BUS 347: Consumer Behaviour Library Research

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BUS 347: Consumer Behaviour Library Research Attitude Change Assignment (#1) Mark Bodnar mbodnar@sfu.ca

Today’s Goals Attitude Change Assignment (#1) Getting help From your assignment: “I STRONGLY recommend that you restrict your [ad] choices to products found in the Vividata database and use other SFU Library resources...” Making the best choices and using the best resources Getting help

BUS 347 research guide http://bit.ly/bus347

Brief version of Assignment #1

Choosing a publication and an ad Likely to have specific readers (Hobby mag? Special interest? Clearly aimed at young women/old men, etc.) Demographics of readers available detailed Media Kit

The Hockey News: 2018 Media Kit READERS: Media Kit The Hockey News: 2018 Media Kit http://quebecormediagroupsales.ca/content/media/pdf/2018/TheHockeyNews_2018MediaKit_national.pdf Source: Vividata

Today’s Parent: 2018 Media Kit READERS: Media Kit Today’s Parent: 2018 Media Kit https://www.rogersmedia.com/wp-content/uploads/2017/04/1710-M6-11456-Media_kit_ENG_REVISED.pdf Source: Vividata

Choosing a publication and an ad Likely to have specific readers (Hobby mag? Special interest? Clearly aimed at young women/old men, etc.) Demographics of readers available detailed Media Kit or even more detailed Vividata data <https://vividata.ca/markets-publications/> Read by Canadians Consider browsing at your local public library (in person or online via Zinio or PressDisplay)

READERS: Vividata Target Snapshot

READERS: Vividata Target Snapshot

Choosing a publication and an ad Advertisement: Product isn’t too new – brand has been around for at least a few years. Likely to have distinctive consumers Covered by the Vividata Reports (our main source of consumer demographic data at a brand level) Note: Product type vs. Specific brand Sold in Canada

CONSUMERS: Vividata

CONSUMERS: Vividata

CONSUMERS: Vividata

CONSUMERS: Business Source

CONSUMERS: Passport

COMPANIES: Passport

TEST! Would this ad... found in this publication... work for your assignment? Why? / Why not?

Help?