This module, you will review concepts related to how agencies are set up and what they do, how consumers make decisions, as well as what drives them towards making those said decisions. Each prompt for this module will explore various aspects of these concepts and help you identify, describe, compare, explain and discuss the importance of these concepts as they relate to IMC campaign development. This module will also help you as you begin planning for your research assignment and research project.
Question 1 – Ch. 3. Briefly summarize the different ways an agency can be set up (e.g. centralized, decentralized, and in-house), as well as the different services an agency may provide (e.g. full-service, account service, marketing service, agency organization, and structure). Paraphrase these concepts and cite your work. No direct quotes. Additionally, discuss how technology has influenced these practices in communication and agency work.
Question 2 – Ch. 4. Figure 4–1 presents a basic model of consumer decision-making. Describe the model, and explain what happens at each step of the process. As you explain each step, be sure to explain how cognitive dissonance may play a factor in the decision-making process. Additionally, why is this theory (i.e. cognitive dissonance) so important to marketers? How might schedules of reinforcement help customers manage their cognitive dissonance? Be sure to provide examples to illustrate your point.
Question 3 – Ch. 4. Explain Abraham Maslow’s Hierarchy of needs and Sigmund Freud’s psychoanalytical theory. Be sure to explain the differences between these two theories (Again, since we live in a visually stimulating world, feel free to make a chart to capitalize on these comparisons). Additionally, how might these two motivational theories influence how marketers conduct their market research? (Consider Figure 4-3 as you answer this question). Finally, what challenges do Christians face as they consider these two theories? Do these theories align or contradict with our Christian worldview? Be sure to use examples to illustrate your point.
