# data[].attributes.body
Tesla energy car
dynamically continuous implications->invent based on vehicle and has energetic engine
High effort product->the high price+needed research before buying
PLC->introduction to growth stage
obstacles->high price relative to other cars,
literally adapted by professional person, the sense of belonging

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https://www.youtube.com/watch?time_continue=104&v=e5Hdq2QOugk = discontinuous innovation

https://www.dysonbikes.com.au
dynamically continuous
implications - you can ride your bike quicker and with more ease
resistance - price and lack of infrastructure

high effort decision to purchase e-bike- it is expensive and requires a considerable amount of effort in order to decide whether you want to buy it

PLC - in between introduction & growth stage in Australia; not fully adopted yet. this is important for competitors because in a different context, like Europe, it is in the maturity.

Major obstacles -

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Continous - car
high involvement
PLC - maturity, features may be enhance because competition may appears
Diffusion, many other competitors come up with the same thing

Dynamically - TV
high involvement
PLC - growth, changing from old to the new one
Diffusion, smartphones and iPad

Discontinuous - edible water
low involvement
PLC - introduction, to develop market, build awareness
Diffusion, normal bottle water

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Virtual Reality
discontinuous
high effort
introduction (PLC)
major obstacles: price

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Iphone.

Aspirational: famous celebs were all seen using it
Associative: friends and families all use it, online reviews
Dissociative: did not want to be associated with older brands like Motorola and Nokia

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topic2: the smartphone I own is IPHONE.
popular, reliable brand
associative: friends recommendation and social media. / iMessage/ FACE ID
dissociative: do not want to be associated with other cheaper brand

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Reference group:
Aspirational - businessmen/women who succeed and graduated from Monash
Associative: friends and family
Dissociative: people who are considered 'unsuccessful'

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Why Monash? Reference groups?
- associative reference groups: friends so try to fit in with them
- aspirational reference groups: reputation of university, we admire people who succeed in doing these studies
- dissociative: do not want to belong to groups from other universities

What brand  of smartphone?
Apple
Why?
Informational and normative social influence

Why do you not steal?

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Apple Iphone
we choose this brand because it is to do with the degree of identification: we see it as superior product
informational influence:
Iphone has the characteristic of being a upper class and reliable product

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Segments :
--> Fashion
Lifestyle & values – authenticity, uniqueness, materialism, hedonism,

Attributes & benefits – design, value for money

Activities – social events, hobbies,

Interest – fashion, media

Opinion – culture, social issues

--> Casual

Lifestyle & values – Freedom

Attributes & benefits – Design, Long-lasting

Activities – community

Interest – community

Opinion – culture

--> Sport/Professional

Lifestyle & values  - personal achievement, professionalism, hedonism,

Attributes & benefits – performance, design,

Activities – sports, club membership

Interest – achievement, community

Opinion – products

Demographics

-       mid 20s

Implications for marketing – opinion leader who is a professional

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pregnant women
VALUE
Flats for pregnant women
Attribute: Comfortable shoes
Benefit: Help to walk easy
Instrumental Value: Supportive; Reliable
Terminal Value: Support Family; Solid Backup
Global Value: Safety
LIFESTYLE
interest:
family, recreation

sports teenager

values
individualism
instrumental values- durable ,fashionable

life-style
hobbies ,sports fashion

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Unisex
Age: 15-25

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Athletes!
Values: Individualism.
Instrumental: Hardworking, ambitious
Terminal: Safety
Global: Performance, achievement
Lifestyle: active living, outgoing
Personality: achievers, experiencers

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https://www.youtube.com/watch?v=yetFk7QoSck

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MC Donald
- Australian: Angus
-Asian: provide meals with rice

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Health services --> difficulties in explaining your problem in another language --> provide multi-language assistance
(OSCH has one)

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* More likely to buy online ==> invest more in online communication

* More sensitive to viral marketing ==> word-of-mouth is becoming increasingly important for communication strategies because now it's so easy to connect with people online, the sharing function on Facebook allows information to be transferred at rapid speeds: implications for marketers are that brand reputation can be changed extremely quickly - be it positive or negative - take caution.

* More receptive to online trends - for example, memes - doggo memes are extremely popular and the NSW police force have used this strategy to make themselves be perceived as funny; modern and relatable to the younger generations.

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Characteristics
- tech savvy: YouTube ads, click ads
- convenience: Browse online, online shopping
-distribution: quick shipping, instant delivery
-highly influence by the social media
-tend to choose social-approve products: higher awareness of discrimination and environment
(unisex products)

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Generation Y
Media and tech savvy: They tend to spend more time online, which is more convenient.

social media to influence others: they shares their experience with others. positive word-of mouth is important.

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- Independence and autonomy when buying products --> information about product or service should be available (no need to ask to the seller which will give subjective information)
- Importance social media, more time online --> good online communication strategy : product promotion, possibility to buy online, reviews about products (influence other through social media): encourage customers to do so , reactivity to questions, attractive pictures (Instagram account..), online publicity on social network
- Like new products, innovative one --> investment in R&D both for products themselves and the way they are distribute (development of showroom, ...)
- Cary about privacy
-

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Gen Z:
"Digital bond to the internet" - market via social media
Gen X:
Busy - market using coupons, direct mailing
Baby Boomers- Cash backs

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Our team chooses the 3rd option, compared to the other options, this option is superior as it provides the best value for the price. Option 2 is the inferior item, as it is the same price as option 3, although option 3 provides more benefits.

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Our team chose the third option because it looks like more attractive and cheaper (free newspaper), customers may get more service if they choose option 3

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*The third option has more value according to us because by the addition of the first and second option to the consideration set, the third one seems more attractive (more access for a reasonable price). The fourth option is also considered inferior because it's more expensive and you only get a little bit more than with the third one!

++ also presence of compromise effect and equity theory.

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Our team chose the third option because when compared to the inferior options, the first having fewer benefits, second having the same price but fewer benefits and fourth option priced highly. The third option is more attractive in .comparison.

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Option 3
It has the same price as Option 2 but with additional offer
attraction effect- compare to inferior competitors

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Attraction affect: they try to increase the sales of the third option by introducing a product (the second one) which is inferior on the attrubut

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Category: Kitchen and Dining
Attributes:
- best selling
- Promotion
- Price
- Availability
- Upcoming
- Quality category
- Review

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category: computer and electronics
attributes: price, brand, and feature
reviews and ratings

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Comfort
style
affordability
availability

Fashion - high involvement
Internal search:
Based on prototypical like asos, we will expect it to be well categorised - discounts, gender, new arrivals.
preference - they what they want.
vividness - bright colours capture attention.
more internal search than external.

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cell phones & accessories
-brand
-price
-customer review (quality)
-ads
internal:
accessories: do not require muchinformation (low price)
phone: require generating information (high price)
presentation:
-shop by category
-show the picture, rating, price, brief description

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Product category - women's fashion (clothing)

Important attirubtes can be identified by Amazon's selection process on their website, you can choose products according to:
- brand (is the most important attribute according to Amazon, it is the first  filtering option)
- price and promotions/discounts
- what is new and popular
- highly reviewed products
- colour and style
- size
- deliverable or pick up only
- availability (in case things are out of stock)
- complements (clothes that can be paired together)

Amazon presents these attributes by having an easy to use filter tool, so customers can search for products according to their desired attributes (ie. Size M black tshirt between $10 - $20, and can be delivered to my address).

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Product category: video games
High-involvement

Which attributes?

-  Reviews

-  Novelty

-  Difficulty (levels)

- Time it takes to achieve the end of the game

-  The emotional attributes (call of duty)

-  Device (PC, Xbox, PS4…)

-  Category (sport, action, adventure, logic...)
- Age

How can Amazon present attributes ?
- new published
- by popularity / by reviews

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Actual state: hunger
Ideal state:
Personal/cultural Preference (rice, fruits, pizza)
Drink (water, soft drink)
no cooking facility needed, all microwaveable,
plastic plates/cups,
knife,
fork

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Actual:
- Hunger
- Emotion or moods
Ideal:
- Personal preference (vegetarian, allergies)
- Religious beliefs
- Cultures (Asian like to eat rice)
- Health conscious
- Promotion

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Actual state:
-Hunger
-budget
-the ability of cooking (facilities, place)

Ideal state:
-Culture
-words-of-mouth
-discount
-the awareness of health problem
-

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Actual state:
- hunger
- excitement/enjoyment
- save cost
- allergies
- 'i have not enough food'
- 'I have not enough money'

Ideal state:
- Alcohol / alcoholic games
- party hats
- health conscious
- to know each other better
- social status
- to let loose
- coles promotion for chips
- excess of food
- taste

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Factors actual state
- Hungry
- Save money
- culture
- Emotion (sad = chocolate!)

Factors ideal state
- discounted products
- health (fruit, vegetable)

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Factors influencing your actual :

- Objective analysis
(physical state of hunger, limited budget, adequate kitchen and cooking equiipement, no dietary requirements)

- subjective analysis
(What we feel like eating, religion beliefs, specific food preferences (some of us don't like mushrooms))

Ideal state
- culture (most of us in the group are Asian, so a higher preference for Asian food)
- marketers advertising (promotions may influence our choices by introducing new ideal states)

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Week 6 Group 2 Act 3

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Drunk Driving
https://www.youtube.com/watch?v=ffC9FfMYpW4

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Topic: Drug Use
High MAO emotional appeal:
Fear appeal(showing the scenario of a family affected by drug use.
Low MAO cognitive arguments:
Self referencing

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On the left is the impact of driving petrol fuel cars on the environment.And the right is the impact of driving hybrid cars on the environment.
We aim to change customer's belief on the importance of switching to hybrid cars by comparing the results of using different cars.

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Commercial block B
Three other car brands are in block A; HATSDUN 3X is hard to stand out
Block A has Corona Beer - No drunk drive

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* Commercial block A is good because it is composed of well-known brands with good audience, the negative side is that people would promiscuous about the car of different brands.

* Commercial block  is good because there is no other huge competitor.

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https://www.youtube.com/watch?v=yq0EmbY3XyI - Jingle for nokia

yellow - commonwealth

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Red Bull

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Nike- Just Do It

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Lipstick is our basic level category

Other object at the basic level would be: eyeliner, mascara, bronzer, foundation, etc

Going down into more differentiate level the subordinate level, we break lipstick into health and regular
From there we go into different types of lipstick such as chapstick, matte, and gloss. Lastly, we categorise into brands

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NIKE

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Classical conditioning advertisement: Toyota Hilux

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Victoria secret

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Ad 2
We choose TAC and the brand personalities are:
Sincerity - Family oriented, honest, sincere, real, sentimental
Excitement - Imaginative, unique, contemporary
Competence - Reliable, intelligent, confident

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Personality :
ad 1 - sophistication and competence
ad 2 - Sincerity
ad 3 - Excitement
ad 4 - Ruggedness and competence
ad5 - Excitement and Sophistication

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Brand Personality:
1)Sincerity:original
Excitement: Young, Imaginative
, unique.
Competence: Hardworking, intelligent, confident, successful
Sophistication: Upper-class, glamorous, attractive, charming, smooth.
2)Sincerity:family-orientated, down to earth, honest, sincere, real, original, sentimental,
3):Excitement:Imaginative, young, outdoorsy
4)Ruggedness: masculine, tough, rugged, secure,technical
5)Sophistication: glamorous, charming, upper-class,spirited, young

# data[].attributes.body
Ad1: Sophistication
Ad2: sincerity
Ad3: excitement
Ad4: competent and rugged
Ad5: excitement

# data[].attributes.body
* Apple = Competence
* Car = Sincerity
* Nike = Excitement
* The phone SonXP7 = Sophistication
* The cinema =Sophistication

We selected the add for Nike

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Look good Feel good

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Before and after using the hair & body wash for men

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in term of attention:
consumers will pay more attention to right image because they don't know what it is actually advertised. they will want to know more about the product after awareness.it requires more considerable mental resources. it is also more creative, novel and unique. Only people who know Pringles will notice the shape of the table.
the image is abstract and the logo is too small.

in term of comprehension:
the left image is non-focal attention

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first ad attention: easy to process, since it is concrete, very simple
comprehension: easy to understand because
second ad attention: more abstract but creative and innovative, no obvious logo and not appropriate color, not easy to process, more attractive
comprehension:

# data[].attributes.body
The right image is more effective in terms of enhancing consumer attention - its surprising, novel, creative, and requires focal attention - however there might be difficulties with how the image is comprehended (subjective comprehension may not match up to the company's objective comprehension) and this is because the it may not be as easy to process (use of abstract information to convey Pringle chips/brand) if the brand's logo was not included.

The left image gains some consumer attention in regards to its personal relevance to the consumer, (fulfils your need to eat/snack) and requires non-focal attention (you can recognize the product and brand straight away since it is very easy to process)

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Attention: Right pic
We will that the right ad is more effective in attention because they are using a personally relevant goal and value to target a certain market; people who like to have fun since their slogan is "Once you pop, the fun don't stop."
Furthermore, the right pic is more creative, innovative and surprising. They use a different approach and innovative in a way that they link something healthy - a sport, to something unhealthy - chips.

Left picture is more concrete compared to the right picture.  This is because the ad shows the product itself whereas the right ad shows only the shape of the pringles, which leave users having to use their imagination and they may interpret it differently? consumers may think it is about sports.

However, in order to make the right ad more attention grabbing, they could use the same colour of Pringles - Green, Red and yellow. Or put the man with the moustache in ad as the bat for example.

Comprehension: Left pic

Left is easier to comprehend as they used the product that everyone is familiar with and t

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attention: right picture, however, it is abstract. customers have to take time to understand what  it is. Focal attention.
comprehension: left picture which belongs to non-focal attention. The logo of Pringles can also attract customers.

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- Attention: the table tennis is more attractive and innovative because the shape looks different to a regular table tennis table, as it is in the shape of a Pringles chip. However, this may be hard to comprehend if you do not know or recognise the Pringles brand and product, which could be fixed by actually using a Pringles chip as the table, or even some larger logo placement.
- Comprehension: the first picture is more clear but it is to obvious and not that attractive, with the only aspect of the advertisement being the Pringles can itself. The use of a slogan across the top of the advertisement may help to draw attention to it.

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* Brand like a Apple use the ideal self-concept by positioning themselves as a creative brand. So if you buy an apple product, you will be a more creative and imaginative person and you will belong to the most creative people.

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One of the up and coming trend is to own a Kylie Jenner Cosmetics; particularly the lipstick.
a person who uses the lipstick will feel like they are more like Kylie Jenner and within her status as well.
As Kylie is very active on social media and is a role model to people, many wants to be like her. Hence, the concept of who they want to be would be like Kylie Jenner.

One more example is a pair of Yeezys shoes which is designed by Kanye West. It is a premium pair of sneakers and many guys want to wear it to fit in the self concept to be cool and trendy.

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Nike (all brands involving sport --> ideal self --> being fit, success, motivation --> first ad with M.Jordan)