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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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Compliance Techniques
- The Red Cross volunteers could speak with people asking for donations
- The volunteers provide two way communications where they can apply compliance techniques such as even even a penny will help where people are just asked to donate a small amount every day.
- Door in the face where people are asked for a large donation but eventually, are persuaded to a more 'reasonable', smaller donation.

Terror Management Theory &
Fear Appeals
- The advertisement could centre around ‘this could be Australia tomorrow’, fear that this could happen to you and you would want people to donate and help you
- Terror Management: someone that believes in being kind will be even more kind, more willing to help and donate to the Red Cross when they are afraid

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Compliance techniques-The foot in the door technique depletes consumers cognitive resources which reduces their self control and consequently increases their charitable donations.

Even a penny will help- consumers are more likely to donate to the cause if they only have to contribute a small amount.

Personal relevance-increases motivation, therefore if we connect Australians with the people of Myanmar then they will feel compassionate and responsible for helping them.
Eg. Showing videos/images of families in Myanmar.
Emotional appeals through emotive images of the disaster are more likely to persuade Australians to help.

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Emotional appeal: fear
As lack of blood donors impacts hundreds of thousands of people every year, and by encouraging consumers to visualise their families being impacted would make these crises more relatable and highlight the demand for blood donations in order to reduce fatalities caused by not having access to available blood donations.

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Even a penny will help: Ask consumers for a very small donation to the red cross, indicating that even a penny will help those in need.

Foot in the door:

Door in the face:

Theory of Reasoned Action: Celebrities can be used in advertising to represent a social norm to persuade and influence the consumer. This will cause them to believe they should be charitable. The attitude and their behavioral intentions of the consumer will therefore change

Fear appeals: Terror Management Theory (TMT). Elicit fear or anxiety by showing images of the Rohingya crisis in Myanmar, and how a donation to the Red Cross can help these people. Consumers will be motivated to think about the message and behave in the desired manner to donate.

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Celebrity endorsements
- celebrities are seen as credible sources of information and are already well known and admired
- ASICS could use a famous and admired celebrity to endorse their product through advertisements and on social media

Anchoring and Adjusting
- ASICS should emphasise their waterproof attributes so that consumers can adjust their initial judgement of the brand and view ASICS more positively.

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Aspirational Reference group: Use an athlete, who will be wearing Asics waterproof shoes. To show that regardless of the weather they will still be training. For sports lovers its an ideal role model.

Classical conditioning: Whenever there is a weather forecast showing rain, this is immediately followed by an ad for basics waterproof shoes.

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Celebrity endorsements:
Cathy Freeman promotes ASICS new line as she is a popular Australian athlete. She may influence consumers choices regarding the products.
To an extent it may be both a normative and informational influence as she is a credible athlete and in the advertisement she is providing information about the benefits of ASICS new products for running in the rain.
Aspirational reference groups

Lexicographic decision making is where consumers make decisions regarding the attributes that they think to be most important. Consumers compare one attribute at a time. On the ASICS website there could be a popup that showcases the new waterproof range and provides a link to consumers for the specific range of products for those who prioritise this as an attribute.

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From a memory perspective, the business can use re circulation for ASICS's waterproof gear to be at the forefront of consumer's retrieval and familiarity.

Classical conditioning: Elicit a response (ASICS waterproof gear) when the consumer comes into contact with a stimulus (rain).
- Conditioned stimulus: Rain
- Conditioned response: ASICS Rain-Proof shoes
- Unconditioned stimulus: Outdoor Sports Activities
- Unconditioned response:
ASICS Rain-Proof shoes

Recirculation and Long-term memory:

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Imagery:
ASICS could promote the waterproof running equipment through using celebrities and well-known sporting figures, as this will highlight the consumers' desires to be healthy and active. This will make the product appear desirable and encourage the consumer to visualise themselves wearing their product.
Judgement and decision-making:
Most athletes who enjoy running while its sunny are less inclined to run in the rain, as it is uncomfortable and not as enjoyable. By advertising this waterproof gear as a way to avoid this discomfort, consumers are able to view this new product as a way to overcome this discomfort and be beneficial to what fitness goal they wish to achieve

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Classical Conditioning - consumers associate the brand with the sponsored event which has preexisting positive thoughts and judgements. When consumers think about the event, they will likely also think about the brand within the same context. Consumers may attach themes and values from the sponsored event to the brand or product.

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Companies can use classical conditioning to increase the association with the brand and the sponsor. For example, Cocoa cola as the sponsor for the Olympics. This causes consumers to associate the two, even though they are not necessarily related.

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Companies sponsor events so that consumers will increase the liking of it according to the exposure affect. Because it works on an unconscious level, people will begin to like it as they grow more familiar with it. This way when an event is occurring it will create a schema with the brand itself. Consumers will also increase their liking of it so that they feel connected to significant people and events.

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Classical conditioning (Ch7):
As Coca-Cola is often promoted as a sponsor for the Olympics, viewers form an association between the two, even though the two stimuli are not related. This promotion is used in order to promote Coke as the beverage viewers of the Olympics should drink.
Schema + networking (Ch4):
Schema is the set of associations linked to a concept. By  promotion coke with the olympics, viewers are more likely to develop a strong relationship between the two stimuli and associate a fun and active lifestyle with buying and drinking Coke.

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Group 6 Price promotion can create dominant options. This is explained by the attraction effect - this occurs when one option dominates another based on the idea that the dominant option is better than at least one attribute. Consumers will lean towards the dominating option even when there are other options to choose from that were previously perceived as more appealing.   

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Group 6 Price promotion can create dominant options. This is explained by the attraction effect - this occurs when one option dominates another based on the idea that the dominant option is better than at least one attribute. Consumers will lean towards the dominating option even when there are other options to choose from that were previously perceived as more appealing.   

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e.g. the same model of toasters is in-stock at different stores. at Myer it is being sold at original retail price. Whilst at David Jones their is a 20 per cent off discount for the identical product. Price-wise the toaster at David Jones is more attractive to consumers.

Anchoring perspective
Store A: $100 original price
Store B product is $110 has 10% off discount. Making it the same price as at Store B. Consumers will feel like Store B is cheaper because of the discount

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Week 6 - price information is often the focus of consumers because it tends to be diagnostic. these information play a crucial role and will influence consumers decisions making and judgement. Marketers can make use of this by emphasising the price discount/ making it more obvious/ making price information available when consumers are doing information search.
(e.g. consumers are shopping online now --> making it available for consumers who uses apps)

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MAO - Price promotions can increase the ability of consumers. The regular price of the product may not be affordable for consumers, but when there are promotions or discounts, they may feel they are more financially able to afford the product.

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Refer to Chapter 13: Symbolic Consumer Behaviour.
Social class emblems:
Price promotions can impact the self-perception of consumers in various social classes, as products of a high price are typically viewed as of high quality, and so promotions involving these items, such as luxury vehicles, smartphones, etc can influence people who view themselves as in the lower or middle class as they feel that as they are able to acquire these products at a cheaper price. This enables them to feel validated and increase their perception of self-worth as a result of consumerism.

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Chapter 11 + 12. In Eastern cultures, they value work and money saving aspects. Marketers can use price promotions to reduce perceived costs. This way the difference between the cost and value  makes it more readily adoptable and greater diffusion of a product can occur.

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lothing designed with all races, genders, and ages in mind

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KFC in Malaysia & Australia. Two mates enjoying meals, and hence promoting different cultures' meals to different countries. (one is KFC Chicken Bucket, one is chicken & rice)

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Donating Blood

Foot in the door: Ask individuals to donate blood once a year and later increase that to twice a year.

Door-in-the-face: Ask individuals to donate blood every eight weeks and reduce that to every 6 months.

Even-a-penny-will-help: Ask individuals to donate blood once every 10 years.

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EXERCISE MORE
Foot-in-the-door: (Gym membership)
Get members to agree to first month/months free or cheap, and then increase the membership fee later on.
Door-in-the-face:
Will not motivate users as too expensive
Even-a-penny:
Instead of paying a membership fee, you could pay as you go. A small amount per day you go

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Blood donation: Even-a-penny-will-do technique

Eg. 'a pint of blood can save three people's lives'. -Red Cross.

Exercise: Foot-in-the-door

Eg. Start with 5 minutes of exercise every day, and add one minute every day until you reach the recommended hour.

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1. Monash University
- aspirational reference group
we had friends and family that had previously attended Monash University and had been quite successful so we viewed Monash quite favourably and wanted to be successful like them.

2. Apple
- Associative reference group
In our current friendship groups, many already use apple products and viewed Apple as superior to the other brands so we were more inclined to purchase apple products.

3. Stealing
-Dissociative reference group
Stealing is something we consider as a negative trait and something we do not want to be associated with so we personally choose to not steal.

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Monash: Aspirational (older siblings and friends went there so want to be a part of the group. Also want to be a Monash graduate i.e. a graduate from a good university)

Apple: Aspirational for the first purchase and then Associative (want to be a part of the Apple community. It's  seen as a 'cool' company. After when you have already purchased an Apple product, want to continue your association with the brand therefore continue buying products)

Stealing: Dissociative (don't want to be seen by others as someone who steals)

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a) Aspirational reference groups influenced our decision to come to Monash because we wanted to study at a well-known, credible uni.

b) Associative reference groups influenced our decisions to by Apple iPhone because all our friends had them.

c) Dissociative reference groups influenced our decision not to steal because we did not want to be apart of those groups of people

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Why do you not steal? even when they are no security cameras around/no one will find out
- Aspirational: desire to be a part of a group that is trustworthy and honest
- Associative: currently belong to a group that does not steal, or think of stealing
- Dissociative: do not want to be apart of a dishonest, thieving group

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Apple: Asscociative, in the sense that you are a part of the group who likes apple
Dissociative: Paris Hilton uses a blackberry, so therefore don't want to use it
Aspirational: Use an iPhone, as you aspire to be like Steve Jobs, as a successful business man
Stealing: Dissociative, Don't want to be apart of group of people that steal

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Monash:
Aspirational: successful alumni and graduates of prestigious institutions; makes us want to copy them in order to also become successful.
Associative: Group of friends from high school & families who want us to be high achievers and have access to a higher education
Dissociative: People who do not attend uni who we have seen have had difficulty finding a career

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Activity 3

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Actual/Ideal State Housewarming Dinner Party

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TV Ad:
-scene one: reflects the mental state of the drug addict and how he is affecting his relationships with love ones
scene two: the drug addict seeks help and tries to stop using drugs
scene three: he achieves his goal, the scene reflects a new perspective of his life. He now has more positive outlook on life and had mended his relationship with his loved ones leading.

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Sexual Harassment

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Racism in Australia

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TORA
Comparative message
Peripheral-route processing
To change attitudes at work

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Issue: Violence Against Women
Theory: Theory of Reasoned Action (TORA)
- our ad aims to influence behaviour social pressure
- our ad depicts a woman, half of her face abused, next to a fist and the other half normal and happy
- The abused side is to represent 1 in 3 women who experience physical abuse and is quite graphic to represent the seriousness of the issue
- the normal/happy side is to represent that every woman deserves to be safe and happy (subjective norms)
- the statistic is an emotional appeal to stop violence against women

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Theory or reasoned action (TORA)
Subjective norm - Before ad: Issue ignored or only focused on by women
After the ad: Issue focused on by everyone
Aims to change attitude (ignoring the issue) and then change behaviour so that inequality is actively avoided.

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Affective: Emotional response, appeals to fear and feelings of guilt, the coffins with the actual names and ages of people makes it seem more realistic and makes the message more intense. It makes people relate to the message more and provides a reality check. Appeals to fear of losing loved ones.
Personally relevant by giving the actual names of people instead of a statistic.

Cognitive: The advertisement makes people really think about the message and the reality of drink driving. Reinforces the negative consequences of drink driving.

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Affective - Fear appeals, introduces thoughts of death. Stresses negative consequences. Aims to deter people from drinking and driving by showing the potential consequences. Appeals to the fear of losing close friends as the names and ages are listed on the coffins.

Cognitive - Direct or imagined experiences: imagining what the experience would be like. Negative experiences associate with negative attitudes towards drink driving.
Strong arguments 'A presentation that features the best or central merits of an offering'.
After watching and thinking about the ad, the consequences of drink driving are reinforced in the minds of the watcher.

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Affective:
- Appeal to sense of fear through thoughts of devastation/ carnage/consequences of incident.
- Through use of visual, conveys how great an impact drink-driving can have in impairing driving ability.
Cognitive:
-  Text conveys comparison for audience to assess: how such a comparatively small amount of alcohol leads to such great damage

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Appeal to affective (feelings and emotions)
- emotional appeal
- appeal to fear
- the use of names and ages makes it more real and scary and how it can happen to anyone
-Cognitive: imagine from a friend's or parent's perspective
- affective responses are generally more influential than cognitive responses.

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Ad 2:
Affective:
- Fear factor, since the ad shows the harmful after effects of drink driving.
- Sad, since consumers can infer that doing so will result in an injury or death.
- Dark humour
- The downside to this ad is that it might not appeal to everyone; there might be people who find it offensive ('only in America'), or people who cannot infer the ad is related to drink driving just from the photo, or to people who do not see the humour in the ad.
Cognitive:
- Word play, the ad did not specifically mention drink driving.

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Second Ad:
Affective (emotional) foundation:
- fear appeals: the image of the car accident
-cognitive: the text accompanying the ad stimulates the audience to really think about what the text means.
'Three tons of metal scraps' actually means 3 ruined cars.
' A six-pack' refers to a pack of 6 alcohol drinks.
The ad's message is, drinking too many bottles of alcohol can lead to a car accident.
negatives: the ad may not be easy to understand in the first read, some audiences may be lazy and don't want to think too much about the ad.

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Microsoft competing against Apple

Biggest purchaser of laptops/iPads are students and business people. Undermining apples influence on students would be through specific advertising like product placements and social media marketing. To change the opinion of business people the best method would be bringing in the facts/benefits of the surface. A more sophisticated and Competent personality

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Competitor of Dodo (Optus):
- bright colours
- cheaper prices, alternative service (range)
- catch phrase
- more recognisable logo
- Recognisable number (we know dodo is 13DODO but not optus)

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Brand: McDonalds
Competitor: Hungry Jacks

McDonalds is very well known for their breakfast and McCafe.

Hungry Jacks is very similar to McDonalds however McDonalds has a larger market share. This could be because of increased advertising and more stores.
Hungry Jacks is more focused on offering burgers, they could emphasise their broader range of products to compete with McDonalds. By advertising their breakfast range and a cafe.

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Ferrari VS Lamborghini

Horse logo - promote the bull logo, making it stronger & faster than horses. Both have a logo shaped like a shield. Strong colours can be used to make the brand/logo stronger and iconic.

Racing - more exposure in racing movies, competitions, ads

Italy - be the official car brand for the government

Speed - develop the fastest car in the world

Cost - sell it higher than ferrari
higher cost = more reliable

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Nike vs. Adidas
1. To disrupt Nike's strong association to basketball, Adidas could sponsor professional basketball players to increase their prominence in the industry.
2. Nike are known for their running performance gear such as footwear. Therefore, Adidas could work to sponsor "running" events such as marathons and athletic events.

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Personality - Competence

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Category: Technology
BRAND:
Apple

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Technology industry- Dodo
Retrieval cue examples:
1. Dodo bird
2. Dodo jingle - "internet that flies"
3. Blue, yellow and purple
4. Budget
5. Logo and font

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Nike
Retrieval Cue- sports, Shoes, apparels, gears, athletes, slogan, "tick" logo

The Nike tick supports the "just do it" slogan and taps into consumer motivation. Often associated with famous athletes and featured as sponsors for sports celebrities, Nike positions themselves as the market leader quality sportswear, promoting a healthy lifestyle.

Negative effects may occur when athletes whom they sponsor are involved in negative news such as doping, scandals.

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Apple: Competency
TAC: Sincerity
Nike: Excitement
Sonim: Ruggedness
Hoyts: Sophistication, excitement

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Ad #1: Apple
-> Sophistication/Competence
Ad #2: TAC driving model
-> Sophistication/Sincerity/ Informative
Ad #3: Nike
-> Excitement
Ad #4: Sonim smart phone
-> Ruggedness/Competence
Ad #5: Hoyts
-> Excitement

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Apple-Competence(Intelligent, technical)

TAC-Sincerity (serious matter, family orientated, real, honest

Phone-Ruggedness,
Competence

Nike-Excitement, (Exciting, appeals to young people interested in sports) Ruggedness (Outdoorsy, masculine)

Hoyts-Sophisication, excitement

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APPLE - Competence, Sophistication
DRIVING ROLE MODEL - Sincerity, Honest, Family Oriented
NIKE - Competence, Excitement
SONIM XP7 - Ruggedness, Competence, Tough
HOYTS LUX - Sophistication, Excitement, Glamorous, Upper Class

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Ad 1 - sophistication, sincerity, excitement
Ad 2 - sincerity, excitement
Ad 3 - sophistication, ruggedness, excitement
Ad 4 - ruggedness, competence
Ad 5 - excitement, sophistication

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Apple - Competence (Intelligent, technical)

TAC - Sincerity ( family oriented)
NIKE - Excitement (spirited, cool, young)
SONIM XP7 - Ruggedness ( tough)
HOYTS LUX - Sophistocation (upper class, glamorous)

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The original 1967 design however made in coca cola red coloured glass to stand out like the new design but with the shape that fits in your hand. The coco cola logo should be going vertically to stand out more

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Red tinted glass draws attention while maintaining strong association with the established Coke brand. Embossed coke logo (which is not red tinted) provides grip and also maintains brand image continuity. The overall difference is very noticeable but has enough familiar elements to clearly be Coke. The glass bottle and logo draw links to classic coke designs from the 90s.

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Glass is easy to recycle and forever recyclable. Furthermore having it being glass returns Coke to its classic/mordern/minimalistic look. Its iconic, environmental and iconic.
The shape will be its classical recognizable shape.

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This is the new design we created for our Coca Cola bottle. The bottle is made of glass and is a short, round shape, similar to the already available "Bundaberg" bottles in the market. By having a shorter bottle made of glass, the consumer will have the illusion of the bottle carrying more volume and it will be easier to carry because of the size and shape, making it more convenient and more profitable for the company.

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Exposure: Consumers are likely to notice the first ad due to its bright colours
The table tennis ad is likely to capture attention due to the tables unique shape. However, due to the dull colours it would likely only be effective in targeting people who enjoy sports. The small pringles logo in the corner may also make it easy for people to miss, therefore not being effective in promoting their product.

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Exposure: The ad on the right is more eye-catching than the left because it is different to a traditional shape ping-pong table and draws attention from the consumer. It may generate less interest from viewers if they do not play ping-pong.

Comprehension:  Without the logo on the second ad, people may still recognise the famous shape of the Pringle however people who do not eat Pringles may not be able to make the connection on what the ad is advertising whereas the first ad clearly communicates the ad is about.

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Exposure - The second ad is more effective at capturing attention as it is unusual and unique. The first ad features a very familiar image which is more likely to be ignored. A hungry consumer may find the first ad to be more attention grabbing.

Comprehension - The first ad is very clear because it is an image of the product while the second ad may be hard to interpret unless paired with other stimulus. At first glance, it is unclear what the second ad is advertising.

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Exposure
The advert on the right is more eye catching due to the fact that it is odd and gets the consumer thinking. The colours aren't bright enough for a pringles ad - not really typical pringle colours, and not warm and bright.
Comprehension
It will take a while for people to comprehend what the advert is for, but once it has been figure out that it's for pringles they won't be able to un-see it.

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Exposure
If you are hungry, the left advertisement will be more effective.
The second advertisement will be more eye catching because it gets consumers to think about it more. The first one will be easier to process/ grab the attention of the consumer if the consumer is not fully focused on the advertisement (in a car driving past)

Comprehension
The first advertisement is easier to comprehend. The table tennis advertisement does not actually have a link to Pringles. The consumer might only see the connection to Pringles because of the Pringle logo, there is not enough information for a consumer to quickly understand. consumers might mis-comprehend and mistake it for a new type of table tennis sport.

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Exposure:
The ad with the curved table tennis would be more eye catching because of the tables irregular shape. The ad with just the Pringles can would not be as noticeable as it is quite plain. The ad would also be more attractable to those who were more sports orientated (specifically table tennis).

Comprehension:
The ad with the table tennis table is harder to comprehend compared to the plain Pringles ad. This is due to the fact those who are not familiar with the shape of Pringles would not be able to link the two concepts.

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The business may use a discount as an incentive to initially gain more customers. While for the customer with lower involvement the business may charge full price given the customer will be under pressure and they could have higher demand.

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Week 2 Motivation - Group 5 - Activity 3

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Week 2 Motivation - Group 5 - Activity 3

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Buying a few months before: quality of the gift is important since there's a lot of choice. Most of the time they have already pre-planned what type of product they want to buy (have a specific gift in mind)

Buying on Christmas Eve: price is the most important factor - they clearly haven't given much thought to what gifts they want to buy - they are not as motivated (and are likely to not be fussy) therefore look for the cheapest option available

Advertisers therefore need to focus on differentiating their product based on quality (at the start of the Christmas period) and then afterwards price (when people start to get desperate)