(The work must be presented as Business Report) Make a comparative analysis of two current brands campaigns of your choice and their impact on consumer behaviour. You pick the 2 brands yourself (please make sure they are UK brands and send a message of which 2 you have decided) I require a minimum of 20 academic references in addition to industry and brand related sources of information. ALL info of the assignment will be found in the ‘Assessment Brief’ document attached – please follow the structure there and ensure the mark scheme is met. Structure: Your report must also include the following: – Title page and executive summary that provides a brief overview of the key findings and recommendations. – Introduction section which introduces the key themes of the analysis to come with reference to key terms. – Main Body including; A. brief overview of your choice of brands Identifies the targeted consumers drawing on contemporary market research theory, – A critical analysis that compares and contrasts the brands current promotional strategies, with examples, and their impact upon the targeted consumers behaviour. The analysis must be outlined within relevant consumer behaviour process frameworks and conceptual models with the detail of the analysis provided, supported with relevant consumer behaviour process theories. – Conclusions of the key findings. – Two recommendations for ways in which the brands could improve their promotional strategy, which is informed by appropriate models, theories and literature.
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