Individual Coursework (60%)
Choose ONE of the THREE multi-media marketing campaigns listed below and assess how aspects of this campaign illustrate psychological theory and research in marketing psychology. Evaluate the strengths and weaknesses of theory and research for explaining the success, or failure, of this campaign.
Campaign 1 – Coca Cola
Details: the WebFX blog presents case studies of three Coca Cola marketing campaigns (https://www.webfx.com/blog/marketing/case-study-coca-cola-marketing/)
Campaign 2 – UNESCO
Details: UNESCO established campaigns to counter cyberbullying, using online campaigns to counter an online phenomenon: https://www.unicef.org/end-violence/how-to-stop- cyberbullying#10
Campaign 3 – “Don’t Just SAY It Matters”
Details: It addresses ethnicity-based health inequalities in New Zealand. It aims to increase cervical screening amongst New Zealand’s Māori and Pacific women by creating an understanding of the importance of screening and enhancing the service to support uptake. There is a 2-page summary description and evaluation of the campaign here: https://thensmc.com/sites/default/files/Don%27t%20Just%20SAY%20It%20Matters%20SUMM ARY_4.pdf
with more detail here:
https://thensmc.com/sites/default/files/Don%27t%20Just%20SAY%20It%20Matters%20FULL% 20case%20study%20%28print%20version%29.pdf

Instructions
Length:
Word limit is 1500 words (with 10% margin) including in text citations. Please write your word count at the end of your report. References are not included in the word count.

References: Please provide in text. Citations to support your statements and recommendations. A reference list at the end is necessary. Please use APA format.

Suggested Structure:

Introduction (guideline 200-300 words)
Brief summary of key features of the campaign you have chosen to indicate the main areas of marketing psychology you intended to examine in relation to the campaign.

Main body (guideline 1000-1200 words)
You may want to divide the main body into subsections with a subheading for each of the listed topics that you have chosen to consider. Alternatively, you might prefer to adopt a more integrated approach that includes the topics within a structure of your own devising.

Make sure you address these two themes throughout:
(a) How does marketing psychology help explain the campaign?
(b) What are the strengths and limitations of the theory and research that you have referenced?

Conclusion (guideline 200-300 words)
Summaries your key points and comment on the usefulness of marketing psychology for explaining the success or failure, of the campaign you chose and maybe consider the broader implications in your conclusion.

You are advised to focus on two or three areas of marketing psychology listed below (you can consider others in addition if you wish)

1. Cross cultural consumer behaviors
2. Electronic / digital marketing
3. Segmentation, lifestyle, and psychographics
4. Prescription, attention, and learning
5. Decision biases
6. Opinion leadership, conformity, and fashion
7. Motivation and personality

Routes of psychological theory and research:

1. Units of perception
2. Behaviorist conditioning
3. Semiotics
4. Cognitive biases
5. Concepts of self (public- private- social esteem)
6. Routes of influence and persuasion
7. Segmentation
8. Cultures
9. Retail environments.

Once you select your route, you can then use it to answer the following questions.
1. How does it apply to the campaign?
2. How was it used?
3. Explain?
4. Discuss limitations – how did they adopt/select from the theory and research?
5. Does the theory and research FULLY explain the success/failure? ( if not, is there more to explain?)