University Assignment: Strategies for Creative Advertising Report

This report, focused on strategies for creative advertising, begins with primary research using in-depth interviews with three consumers to gather data. The research explores consumer insights, specifically psychological perceptions of product features like quality and functionality, using CRUMPLER bags as a case study. The analysis examines consumer preferences for bag size, design, and branding, and how these factors influence purchasing decisions. The report then discusses communication strategies based on the research findings, highlighting the importance of high-quality materials, flexibility, and functionality in attracting consumers. The report concludes with references and interview questions to support the analysis. The report aims to attract more awareness and improve marketing strategies.

Strategies for Creative
Advertising

Table of Contents
PRIMARY RESEARCH.................................................................................................................1
CONSUMER INSIGHT..................................................................................................................1
COMMUNICATION......................................................................................................................2
REFERENCES................................................................................................................................3

PRIMARY RESEARCH
A primary research is done to gather fresh data from various sources. In order to conduct
primary research, the method used was in depth interview (Hugstad & Durr, 2015). For this
sample size taken were 3 consumers.
S.no Name
1 Jack smith
2 Phil jones
3 Harry james
The limitation of this method is it is very time-consuming method and difficult to
interpret data and information obtained. Also, the open response it is difficult to identify what
exact people are saying as there is no facts and figures included in it. Moreover, people are not
able to openly share their views and opinions (Dietz, 2018).
The research will help in giving in depth analysis of consumer insight
CONSUMER INSIGHT
Insight 1
It can be analysed that psychological insight reflects on consumer perception regarding
product features. It includes things such as quality, storage space, functions, etc. The
CRUMPLER bags built a positive image in mind of consumer. They are easy to carry and
provide guarantee of safety of things. Also, bags are available in different size and types such as
laptop, camera bags, etc. However, poor quality bags are repaired and modified. The high quality
product reflect type of raw material used and overall process of manufacturing bags. Along with
it, the functions of bags helps in using it for different purpose. This shows high performance of
bags (Ericsson & Sundström, 2015).
Insight 2
The consumer buys CRUMPLER bags there are various size and types available. So, it is
easy to carry bags and keep items such as laptop, books and many other materials. The company
attractive design and flexibility of bags provide comfort level. However, CRUMPLER logo can
be easily identified. For example- CRUMPLER laptop bags is having different logo, handbag is
used to carry small items, bag packs are used to for trips and tours, etc. thus, these all bags are
economic and used for long time. One importance of this bag is the pockets are systematically
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inserted. It makes it easy to find out keys, books, notepad earphones, etc. Moreover, bags can be
carried in bicycle, car. However, colors of bags are limited and polished. The segmentation of
bag is done in such a way that it is fit into mind set of consumer (Hung & et.al., 2016). Apart
from it, consumer gets different size and quality of bags which they prefer to buy. In addition the
branding and advertising of firm attracts people to buy them. The material used, style, flexibility,
etc. are some other features as well which allow consumer to choose this product over others.
COMMUNICATION
It can be stated that the consumer buys CRUMPLER products as they find it of high quality
and flexible. Also, materials used in it reflect on psychological insight of consumer. The bags are
available in different size and styles. Moreover, its functionality and space is enough to carry
things easily (Margariti & et.al., 2015). However, consumer find out bag performance effective
and worthy. In pockets small as well as large items can be put easily.
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REFERENCES
Books and Journals
Dietz, S., (2018). Humanizing Big Data: Marketing at the Meeting of Data, Social Science and
Consumer Insight. Journal of the Royal Statistical Society Series A, 181(2), pp.551-552.
Ericsson, D. & Sundström, M., (2015). Demand chain management and consumer insight: keys
to success in retailing. In Nordic Retail and Wholesale Conference, Lund, Sweden, 7-8
nov.
Hugstad, P.S. & Durr, M., (2015). A study of country of manufacturer impact on consumer
perceptions. In Proceedings of the 1986 Academy of Marketing Science (AMS) Annual
Conference (pp. 115-119). Springer, Cham.
Hung, Y. & et.al., (2016). Consumer attitude and purchase intention towards processed meat
products with natural compounds and a reduced level of nitrite. Meat science, 121,
pp.119-126.
Margariti, M. & et.al., (2015). Quality of life in schizophrenia spectrum disorders: associations
with insight and psychopathology. Psychiatry research, 225(3), pp.695-701.
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Appendix
1. Why do you prefer to buy CRUMPLER products?
Jack –he said that CRUMPLER offers high quality and latest design bags at fair price which
attract him to buy it.
Phil- He said that he buys product due to its attractive design and spacious area.
Harry- He said the bags are very handy and easy to carry.
2. Why you need to a high quality bag?
Jack – the high quality of bag helps me to protect my laptop and other important documents?
Phil- It helps me to carry out my camera, wallet, cell phone, etc.
Harry- I can use it for long time and can carry my things
3. Why things such as laptop, cell phone, etc. are important?
Jack- It is because in my laptop there are some important documents saved and stored.
Phil- The laptop and phone are expensive items. So, high quality bag will help me to protect
items.
Harry- I think high quality bag is used for long time.
Interview questions
 Why do you prefer to buy CRUMPLER products?
 Why you need to a high quality bag
 Why things such as laptop, cell phone, etc. are important?
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