Mktg303 Marketing Consumer Behaviour Assessment Answer

This individual assignment aims to deepen your conceptual understanding of consumer behaviour. It involves writing an essay about the merits of key constructs/theories, where you will integrate theoretical ideas, and then apply your knowledge by developing a relevant advertisement.
The Learning Objectives:
a) to gain experience in developing a coherent argument taking into account the complexities of an issue within a consumption context
b) to develop skills in integrating ideas across areas of the course
c) to develop an ad using a creative execution which provides a contextually applied solution to a business issue
d) to independently develop clear written communication skills
The assignment is in two parts but will be graded as one assignment. It is outlined in two parts to make clear what is required and where you should place your emphasis.
Part A: Essay (20%) Involvement and Attitude Change
Write an essay discussing why involvement has been regarded as a central construct within consumer behaviour theory, and how it is a useful concept for marketers. Pay attention to the way involvement has been theoretically conceptualised over time and used to inform attitude change theories such as the Elaboration Likelihood Model (ELM). Discuss whether these constructs/theories are still relevant today given changing consumption patterns (for example the influence of social media). Illustrate your main points by providing marketing examples. Although this is an essay on involvement and attitude change, knowledge of other consumer behaviour theories (e.g. self, learning, memory, motivation etc.) should be included to inform your answer.
Part B: Design an Ad (5%)
Design an original advertisement for any brand (e.g. product/ service / social cause) that you are familiar with that is designed to change an attitude for consumers with a particular involvement level (High vs Low). You must state a marketing aim for your ad to frame the problem.
Write a brief paragraph (no more than half a page) discussing firstly, the aim of your ad; and secondly, justify why you think this ad will be effective for the level of involvement. Your advertisement may use visual or verbal cues, or both. This is not a test of artistic ability, but rather a test of your ability to apply your understanding of involvement. You may hand draw or use existing pictures/images. However, your ad must be original – do