Consumer Behavior

MG522

Research/Team Project
 ResearchTeam Project
(3 options – your team will select ONE)
• Options
– Promotional Campaign to Change/Effect Consumer Behavior
Propose /develop plan for promoting a socially desirable topic.
(such as done by the Ad Council)
– Research consumer behavior topic - propose topic or use one
of suggested topics provided
– Propose a promotion to help Boston University,
• Promote new attitude, consumer behavior on campus,
program/service/product or fundraising.
• Other Information
– Class time allowed- Done in various phases in line with topics
covered
– Research paper & Powerpoint outline - one per group
– Each group 5 min. presentation at end of semester
 PROMOTIONAL CAMPAIGN STRATEGY

• Problems needed to overcome (e.g. public issue, bad

promotion, bad products/service)
• Target Market/Customers (who are target customers -
needs/wants?)
•Consumer behavior Aspects/Issues to consider, overcome,
improve:(Attitude, perception, learning, etc)
•Promotion Strategy/Goals (e.g. inform, persuade, beat
competition, restore image, etc.)
•Appeal to Target Customer (what type of appeal to reach target
customers(s) (emotion, humor, etc,)
•Media Usage (PR, TV, radio,etc, ) Launch/Grand Opening
Strategy (press coverage, contests, give-aways)
 Ad Council Campaigns
Family & Community
Adoption from Foster Care
Caregiver Assistance
Community Engagement
Diversity & Inclusion
Fatherhood Involvement
Foreclosure Prevention Assistance
Hunger Prevention
Job Training & Employment
Meals on Wheels Volunteer Recruitment
Savings Bonds
Shelter Pet Adoption
Health
AIDS Prevention
Autism Awareness
Children's Oral Health
Drug Abuse
Food Safety Education
High Blood Pressure
Polio
Stroke Awareness
Type 2 Diabetes Prevention
Women's Heart Disease
http://www.adcouncil.org/
• •
Education
College Access
Financial Literacy
High School Equivalency
Learning & Attention Issues
School Absence Prevention
Supporting Minority Education Teacher Recruitment
Safety
Bullying Prevention
Seat belts, Child Passenger Safety
Domestic Violence Prevention
Emergency Preparedness
Gun Safety, Firearms Storage
Personal & Home Security
Sexual Assault Prevention
Texting Driving Prevention
Underage Drinking and Driving Prevention
Drunk Driving Prevention
Crime Prevention - McGruff
Environment, Philanthropy, Other
American Red Cross
Discovering Nature
Patriotism
Peace Corps
Pollution: Keep America Beautiful –
Recycling
Reducing Food Waste
Wildfire Prevention
 Other Cause Related Campaigns
Healthy Diet
http://health.mo.gov/data/interventionmica/Nutrition/CampaignsandPromotions/index_3.html
Healthy Living
http://www.mastersinhealthpromotion.com/top-20-organizations-and-campaigns-promoting-healthy-living.html
Cause Related Marketing
https://www.entrepreneur.com/article/238256
Employee Giving Campaigns
http://www.healthcharities.org/Promoting-Employee-Giving-Campaigns
The Gift of Giving: Top Holiday Cause Marketing Campaigns
http://www.fastcompany.com/1493168/gift-giving-top-holiday-cause-marketing-campaigns
NHTSA Distracted Driving Campaign
http://www.distraction.gov/downloads/pdfs/distracted-driving-campaign-starter-kit.pdf
National Safety Council Distracted Driving
http://www.nsc.org/DistractedDrivingDocuments/CPK/Safety-Agenda-Distracted-White-Paper.pdf
Jaywalking
http://www.bbc.com/news/magazine-26073797
Drowning Prevention
http://aquaticpros.org/drowning-prevention-education
Hiking Safety
http://hikesafe.com/
 Ideas for Consumer Behavior Research Topic
1. Online shopping. Why do people shop
online? What are the types of online
customers?
2. Gender and shopping. How important is
shopping to women? Is shopping only a female
activity? What is the difference between male
and female customer psychologies?
3. Lifestyle and buying. What is the role of
lifestyle in the buying decision process? Is there
any difference in the buying preferences of city
and country dwellers?
4. Child consumer psychology. How do children
respond to advertising? What is the consumer
socialization process?
5. Mental problems and customers. Does
advertising stimulate excessive consumption?
How does it affect people who are more prone
to addictions?
6. The impact of branding. Why do people
believe popular brands? Can brands improve
the quality of customers’ wellbeing?
7. Customers’ needs. Why is it important to
know customers’ needs? What are the ways to
create a successful product?
8. Customer satisfaction. Is customer
satisfaction important and why? What tactics
do companies use to improve customer
satisfaction?
9. Cultural influence. How does cultural impact
change customers’ expectations? Can cultural
factors influence demand?
10. Families and the buying decision process.
Why do companies try to create family brands?
Can habits acquired in the family influence your
choice?
11. The effect of background music in stores.
Can music increase sales volumes? How do
different music styles influence customers?
(continued next slide)
 Ideas for Consumer Behavior Research Topic (cont)
12. Impulse buying. What drives customers to
make impulse buys? What are the ways to
prevent impulse purchases?
13. Customer purchase decisions. Is it effective
to use celebrities in advertising? How does that
influence consumer buying decisions?
14. Female and male products. What is the
point of gendered products? Will unisex
products soon become outdated?
15. Mind manipulation. What are some
techniques to control customers’ minds? Is
advertising the only way of market
manipulation?
16. Personality and consumer behavior. Should
a product embody a particular idea to become a
success?
17. Global consumer culture. Why are people so
willing to follow popular cultural trends? How
does the release of a new iPhone affect
consumer habits?
18. Subconscious experiences. What are the
techniques of reaching a customer’s
subconscious? How often do people follow their
intuitions in product choice?
19. The history of customer behavior.
What are the origins of behavior study? Why
did it become a separate discipline?
20. Post-purchase regret. Is it possible to avoid
post-purchase regret? What is the connection
between an unplanned purchase and customer
regret?
 Massachusetts Charities By Category
Could Use As A Topic

Animal Disaster Relief Ethnic Medical

Arts & Culture Educational Historical Overseas Aid
Children Elderly Human Rights Religious
Community Environment Hunger/Poverty Research
Service
Disabilities

Click on link below to see charities under each category

http://www.charity-charities.org/charities/MA.html
 SAMPLE PRESS RELEASE

Logo/name

Release date
Contact

Headline:

Background

who/what/why/
where/when

Quote Quote for press to include

Additional contact
info website/
phone/address
 Print Ad/Web Site Worksheet
Elements of advertisement
Product info & content of
advertising message Headline-
Product features, uses, attention getter
benefits

Characteristics of target Image

audience (describe/show)

Additional copy

Advertising appeal
Signature/logo

Choice of media When, how

Address/web/
 Radio Script Worksheet

Attention Getter: _______________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

Music Background: Type/Name ____________________________________________________

Opening Selling Point: ___________________________________________________________

_______________________________________________________________________________

_______________________________________________________________________________

________________________________________________________________________________

________________________________________________________________________________

Additional Benefits or Repeat Selling Point: ___________________________________________

________________________________________________________________________________

________________________________________________________________________________

________________________________________________________________________________

________________________________________________________________________________

________________________________________________________________________________

________________________________________________________________________________

Closing Statement/Action/Where/When/How/ Product/Company Name ______________________

________________________________________________________________________________

________________________________________________________________________________

________________________________________________________________________________

Additional about advertisement: _____________________________________________________

TV AD STORYBOARD TEMPLATE
TV AD STORYBOARD
EXAMPLE
(ADD CAPTIONS, MUSIC)

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