included in the assignment. Take the screen shot of the selected ad
and paste it in the word/PPT file you created. (You can select 3 ads from this source)
3. If you are not able to find a suitable ad (from the sources given above) you can do a
google search of any product/ad that you think can be linked to a concept.
4. Write a summary of ad features and link it with the concept discussed in class (Max,
200 words for each ad).
5. Submit your assignment on the moodle link as per the intimated deadline.
6. Present the ads in the class (Strictly 5 minutes allocated to each group)