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Oprah comes across as an opinion leader as she is seen as someone who is highly knowledgeable and influential.

Viewers tend to be of low MAO and have a strong liking towards Oprah. They are likely to be persuaded by Oprah's endorsement of the book, as supported by peripheral processing in the Elaboration of Likelihood Model (ELM) model

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Opinion leaders - thought of as being trustworthy and reputable;  not biased

the emblematic function - aspire to be like the celebrity and a part of the group which they identify with; intelligent, successful, etc.

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1. Symbolic meaning

2. Normative influence - influencing consumers through social pressure

3. Opinion leaders - 'celebrity influence' - increased credibility amongst consumers

4. The message source - consumers have favourable attitudes towards brands that use likeable celebrities

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- The mere exposure effect encourages companies to advertise on social media as the increased exposure of their product to the target audience will improve familiarity, increasing their liking for the product or brand.

- Social influences - reference groups (aspirational)

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Aspirational reference group (chapter 9)

Normative influence (chapter 9)

Affectively- based Attitudes: To form positive attitude towards reading. (chapter 5)

Theory of reasoned action: A model that provides an explanation of how, when and why attitudes predict behaviour, i.e. : behavioural intention. (chapter 5)

Credibility (chapter 5)

MAO (chapter 2)

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- Mere exposure effect: the more consumers become familiar with the ads on social media, the more they will assume they like it.
-social influence

Question 2:
- motivation
- exposure
- memory
- attitudes and persuasion
- social influence
- reference group

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- from exposure to comprehension: consumers increasingly relying on reviews and review websites, such as Tripadvisor to gain insight into goods which they are interested in by people who have already tried the product or interacted with that brand. Thus, brands may use social media in a way to draw consumers' attention to the good/brand, and also how they are approved and recommended by similar individuals. This would not be beneficial for a brand that has a poor reputation

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Question 1
The companies use social media to exposure their products to their consumers. The purpose of this is to familiarize their brands to the consumer by constantly exposing their brands through social media.

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Social media advertising: Why do companies advertise on social media such as Facebook or YouTube?

Brand Exposure:
- Coming in physical contact with a stimulus

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1. Consumer diversity/culture:
- Appealing to younger age groups
-  Pushing towards tech and media savvy consumers

2. Opinion leaders:
- Companies use opinion leaders to increase credibility of their message
- Accessible on social media
- Aspirational reference groups

3. Exposure, Attention and Perception:
-  Mere exposure: Consumers are repeatedly exposed to the ad/ads

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Tim tams
Tim tams in Australia: sweet flavours like chocolate, caramel etc.

Tim tams in Asia: savoury food flavours like taro, purple sweet potato, durian etc.

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Blood donation
- Foot in the door technique
The blood service emphasizes that just one donation will make a difference, however at the first appointment they will book your next few appointments without you mentioning it

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Exercise more
1.Door-in-the-face: gym personal trainer start with a tough workout program for the first time ,  Aim for walking 10000 steps a day
3.even-a-penny-will-help: 1000 steps a day

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stop smoking

foot in the door-
smoker smokes 10 sticks a day
ask him/her to cut to 8 sticks a day for 2 weeks, the number of sticks goes down as the weeks goes by

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Foot-in-the-door:
Convince them to give up 2 cigarettes a day and then later tell them to stop smoking more.

Door-in-the-face: ask smokers to stop smoking altogether and when they refuse because its a tough task, tell them to incrementally reduce their smoking by half until the stop altogether.

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Aspirational - purchasing your own new car with new car smell,

Associative - joining a  surf life saving club,  going to the same university as your friends,

Dissociate - you don't want to be known for those actions or the guilt factor for example running a red light when theres no camera.

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- Associative groups: people who like Nike , Apple users, Famous University, Taylor Swift Fans group

- dissociative groups: people who like Adidas, people who smoke, people who take drugs, Katy Perry Fans group

- Aspirational groups:  member of gym, purchasing Nike shoes and wish to be like a sport player, purchasing Rolex watches and being consider as high social status

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aspirational group:
looking up to successful people i.e bill gates, Steve jobs, Nathan

associative group:
a part of monash university; faculty; alumni

dissociative group"
drugs dealers; smokers; criminal

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Associative:
-  parents want you to go to Monash, either because they did or its a good university
- in the group of individuals who cycle

Dis-associative
- individuals who steal.

do not want to have the reputation or be thought of in the same way that people think of those who steal.
- If you dont like a certain band, you might not interact with people who are fans of that group

Aspiration
- aspire to individuals who drive luxury car brands
- might want to purchase apple products to have the reputation of being tech savvy and keep up with trends

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Aspirational groups:
Example 1,
Purchasing affordable watches or clothing that are endorsed by sporting stars e.g. Seiko watch because Novak Djokovic is sponsored by them.
Example 2,
Student may purchase certain clothing items as they aspire to dress like those people they deem cool in high school.
Example 3,
Studying hard in high-school so that you can get into a well-distinguished University.

Other: Siblings, work groups.

Associative groups:
Example 1,
Re-purchasing a certain brand because you associate yourself with it/it is a part of your self-identity.
Example 2,
Going to see movies because your family or friends have given it good reviews.
Example 3,
Vegan and celiac groups.

Dissociative groups:
Example 1,
Not taking drugs because you don't want to identify with drug addicts/it isn't good for you, as well as your self-image.
Example 2,
Studying because you don't want to end up having a low-paying or low-profile occupation.

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The right corner was transparent so you can see the strawberry through the package

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Brand familiarity:
eg: Car brands like Honda, Toyota, Tesla, Jeep

Goals and usage situations:
- Personal preference: eco-friendly, trend
- Frequency of driving
- Manual or automatic

Goals like wanting to impress people

Retrieval cues:
- Mazda jingle
- Brands that sponsor widely known events

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brand familiarity - apple product. New products come out and people will buy them solely for the brand

goals and usage - appropriate features, such as camera and being able to call. Also creates a certain perception of an individual who owns the 'in product'

retrieval cues - logo, the home button, overall sleek, simplistic and clear design. The silver colour of the laptops

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Brand familiarity:
- You may have previously used a Apple computer and therefore it comes to mind when you are searching for a new laptop. You see a lot of students with Apple laptops at Monash.

Goal and usage directions:
- Purchasing a frozen meal you may think of Weight Watchers or Lite N Easy for your diet-related goals.

Retrieval cues:
- Nokia old school ring tones are very distinct.

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RECALL OF ATTRIBUTES
Product: winter jackets
-recall of attributes: black, puffed ridge design, white logo on the top left corner (kathmandu), elastic wrists, zip down the middle, deep pockets and thick, puffy collar

RECALL OF EVALUATIONS
Product: shapes biscuits
- likes: the original flavours and biscuits were preferable
-dislikes: how the tastes changed, packaging changed, shape and design of the biscuits changed

Online processing: viewing the commercial might make the consumer skeptical of how the product has changed as the original products are considered to be iconic to Australians

This was corrected by marketers by bringing back the original products alongside the new ones. This was done to satisfy both consumers who preferred the new product as well and the old.

RECALL OF EXPERIENCES
Product: face wash

positive experience: the product clears the skin and helps with skin problems such as acne

negative experience: the face wash makes your skin breakout or burns your skin

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McDonalds

Recall attributes:
- the jingle (song) is very distinct
- prices
- quick service
-  24hrs

GOOGLE
- dislike towards their google pixel add, because of how often it is played.

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Recall of Attributes:
-  When you think of Adidas you think of the three stripes,
- When you think of their shoes, a distinct feature is their boost technology.
Recall of evaluations:
-  Reviews/forums online e.g. trip adviser.
-  Recalling different evaluations you may of heard from word of mouth
-  Recalling it from a travel show
- Recalling liking a product because of an ad you see - Subway.
Recall of experiences:
-  Remembering the encounter you had with a product. You may have enjoyed the benefits of the product or disliked the product, when you go to buy a new car you may go for the same brand because you enjoyed the previous car you drove (fuel efficient, safe features, nice aesthetic in the model range etc.)
- The situation or service may also affect how you felt about the product e.g. the food may have been good at a restaurant, however, the waiter may have been rude and you form a mixed or negative experience. The atmosphere of the restaurant may have been poor.

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Conditions:
- Price
- Brand
- Past experiences
- Features
- Involvement (High/Low involvement)
- Personal preference

Recall of Attributes:
- Tesla is widely known for its cruise control feature and its sleek design
- Singapore Airlines is known for its quality service

Recall of Evaluations:
- A restaurant with good food but bad service; this may cause consumer to perceive the restaurant as a whole negatively.
- False/misleading advertisement: The product does not come up as how it is shown in the picture.
- Online processing: Actively looking at the brand and evaluating it.

Recall of Experiences:
- Past personal experiences
- Service experience eg: Car service experience; if the experience is good, one would be more likely to stick with the same service
- One might have a good impression of a particular brand, but due to the way it is advertised, it may be misinterpreted by consumers and cause the change in impression to a negative one.

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1. . Actual state: Making Thai food- Phad Thai
vs
Ideal state: Successfully whip out a good Thai food

Situational influences: On a budget, making a meal for a large group of people, satisfy one's cravings

Consumer influences: Walking past a  convenience store which sells packet Phad Thai meal at a cheaper price, buying ingredients from Coles, Woolworths or Aldi (depending on one's preference in terms of the brand of the ingredient, price and quality)

Marketing influences: Food sales, product sampling, some ingredients sold at a cheaper price

2. Actual state: Heading for dinner- Thai food (Pad Thai)
vs
Ideal state: Filling full from the meal

Situational influences: The need to satisfy our hunger pangs

Consumer influences: While walking to the restaurant, we are exposed to a wide range of different eating places such as Italian, Asian food which could possibly entice us to go for that instead, since we could be too hungry that we just want some food to fill us up.

Marketing influences: Food sales which may deviate us from our initial destination, product sampling, leaflets which may contain food coupons.

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Influencing ACTUAL:
- hunger
- budget
- mood

Influencing IDEAL:
- if masterchef is on TV, you might want to try out what they are cooking on the show, however this might be ideal because you might not actually be a good cook

MEXICAN:
Situational Influence
- Taco's

Consumer Influence
- we went with the idea of getting taco's, however the new stand and stuff burrito's were being advertised, so we wanted to try them

Marketing Influence
- buy 2 boxes, get the second one half price ... so we bought two boxes, even though we were only feeding 2 people for dinner. we will save the other box for another dinner night.

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Looking to buy: vegetables for stir fry
Actual: needing dinner
Ideal: having the necessary ingredients and eating (satisfying hunger)

- situational: no fresh produce at home; the need to buy ingredients that are not at home

- consumer influences: while looking for the items that are needed, come across new products in store, such as bamboo shoots or a new sauce to put into the meal

- marketing influences: the supermarket is promoting new ready-made meals that are on promotion. There may also be frozen vegetables which have been cooked and offered for tasting. Therefore, instead of making a fresh stir fry as initially planned, we purchase the easier options of frozen vegetables which are already prepared or a ready made meal that only requires microwaving.

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Actual state: being hungry, needing to feed the family or guests

Ideal state: wanting to satisfy your hunger, namely by eating Italian food and impressing the people that you're cooking for.

Ideal state: going to the grocery store to purchase products for dinner (Italian Cuisine)

Situational:
Replace sauce or pasta if you no longer have these products or if the sauces have expired. Are you cooking for yourself or a group of people?

Consumer:
You go to the store with a brand in mind, but may see a new brand that appeals to you more. E.g. may be goal/health related, promotional deals, better rating. Different attributes of the product may appeal to you. may appeal to culture, if you're purchasing a product, ease of its use. Pricing may influence your decisions

Being exposed to a product endorsed by a celebrity you may take a liking to.

Marketing activities:
Product demonstrations, different sizing of the products,  two-for-one offers. Rebates on a new tomato sauce. Satisfaction guarantee - if you don't like it you can return it/be refunded. Buy one get one free. Packaging.

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High motivators

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We all have the same roots.

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Low motivators

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Gender Inequality

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Topic: workplace bullying

Low motivation:
Simple, stereotypical ideas of workplace bullying; such as a group of individuals laughing together to the exclusion of one other person. A simple statement may be most effective for low motivation, such as '1 in 2 people experience workplace bullying' or 'Draw the line'.

High motivation:
Business individuals in work attire on a childrens playground, with one person holding someone else onto a piece of equipment; tag line: 'Wasn't okay then. Still not okay now.'

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High MOA

Low MOA

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-The first ad is more effective at appealing to consumers’ emotions.

-The first ad focuses on the affective component and has a greater emotional intensity- “Friends should be friends for life”, the use of loved ones allows the consumers to think about self-accountability.

-It is more on the long term memory as oppose to the second ad, where if the consumer were to look at the second ad, they would just feel empathetic for that moment and then forget about it.

-The second ad is focuses more on graphic and on the cognitive component, as consumers who see such an impact would know that the result of such accident would be death, and to be careful in future, based on their knowledge.

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The most effective:
First one:
the name, the words on the picture. more relevant to the customers.

Second one:
More graphic picture, more real life, more shocking. Customer know actual happen.

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The first ad is more effective because it has more human touch with names and ages makes people feel more related.

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Advertisement one & two are both effective.
For the advertisement one, although it takes more time for ppl to figure it out what does the image means, the wording is quite impressive and has clearly show the consequence of drink drive.
For the advertisement two, the image of the car crush had definitely bring up the awareness to ppl.

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The first ad is more affective as it appeals to viewers on a personal level, inducing a sense of fear. The ad has names and ages of the children on the coffins, showing the ultimate consequence of drink driving. However the ad is not very clear in appealing to the cognitive aspect as the information to drink driving is not too clear.

The second ad displays cognitive aspects more clearly. The image is self-explanatory, very visual and the text passes on the message clearly. However the ad lacks in the affective aspect as it does not really induce fear, perhaps how a stuffed toy laying on the road would.

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Advertisement one-
This first image is effectively affective. The inclusion of the ages and names of the people who are depicted to be in the coffins satisfies the affective element by appealing to a sense of fear in drivers and perhaps parents of young adults. However, it does lack the cognitive factor where the advertisement is not as clear as it should be that it is targeting the issue of drink driving. It lacks in giving substantial information and can be interpreted as relating to other issues. Moreover, individuals might not find they can relate to it as the image is a cartoon

Advertisement two-
The second advertisement is effectively cognitive. It shows clearly that it is relating to drink driving, and obviously displays the consequences of such actions, therefore appealing to a sense of fear. The real life imagery/ photo is an important element to this where it emphasises the seriousness of drink driving. However, the ad could be more affective by including people in the image, or even an ambulance or other emergency services.

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Activity 3
VIRGIN
- Planes
- Richard Branson
- Virgin Music
-'V' font
- Phones
- Inexpensive/ affordable
- Red

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Subway Schemas:
- Healthier
- Logo (arrows)
- Cookies
- Subs
- Measurements/Names
- Colours (green, yellow and white)
- Limited Options for preset
- Lots of options for customisation
- Assembly line
- Meatball sub, Steak and Cheese
- Itallian herbs and cheese
- Eat fresh - more fresh
- Cheap

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Taxonomic tree - Technology
Note; Television was left out.

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colours:
red - kmart/target
blue - big w
black words - myer/ david jones
Jingle/ slogans:
myers: my store
"david jones"
Logo:
target logo is a big retrieval cue - target symbol, no name needed
kmart's "k"
Big w: big blue w symbol
big w, kmart and target all similar looking and similar product range - can be a good and bad thing
David Jones and myer classed together

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Retrieval cues
Computer/smartphone/technology
Windows:
colour - blue
logo-square with 4 colours/ blue square
tunes
background
Microsoft

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Retrieval cues; movies

- Songs/ soundtrack
E.g. 'See you again' for Fast & Furious
The Simpsons intro song

- Type/ font
Big, orange font for 'Despicable me'
Marvel, DC, the Simpsons

-Cinematography
Dark colors/ shots associated with Batman, horror movies
Iconic scenes; 'Ghost

- Slogans/ sayings
Game of thrones; "winter is coming"

- Iconic lines
Titanic

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Lakers (a basketball team in NBA
1. the yellow and purple logo
2. a strong team in NBA
3. Kobe Bryant
4. Snoop Dogg and Game Purp & Yellow Remix
5. Sponsors such as Adidas, Bud Light, Canon may cause you to think of the Lakers

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Retrieval Cues:
Colours are very obvious and memorable, helps consumers recall what the brand is.

Logos help benefit the brand/companies, e.g. the Kangaroo for Qantas. Can be seen from below as the plane is flying above helping with recognition. If you see a kangaroo, it may prompt you to think of Qantas.

Slogans are effective retrieval cues as they help with recollection e.g. 'Let's fly Jetstar'.

Dress/wardrobe: the uniforms the hostesses/hosts (cabin crew) wear are retrieval cues. When you think of Emirates, the 'Middle-Eastern' outfits are a distinct aspect of their brand that comes to mind.

Retrieval failures:
Indirect harm may be caused by a brand such as Tiger, because it has the same orange colour in its logo as Jetstar. If someone has an unfavourable experience with Tiger it may subconsciously affect how they view Jetstar as well (interference).

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- Glass Bottle with a light red tint
- Red cap

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1. Consumers are more likely to notice the second advertisement, because a normal table tennis table would be straight, whereas the one shown in the ad is shaped out of the ordinary- this may catch the attention of the consumers and be intrigued by the intention behind the advertisement.

2. Comprehension of the advertisement: Consumers will think that the shape of the Pringle chip is one of a kind and cannot be made any other way.

However, if both ads are not placed side by side, consumers may not be able to understand the intention of the message as the logo is small and this may cause misinterpretation.

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1. Yes, they will notice the ad. They will notice the both ad but first one is more noticeable because we could immediate related that the ad was related to Pringles.

2. Both ads are eye- catching. The first ad catches the attention by the colors and the familiarity of the product. The second one pulls the curiosity of the consumer. In that sense maybe the second one could be more eye-catching.

3. First one captures the consumer attention because second ad might be eye-catching because it makes the draw the customer's curiosity but it's really hard for the customer to related the ad to Pringles.

Part 2.
1. The second ad is really easy for customer to miscomprehend the ad because it's really hard to relate the ad to Pringles if it wasn't for the small logo in the corner. We wouldn't even know that was a Pringles ad. Also the logo is too small.

2.First one because it's clear relate the product to the brand.

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Exposure:
The first one is more eye catching as its more colourful and its has the logo on the can. Whereas the second picture is more abstract.

Comprehension:
First picture is easier as it has a pringles chip and has a big logo.

However the second picture is quite confusing as it could mean a certain number of things such as food or table tennis. The association with the chips and sports is unclear.

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Exposure:
The second ad is more eye-catching as it is unique and out of the ordinary as opposed to the regular bottle of Pringles, making it more noticeable by consumers.
However to further improve the second ad, the marketer could apply colours that are related to Pringles, such as red and yellow. This would make the ad more familiar to the audience, making it easier to relate the tennis table to the Pringles product itself.

Comprehension:
The second ad relies on the assumption that the audience are familiar with Pringles and its packaging, and would be ineffective if unfamiliar with the shape of Pringles.
The first ad is more straightforward and thus easier for its audience to interpret the marketer's intended message.

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1. The advertisement of the Pringle shaped ping pong table is more effective in attracting attention
2. The first image is more effective for consumers to comprehend due to simplicity and being more relevant to the product, whereas with the second advertisement consumers may mis comprehend due to the confusion with the association between sports and Pringles, as well as the colour blue and Pringles, therefor the organisation may fail in capturing the purpose of the advertisement.

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Exposure:
First ad is effective as the Pringle brand is reputable and familiar with consumers - reinforcing the brand. The shape of the product in the first product is aesthetically pleasing. In contrast with the second picture, there is no relevance to the Pringle brand and it is ineffective due to its complexity.

Comprehension:
The simplicity of the first picture would allow for objective comprehension - as it requires low involvement. The second picture would breed confusion and lead consumers to (mis)comprehend what the ad is for as it is irrelevant to the product.

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1. Self actualisation
2. Esteem

Targeting:
- adventure
- creative
- young