Social and Economic Life of Populations Paper
Description: students will consider how the principles of promotion apply to the COVID-19 vaccine. This exercise is meant to help students draw a link from course terms and concepts to the “real world.” With the COVID19 pandemic serving as a major disruptor of consumer behavior and well-being since 2020 and will continue to impact the marketplace through 2022, it is a relevant topic for this thought exercise. Submission & Grading: Students should type a response, organized by the numerical indicators on this worksheet, and submit via Blackboard. This assignment is worth 1/5 of your “ADT” grade (which is 35% of your final course grade) and will be scored out of a maximum 100 points.
Late assignments will incur a penalty as outlined in the syllabus. Plagiarism or cheating will result in a zero for the task or the course, depending in the extent of your violation. Content: In this task, you will propose an advertising campaign for vaccinated Americans age 18-24 to get a booster shot for COVID-19.
There are two primary issues that emerge from the circulation of COVID-19: widespread illness creates a major strain on our society and economy, 12 and the virus mutates in potentially dangerous ways (i.e., becomes more contagious or more severe) as it passes from one person to the next. 3 Current research suggests that consumers who are vaccinated for COVID-19 are less likely to contract the virus than unvaccinated people.4 Importantly, when vaccinated people do get COVID-19, they are less likely to experience severe illness or death, and they are less likely to spread the virus to others.5 Therefore, vaccination can improve the negative societal and economic impacts of COVID-19 while also slowing down the mutation process.
The catch is, research also suggests that people who are vaccinated for COVID-19 will need a booster (i.e., an additional shot) to maintain optimal performance of the vaccine.6 In other words, the effects of the vaccine will wear off over time. This is a common outcome of vaccines, in general, but each vaccine is different in its own right. With this information in mind, imagine that you are hired to create a special public service advertising campaign that promotes the COVID-19 vaccine booster to vaccinated Americans age 18-24.
The message will be delivered via public transit, including MTA subway cars and stations, the LIRR and Metro North. 1 United Nations Report (2021) https://www.un.org/development/desa/dspd/everyone-… 2 World Health Organization Report (2020) https://www.who.int/news/item/13-10-2020-impact-of… 3 Yale Medicine (2021) https://www.yalemedicine.org/news/5-things-to-know… 4 U.S. Center for Disease Control (June 2021) https://www.cdc.gov/media/releases/2021/p0607-mrna… 5 U.S. Center for Disease Control (November 2021) https://www.cdc.gov/coronavirus/2019-ncov/vaccines… 6 Yale Medicine (November 2021) https://www.yalemedicine.org/news/covid-19-booster BU 3800 (Fall 2021) Accordingly, students should conduct their own research and review the articles below to thoughtfully answer the following (you can number them on your assignment as they are listed here): 1.
Identify the consumer needs and challenges. What are the reasons why your targeted consumer segment (vaccinated Americans age 18-24) may be hesitant to get their booster? What needs (Maslow’s Hierarchy) can a booster serve for consumers and why? Use this thought process to discuss how you might overcome consumer hesitations with an advertising message. 2. Define the objective(s) of your advertising message (inform, persuade, remind) and explain why. 3. Define the type of appeal you aim to create (informational, emotional) and explain why. 4. Provide a description of the message, based on your answers above, and include a couple of visual examples of what the consumer might see in your ad (you can find images on the internet or provide your own.) Remember, this is something that should be aimed at your targeted consumer segment (Vaccinated Americans age 18-24) while using NYC public transit. NOTE: All answers should incorporate course terms and concepts to demonstrate that you can apply marketing principles to thinking about a real marketplace scenario.
This task is about concept application in the real marketplace, so your opinions should be supported with course concepts and cited external evidence. Helpful Articles for Your Research • “No One is Speaking to Gen Z” https://www.statnews.com/2021/04/08/gen-z-hesitant… • “Why Young Americans Aren’t Getting Vaccinated” (WSJ, July 2021) https://www.proquest.com/docview/2550018912/3D282A… • “Why Young Adults Are A Barrier to Mass Immunity” (NYT, June 2021) https://www.proquest.com/docview/2545484328?accoun… • What Young Americans Think About Vaccines and Mandates” (PBS, November 2021) https://www.pbs.org/newshour/health/young-american… • “Omicron Won’t Ruin Your Booster” (The Atlantic, December 2021) https://www.theatlantic.com/science/archive/2021/1… • CDC Vaccine Rates by Age (December 2021) https://data.cdc.gov/Vaccinations/COVID-19-Vaccina… • MTA Public Service Campaign for Masking o https://gothamist.com/news/mta-tells-customers-wea… o https://www.nydailynews.com/new-york/ny-mta-subway… • MTA advertising Examples o Seamless: https://medium.com/@ntenenini/subway-ad-3-seamless… o Liveboards: https://nymag.com/intelligencer/2018/11/liveboards… o Pay Your Fare: https://www.nydailynews.com/new-york/ny-fare-evasion-ads-subways-buses-mta-20190703- f2qbwi37ivb5fix2lfvohpx52i-story.htm