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1. When are you influenced by rational advertising appeals and emotional advertising appeals? Cite examples from commercials that have made an impact.  Which of the industry examples in the chapter have resonated with you and why? 
Identify a company and discuss how they motivate the consumer to purchase the product. 

2. Discuss how a marketer should consider a consumer self-concept when marketing cosmetics. What kinds of personality types do luxury products appeal to? How is information search affected by personality? Discuss..
Why do marketers seek to create brand personalities? When is this effective?

3. Identify a brand extension and discuss how exposure, attention and integration processes can influence the effectiveness of the extension.
Do you think that superstores that specialise in one type of product such as hardware or office supplies run the risk of overloading consumers with too much information? Why or why not? Identify and use discuss some widely used techniques to gain and hold consumers attention.

4. Do you think customer loyalty schemes are effective? Justify your answer in terms of learning theory. How is it possible for consumers to learn without direct exposure?
Why is rehearsal important for consumer memory? How can marketers encourage this?

5. As a new marketing manager for a brand of toothpaste, what could you do to affect potential consumers attitudes and behaviours towards your brand relative to the market leader, Colgate?
Explain why a favourable attitude towards study at a university may not lead to a student to enrol at a university.

Rational vs. Emotional Advertising Appeals and Their Impact

1. The way in which any company presents some factual information about the products that they are planning to serve their customers is known as rational appeal to advertising (Panda & Mishra, 2013). Consumer who buys any products based on the level of utility that it might yield to them is influenced by this rational advertisement appeal. On other hand, making use of people’s sentiment and emotions and presenting advertisement that pricks their sentiments is termed as emotional advertisement (Zhang et al., 2014).

 The advertisement of Hyundai motors where the details about the motor power, the pickup speed and other such stuffs are highlighted is a classic example of rational advertisement. Another advertisement of Samsung showing that it provides service to a blind girl can be cited as emotional advertisement.

The advertisement of car industry where the details about the mechanism of car has been provided resonate me more than the emotional advertisement. The Hyundai often highlights that they have been termed as “Car of the Year” by stating their total sales volume. Taglines like this often attract and motivate the global consumers in purchasing the same.

References

Panda, T. K., & Mishra, K. (2013). Does emotional appeal work in advertising? The rationality behind using emotional appeal to create favorable brand attitude. IUP Journal of Brand Management, 10(2), 7.

Zhang, H., Sun, J., Liu, F., & G. Knight, J. (2014). Be rational or be emotional: advertising appeals, service types and consumer responses. European Journal of Marketing, 48(11/12), 2105-2126.

2. According to Rosenberg’s definition self concept is the way in which any individual thinks and objectifies themselves in deciding upon their likes and dislikes. Any marketer tries to understand their consumer by studying their self concept. The cosmetic company tries to understand the demand of ladies and youths in presenting the advertisement (Gordon, Zainuddin & Magee, 2016). Say the cosmetics brand Loreal is into marketing their product. They first tries to highlight that by using their products, consumers are going to get fair toned skin.

Luxury products appeal to those personalities who have huge amount of money in their pocket. In other words, it appeals to the upper-middle class and richer section of the society. In addition, people who are style-conscious, fashionable, flamboyant and individualistic are drawn more towards luxury goods and cosmetics products (Kwon, Ko & Seo, 2015).

Marketers seek to create brand personality as searching information is related with the personality of the consumer. People from rich stratum of the society is going to look for luxurious items even while buying cosmetics whereas any middle class people even while buying car would look for the utility it can provide to them. Hence creating a brand personality is effective when the company wants to attract and associate with a particular genre of people. It also enhances its customer base by attracting other customers towards its products.

References

Gordon, R., Zainuddin, N & Magee, C. (2016). Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal. Journal of Services Marketing, 30(1), 48-62.

Consumer Self-Concept and Its Role in Cosmetics Marketing

Kwon, J., Ko, D., & Seo, Y. (2015, June). The Influence Of Implicit Self-theories on Consumer Evaluation of Luxury Brand Appeal In Advertisment. In 2015 Global Fashion Management Conference at Florence (pp. 824-828).

3. The chocolate company Cadbury can be cited as a classic example where brand extension has been successfully established. The launching of Dairy Milk Marvellous Creation can be cited as an example of brand extension of Cadbury Company. This company has been exposed in the indigenous market for 193 years and spread worldwide after that. The company had integrated itself in selling a wide variety of products to the global consumer based on the taste, preference and cultural association of the people in particular region. In this way it has been successful in launching almost all of its extension product line.

According to me, the superstore that specializes in selling any one particular type of product like office supplies or hardware goods usually proves beneficial for the consumer. The consumer can go to one store and get hold of all their needed goods and this can save lot of their time (. But again for people who are unaware or uninterested about the details of the products might end up buying something not desirable for them. Hence, too much information is not desirable.

The most important technique that can retain and hold on to customer attention are to involve the consumer through interactive advertisement and special live sessions. Letting the customer get involved into some activity is always beneficial (Kinard & Hartman, 2013). The technique of highlighting the brighter side of using the product of a particular company while strategically presenting the negative sides of the rivals can also be beneficial in retaining consumers.

References

Kinard, B. R., & Hartman, K. B. (2013). Are you entertained? The impact of brand integration and brand experience in television-related advergames. Journal of Advertising, 42(2-3), 196-203.

Sharma, S., & Muralidharan, G. (2016). Impact of Key Drivers of Existing Brand Equity on Brand Extensions. Asian Journal of Research in Marketing, 5(2), 13-29.

4. Yes, I think customer loyalty schemes are effective in real business world. Through loyalty schemes usually the customers are offered special rewards, sales coupons and early access to newly launched products. It indirectly forces the customer to retain to the brand it has already been using either by the gifts or through emotional attraction. Report published in Business Insider statistically shows that customer or consumer loyalty plays a significant role in retaining the existing customer and drawing more customers towards itself (Nideau & Singer, 2014).

The consumer can learn about the well being and benefit of any product through indirect exposure as well. They often rely on the review provided to them by their friends and relatives about any particular product. Through this indirect exposure, they get influenced and buys products of any particular brand (Söderlund & Colliander, 2015).

Rehearsal or repetitive input of information is important for consumer memory due to several reasons. One main reason is that there are several brands selling same kind of products in the market. Again the customer might change their mind in buying some other goods or even discarding the products that they had planned to buy earlier. Hence, rehearsing helps the marketer to create an image in their consumer’s mind thereby helping them to stick to their decision of buying products from a particular brand.

References

Nideau, M., & Singer, M. (2014). The Secret To Creating Loyalty Programs That Actually Work. Business Insider. Retrieved May 19, 2017, from https://www.businessinsider.com/effective-loyalty-programs-2014-3?IR=T

Söderlund, M., & Colliander, J. (2015). Loyalty program rewards and their impact on perceived justice, customer satisfaction, and repatronize intentions. Journal of Retailing and Consumer Services, 25, 47-57.

5. Assuming myself to be the brand manager of a reputed toothpaste brand I would have to be very cautious in driving away the customer base from my competitor Colgate. Colgate being the leading brand has upper hand in their marketing and hence to change the game initially my target is going to be those customers who have just switched over to Colgate from some other brands (Gaur & Gupta, 2016). Few steps that can be taken in this regard is to decrease the price of the product, bringing in toothpaste in smaller tubes for trial packs. The company can also launch advertisement casting popular celebrities to emotionally attract the customers. Again they can bring in differentiation in toothpaste variety based on flavours like mint, orange, salt and so forth. Telecasting the advertisement in different social media and pop ups in internet can also prove to be beneficial in redirecting customer towards my company away from Colgate (Blackston & Lebar, 2015).

References

Blackston, M., & Lebar, E. (2015). Constructing consumer-brand relationships to better market and build businesses. Strong Brands, Strong Relationships, 376.

Gaur, S., & Gupta, N. (2016). Disruptive Patanjali: Changing the Indian FMCG Landscape. FIIB Business Review, 5(s1), 55-64.

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