BUS 317 Week 2 Discussion 2 Communication and Consumer Behavior

Advertising is, at its core, a way to communicate a message about a product or service to a set of consumers. However, to communicate most effectively with consumers, we must first understand what consumers look for in a product. 
For this discussion, begin by reading “My Ad Campaign: Understanding What Consumers Look for in a Product” in the textbook (p.142).

Then, select four items from the following list:

  • Tesla automobile

  • Manual toothbrush

  • Subway sandwiches

  • Pet sitting services

  • Christmas cards

  • Life insurance

  • Plumbing services

For each of the four items you selected, address the following questions:

  • Maslow’s Hierarchy of Needs: Which level of need does this product fulfill? Explain.

  • Informational vs. Transformational Motives: Which motive type does this product address? Explain.

  • FCB Grid: Where does this product fall in the FCB grid? Explain

Your initial post must be a minimum of 300 words and be supported by your textbook. Your post must also be organized using APA style headings as outlined in the Ashford Writing Center. 

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