PA 2009-2010 Introduction



Psych Associates


To: M3: Masters of Marketing Magic
From: Dr. A. Phasia, CEO, Psych Associates™
Re: New Informercial Campaign

As you know, Psych Associates™ is preparing to launch new advertising campaign to increase customer awareness and generate more business. The linchpin of this campaign is a series of infomercials to be shown to nationwide audiences. You’ve been hired to show customers how the psychology of learning, memory, thinking, and language can improve their daily lives. The infomercials must be a maximum of five minutes in length (due to production and television airtime costs). They must be exemplary in all facets, anything less will result in termination of our contract.

Psych Associates™ target customers include the following:

  • Education
    • High School Principal
    • High School Teacher
    • High School Coach
    • Students preparing for and entering college
    • Law school students
  • Business
    • Small business owner (coffee shop, cafe, etc.)
    • Business with teens as main customers (PC Bang, movie theater, clothing, etc.)
  • Other
    • Family with children

Each of the infomercials will address the needs of one of our target customers. They may be done as a video or an enhanced podcast (or something else, if you get approval from the CEO). The infomercials should:

  • be based on correct psychological information
  • include relevant charts, graphs, and pictures
  • explain how the psychology of learning, memory, thinking, and language can improve the target customer’s daily life
  • persuade the target customer to do business with Psych Associates™

The infomercials will be presented to the Executive Board of Psych Associates™ who will evaluate them.


Each team has been assigned a target customer:

  • Team 1: High School Principal
  • Team 2: High School Teacher
  • Team 3: High School Coach
  • Team 4: Students preparing for and entering college
  • Team 5: Law school students
  • Team 6: Small business owner (coffee shop, cafe, etc.)
  • Team 7: Business with teens as main customers (PC Bang, movie theater, clothing, etc.)
  • Team 8: Family with children
  • Team 9: High School Principal
  • Team 10: High School Teacher
  • Team 11: High School Coach
  • Team 12: Students preparing for and entering college
  • Team 13: Law school students
  • Team 14: Small business owner (coffee shop, cafe, etc.)

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