The document discusses when and why marketers may consider using negative statements about their own products in advertising. It analyzes the psychological perspective behind negative marketing and how it can be a feasible strategy. Two case studies are presented: Nestle used negative marketing in a Yorkie chocolate bar campaign, and a Kodak printer ad also used ambiguous negative messaging. The impact of these campaigns and how negative statements can achieve marketing objectives like raising awareness are explored. Examples must illustrate the strategy's use and effects on brand consumption and image.
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
Consumer behavior and the influence of brandsDj Chakraborty
This document discusses how branding influences consumer behavior and decision making. It covers several key points:
1) Branding helps guide consumers' attention and allows them to recognize familiar brands in crowded retail environments filled with choices. This acts as an important mental shortcut for fast decision making.
2) Different branding practices can influence whether consumers notice and recognize products, as well as the feelings they associate with those products. Branding ultimately works as a signal to consumers.
3) Strong branding increases consumers' product knowledge and helps inform their purchasing decisions by building familiarity and positive associations with the brand over time.
As companies are spending large amount of investment on the advertisement because they want to keep their product at the top of the customer’s mind. Advertisement has proven to be a successful tool for the communication but companies are still in the confusion that what kind of ingredients should be there and how do these advertisements will help to change the consumer buying behavior
Consumer behavior case study : Tudor FashionShweta Jain
The CEO of Tudor Fashions decided to change their brand image and product range based on observations of declining sales over the past 2 years. The pros of the decision included recognizing changing consumer attitudes and preferences. However, the cons included losing their existing customer segment, creating brand confusion, and not properly repositioning the brand for the changes. It was suggested they launch a new sub-brand for premium shoes, emphasize value and lifestyle benefits to change consumer attitudes, and run a marketing communication campaign using emotional ads to change perceptions of their new range.
Role of advertisement in consumer behaviorEasy Learning
1. Advertisements play an essential role in creating an image of a product in consumers' minds and must communicate relevant information to the target audience in a catchy way.
2. It is important for marketers to understand consumer behavior and needs to create effective advertisements for the right audience. Advertisements must appeal to the target audience to connect them to the brand and potentially increase sales.
3. Advertisements should show what consumers like about a product based on research of the target audience's expectations, preferences, and psychologies without offending any groups, and provide relevant information in a non-confusing manner.
This document summarizes a study on the influence of advertisements on consumer brand preferences in the soft drink market in Sri Lanka. The study examined three main variables: information, communication, and comprehension. A survey was conducted with 200 respondents in Manmunai North Divisional Secretariat Division. The results found that advertisements have a high influence on brand preferences across all three variables for the major soft drink brands. Certain demographic groups, such as younger consumers and higher-income groups, showed higher levels of influence from advertisements. The study provides recommendations to advertisers on how to improve influence based on the findings.
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
Consumer behavior and the influence of brandsDj Chakraborty
This document discusses how branding influences consumer behavior and decision making. It covers several key points:
1) Branding helps guide consumers' attention and allows them to recognize familiar brands in crowded retail environments filled with choices. This acts as an important mental shortcut for fast decision making.
2) Different branding practices can influence whether consumers notice and recognize products, as well as the feelings they associate with those products. Branding ultimately works as a signal to consumers.
3) Strong branding increases consumers' product knowledge and helps inform their purchasing decisions by building familiarity and positive associations with the brand over time.
As companies are spending large amount of investment on the advertisement because they want to keep their product at the top of the customer’s mind. Advertisement has proven to be a successful tool for the communication but companies are still in the confusion that what kind of ingredients should be there and how do these advertisements will help to change the consumer buying behavior
Consumer behavior case study : Tudor FashionShweta Jain
The CEO of Tudor Fashions decided to change their brand image and product range based on observations of declining sales over the past 2 years. The pros of the decision included recognizing changing consumer attitudes and preferences. However, the cons included losing their existing customer segment, creating brand confusion, and not properly repositioning the brand for the changes. It was suggested they launch a new sub-brand for premium shoes, emphasize value and lifestyle benefits to change consumer attitudes, and run a marketing communication campaign using emotional ads to change perceptions of their new range.
Role of advertisement in consumer behaviorEasy Learning
1. Advertisements play an essential role in creating an image of a product in consumers' minds and must communicate relevant information to the target audience in a catchy way.
2. It is important for marketers to understand consumer behavior and needs to create effective advertisements for the right audience. Advertisements must appeal to the target audience to connect them to the brand and potentially increase sales.
3. Advertisements should show what consumers like about a product based on research of the target audience's expectations, preferences, and psychologies without offending any groups, and provide relevant information in a non-confusing manner.
This document summarizes a study on the influence of advertisements on consumer brand preferences in the soft drink market in Sri Lanka. The study examined three main variables: information, communication, and comprehension. A survey was conducted with 200 respondents in Manmunai North Divisional Secretariat Division. The results found that advertisements have a high influence on brand preferences across all three variables for the major soft drink brands. Certain demographic groups, such as younger consumers and higher-income groups, showed higher levels of influence from advertisements. The study provides recommendations to advertisers on how to improve influence based on the findings.
The Role Of Endorser Credibility And Advertising Shampoo Pantenecreativity In...inventionjournals
This dissertation analyzes the role of endorser and creativity Pantene shampoo advertisement in Attitude, Intention and consumer purchasing decisions (a case study in Mulawarman) Based on the data that has been processed and tested using smart PLS showed that: 1. there is positive but not significant influence between creativity endorser of the brand attitude, 2. there is a positive and significantrelationship between the endorser credibility with advertising attitude, 3. there is positive and significant correlation between creativity of advertising on brand attitudes, 4. there is positive and significant correlation between creativity of advertising on ad attitude, 5. there is positive and significant correlation between brand attitudes toward purchase intent, 6. there is positive and significant correlation between ad attitude toward purchase intent, 7. there is positive and significant correlation between purchase intention on purchasing decisions.
Branding plays an important role in consumer purchasing decisions. Strong brands help simplify consumer choice by allowing them to select brands they have trusted in the past. Branding can also provide competitive advantages by differentiating products. Brand equity refers to the financial value and assets associated with a brand name, including consumer goodwill and loyalty. It is created when consumers are willing to pay more for a branded product due to the brand's reputation and perceived quality. Managing brand equity well is important for companies as it can positively impact sales volumes and consumer perceptions.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
This document discusses a study on the effect of brand image on consumer purchase behavior of sports shoes brands in the UK, using Nike as a case study. It first reviews literature on concepts like brand awareness, brand preference, and factors that influence consumer preferences. It then discusses how brand experience and associations can develop brand preferences over time. The document also examines the difference between local and international brand images in the UK context, and identifies some pioneer brands in the UK, like Nike, and how they may have longer-term consumer preference advantages.
This document provides an introduction to consumer behavior and its applications. It defines consumer behavior as the study of how individuals, groups, and organizations select, purchase, use, and dispose of products and services. The key points made are:
1) Consumer behavior involves the entire process from pre-purchase research to post-purchase use and disposal.
2) It examines how consumers are influenced by their environment, including culture, family, and media.
3) Studying consumer behavior helps marketers improve their strategies by understanding psychology, decision-making, and how to most effectively reach target consumers.
4) There are four main applications - improving marketing, informing public policy, conducting social marketing, and making consumers more informed decision
Impacts of 4Ps towards consumer behaviour by SAITOT K JOEL MBASAITOT KELVIN JOEL
Coca-Cola has long dominated the beverage market through strategic use of the 4Ps of marketing: product, price, place, and promotion. However, competition is increasing. The document discusses Coca-Cola's marketing mix strategies over time for each of the 4Ps and how they have impacted customer behavior. It recommends that Coca-Cola improve social media integration and use LinkedIn more to distribute content about product offerings to strengthen the brand and increase awareness and sales in the face of rising competition.
QUESTIONNAIRE OF THE INFLUENCE OF ADVERTISEMENT ON CONSUMER CHOICE OF CHILDRE...Rahul Gulaganji
The document is a questionnaire about health drink preferences for children. It contains 12 questions asking about which health drinks parents prefer for their children, how often the drinks are given, what influences purchase decisions, and what changes parents want to see. Questions cover topics like brand and flavor preferences, purchase motivations, perceived effects on children, and expectations for improvements. The goal is to understand parent and child perspectives on popular children's health drink brands.
This document provides an overview of consumer behaviour and its importance for marketers. It discusses key terms like consumer, customer, and motives. Understanding consumer decision making processes and factors that influence purchasing decisions can help marketers create effective marketing strategies. The study of consumer behaviour is important for individuals, marketers, and society to appreciate its role in everyday life and support better decision making.
A project report_mba final year "A STUDY ON THE PREFERENCES TOWARDS VARIOUS B...blogger at indiandswad
This document is a project report submitted by Akshita Varshney to A.K. Technical University for their MBA program. The report studies the preferences of laptop brands in Bareilly, India. It includes an introduction on consumer buying preferences and organizational buying behavior. The introduction discusses key concepts like perception, learning, personality, and the organizational buying decision process which involves problem recognition, information search, and evaluation/selection. The report will analyze data collected through a questionnaire to understand consumer preferences for laptop brands in Bareilly.
Unit 3 consumer behaviour (for sa1 ) - Class 11 - CBSE - 2016/17Lovell Menezes
The document discusses the importance of studying consumer behavior for marketers. It defines consumer behavior and outlines its scope. Understanding consumer behavior helps marketers 1) design better products that meet consumer needs, 2) make products available at the right place and time, 3) design promotional programs aimed at the right individuals, 4) ensure information is available through appropriate media, and 5) make better pricing decisions based on consumer values and competitors. Studying why consumers have certain preferences is key to exploiting opportunities and meeting challenges in the market.
16355275 thesis-branding-its-impact-on-the-consumer-decision-making-process-i...Puneet Bali
This document provides a literature review on branding and its impact on consumer purchase decision-making. It defines branding as a name, term or symbol used to identify and differentiate a seller's goods/services. Branding has become important due to increased competition reducing product differentiation. The review discusses how branding creates tangible and intangible values that allow customers to distinguish brands. It also explains how branding influences consumer learning, perceptions and attitudes during the purchase process. The review uses Apple and its iTunes store as an example of effective branding strategy that has helped it gain market share in the digital music industry.
A study on effect of advertisement on confectionary product with special refe...RajaKrishnan M
This document provides a review of literature related to the impact of advertisements on consumer behavior and confectionary products. Some key findings from the literature include:
1. Advertisements play a major role in influencing children and consumers' purchasing decisions for snacks and confectionary products.
2. Common persuasive strategies in confectionary ads associate products with fun and happiness rather than factual product information.
3. The effectiveness of celebrity endorsements in advertisements can vary depending on the product category and how closely audiences relate the celebrity to the product.
4. Studies have found that advertisements can impact consumers' brand perceptions and choices, though the magnitude of impact depends on the specific ad and product category.
This document discusses a study on the effect of brands on consumer buying behavior in the fashion industry in India. It aims to analyze how brands influence consumer purchasing decisions and to better understand concepts of branding and consumer behavior. The study uses a consumer survey of 100 respondents to examine how social, psychological and personal factors affect buying behavior and how brands impact what people buy. Reference groups like family, friends and aspirational groups are also explored as influences on consumer choices. The methodology and objectives of the study are outlined along with background on concepts like consumer behavior and types of reference groups.
This document discusses different approaches to studying consumer behavior. It begins by explaining the managerial approach, which views consumer behavior as an applied social science to develop marketing strategies. It focuses on individual consumers, their attitudes, perceptions, demographics, and thought processes. There are risks to this approach if it overemphasizes rationality or focuses too much on purchases over consumption. The document then discusses the holistic approach, which views consumer behavior as a legitimate social science focus without direct application to marketing. This approach is more macro-level, focusing on how environmental and cultural factors influence consumption behaviors on a societal level. It emphasizes the symbolic and social aspects of consumption experiences over just purchases.
This document summarizes research on the impact of brand preference on consumers in the UK. It discusses how brand preference reveals consumer attributes and influences purchase decisions. Traditional models of brand preference are uni-dimensional and focus on rational attributes, while newer concepts consider irrational attributes and the role of brand experiences in shaping preferences. The document also examines factors that influence brand preference like awareness, familiarity and pioneering brands having long-term advantages in the UK market. Local brands are more flexible than international brands in adapting to local needs.
1. The document discusses a research study on the influence of brand name on consumer decision making when purchasing cars. It outlines the objectives to understand consumer decision processes when buying cars and the impact of brand name.
2. The literature review discusses past studies that found brand names influence consumer choices, with consumers preferring well-known brands over unknown brands.
3. The proposed study will use a questionnaire survey of 50 respondents to examine the relationship between brand image and consumer buying behavior factors like quality consciousness, price consciousness, and customer motives. The goal is to analyze how brand name impacts the consumer decision process.
A Study on Students Buying Behavior towards LaptopsShashank Tripathi
This document provides a summary of a study on student buying behavior toward laptops. It discusses key concepts in consumer behavior like the factors that influence consumer decisions. The study aims to identify the most important factors in students' laptop purchasing decisions. It also seeks to understand if there are differences in these factors between groups of customers like those who have always purchased the same brand versus those who switched brands. The methodology section outlines the research objectives, scope, design, and limitations of the study.
The document is a research report submitted to Jiwaji University in Gwalior, India. It examines the impact of advertisements on consumer buying behavior in the laptop industry in the Gwalior region. The report includes an introduction, literature review, research methodology, results, and conclusion sections. It uses a survey methodology with a sample size of 100 respondents to understand how advertisements influence consumer decision making when purchasing laptops.
This document summarizes a research study that examined how limited edition products, consumer culture, and perceived product value influence purchase intention of Magnum Filter's limited edition cigarettes in Indonesia. The study involved a survey of 100 cigarette consumers in Bandung, Indonesia. The results of the study found:
1) Limited edition product packaging and consumer culture significantly influence perceived product value.
2) Limited edition product packaging and perceived product value significantly influence purchase intention, but consumer culture does not significantly influence purchase intention.
3) Perceived product value significantly influences purchase intention.
The study provides insights into factors that drive the success of limited edition products in the tobacco industry in Indonesia.
Consumer Decision Making Process and Changing Indian Consumers and its Impact,Consumer Profiling for a Consumer Durable product like LCD, LED, Smart Phone, etc
Behavior of consumers using digital media to research about food products, discussing their perceptions, purchase behavior, brand awareness and brand loyalty
Mohandas Gandhi was a major political and spiritual leader of India who led non-violent movements for independence. He was born in 1869 in Gujarat, India and trained as a lawyer in London. Gandhi experienced racial discrimination which led him to work for Indian people. He developed the philosophy of non-violence and civil disobedience. Through non-cooperation protests and peaceful resistance, Gandhi achieved India's independence from Britain in 1947. He was assassinated in 1948 by a Hindu extremist due to his support for peace between Hindus and Muslims.
The Role Of Endorser Credibility And Advertising Shampoo Pantenecreativity In...inventionjournals
This dissertation analyzes the role of endorser and creativity Pantene shampoo advertisement in Attitude, Intention and consumer purchasing decisions (a case study in Mulawarman) Based on the data that has been processed and tested using smart PLS showed that: 1. there is positive but not significant influence between creativity endorser of the brand attitude, 2. there is a positive and significantrelationship between the endorser credibility with advertising attitude, 3. there is positive and significant correlation between creativity of advertising on brand attitudes, 4. there is positive and significant correlation between creativity of advertising on ad attitude, 5. there is positive and significant correlation between brand attitudes toward purchase intent, 6. there is positive and significant correlation between ad attitude toward purchase intent, 7. there is positive and significant correlation between purchase intention on purchasing decisions.
Branding plays an important role in consumer purchasing decisions. Strong brands help simplify consumer choice by allowing them to select brands they have trusted in the past. Branding can also provide competitive advantages by differentiating products. Brand equity refers to the financial value and assets associated with a brand name, including consumer goodwill and loyalty. It is created when consumers are willing to pay more for a branded product due to the brand's reputation and perceived quality. Managing brand equity well is important for companies as it can positively impact sales volumes and consumer perceptions.
To study the effect of brand image on consumer purchase behaviour towards spo...Service_supportAssignment
This document discusses a study on the effect of brand image on consumer purchase behavior of sports shoes brands in the UK, using Nike as a case study. It first reviews literature on concepts like brand awareness, brand preference, and factors that influence consumer preferences. It then discusses how brand experience and associations can develop brand preferences over time. The document also examines the difference between local and international brand images in the UK context, and identifies some pioneer brands in the UK, like Nike, and how they may have longer-term consumer preference advantages.
This document provides an introduction to consumer behavior and its applications. It defines consumer behavior as the study of how individuals, groups, and organizations select, purchase, use, and dispose of products and services. The key points made are:
1) Consumer behavior involves the entire process from pre-purchase research to post-purchase use and disposal.
2) It examines how consumers are influenced by their environment, including culture, family, and media.
3) Studying consumer behavior helps marketers improve their strategies by understanding psychology, decision-making, and how to most effectively reach target consumers.
4) There are four main applications - improving marketing, informing public policy, conducting social marketing, and making consumers more informed decision
Impacts of 4Ps towards consumer behaviour by SAITOT K JOEL MBASAITOT KELVIN JOEL
Coca-Cola has long dominated the beverage market through strategic use of the 4Ps of marketing: product, price, place, and promotion. However, competition is increasing. The document discusses Coca-Cola's marketing mix strategies over time for each of the 4Ps and how they have impacted customer behavior. It recommends that Coca-Cola improve social media integration and use LinkedIn more to distribute content about product offerings to strengthen the brand and increase awareness and sales in the face of rising competition.
QUESTIONNAIRE OF THE INFLUENCE OF ADVERTISEMENT ON CONSUMER CHOICE OF CHILDRE...Rahul Gulaganji
The document is a questionnaire about health drink preferences for children. It contains 12 questions asking about which health drinks parents prefer for their children, how often the drinks are given, what influences purchase decisions, and what changes parents want to see. Questions cover topics like brand and flavor preferences, purchase motivations, perceived effects on children, and expectations for improvements. The goal is to understand parent and child perspectives on popular children's health drink brands.
This document provides an overview of consumer behaviour and its importance for marketers. It discusses key terms like consumer, customer, and motives. Understanding consumer decision making processes and factors that influence purchasing decisions can help marketers create effective marketing strategies. The study of consumer behaviour is important for individuals, marketers, and society to appreciate its role in everyday life and support better decision making.
A project report_mba final year "A STUDY ON THE PREFERENCES TOWARDS VARIOUS B...blogger at indiandswad
This document is a project report submitted by Akshita Varshney to A.K. Technical University for their MBA program. The report studies the preferences of laptop brands in Bareilly, India. It includes an introduction on consumer buying preferences and organizational buying behavior. The introduction discusses key concepts like perception, learning, personality, and the organizational buying decision process which involves problem recognition, information search, and evaluation/selection. The report will analyze data collected through a questionnaire to understand consumer preferences for laptop brands in Bareilly.
Unit 3 consumer behaviour (for sa1 ) - Class 11 - CBSE - 2016/17Lovell Menezes
The document discusses the importance of studying consumer behavior for marketers. It defines consumer behavior and outlines its scope. Understanding consumer behavior helps marketers 1) design better products that meet consumer needs, 2) make products available at the right place and time, 3) design promotional programs aimed at the right individuals, 4) ensure information is available through appropriate media, and 5) make better pricing decisions based on consumer values and competitors. Studying why consumers have certain preferences is key to exploiting opportunities and meeting challenges in the market.
16355275 thesis-branding-its-impact-on-the-consumer-decision-making-process-i...Puneet Bali
This document provides a literature review on branding and its impact on consumer purchase decision-making. It defines branding as a name, term or symbol used to identify and differentiate a seller's goods/services. Branding has become important due to increased competition reducing product differentiation. The review discusses how branding creates tangible and intangible values that allow customers to distinguish brands. It also explains how branding influences consumer learning, perceptions and attitudes during the purchase process. The review uses Apple and its iTunes store as an example of effective branding strategy that has helped it gain market share in the digital music industry.
A study on effect of advertisement on confectionary product with special refe...RajaKrishnan M
This document provides a review of literature related to the impact of advertisements on consumer behavior and confectionary products. Some key findings from the literature include:
1. Advertisements play a major role in influencing children and consumers' purchasing decisions for snacks and confectionary products.
2. Common persuasive strategies in confectionary ads associate products with fun and happiness rather than factual product information.
3. The effectiveness of celebrity endorsements in advertisements can vary depending on the product category and how closely audiences relate the celebrity to the product.
4. Studies have found that advertisements can impact consumers' brand perceptions and choices, though the magnitude of impact depends on the specific ad and product category.
This document discusses a study on the effect of brands on consumer buying behavior in the fashion industry in India. It aims to analyze how brands influence consumer purchasing decisions and to better understand concepts of branding and consumer behavior. The study uses a consumer survey of 100 respondents to examine how social, psychological and personal factors affect buying behavior and how brands impact what people buy. Reference groups like family, friends and aspirational groups are also explored as influences on consumer choices. The methodology and objectives of the study are outlined along with background on concepts like consumer behavior and types of reference groups.
This document discusses different approaches to studying consumer behavior. It begins by explaining the managerial approach, which views consumer behavior as an applied social science to develop marketing strategies. It focuses on individual consumers, their attitudes, perceptions, demographics, and thought processes. There are risks to this approach if it overemphasizes rationality or focuses too much on purchases over consumption. The document then discusses the holistic approach, which views consumer behavior as a legitimate social science focus without direct application to marketing. This approach is more macro-level, focusing on how environmental and cultural factors influence consumption behaviors on a societal level. It emphasizes the symbolic and social aspects of consumption experiences over just purchases.
This document summarizes research on the impact of brand preference on consumers in the UK. It discusses how brand preference reveals consumer attributes and influences purchase decisions. Traditional models of brand preference are uni-dimensional and focus on rational attributes, while newer concepts consider irrational attributes and the role of brand experiences in shaping preferences. The document also examines factors that influence brand preference like awareness, familiarity and pioneering brands having long-term advantages in the UK market. Local brands are more flexible than international brands in adapting to local needs.
1. The document discusses a research study on the influence of brand name on consumer decision making when purchasing cars. It outlines the objectives to understand consumer decision processes when buying cars and the impact of brand name.
2. The literature review discusses past studies that found brand names influence consumer choices, with consumers preferring well-known brands over unknown brands.
3. The proposed study will use a questionnaire survey of 50 respondents to examine the relationship between brand image and consumer buying behavior factors like quality consciousness, price consciousness, and customer motives. The goal is to analyze how brand name impacts the consumer decision process.
A Study on Students Buying Behavior towards LaptopsShashank Tripathi
This document provides a summary of a study on student buying behavior toward laptops. It discusses key concepts in consumer behavior like the factors that influence consumer decisions. The study aims to identify the most important factors in students' laptop purchasing decisions. It also seeks to understand if there are differences in these factors between groups of customers like those who have always purchased the same brand versus those who switched brands. The methodology section outlines the research objectives, scope, design, and limitations of the study.
The document is a research report submitted to Jiwaji University in Gwalior, India. It examines the impact of advertisements on consumer buying behavior in the laptop industry in the Gwalior region. The report includes an introduction, literature review, research methodology, results, and conclusion sections. It uses a survey methodology with a sample size of 100 respondents to understand how advertisements influence consumer decision making when purchasing laptops.
This document summarizes a research study that examined how limited edition products, consumer culture, and perceived product value influence purchase intention of Magnum Filter's limited edition cigarettes in Indonesia. The study involved a survey of 100 cigarette consumers in Bandung, Indonesia. The results of the study found:
1) Limited edition product packaging and consumer culture significantly influence perceived product value.
2) Limited edition product packaging and perceived product value significantly influence purchase intention, but consumer culture does not significantly influence purchase intention.
3) Perceived product value significantly influences purchase intention.
The study provides insights into factors that drive the success of limited edition products in the tobacco industry in Indonesia.
Consumer Decision Making Process and Changing Indian Consumers and its Impact,Consumer Profiling for a Consumer Durable product like LCD, LED, Smart Phone, etc
Behavior of consumers using digital media to research about food products, discussing their perceptions, purchase behavior, brand awareness and brand loyalty
Mohandas Gandhi was a major political and spiritual leader of India who led non-violent movements for independence. He was born in 1869 in Gujarat, India and trained as a lawyer in London. Gandhi experienced racial discrimination which led him to work for Indian people. He developed the philosophy of non-violence and civil disobedience. Through non-cooperation protests and peaceful resistance, Gandhi achieved India's independence from Britain in 1947. He was assassinated in 1948 by a Hindu extremist due to his support for peace between Hindus and Muslims.
19 tips to make your product description more persuasive. Includes a dozen ecommerce examples.
People don’t read online; unless they’re about to spend money—then they scrutinize each word.
Design, SEO, and advertising can only get you so far. If you want to accelerate sales online, you need persuasive copy. According to Harvard Business professor Gerald Zaltman, 95% of our purchase decision occurs in the subconscious mind. Most marketers ignore how our brains work and fight against human psychology.
The Spanish government created a new law against racism in sports to address racist comments made during soccer games that have offended players and caused some to consider quitting. The document proposes solutions like creating anti-racism organizations, baking anti-racism cookies, and making anti-racism t-shirts to promote inclusion and fun at soccer games again.
The document discusses several key biological concepts:
1. Property refers to characteristics like feelings, tastes, smells, and other observable aspects of things.
2. Structure refers to any identifiable part of an organism.
3. An embryo is the undeveloped plant within a seed.
4. The environment includes everything around us.
5. Germination is the beginning of development for a seed.
The document describes the main components of a web browser interface. It explains the purpose and function of the title bar, menu bar, toolbar, address bar, control box, go button, pull-down menu, scroll bar, links, and browser window. It also lists the options available under the file, edit, view, history, bookmarks and tools menus.
Exploring the Connections Between Corporate Culture and ReputationMWWPR
Recently MWW conducted a survey to explore the connections between corporate reputation and corporate culture. We surveyed 100 business leaders and human resources executives from companies with more than 250 employees and received consistent and clear feedback: they are intrinsically linked.
Students at D.I.T Aungier St. turned everyday tasks into competitive games by racing up and down the stairs and by playing a game where students try to move up in a line without being caught. The article describes extreme stair racing and line skipping games played by students at the college and who the winner was.
The document provides an evaluation of a trailer for an art house horror film. It analyzes how the trailer uses, develops, and challenges conventions of real media products. It discusses how the trailer uses fast editing and music to build tension, features a clown as the antagonist, and has an innocent beginning that gets progressively scarier. However, it also challenges conventions by not showing violence or having a clear narrative or dialogue. The evaluation analyzes the trailer's poster and website as well, noting how they develop conventions through their designs but also challenge them by omitting typical information.
Restructuring in court or outside of the Chapter 11 process is a complex event in which everything you say and do matters. The stakes are high and you need a trusted and tested team on your side.
The document discusses the results of a large survey conducted by MWW Group to understand what matters most to Americans across different demographic groups. The survey assessed the relative importance of 48 life priorities to nearly 10,000 adults. Key findings include:
1) Spending time with family, being true to yourself, and feeling safe and secure were among the top priorities overall.
2) There were some differences in priorities between generations. For example, Millennials placed more importance on standing out and being fashionable, while Boomers prioritized having a sense of purpose more.
3) Marketers should leverage these generational differences by positioning brands and messages to be relevant to each group's unique aspirations. For Millenn
In this presentation I discussed future trends affecting Nunavut's tourism industry. The presentation occurred as part of the Nunavut Tourism Conference in Iqaluit, NU on Wednesday, March 21, 2012.
The document discusses the selection and implementation of the EBSCO Discovery Service (EDS) at Columbia College Chicago. A selection committee comprised of library staff evaluated discovery tools and selected EDS based on criteria like compatibility with existing systems and databases. Implementation involved customizing EDS, resolving issues like ebook display and multi-volume sets, and launching EDS in August 2011. 18 months later, database usage increased dramatically while full-text retrievals stayed consistent, and the library was satisfied with EDS and the minimal maintenance required.
The document summarizes Carrie Nelson's scuba diving experience in the Great Barrier Reef and her travels throughout Western Australia. It describes her half-day scuba diving tour that included a helicopter ride over the reef followed by diving and a boat cruise back. It also mentions encountering some worrying creatures under water but that the experience was awesome overall. The document then provides brief information about Western Australia, highlighting some of the regions, landmarks, and activities Carrie experienced including visiting the State Library and Western Australia Museum in Perth, seeing the Bungle Bungle Range from a fixed-wing plane, viewing the Karri Forests' wildflowers, and interacting with playful dolphins in Monkey Mia.
Buyer Behaviour & Market Research Portfolioclsmith652
The document discusses the market research technique of personal introspection, using a case study of Lewis's department store, where 232 participants independently recorded their unbiased experiences and feelings about shopping at the store. Their introspections revealed strongly negative perceptions of the store's dilapidated environment, disorganized layout, and poor customer service. While personal introspection provides an "unvarnished" view of consumer cognition and affect, its success may be due to the obviously poor customer experience presented by the case study of Lewis's store.
This document discusses consumer behavior and the factors that influence it. It provides an overview of the basic model of consumer decision making, which includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also outlines some of the internal factors like motivation, perception, learning, and beliefs and values, as well as situational and social influences that affect consumer behavior. Finally, it provides three case studies as examples to illustrate concepts related to consumer behavior.
This document discusses consumer buying behavior and provides an overview of key concepts. It begins by noting shifts in consumer lifestyle patterns and preferences for more options over brand loyalty. It then discusses the importance of understanding consumer psychographics to develop effective marketing strategies. The rest of the document summarizes concepts like awareness, perception, attitude, consumer behavior research methods like surveys and observation, segmentation, culture and subcultures, the family decision-making process, and influences of groups on consumer behavior.
The document provides an acknowledgement and abstract for a project on consumer behavior and purchasing decisions related to laptops.
The acknowledgement thanks various individuals who provided support and guidance in completing the project, including the director of the institute, a professor who provided guidance and support, and fellow students.
The abstract introduces the topic of studying the factors that influence consumers' purchase decisions of laptops and whether there are differences among consumer groups (stayers, satisfied switchers, dissatisfied switchers) in the importance given to these factors. It also discusses understanding the attitudes of these three customer groups to help with retention and loyalty strategies.
Consumer learning involves acquiring knowledge about products and consumption through experience, observation, and interactions over time. This knowledge then impacts future purchasing behaviors. There are four key elements of consumer learning: motives (needs and drives), cues (stimuli), responses, and reinforcement (rewards). Marketers seek to understand these elements to most effectively teach consumers how their products can fulfill needs. Common forms of consumer learning discussed include classical conditioning, instrumental conditioning, observational learning, and information processing. Marketers measure the results of consumer learning through outcomes like recognition, recall, brand loyalty, and brand equity.
Report IssueLearning ObjectivesUpon completion of the courfelipaser7p
Report Issue
Learning Objectives
Upon completion of the course, students will be able to:
Apply consumer behavior identification strategies
Examine the key elements of consumer behavior
Identify the major factors that influence consumer buying behavior
Module Reading and Resources
Textbook
:
Marketing: An Introduction
, Chapter 5
This chapter covers consumer buying behavior and the elements that influence this behavior.
Access this resource by going to the
MyMarketingLab
area under the course Table of Contents menu.
Presentation:
Marketing Concept Glossary III
Module-related marketing concepts and terms are presented. Visit the glossary for a quick review of the key terms from this week. You can also look up words in the glossary found along the left-hand navigation bar.
MyMarketingLab Video: Chapter 5: Goodwill: Understanding (6:43)
This video discusses the thrift store chain Goodwill, describing its business model and demographic-based marketing approach and how the company adjusts to differences in customers’ needs. To access the video, go to MyMarketingLab, click on Multimedia Library, choose Chapter 5 from the drop-down menu, check “video,” and click on “Find Now.”
Access this resource by going to the
MyMarketingLab
area under the course Table of Contents menu.
Video:
The Consumer Buying Process
This is a short animation showing the consumer buying process to serve as a supplement to the module overview, applying concepts to store/new product. Transcript available
here
.
Website:
Discover Community Lifestyle and Demographic Information
The site provides access to a tool you can use learn more about specific market segments using an area's zip code.
This resource can be used for this week’s discussion.
Website:
US Census Bureau - FactFinder
The site allows you to search for facts about communities in the United States.
This resource can be used for this week’s discussion.
Assignment Calendar
Assignment Calendar Module Three
Module Overview
Consumer behavior is the study of how “individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas or experiences to satisfy needs and wants” (Kotler & Keller, 2012, p. 151). These are heavily influenced by cultural, social, and personal factors. Marketing is one part psychology, and to understand where, what, why, and how consumers buy, consumer motivations need to be understood.
The study of consumer behavior has two main categories: motivation and perception.
Motivation
is studying what it is that influences or persuades a consumer to buy. Many experts have studied motivation and how it impacts marketing decisions. The theories of two researchers, Freud and Maslow, have greatly shaped this area.
Sigmund Freud
believed that psychological forces that shape human behavior are unconscious. In other words, people do not fully understand what motivates them.
This has significant implications for marketing. Freud’s theory i ...
Advertising, its role and importance in the marketing of consumer productResearchWap
The research will be carried out to find out the adverting philosophy in our industries.
The study is specifically undertaken to know the role and importance of global advertisement on consumers attitudes and preference in the firms products and also to know the reasons for recent increase in the advertisement both by the manufacturing and services of the company.
To study consumers reactions towards the product and as well to study consumers reaction the company advertisement.
The study will help to know the image that the company commands, generally in the market and the image it creates in consumers concerning certain products of the organization. The marketing activities are becoming complex as a result of increasing stiff competition from various manufacturers to support their existence in the market places.
A lot of product are now struggling for the few earned by consumer naira. One must focus more attention on the importance of advertising, which is to inform and persuade consumer towards products and attribute benefits.
Manufacturing organization are making serious effort to motivate people towards purchasing their products and at the same time protect goods image of the organization. While focusing attention on advertising it must be equally, borne in mind that consumers are often irrational, unpredictable and erratic in their behaviours.
Therefore, there is need to understand the behaviour of consumers. However another significance of this research work includes:
1. It creates mass markets that encourage economic of scale in production.
2. It reduce distribution costs by pre-selling goods
3. It contributes to the maintenance of high quality standard by making the public aware of the identify of the manufacturer.
4. It also provides information about old and new product.
Consumer Attitude Formation and Change Learning Objectiv.docxdonnajames55
Consumer Attitude
Formation and Change
Learning Objectives
6.1 To understand how consumers' attitudes influence t heir decision-making.
6.2 To understand the tri-component attitude model.
6.3 To understand how to apply mu ltiattribute models to change consumers'
attitud es.
6.4 To understand how to alter consumers' attit udes by making particu lar needs
prominent .
6.5 To understand cognit ive elaboration and the two routes t o persuasion.
6.6 To understand cognit ive dissonance and resolving cognit ive conflicts.
6.7 To understand how peop le assign causa lity to events.
N ATTITUDE is a learned predisposition to
behave in a consistently favorable or unfavor-
able way toward a g iven object. In t he con-
text of consumer behavio r, an "object" can
be a product, brand, service, price, package, adver-
tisement, p romotional medium, or the retai ler sell ing
the product, among other dimensions of consumer
behavior.
Consumers learn attitudes from direct experi-
ence w it h the product , word-of-mouth, exposure to
mass media, and other information sources. Attitudes
reflect either favorable or unfavorable evaluations of
t he attit ude object and mot ivat e consumers either to
b uy o r not buy part icular products o r brands. Con-
sumers buy product s t oward which they have positive
and f avorable feeli ngs, and market ers m ust ensure
that consumers ma intain these attitudes fo llowing
the p urchase so t hat t hey keep buying their products
repeated ly.
Marketers who introduce new it ems strive to form
favorab le consumer attit udes toward the new p roducts
in order to get consumers to try them, like them, and
continue to b uy them. Doing so is difficu lt because
people are oft en unrecept ive to the unfamiliar, at least
initially. One way to establish positive attit udes towa rd
new products is to capitalize on wel l-establ ished brand
names. For example, Wrangler Traveler Jeans-a new
product featu red in Figure 6. 1-is targeted p rimarily to
millennia Is. Sales of jeans to mil lennials have slowed as
they dress in more comfortable clothing such as leg-
g ings and sweat pants. This ad tells consumers t hat the
traveler jeans are comfo rtable, like sweat pants, and
ca rry t he well-known brand name of Wrangler, so that
consumers can expect a certain level of qual it y.
FIGURE 6.1
Changing Attitudes
attitude
A learned predisposition
to behave in a consistently
favorable or unfavorable way
toward a given object.
CHAPTER 6 • Consum ER ATiiTud E FoRmATion And CHAng E 143
INTRODUCING
TRAVELER .....::::::::•--JEANS
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L I .,..n,., ... ...,IC - I' It I .. .ol. - .... ft, t- ,..,. 1111. II t -· -- ..... "" I - Oll&m. " WSit ..... - I .11.
Consumer behaviour is the study of how consumers make decisions to spend their available resources (time, money, effort) on consumption-related items. It examines how emotions, attitudes and preferences affect buying behavior. Understanding consumer behaviour is important for marketers to design effective strategies. The document discusses the consumer decision process, factors that influence consumer behaviour like culture and marketing activities, and how segmentation and targeting are used to develop marketing strategies tailored for specific consumer groups.
This document provides an overview of a study on consumer purchase decision involvement and advertisement involvement in branded apparel. The study has three objectives: 1) To assess the degree of consumer purchase decision involvement and advertisement involvement in branded apparel. 2) To examine the impact of purchase decision involvement and advertisement involvement on purchase decisions. 3) To analyze how purchase decision involvement and advertisement involvement differ across socio-demographic groups when purchasing branded apparel. The study will use surveys, regression analysis, and ANOVA to collect primary data and test hypotheses related to the objectives. Understanding consumer purchase behaviors can help marketers better design marketing strategies tailored to different consumer groups.
ABID HUSSAIN SINDHU. HCBF. Research on Customer Behavior564251
This document provides an overview of research conducted on customer buying behavior. It begins with an acknowledgement of the faculty member who oversaw the research project. It then includes a table of contents outlining the various sections of the report. The sections cover topics such as the different types of customer buying behavior, who constitutes a customer, how to study consumer behavior, factors that influence consumer behavior including cultural, social, and personal factors. Maslow's hierarchy of needs is also discussed along with the consumer buying process and how technology is changing consumer behavior in the digital age.
Consumer behavior all material Prepared by karventhan karventhanps
The document outlines Mahatma Gandhi's philosophy on customer service. It states that a customer is the most important visitor and the purpose of a business. A business depends on customers, not the other way around, and customers should be served with respect rather than as a favor.
This is the ppt translation of the second part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing,
with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same
with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in
constant pursuit for quality stuff on-line.
1. The document provides an overview of a course on consumer education, including the course description, units, outcomes, and modules.
2. Module 1 focuses on consumer behavior and includes lessons on introduction to consumer behavior and perception.
3. The lesson on introduction to consumer behavior defines consumer behavior and discusses the consumer decision-making process and models used to evaluate alternatives.
Sales promotions are an important element of marketing for fast moving consumer goods (FMCG) companies. This document discusses the role and effectiveness of sales promotions in the FMCG sector. It finds that price discounts and buy-one-get-one-free offers are very effective at attracting consumers. Television is the best media for promoting FMCG products due to its wide reach. Consumer preferences, like desiring more quantity at lower prices, influence the types of sales promotions that are successful. The conclusions are that sales promotions increase short-term sales and trial rates, and FMCG companies should consistently change their promotional strategies and offers over time.
This document discusses brand awareness and its importance. It states that brand awareness, as a fundamental dimension of brand equity, is often considered a prerequisite for consumers' buying decisions as it represents the main factor for including a brand in their consideration set. Brand awareness can influence consumers' risk assessment and confidence in their purchase decision due to familiarity with the brand. Brand awareness can be depicted in two facets - unaided recall and aided recognition - each having different influences on buying decisions and risk assessment. The document also discusses creating brand awareness through advertising, promotions, and event management.
The document discusses consumer behavior and the shampoo market in India. It provides context on Procter & Gamble's focus on understanding consumers and segmentation strategies used in the shampoo market. It also summarizes findings from a study on consumer perceptions of shampoo brands and the impact of factors like price, packaging, and advertising on sales. The study aimed to analyze the relationship between brands and buying behavior and the influence of advertising on purchases.
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Consumer Behavior ....... Reserach 2009
1. CONSUMER BEHAVIOUR
WHY WOULD A MARKETER CONSIDER SAYING NEGATIVE
THINGS ABOUT HIS OR HER PRODUCT? WHEN IS THIS
STRATEGY FEASIBLE? ILLUSTRATE YOUR ANSWER WITH
ATLEAST TWO DETAILED EXAMPLES.
Lecturer: Mr. Richard Small
PREPARED BY:
Arittra Basu
MBA Term 2-mba0710
Student ID: 28001348
Word Count: 5510
1
2. SUMMARY:
The entire assignment of the consumer behavior is based upon one key issue, the use of negative
statements by the marketers in their advertising campaign. Moreover, it has been analyzed in the
whole report that why do the marketers do it and what are the major objectives of using it.
Whether it is feasible by companies to use it in their campaign or not? Primarily, an insight has
been given about advertising and its use by marketers in reaching the consumers and how
advertising nurtures the appetite of buying behavior of the consumers with the help of academic
theories like Negative WOM, psychology behind using the negative statements and its impact on
the consumers in general and human nature. Additionally, to support the report advertising
theories like AIDA model, use of ambiguous statements etc. have been analyzed to evaluate the
use of negative statements and critically access the rational objective of implementing these in
practical scenario. To illustrate the use of negative statements by marketers examples have been
taken from Nestle Yorkie case study and Kodak ESP printer TV add, both of which are real life
demonstration of how companies use negative marketing and its impact on the consumption and
image of the brand. Finally, a suggestive conclusion been given in support of the use of negative
statements by the marketers, keeping the rational judgment as a constant which in any
circumstances should not hamper the iconic figure of the company and brand.
2
3. TABLE OF CONTENTS:
Page Numbers
1.0 Introduction……………………………………………………………………………4-6
2.0 Psychological perspective of negative marketing……………………………………6-9
3.0 The perspective behind using negative statement in advertising…………………...9-11
4.0 The AIDA model and its use in advertising…………………………………………11-12
5.0 Case study of Nestle Yorkie and its association with negative marketing………...12
5.1 Objective………………………………………………………………………………13
5.2 Strategy design by nestle based on market research……………………………….13-14
5.3 Impact of campaign…………………………………………………………………..15
6.0 Case study of the Kodak advert……………………………………………………...15
6.1 The advert statement……………………………………………………………….....17
6.2 Objective…………………………………………………………………………….....17
6.3 The two fold impact of advertising…………………………………………………..17-18
7.0 Conclusion…………………………………………………………………………......18
8.0 References………………………………………………………………………….......19-21
Appendix:
Adverts of Virgin Atlantic and Ford ……………………………………………………..22
Adverts of Yorkie chocolate bar ………………………………………………………….23
Advert of Kodak from different generation……………………………………………...24
3
4. 1.0 INTRODUCTION:
Consumers are defined as the normal people who are involved into the purchasing of products
based on the need and requirement of the individuals to satisfy certain desires and disposing off
the products or continuation with the product based on the inert self interest of the individuals.
However, Solomon (2007: 8) classifies the consumers into different segments as various people
are involved in the purchasing of a product. In many instances, it is not the actual user who is
purchasing the product from the buyer. Examples would be taken from the typical phenomenon
of parents buying cloths for their teenager son / daughter which turns out to be a ‘fashion
suicide’ from the viewpoint of the teenager as the selection procedure did not influenced the
fashion palate of the teenager. Therefore, it is not the purchaser who is the actual user of the
product and thereby consumers of the products and buyer are coming from totally different
perspectives with different set of perception towards consumption. On the other hand side there
is a role of ‘influencers’ in the buying process of the consumers which provoke the stimuli
generation within the consumers to make a purchase of a product. Often, consumers take the
assumption of appreciation or recommendation in the buying process which influences the
purchasing behaviour. It is somehow related to the group behavioural aspect of psychology
where people tend to do things which groups are doing in a cumulative fashion without
intellectual evaluation. Consequently, consumers might come from a variety of groups where the
purchase behaviour is done through consensus. This phenomenon is particularly evident in the
purchasing behaviour of organizations where all the administrative and operational departments
are having their voice in the consumption processes of the products. Another, facet of the
consumers is the families where the need and requirement are based on the members of the
family and the buying behaviours are influenced by the crucial roles played by the members of
the family rather than an individual purchase opinion. Hence, consumers are determined as
different actors or players in the purchasing phenomenon.
Moreover, in the early days the interaction between the consumers and the producers in the
buying process was known as the buying behaviour, but along with time marketers tend to get
the idea that is not only the buying process which is based on the purchasing aspect, in fact a
constant continuation of the relationship between the consumers and the producers building an
exchange programme which is termed to be as ‘consumer behaviour’. [Solomon (2007: 8)]
4
5. Subsequently, there is a variety of debate on the perspective of linking consumer behaviour
along with the marketing strategy design of an organization. Basically, consumers are having
specific needs depending on the time dimension and along with time these requirements can
change radically. It is to say that what is the present requirement or demand in the eye of the
consumers might not be the same tomorrow and therefore marketers should monitor the
changing attitude of the consumers in order to place their product in the right time getting the
competitive advantage in the market. In terms of the evaluation of the marketing strategy of an
organization consumer perception or response are vital. Consumer’s data help the organization to
frame up the scenario in the present market identifying the threats and opportunities that their
brand might suffer as in this continually changing world nothing lasts forever. Thus, constant
evaluation of the merits and demerits of the products are necessary to be judged from the point of
view of the consumers. Classic example would be taken from the use of portable cassette players
or Walkman as named by the inventor: Sony Corporation. In the late 90’s these portable cassette
players were the most technologically equipped devices used by the teenagers as a mode of
chilling out with music. But, at present they are referred to the Jurassic age, due to the influence
of data storage devices (USB) and organizations has to developed similar configured products
satisfying the taste of the modern kids. Thus, once Walkman producers are now producing a
different version of Walkman in the form of data storage devices either within mobile phones or
as a single unit. [Doole and Lowe (2007:434)]
Additionally, there are numerous types of consumers present in the world who are similar to each
other in one or many ways. But it is the concern of the marketers to identify the specific segment
of the consumers they are trying to serve. As our society is derived from the collection of many
different cultures and represents a homogenous group, where consumers share the same
preference to others by and large than a diverse preference factor. It is very important for
marketers to identify particular consumer segment in order to communicate with them using the
proper channel having specific messages for the identified segment. [Keegan and Schlegelmilch
(2001: 219)]
Moreover, the job of the marketers is not only restricted to segment consumers but to pursue the
consumers for developing a continuous purchasing phenomenon with repeat buying. In contrast,
the modern day consumers are much more intelligent than their previous counterparts and
5
6. intelligently evaluate every aspect of the product even before buying a small necessity demand.
As the phenomenon of marketing products is a conventional pathway followed by organizations
from decades consumers are relatively conditioned to respond to the marketing tactics deployed
in the form of advertising which are fairly straightforward explaining the benefits and functional
aspects of the products in relation to the customer segment. In some cases consumers are rather
found not to respond to such mode of communication as they are too much established to evoke
the procurement demon within them. Here, comes the exclusivity of using negative marketing
tactics to initiate the purchasing behaviour among the consumers. As, it is obvious that
consumers are human beings so are intelligent animals and as Pavlov showed us that animals can
be conditioned to respond to certain behavioural attributes, similarly consumers are also
conditioned by the marketers to respond in a particular fashion. Sometimes, these conditioned
consumers are rather too cynical to respond to the marketer’s signals or communiqué and to
break this phenomenon negative marketing strategy is used by the marketers to promote their
product.
2.0 PSYCHOLOGICAL PERSPECTIVE OF NEGATIVE MARKETING:
Moreover, if we study the consumer psychology we will find that consumers are very much
conditioned in a particular fashion by the marketers to respond to the communication mode
applied to them. In some way it can be related to the theory of operant conditioning also known
as instrumental conditioning laid out by psychologist B.F. Skinner where he demonstrated the
effects of operant conditioning by teaching pigeons and other animals to perform the activities
based on what he wanted them to do with a systematic reward pattern for the desired outcomes.
[Weiner et. al., (2003: 379)]
However, there is another active role of consumer perception in the marketing field where the
marketers use the perceptive model to create discrimination by informing the consumers about
the differences between their brands and competitors’ brands. On the other hand, the perception
theory suggests that marketing stimuli should attract consumers’ attention otherwise it is difficult
to achieve the marketers’ motive to penetrate the consumers mind with their offerings. Howard
and Sheth (1969) in Guido (2001) suggests that consumers tend to purchase products from their
awareness set which comprises of brands/ products that are related with the positive association
6
7. of consumers and breaking that set is very difficult for marketers. While linking this aspect with
negative marketing it could be assumed that marketers deliberately make the notion of negative
association which will create an automatic attention into the consumers mind about the product
and initiate a phenomenon of inquisitiveness to know more about the product/brand raising the
question why negative? These marketing stimulus generations is different from that of the other
stimulus generation process which are more positive in relation with the product attributes but
something negative always acts as a sensational news for the consumers and an immediate tactic
to generate attention. [Guido (2001)]
Moreover, salience has a power of attracting consumers’ attention, therefore while considering
consumers perception salient stimuli will have important consequence on the outcome of
consumers information processing. Therefore, if the salient feature of the marketing points out
the negative aspect of product association in advertising then that becomes the focus of impulse
for the consumers and they get more involved in the information processing aspect of the advert.
Interestingly, information processing activities are internal to the consumers and are unobserved
by the marketers. Consumers can be seen as passive recipients of marketing stimuli but they are
active processors and organizers of the received information. Information processing of negative
statements or product association is rather faster than that of positive associated adverts as
consumers are intelligent processors and something which is quite obvious seems to get
underestimated by natural consumers. What kind of perception the consumers are developing
through a negative advert, tend to follow a learning phase as consumers will indulge them into
the product to know the negative aspect. [Guido (2001)]
Sensation
Sensation Negative Advert
Attention
Attention Perception area Advert saying negative about the product / brand.
Why so?
Interpretation
Interpretation
If we see a simple model of consumer’s information processing then negative impact would be
Information processing where consumers analyse
illustrated specifically through the stages. whether it is actually negative or something
different (learning process)
Memory
Memory
7
Meanings are perceived by the consumers and are
stored in the mind for immediate action or long
term, later having a purchase of the product.
8. A Model of Consumer Information Processing and Negative Marketing [Adopted from
MacInnis and Jaworski (1989) in Guido (2001)]
Sensation occurs when consumers are exposed to the negative marketing stimuli, and this is
detected by consumers’ senses, followed by attention when the negative information is getting
processed from the received stimuli, interpretation occurs when consumers give meaning to the
negative association and become inquisitive to know more about the product. Why negative?
Followed by memory where the meaning for being negative of the product / brand is stored for
immediate action evolving a purchase decision or long term retention of the product.[Guido
(2001)]
Examples could be taken from the advertisements of Listerine where the person sees the germs
coming out after the wash, and the feel fresh factor with the use. But the advert tends to divert
the consumers to look at the ill effects of not using it by showing the negative bits which
generates the tendency of the consumers to use it. On the other hand advert of Obsession
perfume shows that a lady gets appreciation after using it, which reinforces the learning of using
8
9. the product next time again in order to achieve the desired effect by increasing the purchase of
the product. [www.youtube.com]
Moreover, enforcing negative factor into the consumers mind creates a sense of fear for the
adverse effects which creates awareness and concern leading to educating the consumers. Nelson
Dulio and Medvic (2002: 83) suggests that researchers in the field of advertising finds some
evidence of the use of ‘negative’ connotations in the television ads of modern age which are not
necessarily negative in contrast with the conventional ‘positive ads’ as they are categorized into
advertising with the implementation of useful policy information rather than preaching the
observable fact.
3.0 THE PERSPECTIVE BEHIND USING NEGATIVE STATEMENTS IN
ADVERTISING:
In the context of advertising it has been observed that marketers now a day enforce a lot of
negative statement about themselves in their advertising. Well precisely, it is to say that
spreading negative things about themselves is putting a question mark towards them, why do
they do it? Another dimension of the evaluation of the fact relates towards the positive
implementation of the product in the mind of the consumers. Moreover, a question might
concern us that with the negative impact of the advertising are the organizations or companies
not damaging the image of them. However, we might relate it to the human behavioural nature
where the normal habit of the people are not to rely on individuals spreading negative things
about themselves but relying on the evidence and supporting judgement provided by other
audience who has experienced the negative aspect of the person. Therefore, we assume that
consumers are really intrinsic towards their response to negative advertising and tend not to
believe in marketers saying rather they rely more on the negative experience, which initiates a
buying behaviour.
In another words it could be argued that negative WOM influences the consumer and makes
them inquisitive about the product. Solomon (2003: 209) asserts that consumers give more
potential to the negative word of mouth of a specific product rather than the positive feedback
about the product. It has been demonstrated by the White House Office of Consumer Affairs that
90% of the happy customers are not willing to trade back with the company if the product or
9
10. services are affirmative. Stafford (1996) in Kahle and Kim (2006: 92) describes that
interpersonal communication has significantly influenced the purchasing behaviour of the
consumers because of its relation with normative social influence. Face-to-face personal
communication is considered to be more intense in influencing consumers due to its less
involvement with commercial motive and low/no vested interest in the persuasion process.
However, WOM leads to two major directions: one in which negative WOM leads to
dissatisfaction of the customers and initiates repeat purchase and in another it involves the
customers to think and enrich their knowledge about the product with a question of critical
reasoning, why negative about the product ?
Additionally, the implications of negative statement provoke a phenomenon of stimulus
generation within the consumers. Often these are the deliberate strategies applied by the
organizations in order to create a scenario where negative associations relate to the involvement
of the consumers and these negative statements are unexpected for the consumers to believe.
They tend to associate them along with the product supporting their stimulus generation.
Negative statements are considered to be ambiguous statements which are very confusing mode
of communication and the message codes are hard to understand and process. Often consumers
struggle to pertain the real meaning from ambiguous statements but are very useful from
marketer’s point of view. Take the example of the Kellogg’s Crunchy Nuts statement which
states “Trouble is that they taste too good” [advertisingarchives.co.uk] or statements like “We
are not going to give you a good deal, but a great deal”. Generally, these statements are
having fragmentation, the former with negative connotations and the later with positive one.
Aronson and Linder (1965) in Biocca (1991: 251) suggest that the assimilation contrast theory
demonstrates the fact that the content of the messages influences the perceptions of consumers. It
describes that a prior negative comment in a statement increases the positive affect of the
statement, because of the intelligence and humour applied into the framing of the statement
which causes the sense of liking than two positive comments consecutively used in a statement.
This particular technique is applied by many organizations and the notable ones are the airline
giant: Virgin Atlantic and Car manufacturer: Ford (see appendix 1)
4.0 THE AIDA MODEL AND ITS USE IN ADVERTISING:
10
11. Grover and Vriens (2006: 489) relate the phenomenon of using negative statements by
advertisers and companies to the AIDA model which is part of the hierarchy of effects theory.
AIDA model was originally demonstrated by St. Elmo Lewis in 1898, to explain how personal
selling affects the consumers in their buying behaviour. The AIDA model stands for:
• A= Attention
• I= Interest
• D= Desire
• A= Action
AIDA model is a type of linear theory which emphasizes the fact that consumers must go
through a systematic and rational process understanding the real meaning of the communication
being conveyed to them in the form of advertising. Moreover, each step in the model strengthens
specific meaning to the consumers. ‘Attention’ is about creating awareness about the brand and
product in the mind of the consumers whereas using proper sales message in the communication
process initiates ‘interest’ followed by creating ‘desire’ among the consumers which provokes
the tendency of buying the product and the 4th stage refers to the actual buying of the product i.e.
‘action’.[Grover and Vriens (2006: 489)] In relation with the use of negative statements it can
be observed that all the steps in the AIDA model are followed and carry particular meaning to
the consumers. What is negative always initiate attention and interest in the mind of the
consumers to know why it is negative and the desire to explore the negative aspect of the
product, putting the entire phenomenon into the action state where consumers actually buy the
product? On the other hand use of negative statements with a connection of humour in the
scenario always excites consumers and creates the desire to pursue the product. After all
advertising is all about creating ‘desire’ which the important phenomenon in the ‘pre-purchase
dissonance’ area.
Moreover, Zaltman (2003: 459) suggests that managers in an organization should actually grasp
the idea of what consumers think of them as a brand. The main problem arise due to the existing
paradigm of the artificial connection of mind, body, brain and society and these are the essential
elements to be considered as they highly influence a consumer towards a brand. Considering and
11
12. understanding these elements would help companies to maintain a healthy relationship with their
consumers attaining them to sustain a perfect position in the competitive market. Therefore, it
can be assumed that no matter how clever the advertising campaign is designed with the help of
fragmented statements using negative sense and humour, if the perception building task of the
brand is not effective consumers are not going to provoke the desirable tendency to buy the
product. Hence, uses of negative statements in advertising by marketers are described as clever
and more rationalistic approach to initiate the stimulus generation portraying the real scenario
rather than the obvious positive aspect of the brand and product.
5.0 CASE STUDY OF NESTLE YORKIE AND ITS ASSOCIATION WITH
NEGATIVE MARKETING: [Smith and Taylor (2004: 331-337)]
In order to associate the impact of negative statements or negative advertising it is highly
recognized to illustrate the evidence of using it my marketers in the add campaign. Many
companies have used this formula to win the market and establish the brand among the
consumers. One of the major examples would be drawn from the negative campaign about
‘Nestle Yorkie’ which was launched as a masculine specific chocolate bar in competition with
the female dominated chocolate market by brands like Cadbury’s Dairy Milk, Flake and different
flavours by Cadbury. As per the history of this brand, it was launched by ‘Rowntree’ in the year
1976 which was later acquired by Nestle.
In spite the fact that ‘Yorkie’ was launched in the market with a high masculine targeted
positioning but along with time the consumers perception about the brand was faded and was not
really recognized as a male specific chocolate bar, but counted as another companion in the
chocolate bar industry like Mars, Dairy Milk, Snickers etc. In order to retain the strategic
sustainability of the brand ‘Nestle’ repositioned it in the market with the same sensation,
associating it with males more deliberately and spontaneously with the objective of reaching the
consumers with a rational aspect.
5.1 Objective: To retrieve ‘YORKIE’ as a chocolate for men only.
5.2 Strategy design by Nestle based on market research:
12
13. Moreover, in order to re-establish ‘Yorkie’ in the market Nestle had conducted a research on
men about the perception of gender identity. It has been found from the research that since 25
years after the launch of ‘Yorkie’ there has been some drastic changes in our society and the
main argument lies within the formation of power distance between men and women. From the
research outcomes the major consumer insights which were drawn are:
a) Re-genderization
b) Rise of feminism
Based on the consumer insights if we analyse the societal impact on the power distance between
men and women then it would be perceived that the modern society is moving towards a
phenomenon of defining human identity not only based upon gender. The modern society is
looking at the benefits of what a men and a women can contribute to a society and well being of
an economy. Thus, ostensibly contemporary thought about feminism and masculinity is getting
abolished. People and society are treating both genders on a performance measurement scale
rather than gender and power influence. The way of evaluating society by men with the phrase
‘men love being men’ is no more pertinent but rather amused in certain occasions by the upfront
women contenders? However, if we see the other side of the change; it could be argued that due
to the rise in feminism in the recent years men have lost their power in ruling the society.
Whether is it the improvements in the primary school for girl’s education or rise of female
graduates obtaining better degrees the rise of women in all aspects seems to flatten the masculine
power of men? Moreover, media is also boosting this change phenomenon with its high reach
communiqué. Today’s men doesn’t necessarily feel proud saying certain things with the
dominancy of “that’s for me” as women have challenged men in many occasions and proved
them being a strong contender in the competition.
Now, going back to the Yorkie as a men’s chocolate Nestle found it hard to reposition the brand
in the current situation. It would be relatively easy for the marketing department of nestle to
launch a modern version of ‘the trucker’ in the Yorkie add, but the question is that whether it
would be capable enough to battle with the existing power distance in the society. Probably not
as many brands especially in the alcohol market where the target audience is basically male are
struggling with the invasion of female tide. Campaigns like ‘Cheeky Chappie’ of Smirnoff Ice or
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14. ‘Prankster’ of WKD identified the observable fact that Yorkie cannot redefine them in the
market with a ‘Yorkie sponsored vision of masculinity’.
Therefore, the strategy applied by the marketing and creative experts of the organization was to
communicate the image of ‘Yorkie’ to the audience penetrating the smouldering issue of gender
difference. In developing the logo ‘Yorkie’ experts tried to manifest the single ideology of using
a statement which would be able to convey the message to the entire audience specifically.
Hence, came the creative solution: ‘Yorkie. It’s Not for Girls’ (see appendix 2 for posters)
Subsequently, the use of strong negative statement in the advertising campaign by Nestle to
promote the brand enhanced significant advantage in the media. The campaign ‘Not for Girls’
was launched concurrently in the TV, press, posters, online sponsorship indents and with a
aggressive PR push in all media channels. The advertisement campaign grabbed the attention of
the media massively and as an adverse effect, the brand was barred from promoting in the
Liverpool street station as the campaigners refused to give samples to passing by women and
girls. Particular negative meanings were conveyed through statements like ‘DO NOT FEED
THE BIRDS’ and ‘KINGSIZE’ (Not Queen-size) which emphasized more on the women
pointing out certain characteristics and expressions which were seen offensive. As words like
‘Birds’ and ‘King-size not queen-size’ were used generally to undermine females by the male
counterparts and these words were having a sleazy impact on their use based on certain
circumstances were taken as disgraceful by the feminist forum.
5.3 Impact of Campaign:
However, with the growing dispute about the negative add campaign of Yorkie, there aroused a
cold war situation among men and women in the society. As an affect of this phenomenon th
Yorkie chocolate was consumed more by the women rather than men, for whom it was meant to
be targeted. The agenda behind the consumption of the chocolate by the women more than men
was showing the power what women were having in the modern era and their superiority than
men in all aspects of life, be it in home or in work. On the other hand side if the sales figure were
evaluated then it can been seen that with the impact of the advertising campaign Yorkie’s eat
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15. now market share increased by 40% throughout the launch of the advertisement, whereas the
base sales increased by an average of 20% which demonstrated the long term sustainability of
the brand putting the re-positing agenda in a measure of success.
[Adopted from the Case Study 11.2: Repositioning of the Yorkie Bar] by Smith and Taylor
(2004: 331-337)
6.0 CASE STUDY OF THE KODAK ADVERT:
As a history of tradition, the whole world considers Kodak to be one of the primitive inventors of
cameras and worlds most pre-eminent manufacturer of photographic imaging materials.
According to the 1995 data collected from the company insight it illustrates that it is one of the
notable companies which ranks 247th largest companies in the world with sales exceeding an
amount of $14.9 n billion with am employee profile of 96,600 on a worldwide basis. Its net
earnings were about $1.25 billion and it occupies about 70% of the market share in colour film
industry in U.S. and 36% in a global market. However, the above mentioned fact demonstrates
the viability of the company as a massive organization which was emerged in 1878 along with
the creativity and entrepreneurial spirit of George Eastman, later known as Eastman Kodak
Company. Along with time Kodak has invested million of dollars behind their advertising
campaign to portray the very special “Kodak Moment” with its warm and fuzzy adverts.
[Devereaux, Lawrence, Watkins (2006: 145)]
However, in the recent years along with the invention of new digital cameras and other
technological improvements in the field of photogenic imaging, images are now captured into
data storage device known Memory Stick, SD cards, Micro SD cards, USB storage devices etc.
The art of capturing moments and later printing it to catch the moments seems to be obnoxious
for 21st century technological puppets. In the mean time the company approaches towards its
branding as a patent provider to photographic and printing materials have changes
fundamentally. In early days where people use to print pictures by developing their camera’s
films in a studio, now they can easily do it in their own house with the use of technologically
advance printers like laser inkjets and Epsom. Therefore, the marketing campaign for the product
has changed radically along with time and invention. As criticized by Lippert, a columnist in
Adweek (April 6, 2009) that the new television advert of Kodak printing gadget is putting a
15
16. strong negative connotations in respect to its happy and prosperous image build through decades.
As per the advert it echoes a voice of a politically driven attack style with a tone of utter
graveness stating “The world's most expensive liquid isn't found in the Middle East, It's
found in your printer.” Well it is quite prominent that Kodak tries to engage the American
people with the agenda that in spite of the Iraque war, done deliberately in order to take control
of the oil fields and show the world the superiority of U.S. being the world super power, the most
usable product of the daily household life style of an American is still produced back in U.S.
However, if we analyze the most sophisticated graphically designed advert it would really scare
the audience as it depicts the phenomenon of dripping black ink on a white plot like an abstract
painting with a scary voice in background saying “your wallet is being drained” and slowly the
whole map of U.S. is been covered up by the pitch black colour as if the whole US is under the
attack of a biological threat and a genocide is grabbing the Americans burying them alive.
However, the consequence of the advert immediately concerns the audience who are viewing it
and rings a bell about the negative impact which is alarming and very sensitive to human beings,
but the later connotations of the message and graphical display engages the consumers about
their stupendous spending on cheap print cartridges and impulse buying which often comes as a
depiction of value offer from computer manufacturers who sells cartridges free along with
purchase. Thus, the consumers become more intrinsic about the fact that “there is no free
purchase at all” and companies makes money from replacement ink cartridges, which goes back
to old marketing policy of companies engaging consumers into a purposeful buying behavior
turning out to be an absolute ‘rip off’.
6.1 The Advert Statement:
"Switch to a Kodak ESP all-in-one printer and stop overpaying for ink."
(See appendix 3 for posters)
6.2 Objective: The objective behind the campaign was to make consumers aware of the
unnecessarily spending they are doing on their printers and the problem of overpriced ink which
is engaging the market.
6.3 Two fold impact of the advertising:
16
17. Evaluating the impact of the Kodak add on the screen and in print media it has a two fold impact
on the consumers and also on the image of a traditional company. The major implications which
come out as an outcome of the advertisement are:
a) Enrichment of the rational perspective of knowledge building among the consumers and
making them intrinsic about the consumption of overpriced product. Also it shows the
phenomenon that nothing is actually free in the buying world and what they think is a free
buying is rather not free but a policy applied by the companies to restore the consumers for a
long term basis involving them to purchase certain product from time to time.
b) The other aspect of the association of Kodak along with negative image building. Primarily, it
has always associated consumers with the happy aspect of life and family relating ads to the
cognitive dissonance. Additionally, the overpriced mark of the printer in the recent economic
situation makes a concern for the consumers whether they are willing to spend $200 for buying a
printer, rather would consider buying a laser printer. They have created a choice for the
consumers: pay more now or pay later, but good products are always having a price.
Subsequently, the main argument rose by Lippert (April 6, 2009) concerns the destruction of the
image of the company which has been built through ages and associated Americans to grow and
familiarize along with the photographic world. She states that in the recent election in U.S. the
mass has seen a lot of negative adverts and they really don’t need to depict the phenomenon by
Kodak saying that “the $5 million stain which is there in the U.S. economy is coming from
your printer”. Why Kodak is trying to destroy their heritage of goodness and unbound vitality.
As West (2000) suggests that Kodak has taught the Americans to capture their moments of
nostalgia in the form of taking snapshots, which carries their lives taking from the pleasant and
painful aspects of their lives. Kodak has also launched some creative and most popular
marketing campaigns like the “Kodak Girl”, the invention of the brownie camera in 1990, the
“Story Campaign” during the World War 1, and the vanity Kodak camera which was facilitated
with a lipstick introduced in 1926. Lippert (April, 6 2009) argues that the Kodak has changed the
cultural landscape of America and educated the people to visualize their past in the form of
capturing moments, which was having a happy and smiley connection with the family lives of
17
18. Americans. Now, with the advent of new technologies when the Brownie and Instamatic cameras
are outdated the “Kodak moment” will never erase from the lives of the Americans.
The question is that is it feasible for Kodak to sell all the goodwill and the glorious past of the
company just by selling “ink” in half price with a negative marketing campaign like this? Kodak
should let the wonderful past alive rather than destroying it.
7.0 CONCLUSION:
However, in the whole report about the impact of negative statements used by the marketers it
has been very prominent that negative statements are useful in terms of advertising as it initiates
the consumers to get involved into a more rational behavior of consumption. Moreover, the
theories and psychology behind using negative statements justifies a phenomenon that negative
things always arouse curiosity in the mind of the consumers and this particular aspect is being
used by the companies to promote their brand. Additionally, negative WOM and use of
ambiguous statements having negative and positive connotation along with the use of humor is a
popular method of using negative statements by the brands in their advertising campaign. But on
the other hand side uses of negative statements are harmful for brands as well. Using negative
statements in a very clever and intelligent way is always desirable by the companies and experts
pay a great concern about the use of negative statements by companies that in certain occasions
the use unintentionally harms the public image and brand of the company due to the negative
influences emphasized in the adverts. Therefore, it can be concluded that there are both positive
and negative impact of using negative statements by marketers in their advertising and
companies should use this technique keeping the use in modernity.
18
19. 8.0 REFERENCES:
1. Biocca, F., (1991), ‘Television and Political Advertising: Psychological Processes’,
Edition: illustrated, Lawrence Erlbaum Associates, London, U.K.,
2. Calvin Klein – Secret Obsession Advert, (2009: You Tube, LLC), updated on: 29/08/08,
[online] Accessed from http://www.youtube.com/watch?v=V756fkVF63A [Accessed on
18/04/09 @ 12:30 pm]
3. Devereaux, C., et. al., (2006), ‘Case Studies in US Trade Negotiation: Revolving
Disputes’, Edition: illustrated, Peterson Institute, New York, U.S.A.,
4. Doole, I., and Lowe, R., (2007), ‘International Marketing Strategy: Analysis,
Development and Implementation’, Edition: 5th illustrated, Cengage Learning EMEA,
London, U.K.,
19
20. 5. Grover, R., and Vriens, M., (2006), ‘The Handbook of Marketing Research: Uses,
Misuses and Future Advances’, Edition: illustrated, SAGE Publication, New York,
U.S.A.,
6. Guido, G., (2001), ‘The Salience of Marketing Stimuli: an incongruity- salience
hypothesis on consumer awareness’, Edition: illustrated, Kluwer Academic Publishers,
London, U.K.,
7. Kahle, L.R., and Kim, C.H.,(2006), ‘Creating Images and the Psychology of Marketing
Communication’, Edition : illustrated, Routledge, London, U.K.,
8. Keegan, W.J., and Schelegelmilch, B.B., (2001), ‘Global Marketing Management: A
European Perspective’, Edition: illustrated, Pearson Education, London, U.K.,
9. Kellogg’s Adverts (2005), Advertisingarchives.co.uk, U.K., [online] Accessed from:
http://www.advertisingarchives.co.uk/imagedetail.php?Image=37518[ Accessed on
15/04/09 @ 11:30 am]
10. Lippert, B., (6th April 2009), ‘Kodak Goes Negative: Do we really want attack ads from
one of America's happiest brands?’, www.adweek.com [online] Accessed from:
http://www.adweek.com/aw/content_display/creative/critique/e3i965b4d32129d971fb757d4a712
45fcec?pn=2 [ Accessed on 21/04/09 @ 02:40 am]
11. Nelson, C.J., et. al., (2002), ‘Shades of Gray: Perspectives on Campaign Ethics’, Edition:
illustrated, Brookings Institution Press, London, U.K.,
12. Smith, P.R., and Taylor, J., (2004), ‘Marketing Communications: An Integrated
Approach’, Edition: 4th illustrated, Kogan Page Publishers, New York, U.S.A.,
13. Solomon, M.R., (2003), ‘Conquering Consumer Space: Marketing Strategies for a
Branded World’, Edition: illustrated, AMA COM DIV American Management
Association, New York, U.S.A.,
14. Solomon, M.R., (2007), ‘Consumer Behavior: Buying, Having, and Being’, Edition: 7th,
Prentice-Hall of India Private Limited, New Delhi, India.,
15. Weiner, I.B., et. al., (2003), ‘Hand Book of Psychology: Experimental Psychology’,
Edition: illustrated, John Wiley and Sons, London, U.K.,
16. West, N.M., (2000), ‘Kodak and the Lens of Nostalgia’, Edition : illustrated, University
of Virginia Press, Virginia, U.S.A.,
17. Zaltman, G.,(2003), ‘How Customers Think: Essential Insights into the Mind of the
Market’, Harvard Business School Press, Boston, U.S.A.,
20
21. Advert of Virgin Atlantic and Ford: (appendix number 1)
Brand: Virgin Atlantic
A 1990’s add from Virgin Atlantic
comparing the seats of the airline with that
of seat in the dental clinic. It shows the use
of humor and negative connotations in the
advert to attract the attention of the
consumers.
21
22. Brand: Ford Motors
A 1990’s advert from Ford Escort convertible
version showing the use of negative statements by
pointing the car as mean and roofless to associate
the car along with certain level of consumers who
live their life in a superiority complex.
But on the other hand it shows the appeal which the
car has and its association with sexiness.
Image courtesy: [www. advertisingarchives.co.uk]
Adverts of the Yorkie Chocolate Bar (appendix number 2)
Brand: Yorkie
Origin: U.K.
Decade: 2000’s
Year: 2002
Image Type: Magazine Advert
Category: Food Sexist
22
23. Keywords: Chocolate sweets sexism
Credit: Image Courtesy of the Advertising Archives
Brand: Yorkie
Origin: U.K.
Decade: 2000’s
Year: 2002
Image Type: Magazine Advert
Category: Food
Controversial Sexist
Keywords: Chocolate
sweets sexism
Credit: Image Courtesy of
the Advertising Archives
[Adopted from Advertising Archives online advert dictionary at
www.advertisingarchives.co.uk]
Brand:
Kodak
Advert of Kodak from different generation: (appendix
Origin: number 3)
USA
Decade:
1960s
Image type:
Magazine Advert
Category:
Christmas Families
Festivals Food Home
Photography Sexist
Keywords:
thanksgiving turkey dinners
meals cameras family eating 23
sexism discrimination
Credit:
Image courtesy of The
Advertising Archives
24. Brand: Kodak, Origin: USA, Decade: 2009, TV advert
Kodak ESP Printer Advertisement in television showing
the negative aspect of using cheap printers by
dripping the black ink on a white backdrop, and slowly
covering the USA map. (adopted from adweek.com)
24