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…?) Demographics of readers available detailed Media Kit

READERS: Media Kit The Hockey News: 2018 Media Kit Source: Vividata

READERS: Media Kit Today’s Parent: 2018 Media Kit (See pages 21-24) 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 (much better!) 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 A. 20.8% of Canadian females who are 14 or older say they have read Elle Canada in the last year. B. Only 5.3% of Canadian males report having read Elle Canada in the past year. Guide at: bit.ly/vividata-intro

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 A. 3.5% of Elle Canada readers buy Olay Regenerist B. This is 23.6% higher than the percent of the population overall that buys Olay Regenerist. C. 23.9% of Olay Regenerist purchasers read Elle Canada

CONSUMERS: Vividata Olay Regenerist purchasers are more likely than the general 14+ population to say they strongly agree that it’s important to keep young looking… but less likely than the broader category of people who have used facial moisturizers recently.

CONSUMERS: Business Source

CONSUMERS: Passport

COMPANIES: Passport

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

Help?