Communication and Consumer Behavior BUS 317

Communication and Consumer Behavior

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.

( “My Ad Campaign: Understanding What Consumers Look for in a Product” in the textbook . THIS IS THE LINK FOR THE READINGS)

https://online.vitalsource.com/books/1259960528/epubcfi/6/24[;vnd.vst.idref=body011]!/4/4/250/24/2@0:100