(a) Identify the advertisement, the product, product class and the general type of advertising appeal used.
(b) Analyse in a detailed and structured way (in a logical report format) the consumer behaviour issues involved, their relevance and why they are important. These consumer behaviour issues may include: product positioning relevant to competitors (eg differentiation), emotional appeals, decision-making prompts, cultural appeals, consumer motivations, decision-making processes and any other issues relevant to the product. Marks will be awarded on the basis of the relevance and thoroughness of the consumer behaviour analysis.
(c) Identify any ethical and consumer behaviour issues you feel are not currently being adequately addressed (or are ineffectively addressed) by the current campaign.
(d) Identify and discuss how your consumer behaviour insights could be used to improve the marketing of the good or service or explain why no changes are required.
(e) An additional element of this assignment is a brief critique of the teamwork dynamics experienced while completing this assignment – Refer to the Marking Sheet)