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…?)
Demographics of readers available
detailed Media Kit

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

7. READERS: Media Kit Today’s Parent: 2018 Media Kit (See pages 21-24)
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 (much better!) 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
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

10. 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

11. 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

12. 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.

13. CONSUMERS: Business Source

14. CONSUMERS: Passport

15. COMPANIES: Passport

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

17. Help?