Psychology And Mass Media

 

You will be attending an upcoming psychological conference on psychology and mass media. While packing for the conference, you are struck by a particular advertisement you see on television. You have seen this same product advertised in magazines, on the radio, on billboards, and on the Internet. This commercial has you thinking more about the interplay between psychology and mass media. You decide to analyze the advertising campaign and use it as an example during the conference.

 

Using a psychosocial perspective and media research, you will analyze a product campaign to fully demonstrate your understanding of the effects and impacts of propaganda, social influence, persuasion, and attitude changes on society. You will also examine how your own behaviors are influenced by popular media and mass communication.

 

Select a company that is currently promoting one of its products and has an extensive advertising campaign running at this time.

 

Discuss the emotions that the company is using in its ads.

How does the company use emotions to get the consumer to want to buy the product?

How does the company try to persuade the consumer to buy the product? Is there a specific audience (e.g., parents, men, women, age groups, race) that the company is looking to persuade?

Do you think that the company is using a specific stereotype when advertising its product(s)?

Sample Solution

We like to think that every purchasing decision made is based on logic with rational clear reasoning, but this isn’t always the case. Many purchasing decisions are influenced by the feelings and emotions we’re experiencing at the time. Emotional advertising can be used to elicit an emotional response such as happiness, fear or anger in a consumer, which means the ad has a good chance of being remembered. Used effectively, emotional advertising can lead to more social shares and product purchases. People can form opinions on companies within their first few moments of interaction. If that immediate reaction is to something they can relate to or something that makes them feel happy or sad, they might be more likely to respond and learn more about the company.

poverty through job creation? Stage one will be a literature review and discussion of microfinance institutions and incubators for economic development. This discussion will answer the three questions; what are they, how are they supposed to operate as well as what are the intended results and what are the actual results? It will also discuss the limitations of these methodologies and provide a broad picture of the study abroad sector. Stage two will be used to describe the organization and its structure, evaluate the external environment and the study abroad industry, and to define the company’s internal environment through the development of a targeted marketing plan. This two stage analysis will be done to effectively choose a strategic path of entry for this new venture.

 

 

The findings for the two stage analysis support the founder’s assumptions that formal above-board business creation and providing ongoing support is more effective at addressing poverty than the current approach taken by MFIs. The findings also support their belief that there is a market within the study abroad sector for using students and study abroad programs as a resource for international development.

After the 2 stage analysis is performed, two sets of recommendations will be made and are drawn from analyzing the research data. The first is a specific set of recommendations intended for the founders of Global Riplz and are specific to the strategic entry of a new venture into Latin America and will include all resulting recommendations based on the extensive strategic business analysis. These recommendations state that Global Riplz should choose to enter the Costa Rican study abroad market, with a particular interest in the Quepos/Manuel Antonio area. Additionally, Global Riplz should focus its product differentiation and marketing plan on the business student niche market with a secondary focus on students interested in economic development and poverty alleviation. It should also focus on where those two target segments intersect. This will successfully set Global Riplz apart both in the country and within the market. Of particular note is the potential for a lower cost entry model benefitting from a strategic alliance with an existing organization that already has facilities sufficient to house the Global Riplz Accelerator Program.

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