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MARKETNG 2503 Marketing Communications II

tag 0 Download 3 Pages / 535 Words tag 07-07-2021

Questions:

  1. Find an example of a sign or symbol that could be interpreted differently across cultures and comment on what those meanings may be. In your search see if you can locate an advertisement (print-based) that features a prominent symbol. What does the symbol represent?
  1. Advertisers love to compare themselves to objects, ideas, learning and concepts that are embedded in our society as a way of creating a resonance in the mind of consumers. It’s a neat strategy, allowing a headache tablet to use the speed of a racing car for example to suggest and reflect a speed of action.

Find an example of a brand that uses a simile, metaphor or allegory in an ad and attempt to explain their strategic thinking. What connection are they trying to reinforce? Does it work?

  1. Your prescribed textbook uses McGuire’s eight sequential steps of information processing as the basis for its consumer processing model:

Stage 1: Being exposed to information

Stage 2: Paying attention

Stage 3: Comprehending attended information

Stage 4: Agreeing with comprehended information

Stage 5: Retaining accepted information in memory

Stage 6: Retrieving information from memory

Stage 7: Deciding from alternatives

Stage 8: Acting based on the decision

Select an informational (rationally motivated) brand item (product) of your choosing and using a combination of research and hypothesis (you may need to make some assumptions), map out and describe a consumer’s purchasing journey using the eight steps of information processing.

  1. Find examples of print ads that you believe correctly show the difference between the Consumer Processing Model and Hedonic Experiential Model approaches. Can you find (for an extra challenge and interesting strategic insight) an example of a brand that uses both approaches.

Go to Domino’s Australia website https://www.dominos.com.au/ and view its recent advertising on YouTube https://www.youtube.com/user/DominosAustralia/videos. Determine how you believe the company has attempted to cater for consumers at each stage of the combined tri-component model of attitudes / hierarchy-of-effects model

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My Assignment Help. 'MARKETNG 2503 Marketing Communications II' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/marketng2503-marketing-communications-ii/cultural-diversity-symbol.html> accessed 02 February 2023.

My Assignment Help. MARKETNG 2503 Marketing Communications II [Internet]. My Assignment Help. 2021 [cited 02 February 2023]. Available from: https://myassignmenthelp.com/free-samples/marketng2503-marketing-communications-ii/cultural-diversity-symbol.html.


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