Customer behaviour MKTG 1221 Assignment 1: Perception As we have discussed, advertisers rely on sensory systems to communicate to us, particularly our visual sense. When designing marketing communications, advertisers carefully think about every element that they decide to include in an advertisement, on a package, on a website, in a social media post etc... in terms of how that element might be perceived. Everyone in the class has been assigned an advertisement to analyze for this assignment. Check your NC email to find out which ad you have been assigned. Refer to the advertisement that you have been assigned and carefully analyze what you "see" in the ad itself. If this is a brand that you are already familiar with, try and refrain from using any pre-existing perception or image of the brand. Instead, refer specifically to what is contained/displayed in the ad itself. To earn marks on this assignment you must not only discuss what you think the advertiser is trying to convey about their brand, but you must also specifically identify HOW they attempt to project that image in the ad itself. You will essentially be dissecting the ad in detail by looking at ALL elements included in the ad (ex. the choice of model, the clothing shown, the visual images used, the text/words, props, colours, fonts, symbols, atmosphere, product elements or benefits that are highlighted etc...). In other words, you need to specifically mention what you "see" in the ad to justify your answer. You must give thought to specifically what kind of image the advertiser is trying to communicate and how they attempt to create a certain perception in your mind based on the ad. 1. Based on the advertisement, what image does the company want you to have about their brand and how do they specifically try to communicate that image in the ad? How do they want to "positon" their brand in your mind in relation to competitors' brands? 10 marks Once you have analyzed the ad, visit the company's website and take time to explore the content and the site in detail. Just as in the advertisement you analyzed, the company designed their website to communicate to you about their brand(s). Examine the same kinds of elements/decisions you did in the ad and then think about how the website relates to the brand image communicated in the ad. 2. How did the website impact your perception of the brand image? What else did you find out about the brand that influenced or added to your overall perception of the brand? Refer specifically to what you saw on the website to justify your answer. 10 marks Carefully review your answers before submission - making sure you check for spelling, grammar, and overall clarity of thought