Consumer Behavior

Parker: Chemical Weapon

The objective of this advertisement is to announce Parkers contribution to Ramnath Goenka excellence in journalism awards. In an era where journalism has been accused of being commercialized, Parker seized the opportunity to bring back its glory by bringing for its purist purpose. It has a stark headline supported by the simple bottle of ink that says it all. It is an attention grabbing reminder of the power of the pen influence the world. It is perfect synergy for the subject-journalism awards and the always memorable image of a gold Parker fountain pen. The reason for selecting this advertisement is that very powerful words are used which are very eye catchy and it has an equally powerful impact on the mind of the viewers.

Motivation
The advertisement is arousing an innate need of pen but at the same time it is focusing on acquired need that he is using a particular brands pen only. Further it focuses on the prestige and luxury that a person will enjoy while using Parker pens. It focuses on the extrinsic need, as it is a very good brand and meant as luxury. Here the advertisement directing towards a positive goal of power full writing by this particular brand. Hence, power writing is an approach object for this advertisement. It is also appealing a negative goal by showing worlds most powerful chemical weapon. The advertisement has completely focuses on the product specific goal. In this advertisement the writing and inkpot is used for a rational motive to communicate an emotional message, but no emotions are involved. The advertisement is arousing a cognitive arousal. According to the Maslows theory the advertisement fulfilling self-actualization of the customer. According to the need trio this advertisement appeals the achievement need. The culture of writing is focused on this advertisement.

Personality
The brand is focuses consumer having ambitious, successful, high achiever, perfectionist, high expectations, and take charge. According to the trait theory the advertisement comes under consumer materialism. As we discussed earlier cultural writing is focused in this advertisement hence a low dogmatism is focused. In this advertisement consumers social need is fulfilled. It is appealing the visualizers as it makes the viewer to imagine as a use of luxury brand pen.

Brand Personality
The brand is personified as sophisticated which has an upper class and charming. The personality of the brand is shown as luxury as it focuses on power (that is, Worlds most powerful weapon). The black color used is firstly associated with the pen and it is also associated with sophistication, power, and authority, which is rightly conveyed through the advertisement.

Self and Self Image

Considering self-image in this advertisement, ideal self-image is fulfilling by showing a luxury brand pen this advertisement. An actual self-image will be created in the mind of the customers as they have a specific brand image in their minds. In this advertisement a simple object is portrait that is a self-image of having a very powerful pen. It is also motivating others to be that powerful like another. This advertisement helps us to know what is and our actual self and helps us to visualize the ideal image of the self which we want to create for our self.

Consumer Behavior

Perception
The first site of the advertisement makes us perceive that it is something about the luxury of a pen. The message of the advertisement is very clear by showing a pen and inkpot. The advertisement is exactly showing the image that has been developed on consumers mind to use a powerful pen by a luxury brand. It also makes us conclude that Parker pens are not only selling a pen but it is also sells a luxury powerful pen, which has a status in society. The sensory input is the advertisement, sensory receptor is the eye, and sensory function is to see. The tap of the advertisement is that worlds powerful chemical and the inkpot is used as a motive, which completes entire story of the advertisement for viewers as the point of motivation perception. By seeing the advertisement only who gets motivated only they will read all the details it shows selective attention of consumer. This is creating connect between the product and the customers who wants luxury pen specially. The pen that is the motive is the figure and the image of inkpot is the ground. There is a particular grouping done in the advertisement by luxury. The closure principle is realized in this advertisement that pen can be the most powerful in the world. The stereotype of the advertisement that is any pen works same as another.

Customer Imagery
The product has been positioned as a very effective one. It is creating a contemporary image in the mind of the customers. The message is very clear by the advertisement that the product is luxury and powerful. When the viewers look at such advertisements they develop a fantasy and start imagining as how would they feel if they were using such a product.

Learning
Firstly the consumers will be motivated to a very high extent only by reading the words used in the advertisement. This motivation is developed due to the cue (inkpot) and the words used. With the help of the motivation and the cues, customer will respond to the brand but, there be many such cues which a customer may go through so the chances of responding towards the advertisement becomes less. The product is differentiated from others it is portrayed as a weapon though being a pen. All this information will be learn by the viewer and he will do the screening and in this manner the message will be decoded. As it is reminder advertisement reinforcement will also take place. There are a lot of words used in this advertisement so the left side of the brain will analyze this reading and hence, there is a very high involvement and high retention also.

Life Style
The advertisement is portraying luxury and power. Hence, in this manner it is also connecting with the life style of the people. It inspires people to become more powerful like Ramnath Goenka and have a personality and life style like him.

Consumer Behavior

Vaseline: Bat
This advertisement is considered as one of the most creative advertisement for Vaseline. It is stating all the uses of Vaseline and its application but in a very different manner. There had been a cricket controversy where in Mr. Vaughan of England said that Indian batsman VVS Laxman had applied Vaseline on his bat to create confusions with the camera. When the advertisement was launched this controversy was in every bodies minds and the designer of this advertisement took the opportunity and created an advertisement which connected a cricket and Vaseline very well and at the same time it also said that the Indian cricketer was innocent and Vaseline had many other uses so other than application on the cricket bat. The reason why I created this advertisement was that I found it really very innovative; no one could have imagined such a print advertisement for Vaseline. It also connected with me as cricket is my favorite sport.

Motivation
This advertisement is motivating ht e viewers by arousing acquired need to look good and have a rash free skin. It is also appealing the extrinsic need of the consumers as everyone wants to look good in front of other people in the society. The negative goal communicated by this advertisement is to reduce all the skin rashes and dryness of the skin by application of Vaseline. There are 2 positive goals firstly, to make the consumer look and feel good and secondly to communicate the message that the cricketers were innocent. Hence the rashes and other skin problems becomes the avoidance object and the feeling of looking good becomes the approach object for this advertisement. The advertisement is completely product specific and it is motivating the viewer to but the product by communicating all its uses. The advertisement has a rational motive. According to Maslows theory the social needs of the consumer will be fulfilled by this product. The culture of cricket is taken into consideration. The advertisement is connecting and getting attention of even those people who are not interested in looking at such product. But, they would just have a look at it as a motive of a bat is used as cricket is liked by a large number of people in India.

Personality
The consumers with a rational personality are appealed. A person who are perfectionist and wants to look perfect will also take a note of Vaseline. The sport loving personalities are also focused by this advertisement. A new target segment is created for the product only by involving the cricket element into the advertisement. The personalities of optimum stimulation level are also focused as such people prefer to be simple. Vaseline is a materialistic product hence consumer materialism is also focused on.

Brand Personality
A competent personality of the brand is created by this advertisement as it is saying that Vaseline is reliable and successful enough. Products like Vaseline are generally for women but with the cricket connection it has changed its personality for the male in the society also. The white color used in the background indicates goodness and purity of the product

Consumer Behavior

Self and Self Image

This advertisement is selling the product through the self concept. The consumer will feel that it has created an ideal self image by using the product. They always think about what others are feeling about them. The advertisement has related skin problems with its solution.

Perception
The first site of this advertisement would indicate that it something related to cricket as a bat is used as the figure. People may have perceived that it may be a cricket bat advertisement. But as we look further there is a small bottle of Vaseline in the bottom left which indicate that it cannot be anything about cricket but still the idea is not clear until we read all the details given adjacent to the figure. The sensory input is Vaseline and the advertisement, sensory receptor is the eye and the skin, and sensory function is to see and to touch. Main motive used in this advertisement is the bat with rashes which communicating a message that it needs a solution for its rashes. The cricket bat is used as a contrast. There is an indirect connection created between the rashes of the bat and the rashes on the skin. The contrasting figures used in the advertisement produces a stimulus to inquire more about the product. The bat with rashes is used as the motive and the other details becomes the background of the advertisement. The principle of closure is applied as the incomplete information about the cricket controversy and Vaseline is clear in our minds now. Grouping is also used as all the information and uses of Vaseline is given in the advertisement.

Positioning
The product Vaseline is positioned as an effective product. With this advertisement it has also changed its image as it clarifies that it is not used for the application on the bat. By looking at this advertisement people will create an imagination that if they will not use Vaseline, rashes will be there on their skin also like the cricket bat. Hence the advertisement is giving an opportunity visualize the usage of the product.

Learning
The advertisement is motivating the consumers. It is has stated all the uses of Vaseline which becomes a learning for the viewers of the advertisement. The cricket bat and the details is the cue for the consumer to identify the product and consider it for purchasing. The consumer may or may not respond to the advertisement as they go through many such cues. But a person finding a solution for the rashes and the dry skin will surely take a note of this advertisement. All this information will be processed in the minds of the consumer and they will make a learning accordingly. The advertisement will have a high involvement of its customers as it is a print advertisement. It will have an active impact on the brain as the left side of the brain is used for analyzing the advertisement. The retention will also be high.

Life Style
The product does not affect the life style of the people as it is a very small product but still it is used by people in their routine to keep away with dry skin, rashes and other skin problems. With the cricket connect Vaseline have entered in a different manner in the life of the consumers.

Consumer Behavior

Kurkure: Houseful India ka Houseful Kurkure

This advertisement for kurkure is very eye catchy as loud colors are used. The advertisement describes its target audience as the entire Indian population. It says that kurkure can be eaten by anybody in India. The bus depicts the over populated buses on the Indian road and also connects with the houseful word used in the advertisement. The word houseful also signifies that the quantity given in a packet is more and it also gives 20% extra. By saying teda hai par mera hai the advertisement wants to say that even though the shape of kurkure is crocked but still has the same Indian taste with which the consumer can feel one with India and its culture. The reason for selecting this advertisement is that it is showing the Indian culture. The overloaded bus and all the colors used in the advertisement are making it look very attractive.

Motivation
The advertisement is arousing an innate need to eat food but at the same time it is focusing on intrinsic need of hunger. The advertisement is focusing on the acquired need of having a shack of a particular brand. It is directed towards a positive goal of eating very tangy and tasty food by showing 20% extra and in this advertisement no negative goal is described. The advertisement has a product specific goal and it has rational motive that is appealed to the viewers. This advertisement is arousing to create physiological need to the point of viewers. According to Maslows theory the advertisement appealing physiological and social need. The Indian culture is shown by the over crowded bus in this advertisement and the Hindi language is also used to make the advertisement completely Indian.

Personality
Advertisements are generally designs keeping in mind the personality traits of its target customers and in this advertisement rational, fun loving, lively, and easy going personality traits are focused from the point of viewers. The advertisement appealing a materialistic approach as we can eat any food if we are hungry but this is specially focusing on taking kurkure. It is making the consumers actually visualize by the teda (crossed) concept by portraying a crooked bus. The advertisement is focuses on the personality type with low dogmatism as such people are open minded and like to experiment with products.

Brand Personality
The brand personalizes itself as an excitement. By looking at the advertisement we feel excited and also find details for the product and even tend to buy the product. The orange color firstly is the brand color and it is also symbolizes affordability to buy the product.

Self and Self Image

The consumer will compare its actual self with the ideal one if they want to be fun loving. They will start imaging themselves as they are having fun by eating Kurkure. It is encouraging the viewers to become crazier and enjoy their food to the fullest. The self image of the company rightly goes with its tag line Teda hai par mera hai.

Consumer Behavior

Perception
The first site of the advertisement makes us perceive that it is something about food and it fulfills hanger. The massage of the advertisement is very clear by showing a packet of snack and the tag line is Teda hai par mea hai (with 20% Extra). The advertisement is exactly showing that it has something that fulfills hunger of viewers. The advertisement is showing an over crowed bus and the craziness of India so by seeing the advertisement we will starting imaging ourselves as we are having fun by eating Kurkure. The sensory inputs are advertisement and product and the other side sensory receptor is the eye and tongue and sensory function is to see and taste. The Kurkure packet is a motive used to identify the brand. The bus is also used to create a contrast and associate the product with India and Indians. Hence, the viewers who are hungry and finding options for eating will pay a lot of attention to such advertisements. The bus is the figure and the remaining objects in the advertisement are background of the advertisement. The principle of closure is used where the incomplete information is completed by the advertisement that is also giving 20% extra which the viewer may not know. While interpreting, there may be a stereotype behavior that such packed foods are not good for health.

Customer Imagery
Kurkure is positioning itself as a fun loving brand, which exactly goes with the advertisement. It is influencing the mind of customers by buying a feeling of oneness with the product. When the viewers look at such advertisements they develop a fantasy and start imagining as how would they have fun by eating such type of food.

Learning
The advertisement has motive for buying the Kurkure. The cue for this advertisement is the Kurkure pack in the advertisement and the crooked shapes and images of the actual snack that stimulates the viewers to buy the Kurkure product. They are creating product discrimination by making a different look to the product. They even reinforce the product by giving 20% extra. The message is very clear from the advertisement and it can be easily encoded. There is passive learning as pictures are used more so that the involvement will be comparatively low.

Life Style
The advertisement is showing the changing trend and preferences of the people. The trend of eating packed snacks is increasing so the lifestyle is changing in the same manner. It is also encouraging to eat packed food and snacks.

Consumer Behavior

References
Schiffman L.G, Kanuk L. L. & Kumar S. R., 2010. Consumer Behavior. 10th. Pearson Education: Delhi, India. Pp. 89- 231, 312- 336. Dainik Bhaskar, n.d. Dainik Bhaskar Group launches Mosaic-2011. [online] Available at: http://i10.dainikbhaskar.com/dainikbhaskar2010/books/Final_Book.PDF [24th January 2012].