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Table 6 exam question 1 celebrity endorsement 

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Table 6 exam question 1 celebrity endorsement 

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Amazon

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Week 5 Table 6

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2 -
Week 4

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Nike

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Jetstar

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Hungry Jacks:
Retrival Clues:
- Logo (burger)
- "Burgers are better at Hungry Jacks"
- Social hangout association - affects perception of brand, 'have burgers with your friends'
- Red and yellow - implicit association - however, can be seen as copying McDonalds

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Absolute and Differential Thresholds
Starbucks Logo Throughout the Years
The change between logo 1 and 2 is drastic and easily noticeable whereas the change between logo 2 and logo 3 is minimal and could go easily unnoticed if someone is not very attentive toward it or presented with the two logos next to each other.

A drastic change can attract attention towards the difference and people see that the company is making changes and could be more drawn toward the company expecting new products etc., whereas a small change is subtle and can allow the company to keep up with the times while not losing its iconic/recognisable image.

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Exposure
Ad 1 - Pringle Can
-Easy to process/comprehend
Makes you want to eat Pringles as you actually see the food
You already know what Pringles look like so you don't need to pay attention for very long

Ad 1 - Table Tennis Pringle
-Abstract
-Attention grabbing
-More interesting

Conclusion:
Ad 2 would be more effective as it is new and different as opposed to Ad 1 which depicts an image people have already been exposed to countless times already. Ad 2 sparks interest and makes people think and interpret what the image means though this means that more attention is granted towards the stimulus for longer, making the audience think about the brand in their head for longer.

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Table 6 Week 3 Activity 1

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PRINGLES
AD 1 - Pringle Canister
- basic
- not very eye-catching, however but the colour of the pringle packaging etc catches attention
- if you're a  hungry consumer you would be more likely to be drawn to this ad
- however, can be dismissed because its not unusual

AD 2 - Table Tennis
- abnormal / abstract
- eye catching due to its abnormal nature
- twist on a normal standard ad for pringles, making it eye catching
- consumer novelty
- difficult to associate with pringles
- requires more processing

Conclusion:
AD 1 (Pringle Canister), is more effective because its easy to understand, whilst the table tennis table would require more thought and time to process the underlying meaning.

STARBUCKS
absolute threshold:
-greater absolute threshold

differential threshold:
- low differential threshold between 2nd and 3rd logo, due to similarity in the logo (colour and design)
- high differential threshold between 1st and 2nd logo, due to differences in the logo (consumers will only know difference by reading brand name)

people are familiar with the brand