Advertisement on Sunflowers Perfume by Elizabeth Arden

In this final report, we have the task to make an advertisement of a specific product and analyze
it to be the most effective and efficient advertisement to catch the attention of consumers. Our
selected product is Sunflowers Perfume by Elizabeth Arden. We selected it as we are now in
summer season and need a perfume which can always feel us fresh and well-scented. As this
perfume can fulfill the need and wants of consumers in this summer, we choose positioning
based on a specific benefit as our positioning approach. We also show the tagline in the
advertisement which again shows the relevant benefits given by this perfume. As the scent of this
perfume comes from the extract of sunflowers, we selected our advertisement on the basis of
figure and ground approach. We show the beautiful scenery of a sunflower field as the
background and the perfume as the object. It definitely shows the relevance between the
background and the object. We certainly focus more on the object rather that the background.
We present day time because it shows the feeling of confidence and the beautiful view of
summer days. We focus on the color of orange because orange signifies the sun in summer. We
can also see the wind that implies the freshness in summer breeze. Orange, in fact, means the
color of the perfume and its packaging which can always remind consumers of the product. The
blue sky signifies the self-confidence. By using the perfume, consumers will always feel
confident under the heat of summer. The blue sky also symbolizes the coolness. There are also
green color shown from the leaves of the sunflower which symbolizes life, nature and youth. The
scenery also presents the freedom of women. The tagline we created is “Confident in summer,
spray your sunflower!” It shows the benefit of this perfume and persuades consumers to have
relaxed, confident and fresh days in summer.

We try to convey consumers the benefits of this perfume and attract them with the beautiful
scenery presented in the advertisement. By showing the relevant benefits, consumers will feel
attached with the product and try to make a purchase. Women, as our target market, will surely
be attracted with the breathtaking panorama shown in our advertisement. The details concerning
our advertisement will be discussed later in this report.

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 Evaluation of the effectiveness of the stimulus factors used in our
advertisement.

Our advertisement is about a perfume. It is very important to identify correct effectiveness of

stimulus factors which is used in our advertisement. Perception is the process by which
organisms interpret and organize sensation to produce a meaningful experience of the world.
Perception can also be defined as the process by which an individual selects, organizes, and
interprets stimuli into a meaningful and coherent picture of the world. Perception, on the other
hand, better describes one's ultimate experience of the world and typically involves further
processing of sensory input. There are three types of stimulus factors of elements of perception
which are used in an advertisement. For our lady perfume advertisement we also used this factor.
Descriptions are given below:

Sensation:
Sensation usually refers to the immediate, relatively unprocessed result of stimulation of sensory
receptors in the eyes, ears, nose, tongue, or skin. In practice, sensation and perception are
virtually impossible to separate, because they are part of one continuous process. An impression,
or the consciousness of an impression, made upon the central nervous organ, through the
medium of a sensory or afferent nerve or one of the organs of sense; a feeling, or state of
consciousness, whether agreeable or disagreeable, produced either by an external object, or by
some change in the internal state of the body. So we can say that sensation itself depends on
energy change within the environment where the perception occurs. A perfect bland or
unchanging environment, regardless of the strength of the sensory input, provides little or no
sensation at all. As sensory input decreases, our ability to detect changes in input or intensity
increases, to the point that we attain maximum sensitivity under condition of minimal
stimulation.

In this case, Elizabeth Arden Sunflowers perfume obviously attracts consumers but it lacks of the
element of sensation. The reason behind this is when a person go to the shop if he or she does not

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know about the Elizabeth Arden Sunflowers perfume it will be little tough to select it from the
very competitive market because consumers are not able to get the immediate and direct
response of the sensory organs to stimuli. It means consumers cannot directly smell the fragrance
with its sensory organ (nose). However, in western countries, when consumers are buying
perfumes, they usually go to a perfume shop. They can find varieties of perfumes from different
brands. Besides that, for each perfume, the store provides a tester so that consumers can smell
that fragrance of their preferred perfume. Therefore, it will be easier for consumers to obtain a
direct response. We can also state that consumers can touch and see the perfume easily. Usually,
they are able to see the packaging of the perfume. Regarding our advertisement, we are
demonstrating the relevant benefits given by this perfume and showing the product visibly. Thus,
consumers can have a direct response from seeing this advertisement from their sensory organ
(eyes).

The absolute threshold:

The term absolute threshold is often used in neuroscience and experimental research. An
absolute threshold is the smallest detectable level of a stimulus. The smallest level that a
participant is able to hear is the absolute threshold. In neuroscience and psychophysics, an
absolute threshold is the smallest detectable level of a stimulus. However, at this low level,
subjects will sometimes detect the stimulus and at other times not. Therefore, an alternative
definition of absolute threshold is the lowest intensity at which a stimulus can be detected 50%
of the time. The absolute threshold can be influenced by several different factors which can
influence the absolute threshold, such as the subject's motivations and expectations, cognitive
processes, and whether the subject is adapted to the stimulus. The lowest level of stimulation that
a person can detect is absolute threshold.

Sunflowers perfume by Elizabeth Arden is surely a branded perfume. It is well-known to many

people. By showing the brand name, consumers can make a difference between the perfumes
with the vast varieties of perfumes available in the market. We try to expose at constantly.
However, there is a constraint since under conditions of constant stimulation, the absolute
threshold increases. Absolute threshold refers to the lowest level in which individual can

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experience a level of sensation. After showing the advertisement for several times, it is doubtful
that any one of the advertisement places in a billboard will make an impression. Therefore, we,
as marketers, try to execute sensory adaptation. It means we try to change our advertising
campaigns regularly. In this case, we will regularly make some changes to our advertisement but
still showing the key benefits of the perfume to keep consumers attracted to our product.

The differential threshold:

The smallest change in stimulation that a person can detect is called the differential threshold.
The level at which an increase in a detected stimulus can be perceived. The minimum difference
between two stimuli that is just detectable by a person. In psychophysics, a just noticeable
difference, customarily abbreviated with lowercase letters as jnd, is the smallest detectable
difference between a starting and secondary level of a particular sensory stimulus. It is also
known as the difference limen or the differential threshold. We experience the differential
threshold as a just noticeable difference. For example, let's say I asked someone to put your hand
out and in it I placed a pile of sand. Then, I add tiny amounts of sand to his or her hand and ask
you to tell me when he notice any change in the overall weight. As soon as the person can detect
any change in the weight, that difference between the weight of the sand before I added that last
bit of sand and the amount of sand after I added it, is the difference threshold.
The concept of differential threshold is applied to almost all aspects of marketing strategies. For
this perfume, jnd is also being used. Even though it is not easy to determine the little difference
between this perfume with some other brands, we try to make consumers perceive the difference
of this perfume from others by our advertisement. As we have stated earlier, we will make some
changes in our advertisement to keep consumers attracted. Here, we will not make the negative
changes (such as lessen the ingredients used in the perfume) visible but make the positive
changes (such as improvement in producing it with highly advanced machine) apparent to
consumers.

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 Positioning approach used in our advertisement

In this part, we would like to show that our advertisement of Sunflowers Perfume by Elizabeth
Arden for Women, is implementing the positioning approach based on a specific benefit.
From the name used by this well-known cosmetics and toiletries brand, Elizabeth Arden
demonstrates that this perfume contains sunflower extract which is also called as Helianthus
Annuus (Sunflower) Extract. We have identified that this substance does not harm consumers’
health. It has been proven by some studies reviewed by Skin Deep researchers. Sunflower extract
raises no health concern because it is not on any of GoodGuide’s lists of toxic chemicals which
cause suspected or recognized health effects, it has not been detected in human tissue or urine
and it is not a high production volume chemical that lacks safety data. Thus, this product is
certainly safe for usage. As we are positioning our advertisement and tagline based on a specific
benefit, we identify that sunflower does give some beneficial result for some usages.

Sunflower is one kind of flower which always looks steady and stands for quite long time in its
field. Sunflowers grow from seed to flowering stage in about three months, another six weeks
until the seeds mature in the flower head. From this fact, sunflowers actually live for quite long
period of time. Sunflowers also show confidence as they stand steady in nature. If we look at a
sunflower garden, we will be astonished by the great confidence of this type of flower. It is also
related with being in a relaxed mood in a summer breeze. Its fresh scent is spreading our
beautiful day. You can imagine how you would feel if you stood in the middle of a sunflower
garden. Therefore, using sunflowers as the ingredient of this perfume is a brilliant idea. There is
a benefit that consumers can get by using this perfume. Consumers will be in a relaxed mood,
show their confidence and be filled with a zest for life. It can brighten your day as its fresh scent
gives you a nice pick me up. Last but not least, sunflower scent can give you such a freedom
feeling. From this benefit in which a consumer can get from using this perfume, we have created
a tagline related with this benefit. “Confident in summer, spray your sunflower!”

Presenting this tagline shows consumers that this sunflower perfume is a good pick for this
summer season as summer represents casual and freedom. The element of freshness is also
implied for this tagline. By seeing our advertisement, consumers will surely be interested in

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purchasing it as it contains the benefit for a summer season. The price of this perfume is also
reasonable; it ranges from $20 - $39.50, varying on the size of the perfume. It definitely attracts
many customers and shows relevance to their needs and wants. This perfume does not only give
the scent of sunflower but also some other interesting scents. When the initial scent fades away,
it is replaced with a pleasant set of after-scents. Typically the initial scent is described as a mix
of fruit and tea. The after-scent is a woodsy one. You can feel the freshness while using this
perfume. By showing the benefits that this perfume gives, we are certain that our advertisement
can catch the attention of many potential customers.

Our tagline is expected to smartly and precisely depict key benefits of the brand we promote and
position it in the minds of consumers. It is not easy to have a distinctive place in the minds of
consumers but uttering these key benefits will create a noticeable advertisement towards our
consumers. Consumers will be curious for having a trial of this product and if they find relevance
between themselves and the product, they will certainly purchase the product repeatedly. When
consumers have needs and wants that can be fulfilled by our product, they will unquestionably
look for the advertised product and buy it. Thus, using this positioning approach is very effective
to notice the consumers regarding the presence of our product.

As we have already stated earlier, positioning based on a specific benefit is the positioning
approach used by our advertisement. Undoubtedly, many competitors are using the same
approach to attack our product and take over the market share. To confront this situation, we, as
marketers, must prove that our perfume is the one which should be picked. We have to present
our advertisement in many different types of mass media. As the target market is women
between 20-30 years old, we will give many of our advertisements in women magazines. By
exposing our advertisement that shows the key benefits of this sunflower perfume, consumers
will positively go for our product. They will position our product as a picture of their confidence
and freedom in this summer breeze. Therefore, showing the specific benefits that our product
carries is an effective positioning strategy.

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 The application of JND in our advertisement

1. Determining the figure and ground relationship is the very first thing viewers do when
they direct their gaze at an advertisement. They have to determine which elements are
figures (requiring immediate concern and attention) and which are ground (not so
important right now, but do provide context). It also ensures that viewers are able to
prioritize their perception so they don’t ignore something of importance. Viewers’
perception of the figure and ground relationship allows them to organize what they see by
how each object relates to others. It allows them to determine what they are supposed to
look at and what they might safely ignore. In order to design a successful advertisement
designers have to carefully design the figure and the ground of an advertisement so that
viewers easily understand the product being advertised.

Note: In our advertisement as the figure has appeared nearer to the observer than the
ground, it attracts people attention to the product than to the background.

2. Advertising messages intend to persuade an audience (viewers, readers or listeners) to

purchase or take some action upon products, ideals, or services. It includes the name of a
product or service and how that product or service could benefit the consumer. Above all
it persuades a target market to purchase or to consume that particular brand. Advertiser
can persuade an audience to buy that particular brand only if he can correctly pair the
message with the brand in the advertisement. Advertisers need a basic motivator working
in advertisements for instance; fear, social acceptance, greed or economic gain, health,
beauty, freedom, and many other basic emotions. The message has to be designed in such
a manner that it is easily understood by the target audience. It should be simple yet
creative.

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 Note: Our advertisement image will take audience to a beautiful, warm summer scene.
Human beings respond to specific motivations and the strongest one is fear. We have
mentioned in our slogan that it gives confident to users even in a scorching hot summer
day. In our advertisement the image (figure and ground) and the slogan has correctly
paired giving the message to customers that it gives confident to users even in a
scorching hot summer day.

3. It doesn't matter what size the business is, it is necessary to have an advertising slogan
because this slogan would be imprinted on the minds of the masses and they will be able
to recognize and relate the product with the company. A slogan is considered to be good
only if it can draw the attention of the viewers immediately. A slogan should be simple
yet witty line so that it can immediately hold the attention of the consumers. Basically, a
slogan should make the consumers feel good after reading it. A slogan should be
influenced by the product or services and it will also depend on the competition. Ideally,
slogan needs to include the name of the product or brand. The absence of identity causes
the slogan to be used and related to any product. This may cause other products or brands
to be remembered. The way a slogan connects the expression with the product can be
done through the rhyming method, which is the rhythmical slogan with the brand. The
advertising slogan is company’s investment because it can improve sales and make a
name for a company in the market.

Note: In our advertisement we have used a very catchy, short and rhythmical slogan
which connects the expression of the product such as confident in summer. Our slogan
includes the product name which will help viewers to easily remember our product by its
name.

4. Logos are symbols which often include a name or initials to identify a company.
Successful logos are clear, short, simple, easily memorable, recognizable and easy to
spell, read and pronounce in all languages. Each and every brand has to have a logo so
that the consumers will be able to associate the products or services with a particular

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 company. Successful logos are always clearly differentiated from rival brands. Logos
need to be original and to have impact and style. It should reflect the company’s vision
and scope of what the company does. In addition, a distinctive, instantly recognizable
logo offers to the firm the opportunity to capitalize on familiarity when introducing new
products or services that carry the same name

Note: In our advertisement logo is given in white letters with black background in a
noticeable size. As the logo is clear, short, and simple viewers not only can remember
seen the advertisement but also can remember vividly about the product and its brand.

5. Human brain receives signals faster through eyes rather than ears. Visual appearance is
supposed to be more appealing when compared to any other senses, no matter what the
medium of presentation is. Therefore, using colours are very important aspect of
advertisements. The colours have a psychological and physical impact on
viewers. The colours depend entirely on the company and type of advertisement. Use
of colours in advertising is dictated by certain obvious requirements; the need
to reflect a specific brand, as well as the attempt to communicate a certain
mood dictated by the product itself. When colour is used correctly, it adds impact
and clarity to the message. The colours play a key role in the success of
advertisements. After all, it's pretty much the first thing the consumers will
notice and it helps viewers to remember the advertisement without much
help.

In different cultures, different colours carry different meanings. Some colours may be
connected with coldness in one culture and with warmth in another; some colours
represent life in one culture but death in another. Therefore, international companies have
to make sure that their colours used will not be misunderstood or misinterpreted in
different countries.

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Note: As our advertisement is about a beautiful, warm summer scene we have used
yellow, orange, green, blue colours in the scenery and the perfume bottle and the
package. We have used white and black colours for the logo and only white colour in the
slogan. We have used colours appropriately to convey the desired message to the target
customers.

In our advertisement yellow colour conveys sunshine, warmth, happiness brightness and
cheerfulness. Yellow is the first colour the eye processes. It is also the most visible colour
to the human eye. This is why it grabs attention faster than any other colour.

In our advertisement orange conveys vibrant and fun. It improves mental clarity,
promotes warmth and happiness. Orange also increases the oxygen's flow to the brain.
Contentment, fruitfulness, and wholesomeness are qualities that are also associated with
orange. The colour orange can help an expensive product seem more reasonably priced.

In our advertisement green symbolizes life, nature, environment, youth. It is also a colour
that welcomes people.

In our advertisement blue conveys coolness and belongingness. Blue also makes people
feel calm, relaxed, peaceful, wise, loyal, and trustworthy.

In our logo and slogan we have used black and white colours:

In our logo black conveys power.

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In our logo and slogan white conveys clarity and youthfulness.

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 Learning Theory and Practices related to our advertisement

Consumer learning consists of two theories one is behavioral theory another cognitive theory.
Cognitive theories view learning as a function of purely mental processes whereas Behavioral
theories focus almost exclusively on observation behavior (responses) that occur as the result of
exposure to stimuli. Thus, consumer learning can be taught as the process by which individuals
acquire the purchase and consumption knowledge and experience that they apply to future
related behavior.

There are four elements of learning theories which help in choosing the product that consumers
want to buy. These four elements are motivation, cues, response and reinforcement. Now we will
try to analyze the implementation of these elements in our advertisement.

Motivation is the feeling which drives us in buying the product and frequently using it. For
example, our motivation of buying Elizabeth Arden Sunflowers can be to impress our beloved
husband or boyfriend. Thus, we are seeking for deeper information about this perfume.
Cues are the stimuli that give direction to these motives. The advertisement acts as a cue giving
us a hint by showing the sunflower which reminds you of summer. It also shows how the bottle
is and what kind of fragrant it can be. By presenting the benefits of this perfume, consumers will
be pushed to make a purchase because it fulfills the need of impressing the beloved husband or
boyfriend.
Response is how individuals react to a drive or cue. In other words, we can say how consumer
will react towards the advertisement. This product was made as a summer product where we are
sweaty and need freshness most of the time. This fragrance will make consumers feel fresh so in
response to feel fresh consumers will buy this product. If consumers are very attracted with our
advertisement and learnt some information about this perfume, then they will surely give a
positive response which can drive them to make a purchase of this perfume.
Reinforcement increases the likelihood that a specific response will occur in the future as the
result of particular cues or stimuli. It is applied once consumers buy the product and feel satisfied
from the product, thus these consumers will be reinforced to repeatedly buy the product. As
consumers learnt about the performance of this perfume, then there will be a positive or negative

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outcome that influences the likelihood that a specific behavior will be repeated in the future in
response to a particular cue or stimulus. By showing our advertisement, we are certain that it will
give a positive response to consumers and they will repeatedly purchase the perfume. This
perfume is also from a prominent brand, Elizabeth Arden, which can more reinforce consumers
to buy it.

Elizabeth Arden uses family branding. It chooses other categories of the product by
Mediterranean, beauty red door and at last sunflower. Customers can see stimulus discrimination
by the scent of the product. The bottle design labeling is different than others. Its fresh and
relaxing fragrance will give a whole different and add uniqueness to the product.

Strategic Applications of Classical Conditioning

There are three applications of classical conditioning; they are repetition, stimulus generalization
and stimulus discrimination. Here, we would like to discuss about the application of repetition.
Repetition increases the strength of the association between a conditioned stimulus and an
unconditioned stimulus and slows the process of forgetting. We will try to make several
exposures of our advertisement to keep consumers aware regarding the presence of our product.
However, if we expose the same advertisement over and over again, consumers will become
satiated and both attention and retention will decline. This effect is known as advertising
wearout. Marketers avoid wearout by using cosmetic variations. It means marketers change the
content of the advertisement. As we have stated earlier, we will definitely make some changes in
our advertisement. We will still show the benefits of this perfume but slightly change the
background of the advertisement. Besides that, we can also apply stimulus discrimination which
is the ability to select a specific stimulus from among similar stimuli because of perceived
differences. Our advertisement creates some perceived differences of this perfume compare to
other brands. It positions itself as the most needed perfume for this summer season and shows
the relevant benefits. Thus, consumers can easily perceive this perfume while seeing the
advertisement.

Instrumental Conditioning is a behavioral theory of learning based on a trial-and-error process,

with habits forced as the result of positive experiences (reinforcement) resulting from certain

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responses or behaviors. Here, consumers learn by means of trial and error process in which some
purchase behaviors result in more favorable outcomes (rewards) that other purchase behaviors.
When, consumers try to get a perfume which can fulfill their need for freshness in this summer,
they are actually exposed to many different types of perfumes and brands. Generally, they buy
the perfume in which they have already known previously. They try brand A, if this brand does
not suit them then they go for brand B. As perfume is a product that is quite expensive,
consumers seek for information thoroughly before making a purchase. Generally, they use the
tester provided by the store. They can try and smell different brands. Thus, from this trial and
error process, consumers can catch which perfume suits them the most and Sunflowers Perfume
by Elizabeth Arden will surely attract them because of its freshness and reasonable price.

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 Type of need, target market and mass media

A need is something that is necessary for organisms to live a healthy life. There are two types of
need. One is innate need and another one is acquired need. Our product is a perfume which is
Elizabeth Arden Sunflowers. Thus, it cannot be an innate need of a human being but an acquired
need. These may include needs for self-esteem, prestige, affection, power and learning. Because
acquired needs are generally psychological they are considered secondary need. We are using a
brand perfume as our product. So people use these kinds of product for their own satisfaction,
prestige etc. Women who use this product may feel good to use a branded perfume. It is her
prestige and self satisfaction that’s why she is not using an ordinary perfume. She may want to
be different by using this product to impress her friends and family. Needs are shaped over time
by our experiences over time. Most of this fall into three general categories of needs:
achievement, affiliation, and power. On the basis of trio needs we can say it falls under power.
Power includes the need to control other persons and various objects. Power seekers try to
achieve higher goal. Here if a woman use Elizabeth Arden Sunflowers then she will feel better
and definitely her prestige and power level will be high because she is using a brand name
perfume. So because of all these reasons we can say it is a secondary need of a human being.

A target market or target audience is a group of customers that the business has decided to aim
its marketing efforts and ultimately its merchandise. A well-defined target market is the first
element to a marketing strategy. The target market and the marketing mix variables of product,
place (distribution), promotion and price are the two elements of a marketing mix strategy that
determine the success of a product in the marketplace. A well-defined target market is the first
element to a marketing strategy. A principal concept in target marketing is that those who are
targeted show a strong affinity or brand loyalty to that particular brand. Elizabeth Arden
Sunflowers is a perfume for women only so our target market is women. Especially for those
women who are very sophisticated and fond of brands. Also our target market is those women

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who are from elite class. We have to impress our customers by many ways using high class
promotion, distribution and also the product quality. By using these ways we have to convince
our target consumer. To target a specific group at first we have to know what they want exactly
and what their expectations are from us. By following all of these elements, we have to specify
our target market.

Advertising is a form of communication intended to persuade an audience (viewers, readers or

listeners) to purchase or take some action upon products, ideals, or services. It includes the name
of a product or service and how that product or service could benefit the consumer, to persuade a
target market to purchase or to consume that particular brand. Mass media can be defined as any
media meant to reach a mass amount of people. Several types of mass media are television,
internet, radio, news programs, and published pictures and articles. We can use magazines as a
media for our product other than newspaper. Nowadays, young or middle aged women are very
conscious about their beauty, fashion and contemporary life styles. There are lots of magazines
for women. We can easily use well-known magazines for our product. Our advertisement is very
attractive and colourful that’s why a woman can easily notice our advertisement and will be
eager to use this product. Our product is Elizabeth Arden Sunflowers, so women who are
professional used to work outside and women who are very fashionable both will be attracted
after seeing this advertisement. We have made our advertisement for those women are very
smart, active and usually read magazines. As our product is women product that’s why we think
magazines is the best media for this advertisement rather than other media.

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 Consumer behaviors generated for our product.

In this part, we will talk about the consumer behavior while purchasing our product, Sunflowers
Perfume by Elizabeth Arden for Women. It is, in fact, related with the consumer decision making
process or consumer buying process. As stated in chapter 1 from our textbook, consumer
decision making process starts with the input stage which influences the consumer’s recognition
of a product need and consists of two major sources of information: the firm’s marketing efforts
and the external sociological influences on the consumer. Then, it comes the process stage which
starts with need recognition, prepurchase search and evaluation of alternatives. Finally at the
output stage, consumers have their postpurchase behaviors which are purchase (trial and repeat
purchase) and postpurchase evaluation. We will examine how consumers execute their buying
process while deciding to buy a perfume. In this case, we will only focus on women since our
target market is only adult women. The figure below shows you the consumer decision making
process.

Input  Need Recognition  Prepurchase Search  Evaluation of Alternatives  Purchase 

Postpurchase Evaluation.

We now start with the input stage. At this stage, consumers are exposed with the product
features, price and advertisements. They are also getting input from their friends, families,
neighbors or any other noncommercial sources about different types of perfumes. They are
getting some information about different brands and kinds of perfumes. These inputs are likely to
affect what consumers purchase and how they use what they buy. Now, we are going to the
process stage. Consumers find a need for having a perfume that can give them freshness and also
confidence in this summer heat. They recognize that they need a sweet-scented perfume to
accompany their summer days. Then, they search for some information concerning well-scented
perfumes for summer. They find varieties of perfumes which answer their need. After looking
for some useful information, they go for evaluation of alternatives. As there are many
alternatives in this product category, consumers tend to compare from one brand to another and
from one product to another since there are also many different varieties within the same brand.
Here, we have to be distinctive compare to our competitors. As our advertisement used the

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positioning approach of a specific benefit, consumers will certainly notice the presence of our
product and its superiority. Our consumer behavior differ compare to our competitors as our
consumers will not take much time to select our product after seeing some alternatives available.
It occurs because of the highly effective advertisement we produced to attract our potential
consumers. This will be our competitive advantage because consumers can see the relevance of
their needs in our product. Next, consumers will go to the output stage where they will actually
purchase the product. Firstly, consumers go for the trial purchase because it is the exploratory
phase of purchase behavior in which consumers evaluate the product through direct use. If the
consumer is satisfied, she may repeat the purchase. A repeat purchase usually signifies product
adoption. In this case, consumers who feel attached with the benefits of this sunflower perfume
will certainly make a repeated purchase. Finally, after purchasing the perfume, consumers will
evaluate the performance of that perfume. As stated earlier, satisfaction will lead to a repeated
purchase and brand loyalty.

From this consumer decision making process, we can identify that this perfume can deliver the
desired consumers’ needs. Thus, we can also utter that our advertisement is using the marketing
concept. We can recall that marketing concept accommodates the needs and wants of consumers
and delivers the consumers’ satisfaction better than the competition. From our advertisement, we
surely show the benefits in which consumers can get by using the product that can fulfill their
needs and wants. It is a good combination since consumers will see how relevant the product is
with themselves. Confidence and freshness are on your summer days!

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