# data[].attributes.body
Tesla:
-Luxury electronic car
-Made low emissions cool
-Continuous
-Variation of older electronic models
-Inspired other brands (Merc, VW)

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Home Smart Assistant Devices
(Google Home, Apple HomePod, Amazon Echo, Robots)
https://www.youtube.com/watch?v=nkcKaNqfykg

1. Dynamically continuous innovation - involves using technologies such as Siri and Google Assistance in a new medium. Requires electrical technologies to catch up

2. High-effort hierarchy of effect because it requires understanding what the device is capable of doing before actually purchasing it

3. Early Adopters stage in the product life cycle

4. Obstacles: older generation would not understand the use of it (Australia is an ageing population). Changing all the lights and sound system in the house. Internet speed and wireless connectivity.

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Google Glass 2013
https://www.youtube.com/watch?v=4EvNxWhskf8

1. Discontinuous - the first eye-wear technology
2. Probably high effort as it is still new and it takes a while to research and learn
3. PLC: Decline
4.

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3d Printing

it is dynamically continuous because it an adaptation from normal printing

is would most likely follow high effort hierarchy of effect, because it is quite a big investment and because it’s a new thing you need to research about it

Product Life Cycle
Growth

Obstacles
price
need/purpose

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Electric car
Dynamically continuous
Resistance: price
High effort: New technology- consumers will need to research and understand the car and tech involved before they purchase it.

# data[].attributes.body
Tesla
https://www.youtube.com/watch?v=XB2g7-HgE_g

Dynamically continuous

Resistance of this innovation would include the price (people may not be willing to splash a lot of cash)
Adoption - it is a socially desirable product.

High effort hierarchy of effects - there is a lot of information and research gone into buying the product because it is so expensive.

Innovators

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Product: One wheel electric scooter

- Discontinuous
- Difficult to use and requires a lot of skill, new way of moving around, not many transportation vehicles like it > Needs a huge change in consumption behaviour
- High-effort > Expensive, Needs training, Needs skill
- Innovators
- Trialability, Complexity, Uncertainty, Benefits v Cost, Perceived risk

# data[].attributes.body
Global value: enjoyment
Terminal values: comfortable, pleasure, happiness
Instrumental: cheerful

# data[].attributes.body
Target market 1: Athlete
Lifestyle: healthy lifestyle, constantly training, active in sports

Values: health, technology which allows them to perform at their best

Personality: active
instrumental value: capable, durable
terminal value: to be able to exercise without pain
global value: acheivement

Benefits and attributes:
- support
- durability
- versatility
- aero-dynamic
- light weight
- strong materials

# data[].attributes.body
https://www.youtube.com/watch?v=LX__i-zeaWs

# data[].attributes.body
https://www.youtube.com/watch?v=qFb4Lz5ryzE

# data[].attributes.body
Generation Differences:
- technology
- brand loyalty
- less time
- busier lives
Marketers must communicate to our generation

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Characteristics:
Technology
Social Media - example: Lorna Jane
Time - Impatient, want things now

Implications:
Businesses who aren't present on social media limit their potential customer base
Online shopping - express delivery

# data[].attributes.body
Characteristics of our generation:
Used to efficiency.
More advanced with Technology.
More in touch with news in the world.
Marketers are catering to our generations needs, as they are using social media accounts to get in touch with their consumer market (Facebook, Instagram, Snapchat etc.)
Brands that aren't performing well could get more involved on the technology side of things, to reach out to their target market if they're underperforming.

# data[].attributes.body
Characteristics:

Tech savvy
Social media
Independence

Implications:

Tech savvy: online marketing tools such as YouTube (ads) and social media can be really useful with marketing towards generation Y as we are very tech minded.

Social media: companies can use social media to market their product, instead of newspaper, tv or radio that isn't necessarily the first thing you look at. Campaigns that use a hashtag may get people on board.

Independence: want to market towards individuals needs rather than be very broad. Gen Y want products that express themselves so by marketing products that are tailored for specific people will be very useful.

# data[].attributes.body
Characteristics:
- boredom and always wanting something new and innovative

- use social media

- tech savvy

- less brand loyal

Implications:
- social media can influence others as our generation are using more social media than any other tools such as TV

-Having to continue to release new products every year (e.g. apple iphone)

-Bad reviews online can affect the product

-Buyers are easily influence to buy a different brand.. for certain products

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- convenience: health food like avocados, green juice, etc (PRODUCT)
- mainstream/popular: having stores on High St/Main St (PRICE)
-instant gratification is expected: express delivery (DISTRIBUTION)
-lack of attention, inability to finish lists etc: video marketing/social media (COMMUNICATION)

# data[].attributes.body
Characteristics :
- Convenience
- Technology
- Environmental Friendly

Implications:
- online shopping with delivery on the same day

- Online/ social media marketing

- eco-friendly/sustainable products, recyclable packaging

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actual:
- dietary requirements (gluten free/vegan/nut free etc)
- food preferences (cuisines)
- availability of stock
- accessibility of stock

ideal:
- cheap price
- aligns within preferences
- lack of appetite
- high level of nutritional value (subjective)
- good taste
- ready made meals
- collective supply of food from guests

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Drug Use

# data[].attributes.body
Unprotected sex

# data[].attributes.body
Bullying

# data[].attributes.body
https://www.commondreams.org/headlines01/1020-01.htm

Nike and Child Labour

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Cognitive arguments.
https://www.coloribus.com/adsarchive/prints/aids-health-foundation-fight-against-unprotected-sex-20324455/

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Aim to change the beliefs of how people view hybrids. Instead of being expensive, it's a long term investment for your family

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We aim to change the subjective norms by making it appear like driving a hybrid car is cool and trendy.

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We aim to change the Subjective Norm by using Kendall Jenner to change how people view the car and make it more trendy.

# data[].attributes.body
We aim to change beliefs, changing the perception of how people view hybrid cars by trying to change subjective norms, positioning them to be socially acceptable and "cool", appealing to consumer's desire to fit in within society.

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Bunnings:
Dark Green, White and Red Colours
Slogan: Lowest prices are just the beginning.
Jingle: https://www.youtube.com/watch?v=BK03krcUQB0
Distinct Voice: Frank Walker National Tiles https://www.youtube.com/watch?v=PMC6gcWu2LM

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Television channels - different starting sounds for each channel
Maccas jingle - https://www.youtube.com/watch?v=eBlD2N_AwgI
Toblerone - Triangle shaped chocolate
Qantas - Kangaroo logo
Coca Cola bottle -

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National tiles-Frank walker
AAMI:
- Lucky you're with aami
-Rhonda and Katut https://www.youtube.com/watch?v=85ubtVs5n6A
The Good Guys:
- 'Come and see the good, good, good guys'

# data[].attributes.body
Apple - logo of an apple

Microsoft - sound
https://www.youtube.com/watch?v=7nQ2oiVqKHw

Netflix - sound
https://www.youtube.com/watch?v=NN1jB5UZ650

Subway - "subway, eat fresh"

20th century Fox - sound
https://m.youtube.com/watch?v=0qDdYlyLRoI

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-M&M sound effect, of them hitting the bowl
-Profile of packaging (Pringles can, Toblerone, Favourites box, Ferrero Roche)
-M&M characters (https://www.youtube.com/watch?v=YEiFIKBPUq8)
-Monkey from Coco Po

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Adidas - 3 stripes
Nike - tick
Bunnings warehouse - 'lowest prices are just the beginning'
https://www.youtube.com/watch?v=BK03krcUQB0
Coles - 'down, down, prices are down', the hand pointing down
https://www.youtube.com/watch?v=rPkD6rIH2MM

# data[].attributes.body
Banana boat jingle: https://www.youtube.com/watch?v=0s5WUbVp4XM

Macca jingle: https://www.youtube.com/watch?v=dpOD4sSG2tI

# data[].attributes.body
-  Competence           Ad 1
- Sincerity                   Ad 2

- Excitement             Ad 3

-  Ruggedness            Ad 4

- Sophistication        Ad 5

# data[].attributes.body
Video 1:Apple. Excitement/ Sophistication/competence
Video 2: TAC. Sincerity
Video 3: Nike. Ruggedness/ Excitement
Video 4: Sonim. Competence/ Ruggedness
Video 5: Hoyts. Excitement/sophistication

# data[].attributes.body
Apple:
sophisticated
competence
TAC:
sincerity

Nike:
Ruggedness
excitement

Phone:
Ruggedness
competence

Hoyts
excitement
Sophistication

# data[].attributes.body
Apple:
- Clean
- Simple
- Cheerful
- Smooth
- Western
- intelligent
- imaginative

Competence, sophisticatoin

TAC
- Family orientated
- worrisome
- Emotional
- relatable
- role model

Nike
- Fun
- social
- imaginative
- inspiring
- slick

Sonim
- Functional
- practical
- safe
- reliable
- durable

Hoyts Lux
- sophistication
- excitement

# data[].attributes.body
Ad 1 (Apple):
Excitement and Sophisticated: creative,

Ad 2 (TAC):
Sincerity: sentimental, sincere, family orientated

Ad 3 (Nike):
Excitement and Ruggedness: cool, funny, young,

Ad 4 (Sonim):
Ruggedness and Competence

Ad 5 (Hoyts LUX):
Excitement and Sophistication

# data[].attributes.body
Ad 1: Apple
Sophisticated: classy, smooth
Sincerity: wholesome, invokes good feelings, relate to consumers

Ad 2: TAC
Sincerity: confronting, family oriented, real, honest
In your face, forces you to think about your actions

Ad 3: Nike
Excitement: active, suspense, unique, trendy and up to date
Makes you keep watching to find out what happens
Ruggedness: masculine, outdoorsy

Ad 4: Sonim XP7
Ruggedness: tough phone, good for outdoor use as its durable
Competence: very informative, makes them look reliable

Ad 5: Hoyts Lux
Excitement: fast paced

# data[].attributes.body
Apple - Sophistication, Excitement

What kind of driver are you raising - Sincerity

Nike - Excitement, Ruggedness

Sonim XP7 - Ruggedness, Competence

HOYTS LUX - Sophistication, Excitement

# data[].attributes.body
Week 3 Group 1 Act 2

# data[].attributes.body
Ad 1:
Basic, easy to understand, bit boring, color stands out
Standard shape and product of Pringle, easily recognisable
Concrete advertisement

Ad 2:
Not effective in terms of comprehension, but attention grabbing.
Unique - table tennis Pringle chip
High involvement advertisement for a low involvement product - gets you to think about as it as ad is abstract and idea behind it is not immediately clear
Logo is very small and can hardly be seen

# data[].attributes.body
AD 1
-Easy to comprehend as pringles
-Relevent and to the point
-Non focal attention
-Very concrete
-White Background, highlights the green pringles can
-Easy to recall

Ad 2
-Harder to comprehend
-More attention is needed to decipher the ad
-Abstract ideas with ping pong
-Logo in the corner is small
-Novelty and suprise
-

# data[].attributes.body
Ad 1:
Stock standard pringle package
No excitement
Doesn't scream for attention
Easy to understand and process
Straight to the point (concrete)

Ad 2:
Grabs attention
Table tennis doesn't have any relevance to pringles or food in general
Takes time to process and harder to comprehend
Unique
Message in the corner is smart but not big enough (doesn't capture attention)

# data[].attributes.body
Pringle ad on left: Boring, doesn't grab attention, Pringle looks small. But the white background helps make it stand out, right to the point. Easy to recall. Non-focal, don't have to think too much about it. Concrete

Ad on right: Hard to relate to Pringles, wouldn't have known without logo, may have been a sponsorship ad. Focal, have to try to work it out, need to think about it. Abstract

# data[].attributes.body
Advertisement 1:
- Easier to comprehend
- A lot of detail
- Makes consumers crave to try Pringles
- More effective in relation to the comprehension
- Simplistic

Advertisement 2:
- Get your attention but only if the consumer is willing to invest mental energy
- Cool but people wouldn't pay too much attention
- Not accessible enough
- Logo and text is too small

# data[].attributes.body
Pringles Advertisement

ATTENTION
1st ad:
- personally relevant

- pleasant: attractivess of the ad (eg. colour, makes it a lot easier to comprehend what
- non focal attention, as it it automatic and only requires little mental resources

2nd ad:
- surprising

- focal attention needed, hard to map out it was an add for pringles

COMPREHENSION
1st ad:
- straight forward, concise
- colourant, symbolic meaning

2nd ad:
- instead of table tennis, use a sport that is more relatable to consumers. (eg. football in Australia)
- no relation in choice of design and colour to the product itself

# data[].attributes.body
Ad 1: Attention
- Non Focal
- Concrete
- Prominent

Ad2: Attention
- Focal
- Abstract, in this case is better, because already a well known product
-  Creative

Ad1: Comprehension
-  Easy

Ad2: Comprehension
- More information may need to be given incase viewers do not make the link
- more subjective

# data[].attributes.body
Advertisement 1 (Pringles Can)
- low attention, high comprehension
> self-explanatory ad, you don't need to use much mental ability to understand what the ad is trying to say
> non-focal attention: automatic processing, you don't need much mental resources to process it

Advertisement 2 (Table Tennis)
- high attention, low comprehension
> the unique ad captures your attention but you would not know what message it's intending to convey
> focal attention - requires considerable mental resources, you have to be more conscious about the ad
> humour
> with high attention, you might put more mental processes into comprehending it so it might be easier to comprehend

# data[].attributes.body
Adidas:
ideal self-concept:
Celebrity endorsement:

# data[].attributes.body
Nike, Chanel (Fragrance commercials, BMW/Audi

# data[].attributes.body
Celebrity Endorsement:
Roger Federer and Rolex (using his class as a tennis player to promote the class of a watch)- equates them

Ideal Self: Porsche

# data[].attributes.body
Dove- Body image
Good American Jeans- Look like Khloe Kardashian