IQRA UNIVERSITY

CONSUMER BEHAVIOR

PROJECT REPORT

BY

OMAIR JAVED BAKHSH (7395)

SYED ARIF ALI SHAH (7922)

BABER KHAN (5535)

DANISH (7348)

SUBMITTED TO: SIR REHAN SHAKOOR

ON

22 DEC 2010 WEDNESDAY (6:00pm to 9:00pm)

QUESTION 1.1 (A)

Select three print media advertisements, identify in each all the instances you can of stimulus factors being used to gain the attention of consumers.

QUESTION 1.1 (B)

Using the same three ads, identify as many examples as you can of perceptual organization.

QUESTION 1.2 (A)

Go through popular magazines examining the print ads, identify in the number of ads in which company is using one of the principles to help consumers remember. You have examples of at least four principles being used in different ads.

QUESTION 1.2 (B)

Outline a fictitious ad of any product that makes use of Zeignick effect.

QUESTION 1.2 (C )

Outline a fictitious ad for any product that makes use of Restorff effect.

QUESTION 1.3

Pick a consumer’s convenient product possibly a personal care product such as adeodorant or mouth wash and create an ad copy stressing on these facors.

(a) Positive reinforcement (b) Negative reinforcement (c) Punishment

QUESTION 1.4

Fantasy is a technique used by marketers of perfumes or mobiles. Give a draft version of print ad for new perfume called “TEMPTATION”. Develop ad so that fantasy is its major theme.

ANSWER 1.1 (A)

THREE INSTANCES OF STIMULUS FACTORS:

AD #1:

The press ad above is of Sanzer hand gel. The stimulus in the ad is the dirty hand replacing the door knob. This depicts all that you really touch. An exaggerated portrayal of how we come into contact with germs. This is a negative reinforced ad but grabs the audience’s attention with its unique analogy.

AD #2:

N24 is a news channel and this press ad of N24 shows how N24 operates as a news channel giving the complete story without and biases and prejudices. The smaller frame is the stimulus representing the true motive of war which is oil.

AD #3:

The above press ad is of Mercedes Benz tiers. The stimulus in this ad is the snow mobile texture in the tier representing the grip the tier offers for winter conditions. This print ad for Mercedes Benz is for winter conditions and how its ties are built specially for this kind of condition. The snow mobiles made on the tier as texture representing the grip and traction of an actual snow mobile in winter conditions.

ANSWER 1.1(B):

PERCEPTUAL ORGANISATION iN THESE ADS:

The first image of Sanzer hand wash, uses the closure principle of perceptual organization, the hand is suppose to represent a door knob and how other people may use it and how you may come into direct contact with germs.

The second image of N24 news channel uses the figure-ground principle , where the dominant picture is of the oil pipe, and the background is of a solider holding his gun.

The third image of Mercedes Benz tier probably uses the law of similarity . The snow mobiles made on the tier as texture representing the grip and traction of an actual snow mobile in winter conditions.

ANSWER 1.2 (A):

FOUR PRICIPLES BEING USED IN ADS TO REMIND CUSTOMERS:

(1) Closure:

The closure principle tells us that people tend to perceive an incomplete picture as complete. We fill in the blanks. In the press ad above we can identify two characters one to the left and the other to the right. The one to the left resembles Hitler while the other one resembles Charlie Chaplin. With the tag line “it’s the hat” implying that the hat makes all the difference which of course is to represent the hat company.

(2) Proximity:

The principle of proximity is that features which are close together are associated. This is an Absolut vodka ad using the Principle of proximity the trees for the shape of the Absolut bottle. All of these ads help achieve the campaigns goal to familiarize the public with the bottle with as many ways as possible, by not showing the actual bottle, but by associating it with many things so the viewers think of the ad when they see the actual object.

(3) Figure and Ground:

The figure-ground principle states that one part of a stimulus will dominate (the figure) while other parts recede into the backdrop (the background). In the press ad above of Newcastle food and wine festivalWe can see that image used represents two images one of the fork and the other of the wine bottles incorporating the food and wine aspect into the logo.

(4) Similarity:

The principle of similarity consumers tend to group objects that share similar physical characteristics. In the press ad above which is of Leica cameras we can see that the strips on the back ground share a similar physical characteristics and the strips in the middle are more prominent represent the zoom capability of the camera and these strips are set apart because they share a different set of similar physical characteristic.

ANSWER 1.2 (B):

Zeigarnik effect:

The Zeigarnik effect occurs if a task is interrupted, material relevant to the task tends to be remembered. The press ad above represents labron James who is a brand ambassador of Nike. In the ad we can see James in the process of dunking the basketball but the task is incomplete because there is no net visible and the question left to ask the audience whether or not he will be able to do so. This suspense will capture the audience and make them recall the ad

ANSWER 1.2 (C ):

Restroff effect:

Restroff effect occurs when a highly unique item in a series is recalled more easily. In the press ad above which is a public service message against smoking we can see the inverse effect , instead of the cigarette burning out into ashes it’s the other way around with the smokers burning away and only having their hands left to hold the cigarette fitting perfectly with the tag line “cigarettes smoke people”.

ANSWER (13):

(a) Positive reinforcement (b) Negative reinforcement (c) Punishment

POSITIVE REINFORCEMENT:

The above ad is using Operant conditioning and showing positive Reinforcement in their ad by showing that through the use of Aquafresh toothpaste your teeth will shine with brightness. The brightness is exaggerated but it gives a positive reinforcement to the target audience regarding the whiteness of their teeth. The target audience who are conscious about their teeth’s whiteness will defiantly be attracted to this ad.

NEGATIVE REINFORCEMENT:

The above ad is using Operant conditioning and is showing Negative Reinforcement through face book, we can see that there is no profile picture and the tagline states “improve your profile” suggesting that you might be embarrassed by your features, most important one being your oral hygiene. Aquafresh offers you the chance to help improve your profile by using it you can drastically improve your oral hygiene.

PUNISHMENT:

This ad is of Aquafresh. It’s tagline states “use before it’s too late” which accordingly suggest that we should all use Aquafresh toothpaste in order to avoid being in a situation such as the image above. The image above shows the teeth of a person which have been bandaged up. So with the tagline and image we can gather that if we don’t take care of our oral hygiene by not brushing our teeth with Aquafresh toothpaste we will eventually end up with a similar result metaphorically.

ANSWER 1.4:

“TEMPTATION” PERFUME AD:

TAG LINE: “Give in”

The above is a print ad for a perfume called “Temptation” the theme is fantasy. In the above ad we can see a princess lost in wonderland who is tempted to reach for the fruit of the forbidden tree depicting the tree of knowledge from the garden of Eden. The fruit is represented by the perfume which is shaped like an apple but different in color and texture to the other ordinary apples on the floor. The ad is targeting women who are adventurous or women who want to try something new and daring. The tag line “give in” suggests give into your temptations.