Communication and Consumer Behavior BUS 317

Advertising is, at its core, a way to communicate a message about a product or service to a set of consumers. However, to communicate most effectively with consumers, we must first understand what consumers look for in a product.

For this discussion, begin by reading “My Ad Campaign: Understanding What Consumers Look for in a Product” in the textbook (p.142).

Then, select four items from the following list:

  • Tesla automobile
  • Manual toothbrush
  • Subway sandwiches
  • Pet sitting services
  • Christmas cards
  • Life insurance
  • Plumbing services

For each of the four items you selected, address the following questions:

  • Maslow’s Hierarchy of Needs: Which level of need does this product fulfill? Explain.
  • Informational vs. Transformational Motives: Which motive type does this product address? Explain.
  • FCB Grid: Where does this product fall in the FCB grid? Explain.

Your initial post must be a minimum of 300 words and be supported by your textbook. Your post must also be organized using APA style headings as outlined in the Ashford Writing Center.

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