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    Instructions: Chapter 4: The Consumer Audience

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    This document outlines course requirements for a chapter on consumer behavior and advertising. It lists 10 questions from two chapters - Chapter 4 on the consumer audience and the chapter on advertising appeals and human wants. Students are instructed to choose one question from each chapter and provide a complete, clear and concise answer. The questions cover topics like defining consumer behavior, societal influences on consumers, psychological influences, the decision making process, defining advertising appeals, types of appeals, and influences on human wants.

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    Instructions: Chapter 4: The Consumer Audience

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    GB
    22 views1 page
    This document outlines course requirements for a chapter on consumer behavior and advertising. It lists 10 questions from two chapters - Chapter 4 on the consumer audience and the chapter on advertising appeals and human wants. Students are instructed to choose one question from each chapter and provide a complete, clear and concise answer. The questions cover topics like defining consumer behavior, societal influences on consumers, psychological influences, the decision making process, defining advertising appeals, types of appeals, and influences on human wants.

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    Original Title

    Advtg Principles - 2 The Consumer

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    This document outlines course requirements for a chapter on consumer behavior and advertising. It lists 10 questions from two chapters - Chapter 4 on the consumer audience and the chapter on advertising appeals and human wants. Students are instructed to choose one question from each chapter and provide a complete, clear and concise answer. The questions cover topics like defining consumer behavior, societal influences on consumers, psychological influences, the decision making process, defining advertising appeals, types of appeals, and influences on human wants.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    22 views1 page

    Instructions: Chapter 4: The Consumer Audience

    Uploaded by

    GB
    This document outlines course requirements for a chapter on consumer behavior and advertising. It lists 10 questions from two chapters - Chapter 4 on the consumer audience and the chapter on advertising appeals and human wants. Students are instructed to choose one question from each chapter and provide a complete, clear and concise answer. The questions cover topics like defining consumer behavior, societal influences on consumers, psychological influences, the decision making process, defining advertising appeals, types of appeals, and influences on human wants.

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    © All Rights Reserved
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    COURSE

    REQUIREMENT

    ADVERTISING BACKGROUND, PLANNING & STRATEGY: THE CONSUMER




    INSTRUCTIONS: Choose one (1) question under each chapter. Provide complete, clear and
    concise answers.


    Chapter 4: The Consumer Audience
    (1) Define consumer behavior and describe its relationship to advertising.
    (2) Explain which societal and cultural factors affect advertising and consumers.
    (3) Identify and describe the phsycological influences on consumers.
    (4) Summarize the decision-making process of purchase decisions.

    Advertising Appeal & Human Wants
    (1) Define advertising appeal.
    (2) What a “consumer sovereignty”in relation to advertising appeals or messages?
    (3) What is a positive appeal? Negative appeal?
    (4) In making advertisement, which kind of appeal whould you use? Why?
    (5) What are primary wants? Enumerate at least seven.
    (6) How do primary wants differ from secondary wants?
    (7) Briefly explain the nature of desire for superiority.
    (8) Sex desire is one of the strongest drives of people. Can you cite two current
    advertisements using this appeal?
    (9) Describe the process of selecting an advertising appeal in an ad agency.
    (10) In the field of phsycology,the name Sigmund Freud is most frequently. Who is he?

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