Course - Consumer Behaviour Assignment(15%).

IV. Promotional Strategy

Based on your selected company and advertisement. (READ BELOW).

QUESTION1. Develop a fixed-term promotional strategy to enhance your product/ad campaign based on the approach below:

a. Webers Law / Just Noticeable Difference [ differential threshold] Ch.02

b. Guerilla marketing [attention & involvement] Ch.02

c. Classical Conditioning [repeated often > ex. attitude object paired with catchy jingle] Ch. 03

d. Instrumental Conditioning [Operant] [frequency marketing, gamification] Ch. 03

e. Repetition [two-factory theory] Ch.08

f. Reinforcement Schedules [fixed-ratio, variable-ration, fixed-interval, variable-interval]

g. Relationship marketing Ch. 01

h. Database marketing Ch. 01

i. Point-of-purchase stimulus Ch.10

PLEASE READ BELOW

**** Lush is the company our team decided to focus on this Assignment. LUSH Canada is a company that makes fresh handmade cosmetics.

The business caters mainly to women (however, they have collections for both men and women).

Customer Aged between 18 and 44.

Most popular in Canada, the UK, Japan, the US, France, and other countries.

The product we choose for this assignment is coral bath bombs name "Reef Relief" (Our idea). A % of sales will donate to charity. The organization we will donate the proceeds to is Oceana Canada mainly for the protection/restoration of marine habitats.