Assignment 1 (Case Analysis)
Due: After you have completed Lesson 8
Weighting: 15% of the final grade
Assignment 1 Instructions
Your first assignment is an analysis of the “Warning Labels for Climate Change?” case on pp. 206-207 in the textbook.
Once you have read and analyzed the material, answer the Assignment Questions that follow these instructions. Do not answer the questions at the end of the case in the textbook. The Assignment Questions are not identical to the questions in the textbook.
Answer the questions fully and provide support for your answers by making reference to information from the case or elsewhere in the textbook. Even though the case comes from Chapter 7 in the textbook, you should be prepared to use material from other parts of the textbook.
Your assignment must not exceed 6 double-spaced pages, with 1-inch margins and a 12-point font. If it does, your assignment may be returned to you unmarked.
If you are not sure how to analyze the case and edit your answers down to the maximum length, please contact the Student Support Centre for assistance.
Assignment Questions (30 total points)
1. Do you think Robert’s idea has merit? In other words, will warning labels in this context really change attitudes and behaviours? Why or why not? (6 points)
2. What aspects of attitude theory covered in the textbook can be applied to this initiative? (10 points)
3. Use the Traditional Communications Model shown in Figure 8-1 (p. 211) to describe the steps in the marketing communication implied by the warning labels. What kind of message appeal is used for the warning labels? For what segments are the labels most likely to be effective? (8 points)
4. What would you recommend Robert do next? What does he need to do to be successful in changing the attitudes and behaviours of the end consumer? (6 points)
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