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

2. 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

3. BUS 347 research guide

4. Brief version of Assignment #1

5. 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

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

7. Today’s Parent: 2018 Media Kit
READERS: Media Kit
Today’s Parent: 2018 Media Kit
Source: Vividata

8. 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 <
Read by Canadians
Consider browsing at your local public library (in person or online via Zinio or PressDisplay)

9. READERS: Vividata Target Snapshot

10. READERS: Vividata Target Snapshot

11. 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

12. CONSUMERS: Vividata

13. CONSUMERS: Vividata

14. CONSUMERS: Vividata

15. CONSUMERS: Business Source

16. CONSUMERS: Passport

17. COMPANIES: Passport

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

19. Help?