2024 – MKT 3200 Consumer Behavior Fall 2015 Individual Assignment Homeownership in the United States
5 Page Paper 11:00 A.m – 2024
MKT 3200 – Consumer Behavior – Fall 2015
Individual Assignment:Homeownership in the United States
Due:September28, 2015 at 11:15 a.m. (Eastern) by Blackboard upload
Value:6.25% of your final grade
ExpectedLength:5 double-spaced pages (excluding the title page, references page(s), and appendices); 12 pt. font.
Instructions
In this assignment, you are to assume that you are in marketing for a large national bank and that you have been tasked with achieving a key growth objective for the organization. Specifically, you are tasked with designing an advertising campaign that will be targeted at the ethnic subculture(s) in the United States that represent the greatest need and greatest opportunity (from an organizational growth perspective) for increased home ownership. So that company management can have all relevant information, you will need to conduct research and show analysis of the needs and opportunities for increased home ownership across ethnic subcultures found in the United States;[1] please make sure that you provide your reader with specific information on these topics in the body of your report as well as, if applicable, in any appendices you provide. It is also important that you identify and address all relevant barriers to home ownership and develop plans for the advertising campaign that will help in overcoming these barriers; you should find Case 2-8 on pages 266-267 of your textbook helpful in this regard, although you will certainly need to conduct additional secondary research on this and other topics. You will want to conclude the analysis section of your report with a clear recommendation of the ethnic subculture(s)[2] in the United States that should be targeted by the advertising campaign for higher home ownership.
Following this section, you will want to specify the overall positioning strategy (for home ownership, as a societal ideal), core theme(s), key messages, important visual elements, suggested spokespeople, planned media outlets (including the potential for online channels), and role of reference groups and opinion leaders, making sure that you provide a solid rationale for all aspects of your tactical recommendations.As you plan your advertising campaign, it is important that you actively consider the meaning and importance of home ownership in the American culture and that you reflect this in the creative elements of your advertising campaign.
Note:It is expected that your report will have a covering page. Your analysis must not contain any spelling, grammar, or punctuation error(s). With the possible exception of any summary tables or illustrations you include with your report, this assignment is to be completed in paragraph form with full and complete sentences. Tables and illustrations may be best included in your report as appendices. It is expected that you will conduct secondary research and that the findings of your research will complement the findings reported in Case 2-8. You must properly cite and reference all secondary information sources directly or indirectly incorporated in your analysis; in general, you must adhere to the honor code. Penalties will be imposed if you do not follow these instructions.
List of References
United States Census Bureau.(2012). Housing Vacancies and Homeownership (CPS/HVS).Retrieved from http://www.census.gov/housing/hvs/files/qtr314/q314def.html
[1] For example, you will want to show how home ownership in the United States varies on the basis of ethnic subculture. The homeownership rate, assessed as Owner occupied housing units / Total occupied housing units (United States Census Bureau, 2012), may be useful in this regard. Additionally, it will be important that you provide key demographic and other details (e.g., subculture size, growth rate, etc.) here and that you thoroughly assess and discuss the level of the knowledge and the favorability of the attitudes toward home ownership as reported in Case 2-8. You will also find that statistics compiled by the United States government and other entities may be helpful.
[2] To the extent that they are relevant to home ownership, you may also comment on target audience age, gender, location, occupation, education, financial characteristics, technology usage, media consumption, etc.
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