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▪Crisis make tens of thousands of families seek for help shelter, food, water and medical care. The donation will help provide humanitarian support to people fleeing violence in all around the world. The Australian Red Cross is a leading humanitarian aid and community services charity in Australia and an auxiliary to government. Based on the recent crisis in Myanmar, Australian Red cross Crisis Appeal division aim to lunch a campaign appeal to help in Australia.  Please assist them to design a successful campaign.

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▪ASICS is a Japanese multinational corporation athletic Equipment Company which produces footwear and sports equipment designed for a wide range of sports, generally in the upper price range. They organized a half marathon event last year in Tokyo, and more than 1500 registered. Unfortunately, they have found couple of days before the event that the weather condition has changed and it is going to be rainy. They designers from headquarter office who attended to the event to introduce their new products, have noticed that people were overdressed that was one of the most common mistakes runners make in the rain; They knew wearing more layers will not keep runners dry but wearing the right layers will.  After the events, they started to design gears for running in rain. The products are ready and they need your help to introduce these new waterproof running gears to the market.

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▪Price discounts: why do companies offer price discounts (or sales promotions)? Anchoring-and-adjustment is one possibility, motivation is another (targeting frugal consumers), as a symbol of something (perhaps signaling that the product is cheap) from week 11 on symbolism, or even targeting a different (or lower) social class.

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▪Sponsorship: why do companies sponsor events, such as Coca-Cola sponsoring the Olympics? What's the benefit? Analyses can come from mental knowledge (linking Coca-Cola with Olympics), from classical conditioning, from motivation (Coca-Cola targeting sports enthusiasts), etc.

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Asics:
- Memory
- Classical Conditioning

Red Cross Aus:
- Cognitive & Affective attitudes
- ELM
- Social influences (foot in the door, door in the face)

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1:ASICS:
CONSUMER MEMORERY: sensory memory

CONSUMER DECISION MAKING：
classical decision

Disjunctive（241）（attributes）

Brand personality

2. Red Cross Aus:
Cognitive- Affective

Emotions(ch5)

Fear appeals(ch5)

(TMT)terror management theory(ch5 p169)

Social influences

Reference groups

Compliance techniques( even-a-penny-will-help)(P334)

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Q2
1. Anchoring and adjustment
2. Attraction theory
3. Focusing on low social status consumers

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Q2
1.Motivation, Opportunity
2.Consumer Satisfaction
3.judgement -- price related tactics
4.Anchoring and adjustment (p236)
5.Social class

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Q1
1. Symbolic + Classical Conditioning: consumer repeatedly
2. Culture: multicultural in marketing, targeting different social class

3. Brand / Image / Familiarity
Q2
1. Motivation, ability and opportunity

2. Thought-based decisions

3. Social class hierarchy

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Q1
1. Brand image
2. Exposure
3. Culture

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Q1
1. brand image
2.pre-attentive processing
3.Exposure/ Knowledge

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Q1
1. Classical conditioning
2. Exposure/knowledge
3. Pre-attentive processing

Q2
1. Price related tactics
2. Brand image/loyalty/familiarity
3. Affective forecasting

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dairy farmers milk powder, sakura flaver. limitied in Japan

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Activity 1:

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REFERENCE GROUPS

Why Monash?

Aspirational:

- Common goals with friends and classmates
- Desire to share knowledge

Associative:

- Friends doing similar courses and having a similar schedule

COMPLIANCE TECHNIQUES

Foot-in-the-door -> Vodaphone SIM card. Initial cheap purchase, optional or req follow up costs.

Door-in-the-face -> Tele-marketing firms. Request high donation then second one significantly lower.

Even-a-penny-will-help -> ie. cancer council donation. R/D funds - asking for small amounts.

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Activity 1:
Aspirational: Monash
Associative: Apple
Dissociative: Why not steal

Activity 2:
Smoking:
use door-in-the-face to shock smoker into agreeing to even-a-penny-will-help amount so small that they can't refuse. then use foot-in-the-door so that they can then build upon this.

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Dumplings at Daisy's apartment
- dinnerware (plates, knife, fork, spoon, chopsticks)
- frozen pork
- dumpling wrapper
- vegetables
- soft drinks
- alcohol
- ice-cream

Time: 6pm-9pm

Issue to consider:
Daisy got everything at her house. so...
How to cook?
Who is cooking?
No specific food allergy requirement

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Location: Jasper's House
dietary requirements:
Different tastes in alcohol
Solution: buy a wide range of drinks to fit different wants
6:30 - go shopping for ingredients
7:00pm arrive for dinner.
Utensils and equiptment:
Chopping boards, oven and BBQ, tongs and cutlery
SHOPPING LIST:
Steak
Sausages
Lettuce
Capsicum
Tomatoes
Potatoes

Problems:
Everyone likes their steak cooked in a different way
Some people dislike cucumber - substitute with capsicum
prefer tomato sauce where others prefer bbq - buy both
Limited time as Jasper has work at 8:30 - start at 7 so that we have ample time to finish our food.

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Location: Emily's place in Ormond
Dietary Requirements: Vegetarian
Utensils: spatula, cutlery, plates, lasagne dish, glasses, bowls, oven, freezer
Shopping list:
- ready - made lasagne
- ice cream (depending on cravings)
Meal: Vegetarian Lasagne
Time:
6.00 buy ingredients and utensils
6.30 arrive at Emily's  place and begin to prepare the meal.
Issues to consider:
- oven functionality: use the microwave
- the amount of cutlery: go to a near buy store and buy disposable cutlery e.g. from 7/11
- is there ready - made vegetarian lasagne available at Coles; if not, purchase individual ingredients or come up with a different dish e.g. vegetarian pizza.
- cooking experience: google/search online tutorial on how to cook the dish
- deciding on whether dessert is necessary: go to a local store e.g. milk bar and get ice - cream.

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List:
- Caulfield Park
Who: Anyone
What: 'BBQ'
Time: After Class
- Sausages
- Chips,
- Dips,
- Drinks (beers, soft drinks)
- Sauces
Challenges:
- What time we need to get there - Get food
- Cooking the food
- Packing up
Problems:
- Food is available
- Dietary Requirements (no tomatoes)
- Police Regulations (Use cups)
- The area is taken :( (go to another area)
- Prior commitments (make sure everyone can go)
- Transport (share rides)

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It's not a joke

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Drugs, Hurting More than Just Yourself.

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Slogan: Where did we go wrong?

Our advertisement targets the individual level by highlighting a multitude of groups so that viewers are able to easily relate to the ad. It also caters for the need to target subjective norms in that in relates to society as a whole especially in Australia as we are so multicultural and the fact that we have all originated from Chimps.

Our slogan is highlighting how through the evolution process we are all equal and are in deed the same as human beings, reinforcing the need for change in attitudes of superior race and ethnic backgrounds.

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the first ad is more effective. it shows the names and ages of those people who died in accidents, and they might be your friends. But it doesn't show the number people died each year because of drunk driving. it could be more cognitive by showing the trends and more information about drunk driving.

the second ad is more cognitive. it is more informative and lead people to think about the financial lose of accidents but not the life loses. It can be more affective to add some pictures about families to affect more people

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Ad 1: More affective
- Names, ages of the victims (relates on a more emotional level)
- Makes you think about people you know with similar names, or of similar ages.
- Could be more cognitive by including statistics of how many teenagers/people die from drink-driving accidents. E.g. 1 in 10 die every year from drink-driving accidents.

Ad 2: More cognitive
- Could be more affective by including people saddened by the event in the photo, or a baby's clothing item on the road, or a shoe, or flowers sitting to the side, to appeal more to emotions.

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The first one is more affective, as it evokes a higher level of emotion as it is relatable. It is more confronting as it shows the end result of what can happen when drink driving and appeals emotionally to shock and sadness. The second advertisement is a more cognitive ad as it uses facts regarding the damage done. Without showing any victims of the accident, it is less upsetting and more informative

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Zoom Juice and snacks
1. Change to colour that also shows health like the green of boost.
2. Introduce a new product or range in the snack industry that compliments a fruit smoothie. E.G healthy strawberry muesli bar that compliment with strawberry juice.
3. Use popular hipster artists and celebrities to endorse the product
4. Price differential
5. Interactive FB discussions regarding design on the cups.

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Nokia:

1. Nostalgia
- Appeals to customers

2. Get Ellen DeGeneres to endorse the brand

3. Improve brand image
- Increase price to reflect more sophisticated product
- Sponsorship for shows

4. Diversify products
- Introduce laptops/tablets, headphones, speakers

5. Introduce new database/system

6. Style
- Modern style (less bulky)

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adidas:
1. better slogan
2. associated with some other popular company (ie. an apple equivalent)
3. focus on specific high profile sportspeople / athletes
4. Grow within the yeezy brand (expand via pants, jumpers, t shirts c)et

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Coca- Cola Brand Schema

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BOOST

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Apple excitement, competence, sophistication

TAC sincerity

Nike excitement ruggedness

Sonim sincerity excitement rugged

Hoyts sophistication

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Apple -> Competence, sophistication & excitement.

TAC -> Sincerity

Nike -> Excitement & ruggedness

Hoyts -> Sophistication

Sonim phone -> Sincerity, excitement and ruggedness.

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Sincerity - Driving ads

Excitement - Soccer / Lux movie

Competence - mac

Sophisticate - Lux movie / Apple

Ruggedness - Smartphone / Soccer

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Sincerity: TAC
Excitement: Nike
Competence: Apple
Sophistication: Hoyts
Ruggedness: Sonim

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Apple: Competence,  Sophistication & Exciting - reliable, intelligent, technical, successful, trendy, exciting, imaginative, uniqu
TAC: Sincerity - family - orientated, honest, sincere, real, sentimental
Nike: Sophistication & Excitement - glamorous, attractive, cool, young, imaginative
Hoyts: Sophistication & Excitement - glamorous and trendy
Phone: Rugged & Competence - outdoorsy, tough, rugged, reliable, secure, technical

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We believe the the second ad with the ping-pong table is more eye-catching, however, we don't believe it is the most effective as an advertisement. The second ad captures the attention of consumers but it leaves them confused as the logo is too small and the shape of the ping pong table is not easily recognised as a pringle. The muted blue colour of the ad is also not commonly associated with pringles or food. The first ad is much more effective as it is simple and straightforward. Not a lot of thought goes into buying pringles as they are affordable and easily accessible snack so a simple ad would be much more successful. The bright green and yellow colours and the use of the actual packaging in the first ad make for a much more desirable and effective advertisement.

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- Left picture is more eye-catching as it clearly displays the product compared to the right picture, which is just a reference to the product.
- Cross-modal perception - colours influence taste. Displaying the actual food creates hunger for the consumer.
- Message comprehension: consumers might miscomprehend the right ad as it looks like a sports ad --> misleading.
- Left picture stands out more with the white background, the focus is on the bright colours and the product itself. Whereas in the right, the shades of blue all blend into one and it does not catch the eye.

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- the first ad promotes the product clearly. The use of colours is engaging, the logo is easy to recognise and the product is made obvious.
- the second ad is not, however, clear in their message. This is because it does not involve the brand much, the product is not explicitly on display and so, consumers may miscomprehend what the product is. The image does not trigger hunger, and is contradictory of the sport since potato chips are not a healthy item of food

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We believe the first one is more successful but we think the second one can be improved to be more eye-catching. The first one can motive the consumer more, especially when people are hungry and the can looks like to become empty, which can also motivate consumers to buy them.
the second one is about table tennis,it's a good try for Pringle to link sports to the product but it cannot tell consumers what it is at the first time they saw it. The blue color of the ad is also not good to engage the consumers. So we can change the color to red and put a Pringle logo on it so that consumers will catch the information.

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We have decided to target the mass market of those who have not yet purchased a fidget spinner and wish to experience the fad. We used the sections of belonging and esteem as they are now apart of a growing easily affordable social group as well as appealing to the need for many people to fidget and have fun with it.