BU3710: Companies can greatly improve their marketing strategies when they have a firm grasp on the psychology of how consumers feel: Consumer Behaviour Assignment, TCD, Ireland

Question 1

Companies can greatly improve their marketing strategies when they have a firm grasp on the psychology of how consumers feel, think, and reason their way to a buying decision. People’s perception of something can vary greatly from person to person, with each one forming an individual opinion about the stimuli being received.

Individuals are continually receiving “messages” through the five senses: touch, taste, smell, sight, and sound. Successful marketers use those senses to stimulate consumers to examine a product. Perception is one of the key psychological factors that influence consumer behavior (Donner, 2017).

1. Critically analyze the role that perception can play in marketers designing and implementing marketing campaigns.
2. Select one advertisement clearly illustrate how marketers have demonstrated an understanding of perception in their communication programs.

Question 2

Select two different international communication campaigns, either traditional or digital.

1. The first campaign evaluates how the brand applied an understanding of culture to promote brand awareness and engagement. Include in your analysis the application of one cultural theory.
2. The second campaign evaluate how marketers have demonstrated an understanding of the social influences in their campaign to encourage brand engagement and build long term relationships