Customer Behaviour

You should investigate some advertisements (on media that will allow you to print a copy) for a range of non-profit organisations. These may be political, economic, sport, health, management or government organisations at local, national or international level. Preferment (Australia) Select one of these and provide an analysis using theory about exposure, attention and attitudes as discussed in this course.

You should present a written paper set out according to the requirements listed below:

Executive Summary (150 words, not included in word count)

Table of Contents

1.    Introduction (300 words)

1.1 Summary of the organisation. (150 words)
1.2 Description of the advertisement. (150 words)
(Provide an image of the advertisement in this section)

2. Analysis (1200 words)
2.1 Relevant Attention Factors: Discuss relevant attention factors for the advertisement. (250 words)
2.2 Comprehension: Discuss comprehension in relation to the advertisement. (250 words)
2.3 High and Low Involvement Behaviour: Explain whether the advertisement involves high or low involvement behaviour. (250 words)
2.4 Functions of Attitudes: Discuss functions of attitudes and relate to the advertisement (250 words)