MARKETNG 2503 Marketing Communications II

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07-07-2021

Questions:

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?

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?

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.

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

Answers:

1: Cultural Diversity Symbol

Source: https://www.shutterstock.com

This symbol may have different meanings in different cultures. For example, in some cultures, it may mean that teamwork should be embraced in the workplace. On the other hand in some cultures, it may mean that managers should encourage and management cultural diversity in the workplace. This is identifiable from the picture that comprises individuals of different races.

2: Unique Advertising Objects.

Source: https://collection.maas.museum/object/108874

The above poster is used by Qantas airline to encourage the customers to travel with the company flights. The attractive scene portrayed by the poster reflects the mind of the customers the beautiful parts of the country where the company offers its travel services.

3:

Customers are anticipating to purchase Mercedes-Benz goes through the eight-step process of information processing.

The customer is exposed to the information about the luxurious called Mercedes-Benz.
He or she starts to pay attention to the car.
He or she then comprehends with acquired information about the car.
He or she agrees with the comprehended and acquired information.
The customer retains only the information he has accepted in his mind.
Later the customer retrieves the information from his memory.
Then the customer compares the information about the Mercedes with other luxurious.
Finally, the customer decides to purchase Mercedes as the best luxurious car.

4:

Difference between the Consumer Processing Model and Hedonic Experiential Model.

Consumer processing model illustrates how the consumer makes purchasing decisions in systematic rational and reasonable way. On the other hand, looks at the appealing of the customer to make a purchase based on the consumers emotional standpoint and feelings. The Cole’s image below portrays the integration of CPM and HDM model.

Source: https://www.heraldsun.com.au

5: How Domino’s Company meets customer needs.

Learn-Feel-Do	Movement Towards Purchase	IMC Activities Relevant To the Various Steps
Conative Behavior and Predisposition Purchase	Purchase	Some target audience members move forward and purchase the brand item	True
	Conviction	Some target audience members move from preference to desire or conviction to purchase the brand item	True
Affective Feelings and Evaluations	Preference	Some target audience members develop a preference for the brand item over competitors	False
	Liking	Some target audience members develop favorable attitudes towards the brand item	True
Cognitive Belief and Knowledge	Knowledge	Some target audience members know the brand item’s bene?ts	True
	Awareness	Some target audience members are aware but know little about the brand item	False

References

Bhasin, H., 2016. Vals – Values attitude lifestyle. [Online] Available at: https://www.marketing91.com/vals-values-attitude-lifestyle/
[Accessed 17 May 2017].

Chait, J., 2016. Reasons Why Consumers Should Buy Organic Food. [Online] Available at: https://www.thebalance.com/reasons-to-buy-organic-food-2538039[Accessed 17 May 2017].

Investopedia, 2016. Brand Loyalty. [Online] Available at: https://www.investopedia.com/terms/b/brand-loyalty.asp[Accessed 17 May 2017].

Kareklas, I., Carlson, J. & Muehling, D. D., 2014. I Eat Organic for My Benefit and Yours': Egoistic and Altruistic Considerations for Purchasing Organic Food and Their Implications for Advertising Strategists. Journal of Advertising , 43(1), pp. 18-32.

Kim, J., 2013. Antecedents of True Brand Loyalty. Journal of Advertising , 37(2), pp. 99-117.

Paul, J. & Rana, J., 2012. Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing, 29(6), pp. 412-422.