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.