Choose one of these products-chocolate bars or bottles of expensive perfume-and describe how marketers can apply their knowledge of the J.N.D. to packaging, pricing, and promotional claims during periods of (a) rising ingredient and materials costs and (b) increasing competition.
Essay #2:
On the average, 5 times as many people read the headlines as read the body copy. It follows that, unless your headline sells your product, you have wasted 90% of your money."
-- David Ogilvy, world famous advertising executive
You are a member of an advertising team assembled to develop a promotional campaign for a new digital camera. Develop three headlines for this campaign, each based on one of the levels in Maslow's need hierarchy that can be used to segment the market and position the product. Be sure to label each headline with the appropriate level and explain how your headline addresses that need.
Essay #3:
Researchers commonly asses one's emotional state by using the PANAS (positive-affect-negative-affect) Scale. This scale allows researchers to capture both positive and negative dimensions of emotional experience.
Assume I have asked you to distribute a questionnaire to your classmates after they have taken their midterm to measure the emotional state they were in while taking the exam.
Your job is to:
(a) Construct an 8 item PANAS scale using 4 positive and 4 negative scale items to measure your classmates emotions while having taken this BB mid-term exam.
(b) Do you think this is a good scale to use in this circumstance? Why/Why not?