Assignment task: About American Broadcasting Company
Here are questions:
Q1. Background Data: Provide background information on your company and the selected product or product line. It should provide a clear snapshot of the company and product's purpose and position within the industry.
2. Advertising Analysis (include copies of ads): Perform an analysis of the company's advertising. Pay particular attention to the use of semiotics - examine the symbols used within the ads, and interpret the meanings of these symbols. Analyze and interpret several advertisements. Use your analysis to explain the company's image within consumers' minds.
3. Decision Making: Examine the consumer decision-making process for your product. What level of involvement of people have? How do people come to the decision to use this product? Apply specific decision rules from the textbook.
4. Values: You should examine how issues of one's values affect purchasing and use decisions for your chosen product. Clearly identify any value measures you use, and explain why they are appropriate.
5. Lifestyles: You will need to examine how lifestyles affect products usage. What lifestyles and behaviors do product purchasers have in common? How are these important to the company?