Been feeling the need to archive my daily life again because I haven't written for awhile.
Yesterday was the big agency briefing done by Cundari ad agency for Slava Vodka.
It's funny because my group team leader is also named Slava LOL surprisingly we didn't land the account and instead are working on PIF or Planet in Focus. Presented by a really young and nervous crippled lady. I also found out my professor Billy Sharma was responsble for that oh so famous ad for smarties: do you eat the red ones last. amazing.
New found respect for a professor from 1st semester has also been found. He looked like Mr. Dress up but now that he demonstrated his previous work and knowledge of the business I now look to him as a mentor to help nurture me and articulate my book into something great. I need to get working. I've asked my friend that works at Publicis to see if he can hook up something like an internship chance since the time is getting near. My palm tore a ligament from Dave and Busters lol the hammer game. On my way home the craziest shit happened from people working for the government aka ambulances and cops lol they breaking the law! lol talking on the phoen while driving and fake turning on their sirens to get out of traffic bULLLL shit haha. UFC in 2 weeks the big fight looking forward to it. Payne lol.
Thursday, January 22, 2009
Sunday, March 2, 2008
Week 1 - Consumer Buying Process
Self Concept attachment: Product helps establish consumer s identity
The Mac vs. PC advertisement, while using head on positioning and comparative tactics is also an example of the self concept attachment. It helps establish the identity and image of the consumer. What it expresses is the representation of a trendy and young individual for the Apple computer.
Nostalgic attachment: Product serves as a link with a past self.
Some examples of real world nostalgic attachment are abundant. Mrs. Fields Cookies for example has been around forever and when people buy and eat them they are brought back to their childhood memories. For me, a nostalgic attachment I have with a product is Pepsi. I've been drinking Pepsi since birth and some may even argue that I was bottle fed with Pepsi but, nonetheless, Pepsi has been with me throughout my life from star wars collectible cans to having it whenever I go out to dine, I am reminded of all those good times each time I drink Pepsi.
Interdependence: Product is a part of the users daily routine.
Many things like toothpaste, toiletry and gel and hair products are part of daily routine. This is something that brand loyalty comes into play extensively because it is so frequent. I am interdependent on European hair sculpting product Tresemme for men and Head and shoulders as well as many other things.
Love: Product elicits emotional bonds of warmth, passion or other strong emotions
An example of this is Iams dog food. If you own a pet dog and you love it and care for it you will buy something that will provide longevity and health and when you do buy it, you believe you're buying it out of love.
The Mac vs. PC advertisement, while using head on positioning and comparative tactics is also an example of the self concept attachment. It helps establish the identity and image of the consumer. What it expresses is the representation of a trendy and young individual for the Apple computer.
Nostalgic attachment: Product serves as a link with a past self.
Some examples of real world nostalgic attachment are abundant. Mrs. Fields Cookies for example has been around forever and when people buy and eat them they are brought back to their childhood memories. For me, a nostalgic attachment I have with a product is Pepsi. I've been drinking Pepsi since birth and some may even argue that I was bottle fed with Pepsi but, nonetheless, Pepsi has been with me throughout my life from star wars collectible cans to having it whenever I go out to dine, I am reminded of all those good times each time I drink Pepsi.
Interdependence: Product is a part of the users daily routine.
Many things like toothpaste, toiletry and gel and hair products are part of daily routine. This is something that brand loyalty comes into play extensively because it is so frequent. I am interdependent on European hair sculpting product Tresemme for men and Head and shoulders as well as many other things.
Love: Product elicits emotional bonds of warmth, passion or other strong emotions
An example of this is Iams dog food. If you own a pet dog and you love it and care for it you will buy something that will provide longevity and health and when you do buy it, you believe you're buying it out of love.
Saturday, March 1, 2008
Week 2: Consumer Buying Behavior
Consumer Buying Behavior
The Buying Decision Process
* recognition of the need e.g a new PC
* choice of involvement level (time and effort justified) e.g. two week ends
* identification of alternatives e.g. Dell, PC World
* evaluation of alternatives I.e. price, customer service, software support, printer/scanner package
* decision - choice made e.g Epsom
* action e.g buy Epsom model from Comet
* post-purchase behaviour I.e. use, breakdowns, etc
CBB model
Here is the CBB model diagram. To tie it into my consumer buying behavior, a recently purchased product I will use in conjunction with the model is Chapstick Original Lip balm:
The Brand
Decision Process
The process and steps taken towards making this purchase is as follows:
The Need Recognition --> I do not enjoy cracked lips
Choice of involvement level --> not much involvement there, just look for it in the drug store and grab and go, the place of purchase is simple to decipher, which is shopper's drug mart. Not much time and effort needed because I have what I want in mind.
Identification of Alternatives --> This one caught my attention: SKYYBLUE vodka lip balm. Too bad it was expensive so the alternatives was pretty much 3 or 4 others like Vaseline Lip therapy, Dermatone and Aveeno.
Purchase and Related Decisions --> The particular item had a 2 pack deal and that definitely made me want to get it even more than the other ones.
Post purchase behavior --> After buying it I use it frequently and am able to remedy dry lips and have moist and soft lips. After awhile the flavor of the lip balm is quite boring.
Summary and Forces
I chose to use all the steps in the CBB model because it is very relevant and true to what steps I went through to result in the purchase of chapstick.
Some of the forces that affected and influenced my behavior would be Psychological forces of perception and motivation. I perceive myself as hygienic and am motivated to maintain optimal biological conditions i.e moist lips. Also Promotional forces especially the 2 pack deal because you get 2 for the price of one it makes you think that you are getting a bonus and entices you to get it rather than the alternatives.
Some other questions is how does location and place affect buying decision?
It affects it greatly. The example of chapstick when I was in shopper's drug mart put me in the mood to look for other body care products like lotion or whitening strips, mouth wash etc.
Also how does new products and new labels affect the buying process?
I believe that I bought the Chapstick because of its new label and packaging if it was its same old classic packaging I would be more likely to look for something else with a more modern look like the SKYYBLUE vodka lip balm.
The Buying Decision Process
* recognition of the need e.g a new PC
* choice of involvement level (time and effort justified) e.g. two week ends
* identification of alternatives e.g. Dell, PC World
* evaluation of alternatives I.e. price, customer service, software support, printer/scanner package
* decision - choice made e.g Epsom
* action e.g buy Epsom model from Comet
* post-purchase behaviour I.e. use, breakdowns, etc
CBB model
Here is the CBB model diagram. To tie it into my consumer buying behavior, a recently purchased product I will use in conjunction with the model is Chapstick Original Lip balm:
The Brand
Decision Process
The process and steps taken towards making this purchase is as follows:
The Need Recognition --> I do not enjoy cracked lips
Choice of involvement level --> not much involvement there, just look for it in the drug store and grab and go, the place of purchase is simple to decipher, which is shopper's drug mart. Not much time and effort needed because I have what I want in mind.
Identification of Alternatives --> This one caught my attention: SKYYBLUE vodka lip balm. Too bad it was expensive so the alternatives was pretty much 3 or 4 others like Vaseline Lip therapy, Dermatone and Aveeno.
Purchase and Related Decisions --> The particular item had a 2 pack deal and that definitely made me want to get it even more than the other ones.
Post purchase behavior --> After buying it I use it frequently and am able to remedy dry lips and have moist and soft lips. After awhile the flavor of the lip balm is quite boring.
Summary and Forces
I chose to use all the steps in the CBB model because it is very relevant and true to what steps I went through to result in the purchase of chapstick.
Some of the forces that affected and influenced my behavior would be Psychological forces of perception and motivation. I perceive myself as hygienic and am motivated to maintain optimal biological conditions i.e moist lips. Also Promotional forces especially the 2 pack deal because you get 2 for the price of one it makes you think that you are getting a bonus and entices you to get it rather than the alternatives.
Some other questions is how does location and place affect buying decision?
It affects it greatly. The example of chapstick when I was in shopper's drug mart put me in the mood to look for other body care products like lotion or whitening strips, mouth wash etc.
Also how does new products and new labels affect the buying process?
I believe that I bought the Chapstick because of its new label and packaging if it was its same old classic packaging I would be more likely to look for something else with a more modern look like the SKYYBLUE vodka lip balm.
Friday, February 29, 2008
Marketing Mix Forces
Product: One way of affecting the buying process via the product is new and improved labels or remake of the product. What is an example of this? I found an effective and successful one at that of rebranding is Old Spice deoderant. Old spice has been around for a very long time and considered very classic and not very trendy. They remade and took a brand new image as Old Spice Red Zone. This affects buying process in many ways, two of which are inquisitive consumers looking to try something new and also people tend to buy things they recognize when they see it has a new and improved look, taste, smell or some sort of new feature.
Price: An example of price used in marketing mix is 2 for 1 deals. Bulk deals, discounted prices. I find myself more willing to buy a product that is on sale or have 2 for 1 deals because it feels like if you do not buy now, it may not come up again in the future; the chance is lost. Products like chewing gum, clothes even or shoes. A company that bases it's sales and success off the play on price is 2 for 1 pizza. Gotta love getting 2 for 1 deals.
Promotion: Pretty easy to identify with. When you go to buy a cell phone a single featured phone with the newest craziest technology ever to bless the planet is showcased and combined with special offers and price plans. This is how it is implemented in advertising.
Place: The location can easily affect the decision. When I think of place I think of anywhere of high frequency for human traffic maybe the subway or when you go to a shopping mall. There are many examples of this marketing force used in advertising. I had a chance in New York to see one atypical marketing experiment bonanza setup which was the Charmin' ultra test bathroom. Located in a busy area people are teased and tempted with toilet seat mascots herding citizens to go inside and use one of the cleanest bathrooms in the world whilst their shopping. The cleverness of this is that consumers are becoming converted and convinced charmin ultra toilet paper is the finest in rear end sanitization.
Packaging: packaging can easily influence the buying decision. Just the visual aesthetics of the package could mean the difference for me when buying something. I have bought things based on just packaging alone and have shunned products for its horrible packaging.
Price: An example of price used in marketing mix is 2 for 1 deals. Bulk deals, discounted prices. I find myself more willing to buy a product that is on sale or have 2 for 1 deals because it feels like if you do not buy now, it may not come up again in the future; the chance is lost. Products like chewing gum, clothes even or shoes. A company that bases it's sales and success off the play on price is 2 for 1 pizza. Gotta love getting 2 for 1 deals.
Promotion: Pretty easy to identify with. When you go to buy a cell phone a single featured phone with the newest craziest technology ever to bless the planet is showcased and combined with special offers and price plans. This is how it is implemented in advertising.
Place: The location can easily affect the decision. When I think of place I think of anywhere of high frequency for human traffic maybe the subway or when you go to a shopping mall. There are many examples of this marketing force used in advertising. I had a chance in New York to see one atypical marketing experiment bonanza setup which was the Charmin' ultra test bathroom. Located in a busy area people are teased and tempted with toilet seat mascots herding citizens to go inside and use one of the cleanest bathrooms in the world whilst their shopping. The cleverness of this is that consumers are becoming converted and convinced charmin ultra toilet paper is the finest in rear end sanitization.
Packaging: packaging can easily influence the buying decision. Just the visual aesthetics of the package could mean the difference for me when buying something. I have bought things based on just packaging alone and have shunned products for its horrible packaging.
Thursday, February 28, 2008
Motivation/Needs and Maslow's Theory
Today I need sleep. But in the pursuit of higher education and happiness sleep is something not available in this context. I require different needs and needs and motivations are different for everyone.
Needs can start with being a:
Specific Needs--> Individual Needs--> Times--> In or bigger different cultural, social context
What separates a Need from a Want? Some of the examples I came up with were that a Need is something you cannot live without and a want is something you want to fulfill a certain desire.
Air is something you need, Smoking is something you want for whatever reason that you do want to die a slow and painful death.
In retrospect, a Need is a basic and biological motive which is where MOTIVATION comes in. Motivation is an activated state in which compels and leads an individual to a goal oriented behavior.
To give an example of I am motivated to work towards a career so I do anything I can to better my expertise in the field of study. I would be motivated to purchase textbooks and supplies that is required to succeed. Furthermore, motives can be both negative and positive.
Positive motivation could be positively motivated to live a healthy long life.
Negative motivation could be negatively motivated to never eat McDonald's for the sake of your weight.
Maslow's hierarchy of Needs
This is a diagram of the hierarchy of needs. There exists 5 levels of importance in every human being theorized by Maslow. Every level (4 lower levels) of physiological needs must be met starting from the bottom of the necessities. To put into motion, A man would be motivated to work towards a doctoral degree to raise his family. He must first satisfy food water and sleep. From there is safety, his health and his family's his current income. The next is his friendship and love and support. What follows is that he seeks respect from being an almighty doctor and sense of achievement and finally, his acceptance of the fact that it will take quite a bit of hard work and effort and time to reach his self actualized goals.
Biogenic/Psychogenic drives
Motives are generally put under two classifications, Biogenic and Psychogenic. Biogenic are your basic needs like food water and air while psychogenic is the social, cultural and intellectual aspects.
Knowing this I have selected 3 ads that appeal to individual values:
This ad is an ad for a Drug Prevention Campaign.
The Headline reads: Drug users finance crime and as in all financing, pay dearly. Don’t let dealers have fun at your cost.
Advertising Agency: D/Araújo, Florianópolis >> Agency Location: Brazil >> Creative Director: Edu Borges >> Art Director: Alexandre Amaral >> Copywriter: Igor Becker >> Photographer: Jeferson Caldart >>
Value: appeals the Safety and assurance to stop your kids from doing drugs and drug dealers from killing innocent people.
This is an ad for sleeping medication where they show each of the bubbles of foam numbered as if you were counting them just to fall asleep.
Client: Culina >> Advertising Agency: Grey >> Agency Location: Singapore >> Creative Directors: Koh Hwee Peng, Justin Lim >> Art Directors: Koh Hwee Peng, Nick Tan >> Copywriter: Justin Lim >> Photographer: Ric Tang, Shutter Bug >>
Value: Sleep. The first physiological need on maslow's pyramid.
Value: Love and Thirst. This could be argued to be the value of physiological as well as love and intimacy.
Needs can start with being a:
Specific Needs--> Individual Needs--> Times--> In or bigger different cultural, social context
What separates a Need from a Want? Some of the examples I came up with were that a Need is something you cannot live without and a want is something you want to fulfill a certain desire.
Air is something you need, Smoking is something you want for whatever reason that you do want to die a slow and painful death.
In retrospect, a Need is a basic and biological motive which is where MOTIVATION comes in. Motivation is an activated state in which compels and leads an individual to a goal oriented behavior.
To give an example of I am motivated to work towards a career so I do anything I can to better my expertise in the field of study. I would be motivated to purchase textbooks and supplies that is required to succeed. Furthermore, motives can be both negative and positive.
Positive motivation could be positively motivated to live a healthy long life.
Negative motivation could be negatively motivated to never eat McDonald's for the sake of your weight.
Maslow's hierarchy of Needs
This is a diagram of the hierarchy of needs. There exists 5 levels of importance in every human being theorized by Maslow. Every level (4 lower levels) of physiological needs must be met starting from the bottom of the necessities. To put into motion, A man would be motivated to work towards a doctoral degree to raise his family. He must first satisfy food water and sleep. From there is safety, his health and his family's his current income. The next is his friendship and love and support. What follows is that he seeks respect from being an almighty doctor and sense of achievement and finally, his acceptance of the fact that it will take quite a bit of hard work and effort and time to reach his self actualized goals.
Biogenic/Psychogenic drives
Motives are generally put under two classifications, Biogenic and Psychogenic. Biogenic are your basic needs like food water and air while psychogenic is the social, cultural and intellectual aspects.
Knowing this I have selected 3 ads that appeal to individual values:
This ad is an ad for a Drug Prevention Campaign.
The Headline reads: Drug users finance crime and as in all financing, pay dearly. Don’t let dealers have fun at your cost.
Advertising Agency: D/Araújo, Florianópolis >> Agency Location: Brazil >> Creative Director: Edu Borges >> Art Director: Alexandre Amaral >> Copywriter: Igor Becker >> Photographer: Jeferson Caldart >>
Value: appeals the Safety and assurance to stop your kids from doing drugs and drug dealers from killing innocent people.
This is an ad for sleeping medication where they show each of the bubbles of foam numbered as if you were counting them just to fall asleep.
Client: Culina >> Advertising Agency: Grey >> Agency Location: Singapore >> Creative Directors: Koh Hwee Peng, Justin Lim >> Art Directors: Koh Hwee Peng, Nick Tan >> Copywriter: Justin Lim >> Photographer: Ric Tang, Shutter Bug >>
Value: Sleep. The first physiological need on maslow's pyramid.
Value: Love and Thirst. This could be argued to be the value of physiological as well as love and intimacy.
Wednesday, February 27, 2008
Situational Forces, Selective Exposure, Comprehension, Retention
To delve a little bit more into situational forces, it goes back to the CBB model.
Purchase Influence Task
It is the evaluation of alternatives. The goal of most competitors is to influence the consumer to pick their product over the others. Some examples would be Pepsi and coke obviously.
Social Surroundings
Social surroundings could be the decor or the music or even the people around you that influences and affects your purchase. This is evident in retail stores where the arrangement of their clothes and decorations come into a person's tendency and willingness to purchase if a certain item is easily accessible or featured "in your face".
Music is also a part of social surrounding a certain song that you love will entice you to stay much longer inside the store than you normally would.
Odor and Scent is very important. It is a fact that scent can make the difference in the perception of whether the store is of high quality or not. Odor is also generally pleasant for anyone.
Temporal Effects
This refers to time as a product. Something that can save you time in what you do. People work and clean and do things for leisure. The moment a product can provide more time for either of these out of necessity or desire it is a Temporal effect that can influence behavior.
Antecedent
Antecedents can be described as the physiological and mood states the consumer is in. For example, the amount of cash they have with them and the current mood they are in say happy and lots of cash would mean that they would be more inclined to spend more.
Hedonic Values
Hedonic values in terms of consumption is the relation or value of products that is multi-sensory. It could have emotional aspects with the consumer's interaction with products. An example, the sound of bells brings back emotional memories of a toy when you were a kid makes you have nostalgic feelings towards a product. Many things can be of hedonic value including visuals and color. TD bank's color is green for instance and everyone recognizes the dark green and bright green stripe.
Something I can think of is Soy Milk the taste of it brings back memories of childhood where I would savor the delicious refreshing sweet taste of soy milk mmm.
A few other concepts and principles that are important are:
Perceptual selectivity Which is inbound and acts like a filter. It brings up past experiences and influences the buying process greatly.
Selective Exposure
Selective Exposure is when you are hungry and you spot fast food ads while driving or wherever you go.
Selective Comprehension
This principle is when something is consistent with your own beliefs. For example we covered that an inappropriate name for a snow blowing machine would be "snow pup" when a better more suitable name should be something like, Godzilla.
Selective Retention
Finally, Selective Retention is simply just that. Choosing and remembering something because it has some sort of relation to you.
Purchase Influence Task
It is the evaluation of alternatives. The goal of most competitors is to influence the consumer to pick their product over the others. Some examples would be Pepsi and coke obviously.
Social Surroundings
Social surroundings could be the decor or the music or even the people around you that influences and affects your purchase. This is evident in retail stores where the arrangement of their clothes and decorations come into a person's tendency and willingness to purchase if a certain item is easily accessible or featured "in your face".
Music is also a part of social surrounding a certain song that you love will entice you to stay much longer inside the store than you normally would.
Odor and Scent is very important. It is a fact that scent can make the difference in the perception of whether the store is of high quality or not. Odor is also generally pleasant for anyone.
Temporal Effects
This refers to time as a product. Something that can save you time in what you do. People work and clean and do things for leisure. The moment a product can provide more time for either of these out of necessity or desire it is a Temporal effect that can influence behavior.
Antecedent
Antecedents can be described as the physiological and mood states the consumer is in. For example, the amount of cash they have with them and the current mood they are in say happy and lots of cash would mean that they would be more inclined to spend more.
Hedonic Values
Hedonic values in terms of consumption is the relation or value of products that is multi-sensory. It could have emotional aspects with the consumer's interaction with products. An example, the sound of bells brings back emotional memories of a toy when you were a kid makes you have nostalgic feelings towards a product. Many things can be of hedonic value including visuals and color. TD bank's color is green for instance and everyone recognizes the dark green and bright green stripe.
Something I can think of is Soy Milk the taste of it brings back memories of childhood where I would savor the delicious refreshing sweet taste of soy milk mmm.
A few other concepts and principles that are important are:
Perceptual selectivity Which is inbound and acts like a filter. It brings up past experiences and influences the buying process greatly.
Selective Exposure
Selective Exposure is when you are hungry and you spot fast food ads while driving or wherever you go.
Selective Comprehension
This principle is when something is consistent with your own beliefs. For example we covered that an inappropriate name for a snow blowing machine would be "snow pup" when a better more suitable name should be something like, Godzilla.
Selective Retention
Finally, Selective Retention is simply just that. Choosing and remembering something because it has some sort of relation to you.
Tuesday, February 26, 2008
Approach/ Avoidance Behaviors
Approach results from positive motivation
Avoidance results from negative motivation
Here is an example to further explain the principle where + is approach and - is avoidance.
+Goals - Pain
+Enrich Life - Failure
+ Sensory Gratification - Embarrassment
The Behaviors also have 3 different conflicts when dealing with approach and avoidance.
They are:
Approach + Approach conflict: which what is positively motivated and you seek additional reasons to back that motivation. So I am motivated to buy a nissan 350z because it is sexy and fast and I need a car. I justified my positive motivation.
Approach + Avoidance conflict: is when I love poker but I wish that I do not spend a lot of money at a casino to gamble.
Avoidance + Avoidance conflict: is when you avoid both the motivation and reasoning or wish.
Some other examples of Approach and Avoidance is that you want to get work done but you want to avoid getting headaches.
In advertising these techniques are used quite frequently like Tetley Tea's marketing strategy is by saying having a cup of their tea will take away any sort of stress in your daily life. Advil for back relief and etc.
Avoidance results from negative motivation
Here is an example to further explain the principle where + is approach and - is avoidance.
+Goals - Pain
+Enrich Life - Failure
+ Sensory Gratification - Embarrassment
The Behaviors also have 3 different conflicts when dealing with approach and avoidance.
They are:
Approach + Approach conflict: which what is positively motivated and you seek additional reasons to back that motivation. So I am motivated to buy a nissan 350z because it is sexy and fast and I need a car. I justified my positive motivation.
Approach + Avoidance conflict: is when I love poker but I wish that I do not spend a lot of money at a casino to gamble.
Avoidance + Avoidance conflict: is when you avoid both the motivation and reasoning or wish.
Some other examples of Approach and Avoidance is that you want to get work done but you want to avoid getting headaches.
In advertising these techniques are used quite frequently like Tetley Tea's marketing strategy is by saying having a cup of their tea will take away any sort of stress in your daily life. Advil for back relief and etc.
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