Description
In this you will take on the role of a marketing consultant working for the same company that
sold you your product/service in assignment 1. Specifically, you will pitch an advertisement to this
organisation so as to appeal to a specific target market (see below for “Clementine Concord”). You will
use the Elaboration Likelihood Model and at least two techniques from week 5 (Attitudes and Persuasion)
to design and advertisement intended to persuade this target market. Through this process,
you will practice the application of consumer behaviour theory from the perspective of a marketer.
Imagine that your audience for this pitch is the CEO of the company, meaning that you need to look,
speak, and present as professionally as possible. Remember to pick a name for your consulting company.
Specific Requirements
The Target Market – Clementine Concord
As part of your consulting work, you have conducted market research for your client. Clementine Concord
is representative of a specific market segment which you will target with your advertisement. As part of
your market research, Clementine agreed to take the Basic Individual Values survey and her result is
presented in the image below. Please use this psychometric information in your assignment and note
that, while Clementine is female, the target demographic she represents is equally split among women
and men.Page 2 of 8
Key Points
• Students should submit one video containing:
• A ‘pitch’ of their advertisement of up to 8 minutes, and
• A ~30 second commercial (after the pitch)
• The entire video/audio should be no more than ten minutes in length.
• 7/8 minutes should be enough for most students
• The pitch component can include up to 5 slides, which should cover:
• The target market and what they value (i.e., describe Clementine Concord and the market
they represent using the Theory of Basic Values)
• An overview/description of the ad
• An explanation of the persuasive techniques that are used in the ad, how they affect
psychological processes in the target market, and how these should influence
attitudes/behaviours. See Figure 1 for further explanation.
• You must choose at least two persuasive techniques from the following:
• Two-sided arguments
• Comparative advertising
• Classic sales techniques
• Reciprocity
• Scarcity
• Authority
• Consistency
• Liking
• Consensus
• Sources (Different Endorsers)
• Emotion Appeals
• Fear
• Humour
• Guilt
• Sadness
• And you must discuss your chosen techniques in the context of the Elaboration
Likelihood Model
• While there are required pieces of theory and content from the Persuasion week (as listed above),
good answers will make use of theory from other weeks to explain how their target market goes
through the decision-making process and how these persuasive techniques will work
• Students can borrow digital audio recorders and cameras from the Deakin library, or use their own
digital recorders, tablets, cameras, or HD video cameras available on most Smart Phones.
• The digital submission should be of good quality and reflect deep engagement with the material
contained in the unit and student’s own research and analysis. In other words, it should be dense
with content.
• The focus of assignment 2 (and the majority of the grade) is to provide a well-researched account
of why you developed the commercial in that manner and how this was informed by theory.
• Your work will also be graded on its ability to be imaginative and technically sound (e.g. the
commercial is creative, sound is clear, audio/video cuts are fluid, etc.), as well as communicate
clearly and integrate the advertisement components with the specific reasoning (show don’t tell –
e.g. rather than just ‘talking’ about an recommendation of the advertisement, you may want to
repeat a small part or show an example to provide the viewer with a concrete example).
• Cover slides (your name and presentation title) are not counted towards the slide limit.
• You do not need to reference theories, but you do need to name and explain themPage 3 of 8
Figure 1. Positioning the explanations
Your final video submission should be uploaded to the CloudDeakin Dropbox. Make sure you give yourself
time to upload the video as this can take quite a long time depending on file size!
Please read the marking rubric for guidance on marking criteria for the assessment.
Resources: You can use the following tools for your video. However, you’re free to use whatever tools,
software or setup you think is best. You can also be as creative with the video as you like!
Hello, I am [Your Name], a marketing consultant from [Your Consulting Company]. Today, I am excited to present a persuasive advertisement campaign targeting the market segment represented by Clementine Concord. We have conducted extensive research and developed a compelling advertisement using the Elaboration Likelihood Model and two persuasive techniques from week 5’s Attitudes and Persuasion.
Our target market, represented by Clementine Concord, values a combination of basic individual values, as identified through the Theory of Basic Values. Clementine’s psychometric information suggests a preference for self-enhancement and openness to change values. She is independent, seeks excitement, and values novelty and self-expression.
Our advertisement centers around a new product launch: a cutting-edge, environmentally friendly electric vehicle (EV). The ad features a visually stunning and emotionally resonant story that showcases the EV’s innovative features while aligning with Clementine’s values.
Emotion Appeals: We leverage emotional appeals by creating a narrative that resonates with our target market’s values. The ad highlights the excitement of driving a revolutionary EV and the sense of freedom it provides. The emotional connection encourages cognitive elaboration in the Elaboration Likelihood Model, leading to attitude formation.
Scarcity: To create a sense of urgency and influence decision-making, we incorporate scarcity tactics. We emphasize limited availability for the first batch of EVs, encouraging viewers to act quickly to secure their purchase. This taps into Clementine’s desire for novelty and uniqueness.
Elaboration Likelihood Model Application: We understand that individuals like Clementine may process information differently. For those highly involved in the topic of environmentally friendly transportation, they are more likely to engage in central processing. In contrast, those with lower involvement may rely on peripheral cues.
Our advertisement caters to both processing routes. For central processing, we provide detailed information about the EV’s features and environmental benefits. For peripheral processing, we feature a well-known environmental advocate endorsing our product (Authority). This appeals to those who may not have the time or inclination for in-depth research.
In conclusion, our advertisement campaign strategically targets Clementine Concord’s values and preferences through a combination of emotional appeals and scarcity tactics. By aligning with the Elaboration Likelihood Model, we ensure that our message is effective for both highly involved and less involved consumers. We are confident that this campaign will not only capture their attention but also drive favorable attitudes and behaviors towards our product.
Now, let’s watch the 30-second commercial to experience the power of our persuasive advertisement.
[Play 30-second commercial]
Thank you for your time, and we look forward to seeing our campaign make a significant impact on our target market.
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