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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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Group 4

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Group 4

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THEORIES:

MEMORY
RETREIVAL
PERCEPTION
ATTENTION
PROBLEM RECOGNITION
RESISTANCE VS ADAPTATION
SOCIAL INFLUENCES
INNOVATION

Drawing shows our designs and how we have created the new innovative product

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Availability heuristic: basing judgements on events that are easier to recall. e.g. if consumers remember the bad experience they had being soaking wet from running in the rain they would want to avoid being in that situation again.
Social influence: if certain celebrities endorse ASICS and their new product, consumers may be more likely to purchase it (using aspirational and associative references, for example David Beckham or Katy Perry)

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Objective comprehension: -accurately understand the message a singer intended to communicate. Ad showing an individual wearing ASICS sports gear in the rain, which indicates it is waterproof.

Social influence/opinion leaders: -a celebrity wearing ASICS clothes while running on a track. This will influence consumers to purchase these items because a well-known individual makes them instantly more appealing and desirable.

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- Attraction theory:
Same product but one is advertised as having a promotion (both products being the same price) the customer will be more attracted to the one that appears to have a discount
- Customers want to gain more than they are actually getting

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Group 4 - week 11

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Price Promotion?
Exam Revision Question

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Sponsorship?
Exam Revision Question

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EQUITY theory: that people want fairness in exchange between individuals, and by receiving a discount. promotions and discounts can increase the perception of fairness.
ATTRACTION effect: more likely to go where the promotion is. If there are 2 products that are the exact same, the attraction effect says that individuals that are more likely to buy the one that is advertised as being on sale.
ANCHORING and ADJUSTMENT theory: start with a promotion, and then adjust the price based on the market.

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Chinese Lunar Year

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Week 10 - Group 6
KFC Brand, Vietnam Culture

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Exercise More Campaign
To try and reach our target market we will be using the even-a-penny-will-help technique where they are asked to do a 15 minute exercise a day and it increases by week to exercise more

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Door in the face
When you decline a donation request from a salesperson for any reason (e.g. "I don't really have money to spare at the moment") they instead hand you a brochure (taking it is a "small favour") filled with their purpose and mission to potentially lead to a later donation

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Came to Monash for the ranking of their business school which will go into the aspirational section

Associative as others in our friend’s groups acquire apple products which leads us to choosing the iPhone or their laptops

Dissociative as you don’t want to be part of the group as it disapproves your values, doesn’t fit your group.

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First Scenario: One of the best universities in the world, has a very good reputation, wanted to be apart of Monash since primary school

Second Scenario: Everyone around us has iPhones, has been around and got a very good reputation, seen as a better phone than most

Third Scenario: Don't want to be a criminal or associated within that group. Ethical reasons and don't want to destroy any

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First:
Associative: teachers at school influenced our decisions, as well as wanting to meet new people in a different state

Second:
Aspirational: wanting to be a part of the the iPhone culture, using iMessage etc

Third:
Dissociative: We don't want to be a part of groups with different values to us

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Why did you buy an Apple Laptop or iPhone? Why not Google/Blackberry/Dell etc.?

Associated reference group
-accessibility and compatibility
- exclusivity: expensive perceived as 'better'
-negative perception of samsung- samsung 8 incident

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First scenario:
Aspirational: One of the best business schools in the world, aspire to be apart of this.

Second scenario:
Associative: Your friends and family have iPhones and want to be able to use iMessage with you.

Third scenario:
Dissociative: Don't want to be associated with criminals.

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Week 7 Group 4 Act 2

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Focusing on the positive appeals of recycling. Partnering up with Ikea for an ethical campaign (focusing on ethical consumer behaviour towards millennial demographic) where they would manufacture furniture made out of 100% recycled materials- the tables, chairs and beds are then donated to homeless shelters (targeting melbourne's homeless issue), hospitals, orphanages etc. Our motto "change starts from the home" is a play on the situation where recycling from our home will provide shelter to those in need.

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Week 7 Group 4 Act 1

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Front packaging:
- Transparent window to show the fresh berries to build trust within consumers.
-Australian certified organic label to demonstrate quality certified product (Quality and Control Management)
-Aussie farmers logo to demonstrate ethical support for local farmers.
-Motto: healthy life, easy life to resonate with consumers about how convenient the product is.
-New brand name: Natural on-the-go to resonate with the consumers about how convenient and healthy the berries are.

Back packaging:
-Listing out stats of health benefits from the berries
-Smoothie recipes of the berries
-Sponsored by nutribullet to demonstrate legitimacy of the new brand.

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Girls 2, Week 6, Act 3

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Girls 2, Week 6, Act 2

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Girls 1, week 6, Act 1

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Our plan is to go to one of the groups apartment for dinner. We plan to go to Coles to collect some ingredients. Only one of our group members can cook which he decides to do Malaysian food. We all agree on this but we weren't able to find all the authentic ingredients in Coles, so the solution is to visit the asian store in the supermarket. No other problem were faced and we were able to cook with all the equipment we had.

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Dietary requirement: vegetarian, no seafood either
Cooking pasta:
- spaghetti
- tomato based sauce
- zucchini
- carrot
- capscium
- corn
- parmesan
- donuts
- ice cream
- red wine
We are all able to cook this dish, and we have enough space and utensils and are easily able to cater for the dietary requirements

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Left image portraits a family affected by drug use torn appart, while the right image shows a mirror image of what your family could be if it becomes drug free through action.
Focus on TORA
Focus on cognitive beliefs about the consequences of engaging drug taking behaviour and the effect it can have on families.
Have an informative influence

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Gender Inequality At Work

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"Violence Against Women"
Explanation:
- Subjective Norms (TORA)
- Due to social pressure = change attitudes

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Both images illicit emotional responses as you can visualise the consequences of drinking i.e Affective Response

Image 1 - Make it more graphic, too many statements being made
Image 2 - The statement doesn't link as much to drink driving, does create a greater need for thought

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Image 1: affective response - appealing to emotional loss of friends, which is a stronger emotion than satire (i.e. the second photo)

both images evoke emotional response which is to shock the consumer into realising the negative implications of drink driving.

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Image One: Affective due to people having that emotional attachment to loss of people , along with the fact its younger people involved in the accidents, it makes you sympathise to the advertisement more

Image Two: Cognitive since it is presenting facts through the image but requires you to link the written to the imagery.

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Image 1: affective (targeting feelings and emotions without requiring much cognitive effort and thought)

Image 2: cognitive (requires greater thought to understand the written aspect and relate it to the visual)

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We believe that both adds feature affective responses. Both generate feelings and would influence attitudes about the risks of drink driving

The humorous statement in the right image we feel might be inappropriate and takes away from the serious issue at hand.

Improvements in then writing on the first image could be made. larger, clearer fonts to get the message across so its clear from the outset what the image is trying to represent as apposed to having to search for it

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First Ad:
Why is it Effective? How does it make you feel?
-- Showing of Age: people tend to be more sympathetic for younger people in accidents.
-- This is a negative message: Acting as a process whereby a the negative emotion ensures a positive attitude change in those who see that ad.
--The Fear Of Appeal: stresses negative consequences. Statement on the bottom is meant to communicate "what could happen" and the consequences of "what would happen"
How it could be better?
-- Showing faces- makes it seem more personal and less of just another statistic or number.

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Week 4 Group 2 Act 3KFCWeakness: short opening hours, no breakfast menu-Maccas 24 hour stores, breakfast menus Weakness: doesn't really cater to children-Maccas Happy Meal with toy, children friendly, playground Weakness: lack of hygiene-Maccas has appropriate and thorough OH&S training

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Week 4 Group 2 Act 3KFCWeakness: short opening hours, no breakfast menu-Maccas 24 hour stores, breakfast menus Weakness: doesn't really cater to children-Maccas Happy Meal with toy, children friendly, playground Weakness: lack of hygiene-Maccas has appropriate and thorough OH&S training

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The competitor is The North Face. It is an international brand- created in US, while the Kathmandu is a NZ brand just know in NZ and Australia. The associations are similiar. While winter sports is not the main focus of the Kathmandu, TNF is the main facus of sells. TNF has many styles of clothes, there is street, city, camp style.

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Weaknesses:
- has not yet expanded into the American market
- competitors of high end chocolate producers being Lindt & Ferrero Rocher

Strengths:
- very few competitors  in Australia,

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Melbourne university
lower fees
more diverse range of subjects/degrees
changing pre requisite standards to allow for more entry of students
more campuses, especially for more regional areas
expanding the Melbourne university image as being the premier university in victoria/australia
expanding on campus facilities (shops, restaurants convenience)
reputation - already has high education standards, could expand this beyond education and focus more on being more sustainable, environmentally friendly, supportive of issues such as mental health

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Week 4 Group 1 Act 2

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Apple - sophisticated, creative

Vic driving - sincerity, honesty, family orientation

Nike - excitement, ambitious

Phone - rugged, masculine, tough, reliable,

Hoyts - competence, sophistication, reliability

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Week 4 Group 2 Act 1    Video 1Apple-Intelligent-Up-to-date-Imaginative      Video 2 Parents driving role models-Honest-Relatable -Down-to-earth                Video 3 Nike football Ronaldo, Neymar-Outdoorsy -Exciting -Imaginative     Video 4 Sonim smartphone -Outdoorsy-Tough-Reliable  Video 5 Hoyts lux-Exciting -Spirited-Upper class 

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Week 4 Group 2 Act 1    Video 1Apple-Intelligent-Up-to-date-Imaginative      Video 2 Parents driving role models-Honest-Relatable -Down-to-earth                Video 3 Nike football Ronaldo, Neymar-Outdoorsy -Exciting -Imaginative     Video 4 Sonim smartphone -Outdoorsy-Tough-Reliable  Video 5 Hoyts lux-Exciting -Spirited-Upper class 

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1: Sophisticated, intelligent, smooth

2: Sincerity, serious, honest,

3: Ruggedness, ambitious, excitement,  outdoorsy

4: Ruggedness, hardworking, reliable, tough, masculine

5: Excitement, fun, cool

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Ad 1: Apple
- Sophisticated
-Competence
Ad 2: Driving TAC
- Competence
Ad 3: Nike
- Excitement
Ad 4: Phone
-Toughness/Ruggedness
Ad 5: Hoyts Lux
-Excitement
-Sincerity (Family orientated)

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Ad 1 - Apple
* Contemporary, sophisticated, modern, simple, universal, creative

Ad 2 - Parents
* Dark, Eerie, Familiar

Ad 3 - Football
* Common or relatable, excitement, fun, cool

Ad 4 - Phone
* Relatable, tough, spirited

Ad 5 - Lux
* Fun, simple, upper class

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ADD 1 - sophistication, creative, innovative
ADD 2 - Sincerity, real, honest
ADD 3 - Excitement, imaginative, cool
ADD 4 - Ruggedness, tough, outdoorsy
ADD 5 -

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Embossed labelling

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50% reduced plastic, no plastic wrapper, printed straight onto bottle. More environmentally friendly

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The first advertisement is more prominent for three main reasons:
1) It clear portrays the product and brand
2) The colour scheme used in the second advertisement (blue on blue) does not allow the product (which is vaguely shown) to stand out.
3) Without an explanation it is unclear that the second AD even has anything to do with Pringles.

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- Consumers would notice both ads because of their color.

- The second ad being more eye-catching but confusing at the same time. It is most likely to grab consumer’s attentions first in comparison to the first ad.

-       The second ad is mis-comphrended. The ad is contradicting itself by showing a type of sport and then trying to advertise the “unhealthy” chips

-       The first ad is the most effective for the message Pringles is trying to share

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First ad is eye catching and easy for consumers to understand what is being sold

Second ad is only relevant to people who are sporty and play table tennis

Improvements: increase logo size, more vibrant colours, change table to a Pringle chip, change table tennis ball to Pringle man

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The advertisement on the left hand side is far easier to understand, as the right hand side provides no indication of what the advertisement is promoting. In terms of capturing attention of the consumer the left hand side is also more successful than the right due to the more eye catching use of colours.

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Left ad: Recognisable, bright colours pop out at you, instantly know what is being advertised.

Right ad: Blue background is cold and blends into the blue table tennis table. Don't recognise it as a Pringles ad instantly, and hence can be misinterpreted if only having a quick glance at it.

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Left ad is more effective in capturing consumers' attention due to colour and relevance to the product

Left ad is more eye catching, clearly shows what the product is, more vibrant and stands out.

Right ad can be miscomprehended if they don’t know what Pringles are, seems like a sports related ad, and blue has no relevance to Pringles packaging.

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‘Change your point of view’
Our advertisement is aimed at photographers. This can either be professional photographers or individuals who enjoy capturing memories or scenery as a hobby. A drone is able to capture footage a normal camera or phone cannot, and hence would give an individual an edge and dominance over standard photography. We focused on the higher level needs of esteem and self-actualisation. Our advertisement hopes to encourage individuals to desire to achieve dominance in their field, and gain respect from others, seek self-fulfilment and personal growth in their photography abilities.

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Target market: photographers
Need: esteem

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The target market is photographers

For photographers who want to go above and beyond

Esteem - improve quality of photography

Self actualisation - creativity, thinking outside the box