What processes of attention should be considered w

What processes of attention should be considered when trying to design an effective advertising campaign

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Module Title:

Introduction to Biological and Cognitive Psychology

Assessment title:

Introduction to Biological and Cognitive Psychology: Cognitive Essay.

This assignment will assess your knowledge and understanding of the Cognitive material covered in this module. The lectures and assignment support seminars should form the basis of your work in addition to your own further reading around the topic.

Choose ONE question from the two options below and write an essay using the question as your essay title.

  1. What processes of attention should be considered when trying to design an effective advertising campaign?
  2. Which theories and research findings about memory should be considered when making a successful advertisement?


Each question focuses on a different aspect of cognition, so you will need to focus your answer on Attention OR Memory. You must answer the question by clearly describing and evaluating the cognitive processes that you include in your essay. You should also support your answer using relevant findings from cognitive psychology.

When writing your essay, you may want to consider the following:

-       What aspects of cognition directly influence how an individual will attend to, or remember an advertisement?

-       How do these factors affect the success of adverts?

-          What sorts of advertisements are successful and why?

REMEMBER – this is NOT an assignment about advertising. It is an assignment about cognitive processing. To achieve a good mark in this piece of work you should focus on theories and findings from cognitive psychology and then relate these to advertising.

Assessed intended learning outcomes:

On successful completion of this assessment, you will be able to:

Knowledge and Understanding.

1. Understand and evaluate underlying concepts and principles of cognitive psychology.


2. Evaluate some of the research techniques used in cognitive psychology.

Transferable/Key Skills and other Attributes.

  • Written communication will be tested via the course assessment of an essay which will necessitate explaining difficult concepts accurately and reliably with structured and coherent arguments.


  • Working with others will be a necessary part of participation in group discussion and activities, which will support your assignment preparation.


  • A grounding in problem solving is assimilated into the seminars and assessments.


  • Managing students` own learning will be demonstrable in the necessary literature reviews which will support the presentation of seminar material, as well as the course assessments.



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