Case study 2 consumer behavior

 Must be at least 500 words.  Must have minimum of 3 outside references.  

Week 2 Case Study

Please follow the example case and complete the following case study.  Please note that all sections must be complete.  The key issues section is critical.  Look for the terms and concepts that we have learned and apply them to the case.  Do not define the key issues.  What in the case makes them the key issue? 

Grading Rubric:

  1. Case Summary 2 points
  2. Key issues 10 points
  3. Personal Analysis 3 points
  4. Case Questions 9 points
  5. Conclusion 2 points


What do American Express, Target Stores, Coca-Cola, the Discovery Channel, Cadillac, Minute Maid, the Cartoon Network, Royal Caribbean, and Calvin Klein have in common? They all break through the clutter of traditional ad spaces to grab the attention of potential customers. And in the process, they dazzle them right out of the boredom of riding the subway.

Subway advertising has been around nearly as long as the subway itself. But advertising media pioneers Submedia and Digital Underground Media give the old venue a different twist. By employing an innovative technology similar to that of a childhood flip book, they illuminate dark subway tunnels and turn them into valuable showcases for major advertisers.

At the core of this method is a series of lit panels that contain static images. The panels occupy 500 to 1,000 feet of space that normally holds only graffiti, grime, and the occasional rat. When you view one from a standstill, it appears as a simple still image. But when a subway train passes by, the series comes to life for riders as a 15- to 30-second full-motion commercial.

Having just another place to air a commercial might not seem so appealing to advertisers. But in a media environment where consumers increasingly skip or fast-forward through ads, the placement of these messages in subway tunnels presents exceptional possibilities. Advertisers clamor for opportunities to break through the typical clutter. Because these ads are really unique, they’re likely to grab the attention of even the most jaded commuter. “We think this will catch people so totally by surprise that when they see them, they can’t help but watch them,” said Dan Hanrahan, Royal Caribbean’s senior vice president of marketing and sales.

But the uniqueness of this medium is only part of the formula that makes these ad agencies believe they’re on to something. The rest is based on the nature of the subway audience: captive and bored. “Everybody overwhelmingly says it takes away from the boredom of the ride,” said Joshua Spodek, founder of New York City-based Submedia. “It’s not like it’s taking away from a beautiful view, like a billboard as you’re driving around a beautiful area in Vermont. A subway tunnel is a semi-industrial environment.”

Whether it’s because the ads give a bored audience something to do or because this new wave of out-of-home advertisements is truly cutting-edge, industry officials claim that the public reaction has been overwhelmingly positive. Submedia reports that 87 percent of riders look forward to seeing the next Submedia advertisement and 60 percent said the ad made their ride more enjoyable.

Comments like these make it easy to believe the claims of underground advertising agencies. One estimate asserts that more than 92 percent of consumers remember the advertised product, whereas only 13 percent have that same level of recall for televisions ads. This means big ad revenues, and not just for the agencies. Mass transit organizations potentially can realize a big source of secondary income when they lease out this unused real estate. In a two-year trial with Digital Underground Media, Madrid (Spain) Metro hoped that subway tunnel ads installed between two of their stations would add € 400,000 of advertising income to their bottom line.


  1. Based on the principles of attention the chapter presents, explain why riders receive these ads so positively. Be sure to consider the possible stimulus selection factors that apply.
  2. It has been shown that consumers can habituate to a stimulus. Is there anything the ads’ creators should know about adaptation and its potential impact on the success of these ads over time?
  3. As you consider the companies that have used tunnel advertising, are there brands or products that would not be a good fit for this medium? Be prepared to justify your response with examples.
Get 20% Discount on This Paper
Pages (550 words)
Approximate price: -

Try it now!

Get 20% Discount on This Paper

We'll send you the first draft for approval by at
Total price:

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

Custom Writings Help is a Quality-Oriented Company in Online Writing as a result of hiring exceptional professionals to execute clients' tasks.


Research Papers

At Custom Writings Help,We understand the struggle of research paper writing, and that is why at Custom WritingS Help, we are all out to help you. We pride ourselves on having a team of clinical writers. The stringent and rigorous vetting process ensures that only the 'BEST' Writers are chosen for the job. We have highly qualified Ph.D. and MA writers working with us; we equally offer these experienced writers specific bonuses and incentives to make them deliver highly original, unique, and informative content at reasonably low prices.


Thesis Writing Service

Worlwide, Many Masters Students are struggling with Thesis Completion. A thesis is likely to be the longest and most challenging piece of work a student has ever completed. However, unlike essays and other assignments, a student can pick a particular interest topic and work on their initiative. Fortunately, we are there for you. At Custom Writings Help, you are assured of an authentic, imaginative, informative, linguistically great, and advantageous thesis that adheres to all your needs. So, why continue considering different writers when you have discovered the best in the field?


Custom Papers

Not a single student can avoid writing custom papers. However, a total lack of experience, skills, and time makes it very hard to produce a superb writing piece. Therefore, if you are seeking professional help, turn to us. Our specialized and experienced writers compose a variety of model papers, including custom essays, college term papers, research papers, book reports, MBA essays, executive summaries, dissertations, Ph.D. theses, admission essays, and research proposals for college and university students at any level.


Essay Writing

Most of the students disregard the critical principles of essay writing and compose papers below sensible guidelines. Therefore, with Custom Writings Help, one should not worry about his/her essay. Our Writers compose informative and engaging content on all complexities and topics. We write meaningful and smart essays while prioritizing all aspects that bring about a good grade, such as impeccable grammar, proper structure, zero-plagiarism, and conformance to guidelines.


Coourse Work Writing

Don't let the seemingly never-ending onslaught of writing assignments get you down. If you are looking where to get course work assistance online, the writers at Custom Writings Help are here to assist you with all of your writing needs. We undertake to unique delivery of papers that meet the professor's requirements. The content is proofread, edited, and checked plagiarism before submission to customers. No matter how big or small your work is, we will deliver on time. Try US Now! !


Dissertation Writing Service

High-Quality Dissertation Writing Services are rare. They require Ph.D. academicians – not easily found. However, are an exception. The years, time, and resources we have invested in the dissertation world has given us a competitive advantage over others. Choose to come to Custom Writings Help; You will find perfect Ph.D. consultants who have written hundreds of dissertations theses ready to help you. Let our dissertation-writing services help you craft your dissertation, for you are assured we will give you the results.

Open chat