August 7th, 2020 
Pick at least three magazine, newspaper, TV and/or web advertisements. Describe the ads and analyze each one using at least 30 different theories, concepts, and/or terminologies from the list below. Type them in boldface.
You may answer the following questions:
What is the target market? (Discuss both physical and psychological characteristics.)
How does it try to position the brand?
What need does it try to satisfy?
What perceptions does it try to create?
What type of learning does it try to trigger (behavioral or cognitive)?
Is it trying to change consumer attitudes? How?
What type of message is used?
What is the purpose of the ad?
Does it use a celebrity, character, or model? Is it appropriate?
How does it try to motivate consumers to buy?
Does it use any technique the textbook mentions?
Key concepts and terminologies
1. Segmentation (Geographic, Demographic, Psychographic, Behavior) and targeting
2. Positioning
3. Stakeholder concept
4. Hedonic value, utilitarian value
5. Relationship marketing
6. Touch points
7. Augmented product concept
8. Price elasticity of demand
9. Customer lifetime value
10. Personal values
11. Perception
12. Assimilation, accommodation, contrast
13. Selective perception
14. Absolute threshold
15. Adaptation
16. JND
17. Subliminal perception
18. Mere exposure effect
19. Classical conditioning theory
20. Instrumental conditioning
21. Message congruity
22. Figure/ground distinction
23. Framing
24. Sensory, short term, long term memory
25. Exemplar
26. Episodic memory
27. Cognitive schema
28. Priming
29. Motivation
30. Homeostasis and self improvement
31. Maslows hierarchy of needs
32. Motivational conflicts
33. Consumer involvement
34. Cognitive appraisal theory
35. Mood
36. Flow
37. EQ
38. Personality
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