This document contains a presentation summarizing different types of consumers and new advertisements targeted towards each type. It discusses highly dogmatic consumers, consumers with high stimulation levels, inner directed consumers with high OSL, consumers with high need for cognition, visualizers and verbalizers, and provides examples of new advertisements targeted towards each group in 3 sentences or less.

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CB PRESENTATION
PREPARED BY –
HARSHAL DOLAS – (35)
MANAVJIT SINGH – (32)
MD. UMAR FAROOQUE – (47)
PRAGYAN THAKURIA – (25)

2. Name of Institution
HIGHLY DOGMATIC CONSUMERS
• The advertisement is full
of testimonials.
• The statement India’s no.
1 selling car has also
been used as a
testimonial.
• The ad. Is for dogmatic
customers.

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CONTD.
The advertisement has
2 main features –
• The use of celebrity
or authority figure in
ths ad.
• The presence of
nokia brand on the
cover of the brand
trust report.

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Consumers with high stimulation levels
• In this the consumers
with high stimulation
levels are willing to
take risks to try new
products.
• This new product ad.
from KFC is directed
towards the youth .

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CONTD.
• Consumers who are
highly stimulated, tech
savvy and have high
purchasing power will find
this ad. appealing.
• Even they don’t buy the
product, they are willing
to find more information.

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INNER DIRECT CONSUMERS WITH HIGH OSL
• These are more
directed towards their
inner values or
standards in new
products.
• They are likely to be
innovators.

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CONTD.
• All parents want to raise
their kids in a safe and
secure environment but
they cannot be there
24x7.
• This ad. capitalizes on
this fact. The guidelines
provided in the ad.
assures parents about
serendipity and security.

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CONSUMERS WITH HIGH NEED FOR COGNITION
• More interested in ads. ,
rich in product related
info, their comparisons
and descriptions.
• The ad of horlicks
describes that horlicks
drink to young ones to
grow taller, stronger and
sharper.

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CONTD.
• In this ad. Verizon
wireless compares
itself with AT&T and
shows that it provides
more 3G coverage.
Thus making a
cognitive consumer to
change his network.

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Visualizers and Verbalizers
• Consumers who prefer • Consumers who
visual information and prefer verbal or
products that shows the
written information
visual.
and products.

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• Verbalizers are
relatively simple ads.
to convey a message
to a very specific
audience.
This flashy ad. uses
various effects to
capture the attention
of the audience.

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NEW AD. FOR DOGMATIC CONSUMER
• It makes use of two
renowned celebrities.
i.e. Hema Malini and
Abhishekh Bacchan.
• Telling how to wash
holi colours stain from
clothes using
surf-exel.

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NEW ADD FOR INNER DIRECTED CONSUMER WITH HIGH OSL
• Scarcity of time and
the need to maintain
a clean environment
are the two problems
that are advertised
and indirectly rectified
in this ad.

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NEW ADD FOR CONSUMER WITH HIGH STIMULATION LEVEL
• This ad. appeals to
the high stimulation
level customer. In
most of the cases ad.
Pertaining to foodstuff
lead to impulse
buying by the
customer.

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NEW ADD FOR VISUALIZERS
• The liberal use of
pictures and the
scarcity of words, to
promote the places
and culture of india
fortifies that this ad is
a visualization.

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NEW AD FOR HIGH COGNITIVE CONSUMERS
• In ths ad. the
deodrant compares
itself to other brands
by stating that it is
eco- friendly, contains
no alcohol and has
less fumes.

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THANK YOU