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Innovation: Iphone
It's a continuous innovation and it's PLC is at its growth stage.
Resistance : Price, it's expensive
Adoption:  it has face recognition

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Moschino Perfume
- dynamically continuous innovation
- high-effort: due to high cost
- adoption: it has face recognition
- resistance: expensive, may not be everyones taste
-  Product lifecycle: growth/maturity

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Consumer product - electric cars
- dynamically continuous innovation - involves new technology
- adoption - beneficial to the environment, energy saving, home recharging
- resistance - expensive, long refuelling time, lack of consumer choice as it is a new product
- high-effort hierarchy of effects - awareness -information search - attitudes formation- trial (test the car) - adoption
- product life cycle - introduction/

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Consumer segments

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McDonalds
burger catering for different cultures:
singapore rice patty
https://www.youtube.com/watch?v=YOeDpwpSB98

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Ad 1: Bigpond "why did they build the great wall of China?" https://youtu.be/DvlWQyvEI38

Ad 2:

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PRODUCT - more brand orientated, trends, fashion, tech focused

DISTRIBUTION - online shopping, specific area within a store for quick purchases

PRICING - affordable considering the wages of millennials

COMMUNICATION - social media, use celebrities/influencers to promote products, positive reviews online regarding products

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Characteristics of Generation Y:
- tech savvy
- independant
- adaptable
- knowledgable
- less loyal to brands

Four P's:
- Product: care about the brand but not very loyal to that brand
- Place: online, self service like at the supermarket or mcdonalds
- Price: want value
- Promotion: through social media and online

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Characteristics:
- Less Loyal to Brands
- Social Media Influence
- Adapt Quickly

Products
- Keep up with trends
- Limited "exclusive" stock
- New ranges to maintain interest

Promotion
- Get well known Youtube and Instagram "influences" to promote product
- Focus on how the product helps us reach our "ideal self"

Price
- "Good value"
- Need to be affordable but not too cheap to indicate quality/trendiness

Distribution
- Online products: easily accessable
- Express post: access the product quickly
- Cheap postage: to encourage purchase (also price)

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Activity 2:
Millennial's:
- Feedback and reviews of products (marketers need to ensure they are maintaining a positive brand image, need to be seen to make changes if there are issues)
- Brand ethics (aware of societies views and expectations
- Easier and instant (online) (marketers need to utilize all social media platforms)
- buy products that represent who we are (our ideal self) (marketers

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The rest of the supermarket remains unchanged but there is now a specific isle just for men titled "daily essentials". This will be the only isle men have to go down and only has basic products with limited brands.

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Cognitive & emotional approach to safe-sex

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Cognitive approach to Anti-bullying
Hang-man is a game usually played in the school- classroom. So this aims to get kids to think about bullying for themselves. It also has another impact of what the Hang-man represents as a result of bullying.

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BELIEF:
- Hybrid cars are expensive and I don't want to spend that much on a car.
CHANGE:
- It's a future investment to benefit the environment & my children thus it is worth the money.
AD:
Car driving from a 'dead' and neglected environment, to a green & thriving environment to demonstrate the positive future change.

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Using Hybrid cars leads to less pollution and emissions. This advertisements aims to promote the importance of using less harmful cars for the environment. It means families are not subjecting their children to inhaling the harsh chemicals that traditional cars produce.

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Colour: Tiffany blue
Jingle: Allianz insurance

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https://www.youtube.com/watch?v=IppkLtpml1I
AAMI insurance

Jingle:

Lucky you're with Aami

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7 eleven logo colors: orange, red and green

logo

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Colour: Green
Jingle: "Bunnings warehouse! Lowest prices are just the beginning!"
https://www.youtube.com/watch?v=BK03krcUQB0

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Basic Level: Ice-cream
https://www.starbucks.com/coffee

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Group 3 Week 4 Activity 2

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Lynx

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1) Apple : Uniqueness, different, better, bigger, world, unique
--> Sincerity

2) TAC, safe driving, puppet motion, "What kind of driver are you raising?"
--> Competence

3) Nike : football, celebrity endorsement (Christiano Ronaldo)
--> Excitement

4) Sony XP7 : ultra rugged, 3 years warrantee
--> Ruggedness

5) Hoyts Lux :movie experience, melbourne, fun
--> Sophistication

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Ad Brand Personalities
1. Apple: Competence and sophistication
2. Parents Driving: Sincerity
3. Nike: Excitement
4. Sonim XP7: Ruggedness
5. Hoyts-Lux Cinema: Sophistication

APPLE:

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1 - Apple: corporate, leader, successful
2 - Back seat drive: family orientated
3 - Nike: exciting, trendy, daring
4 - Phone: rugged, tough
5 - Hoyts: upper-class, glamorous

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Ad Brand Personalities
1. Competence and sophistication
2. Sincerity
3. Ruggedness and Excitement
4. Ruggedness
5. Sophisitcation

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1 - Apple: Brand personality: Excitement, sophistication, competence
2 - TAC drive safe ad: Brand personality: Sincerity
3 - Nike: Brand personality: Excitement, sophistication
4 - Phone: Brand personality: Ruggedness, Competence
5 - Hoyts Lux: Excitement, Sophistication

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1 - Apple
Brand personality: Competence
-Intelligent
-Successful
2 - Back Seat Driver (TAC)
Brand Personality: Sincerity
- Real
- Down-to-earth
3 - Nike
Brand Personality: Excitement
- Young
- Imaginitive
- Unique
- Trendy
4 - Sonim
Brand Personality: Ruggedness
- Tough
-Outdoorsy
-Rugged
-Masculine
5 - Hoyts LUX
Brand Personality: Sophistication
-Upper-Class
-Glamorous
-Attractive

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1.Apple. : Visual things differently (competence)
2.Sincerity
3.Excitement
4.Ruggedness
5.sophisitcation
(upper-class)

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Pringles ad 1: this ad is effective at drawing the attention of consumers as it is a clearly visible Pringles branded can, that is bright in colour which stands out against the white background. Requires little mental resources to recognise the brand and the ad itself.
The ad is very effective in terms of comprehension. It has a simple message and is easy to comprehend.

Pringles ad 2: this ad is less effective in gaining the attention of consumers than ad 1. It requires considerable mental resources to understand the advertisement. It is not as colourful and eye-catching as ad 1.
Ad 2 is not very effective in the comprehension of its message as it takes a lot longer to comprehend the message being conveyed by the ad.

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Advertisement 1:  Effective in terms of comprehension, only shows the product itself making it easy for consumers to understand what the advertisement is for. However it can be argued that it is not as effective in terms of attention as it is very plain, boring, and unattractive to consumers.

Advertisement 2:  Effective in terms of Attention is the sense that it is attractive to consumers. It is very colourful, and quirky meaning consumers are drawn to the advertisement more so than and plain one. However, for those who are unfamiliar with the product, in this case Pringles, they would have major difficulty in understanding what the advertisement is for. To improve this advertisement, perhaps the logo could be made more prominent in order for consumers to better understand what the advertisement is for once it has their attention.

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Ads 1: more effective in terms of comprehension because the product is easier to understand as the logo is clear which shows the actual product (pringles). It attract the consumers with colour, size and shape. To improve they need to make it more attractive by adding background colour and lettering (texts, contents).

Ads 2: More effective in terms of attention as it use attractive image to attract viewers. Also, they are novel, unique and creative. However, the viewers might not fully understand what is the product as the ads shows the picture of table tennis which has nothing to do with the actual product. To improve they need to put the actual image of product. Maybe increasing the brand logo sizes (and more prominent) and make the size of the image smaller. Also change the colour of the background to red as it is contrasting with the table tennis and makes you more hungry. The colour of the table tennis should not be blue, perhaps change to actual pringles colour (light green, light yellow, red etc.)

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Effectiveness in terms of attention:
- 1. Made to look desirable , appeals to consumers who have had the product before, as well as, entices those who haven't to try it.

- 2. Abstract and striking therefore grabs your attention.
- consumer needs to apply more focal attention and mental resources in order to understand the product and what it means.
- Those who have not had this product before may struggle to draw comparison to the table tennis table shape and the Pringle.
- It does not really evoke any personal relevance or create an overwhelming need or want for the product

Effectiveness in terms of comprehension:
1. clear, prominent and concrete

2. abstract, difficult to understand, no context of how table tennis relates to pringles.

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Effectiveness in terms of attention:
- the first ad grabs your attention more than the second ad does
- green colour of the first advertisement is more bold than the colours in the second advertisement
- the second advertisement grabs the attention of the customer because it is different and abstract

Effectiveness in terms of comprehension:
- understanding of the product better in the first advertisement
- comprehension of the second is more challenging, particularly if you are not familiar with the Pringles product
- the purpose of the second Pringles ad was to show that Pringles are a chip unique in shape and cannot be useful in other situations (eg. a Pringle-shaped tennis court?!)

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Discuss their effectiveness in the terms of attention.
Ad 1 - It is effective in terms of Comprehension : it only shows the product itself, and straight to the point. Customers will immediately know the brand of the product by looking at it.
Bright colours are used such as the combination of red and yellow.  Yellow and orange are colors that make people feel hungry. The color red is associated with emotion and passion. So when one sees red combined with yellow and orange, they become passionately hungry.
Lack of information as a result it's no effective

Ad2 - It is effective in terms of attention. it's surprising as they use a table tennis concept as customers may be attracted by it's novelty. However it can be argued that it is less effective in terms of comprehension as by looking at the shape of the table, customers may not understand that it's about Pringles. Other than that, the colour of the ad is not as attractive, there is not contrast and blue is not likely to make someone hungry. It is even used in weight loss programs as an appetite suppressant.

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WEEK 3 GROUP 5 ACTIVITY 2: Attention and Comprehension

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WEEK 3 GROUP 5 ACTIVITY 2: Attention and Comprehension

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Discuss effectiveness in terms of attention and comprehension:
1. This advertisement requires little mental resources as it is quite obvious what the advertisement is for. Pre-attentive processing as consumers are already aware of the brand/product (influence awareness). The advertisement is pleasant as the Pringles are attractive and look salty and crispy. Effective due to simplicity, however could potentially add some concrete words or a catchphrase to provide greater stimulus for customers to think about and remember.
This is the more effective advertisement in terms of comprehension however, it may not be as effective for attention.

2.
There are brand colours incorporated within the advertisement. Could be improved by using a different background colour eg. a colour Pringles already uses or white, to allow the Pringle-tennis-court to stand out more. It may be difficult to realise that it is a Pringles advertisement as the only indicator is the small logo in the bottom left corner and the shape of the tennis court. They could also place the logo of the mans face on the tennis ball or incorporate a larger logo somehow just to help customers comprehend the fact that it is in fact, a Pringles advertisement.
This advertisement is less effective in terms of attention as it is not obviously a Pringles ad, however it is much more effective for comprehension as it is intriguing and makes consumers think and interpret the content of the advertisement.

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1) High- involvement: Shares (as an investment)
Low-involvement: dish washing liquid

2) Shares may represent a functional or symbolic need, this increases motivation through increasing wealth and reaching goals. The money gained may also be part of Maslow's Hierarchy of needs which states that physiologically you need money to buy food and shelter, as well as egoistic need for recognition and achievement for meeting share market goals and returns.

For dish washing liquid it is a fairly standard product that does not necessarily have to represent ones self. This means there is not a lot of involvement with choosing the product as it does not drastically effect the consumer.s identity and ideal self.

3)To improve low-involvement products the company could ensure that the product has more personal relevance. This will aim to increase the need for the product, and help to meet the consumers concrete goals. This could be achieved through graphics of the product, as well as slogans and key information about the product and why it is better than competitors in the same market.

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High-involvement:
University - which offers your best course (needs and wants), which university would give you the best chance to achieve your ideal job (goals), the reputation and the people of university (values), picking the university that you think will make you the person you want to be in the future personally and professionally (self-concept)

Low-involvement:
Toothbrush - daily cleaning (needs and wants), getting cleaner, whiter teeth and fresh breath (goals), environmentally friendly (values), confident with nice smile (self-concept)

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High-involvement product- house. A house is a means for survival in Maslow's hierarchy of needs and is a place to raise your future children. Therefore it is a high-involvement product. A house could possibly by a goal to a buyer who has always dreamed of buying a house in a certain area or of a certain size etc. A motivation to buy a house may also

Low-involvement product- toothpaste. Toothpaste is something everyone needs and uses daily. The type or brand of toothpaste does not usually vary. Therefore, it is a low involvement product. Toothpaste is a need for personal health (hygiene). It is also a personal value to consumers who want to maintain their teeth for good impressions and and dental health.

To improve customer motivation to purchase our brand of toothpaste, we would emphasise the health benefits of toothpaste has on your gum health, and the link to heart problems that would be caused by not using toothpaste.

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High involvement:
Everyday car
-  Personal relevance to one’s needs (functional), goals (transportation), values (safety, environmental impact), and self-concept (average, within your means)

- Perceived risk: high price, lack of information about car, complex technology (manual vs auto), brand differentiation (perceive yourself as average and therefore select an average car - e.g: Toyota)

Low involvement:
Toothpaste
-  Personal relevance to one’s needs (functional), goals (clean/healthy teeth),

- Perceived risk: low price

How to increase involvement:
- persuasive messages (linking values of consumers (clean/healthy teeth) to the product)
- free trials
- free toothbrush with purchase

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A high-involvement category: Fridge
A low-involvement category: Petrol

Explain you choice using the factors that affect motivation and level of involvement.

Fridge
Having a fridge is a need, as oppose to a want, as we need food to survive and a fridge is able to keep it fresh. We chose an energy saving fridge to reduce our energy bills and save money, which is a prevention focus. This fridge also has warranty, therefore if there is a problem with it, we will be covered. Our goal was to add style to our home, and in order to do this we needed to buy a fridge which matched the aesthetics of our kitchen and was modern.

Petrol
Petrol is a need as opposed to a want, because without it, a car will not be able to run. To make it a low-involvement category, the type of petrol we provide needs to have a low impact on the environment, whilst also being efficient so that for our customers, it makes their decision of choosing which petrol to use, easier.

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High Involvement
Phone
Factors that affect motivation:
Needs and Wants – A phone can be considered as a need in the modern day.

Goals – In order to get in touch with different contacts from a business perspective, a phone will help a person to network and gain connections. A smart phone will also fulfil social needs.

Value – Certain brands such as Apple that are associated with creativity and innovation can signify with customers who are also creative and want to been in such light.

Self-concept – Brands such as Apple can bridge the gap between one’s actual self and their ideal self.

Low Involvement
Detergent

Needs and Wants – Detergent is needed on a regular basis.

Perceived Risk – There is not a high perception of risk for a detergent as it is low cost and brands are indistinguishable from each other.

In order to improve consumer motivation, a detergent brand could advertise more on the radio, TV, newspapers etc. which will expand the opportunity for consumers to hear about the product. The advertisements could be informative about how the quality of detergent can affect the wear and durability of clothes.

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High Involvement: holiday (lot of planning, consumes lots of time and money)
Value: self-actualisation (mental wellbeing)

Low Involvement: toothpaste (one function, to clean teeth, not much thinking as it is cheap)
Value: need (have to clean teeth, functional)

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high involvement - washing machine - Maslows hierarchy because the product could be chosen for different aspects e.g. higher speed, faster wash, 'iron dry' function.
Value: time efficient, eco friendly - less power, water and less noise
Need - it is an essential part of everyday life to wash clothes
Want - depending on what type of product you buy, whether you want long lasting and enduring therefore you buy a more expensive product compared to just a  basic washing machine.
Goals: to save time, different settings, value for money, long lasting, contribute to the environment (e.g. saving energy)

Low involvement - butter
Maslows hierarchy - basic physiological function but also a want because we don't necessarily need it.
Motivations/value for consumption: low cholesterol, organic, fair trade, dairy free, value for money
We would advise the marketing company to offer incentives like 2 for 1, buy one get the next half price, money off next time you purchase the products, offer a range of different type of products.
Use social media - promotion of the product - word of mouth?
packaged design - do people value less packaging? use recycled packaging or brighter colours/simple information that will allow the readers to easily read the information and understand like dietary information and nutrition.