Assignment task: Choose any current consumer advertisement for a product with which you are familiar. Working independently or with one other student, discuss the following topics:
1. What is the source and date of the consumer advertisement.
2. Who is (are) the target market(s) for the product? Go into as much depth as possible, considering age, sex, geographic limitations, income levels, occupation, values, lifestyle, ethnic group, buying behavior habits, and other characteristics that you can determine.
3. What is the product? Describe the good physically and/or in terms of its image. Does it have an appropriate brand name? How about its packaging? What is the stage in the product life cycle?
4. What is the retail price? How does this price compare with the competition?
5. Where is it distributed? What types of retailers are used? How is it distributed geographically? Is its distribution exclusive, selective or intensive?
6. How is it promoted? Consider advertising, sales promotion (such as coupons, rebates, or contests), public relations, and personal selling. For advertising, what is the key message used? What media are used?
7. Does the advertisement target the needs of its market(s)? What changes would you make in this product's marketing strategy?