Question 15. Discuss the differences between low and high involvement media.

How would you apply the knowledge of hemispheric lateralization to the development of TV commercials and print advertisements? Answer 15. Split Brain Theory suggests that the left brain is responsible for cognitive activities such as reading, speaking, and processing verbal information. The right brain processes non verbal and pictorial information and forms holistic images. Since TV is primarily a pictorial medium, TV viewing is considered to be using right brain, passive, holistic processing of images viewed on screen and TV is regarded as low involvement medium. On the other hand, print media are high involvement because exposure to the print media results in the left brain s active processing of verbal data and ultimately in cognitive learning. Thus, TV commercial should be short, rich in visual symbolism and repeat frequently. Consumer process and learn TV advertising passively, and the major objective of TV ads should be to form consumer familiarity with the brand and package which will result in the object s recognition and purchase by consumers. The objective of print ads is to present detailed rather than overall image information to generate evaluations of the advantages and disadvantages of the product. Discuss the roles of extrinsic cues and intrinsic cues in the perceived quality of products. Intrinsic cues Physical characteristics of the product itself, size, colour, flavor. Consumers like to believe that they base their evaluation, because that enables them to justify their product decisions as being rational or objective product Extrinsic cues consumers use price, brand image, store image, promotional message. Many studies showed that the packaging influences consumer s perceptions of products. Question 17. Describe the type of promotional message that would be most suitable for each of the following personality market segments and give an example of each: (a) highly dogmatic consumers, (b) inner-directed consumers, (c) consumers with high optimum stimulation levels, (d) consumers with a high need for cognition, and (e) consumers who are visualizers versus consumers who are verbalizers. Answer 17. a) Highly dogmatic consumers are likely to respond favorably to a new product when the advertising message is presented in an authoritarian manner (e.g., celebrity endorsement or expert testimonials). b) Inner-directed consumers tend to use their own values and standards in evaluating a new product; therefore, ads aimed at them should depict the attainment of personal achievement and satisfaction. c) Consumers with a high optimum stimulation level are more open to risk-taking, more likely to be innovative, try products with many novel features, and shop in new retail outlets. Consumers with high OSL are likely to respond favorably to promotional messages stressing more rather than less risk, novelty, or excitement.

d) Consumers with a high need for cognition are ones who often crave or enjoy thinking. They are likely to be responsive to ads that are rich in product-related information or description and are unresponsive to the auxiliary or contextual aspects of an advertisement. e) Marketers should stress visual dimensions in attracting visualizers (i.e., consumers who prefer visual information, products that stress the visual) and detailed descriptions and explanations in targeting verbalizers (i.e., consumers who prefer written and verbal product information). Question 18. How does the family influence the consumer socialization of children? What role does television play in consumer socialization? Answer 18. As we know, for many consumers their family is their primary reference group, and the prime target market for most products and product categories. The members of a family assume specific roles in their everyday functioning, and such roles extend to the realm of consumer purchase decisions. Therefore, a family's decision making style often is influenced by its lifestyle, roles, and cultural factors. Consequently, children are everyday influenced by their own specific families in the way they make consumer buying decisions, and marketers understand these kind of behaviors which are increasingly important in terms of specific market niches. Children's tendencies to emulate television characters were captured on the questionnaire by asking parents to indicate the frequency that a child expressed an interest to dress like the television character in his/her favorite television programme, interest to become just like the television character and the frequency that a child copied the behavior of the television character. The results indicate a partial support for the influence of gender. The boys and girls expressed a different level of desire to become like the television character. Further, there is a difference in the extent that boys and girls copied the behavior of television characters. Age does not seem to exert a significant difference in emulative behavior amongst children. However, family income appears to play a very important role in explaining children's emulative behavior. As family income increases, there is a lower tendency for emulative behavior amongst the children (high frequency was coded with a low value and a low frequency was coded with a high value resulting in positive b values). Question 19. The Citrus Growers of America are planning a promotional campaign to encourage the drinking of orange and grapefruit juices in situations where many consumers normally consume soft drinks. Using the Rokeach Value Survey (researcher identify) family security (providing for loved ones) as promising terminal value and honest (trustworthy or believable) as a likely instrumental value to stress in their future advertising campaign for citrus juices as an alternative to soft drinks. What are the implications of these values for an advertising campaign designed to increase the consumption of citrus juices?

Answer 19. Terminal values are designed to measure the relative importance of end states of existence or personal goals. Instrumental values measure basic approaches (means) an individual might take to reach endstate values. Advertisers need to emphasize, by using symbols, that serving citrus drinks are a way to best provide for loved ones. They need to do so in an honest, trustworthy and believable way. The instructor should stress that there are links between cultural, consumption-specific, and productspecific values. The attitudes and values toward soft drinks and citrus juices are culturally derived, and given the popularity and diverse usage of soft drinks, the Citrus Growers of America are going to have difficulty luring consumers away from them. The Citrus Growers of America organization must convey the notion that the product-specific values of drinking citrus juices are congruent with consumptionspecific and cultural values. Thus, the association should consider the links between culture and consumption of juices and soft drinks. Some of these possible links are: Cultural Values *An exciting and active life *Freedom Consumption-Specific Values *physical health *well being *self identity *nonconformity *enjoying life *being with others Product-Specific Values *natural drink *the vitamins in the juice *nutritional content *be different from the crowd *citrus juices are not only for breakfast *refreshing taste *cool *drink juices with others

*Pleasure *Friendship Question 20.

Should Head & Shoulders shampoo be sold worldwide with the same formulation? In the same package? With the same advertising theme? Explain your answers. Product standardization works best with high-involvement products that approach either end of the high-tech/high-touch continuum. Low involvement products in the mid-range of high-tech/high-touch continuum are best as local brands using market-by-market executions. Procter & Gamble has four brands that are marketed under the same name worldwide(Camay soap, Crest toothpaste, Head & Shoulders shampoo, and Pampers diapers), but the formulas, package sizes, and scents of each product vary from country to country. The company believes that globally standardized products are not desirable. Although Colgate-Palmolive sells Palmolive soap in 43 countries, at one time the company marketed it in 9different shapes, 22 fragrances, and 17 packages. Although the brand was offered on a global basis, the soap s many different versions did not allow Colgate-Palmolive to enjoy the efficiencies of global advertising and manufacturing. The firm implemented a program to move toward a global brand by conducting research with consumer-user groups. Consequently, Palmolive soap was re-launched with only 3 shapes, 7 fragrances, and 3packages. P&G, the world's largest advertiser, is even rethinking how much it spends on advertising -- a major break with tradition. Even in its 1993 restructuring, advertising remained off-limits. ''For the first time, Procter is not afraid to touch that sacred marketing budget,'' The company has saved millions by consolidating most of its U.S. media-buying at one agency. And it has reduced TV production costs by

25% by using fewer production houses and shooting commercials for several countries at one location. P&G's overall sales, powered by international expansion, have grown by a third in the same period. P&G's drive to trim its product list is just one piece of a larger strategy of simplification. The company is now taking an ax to many of its marketing practices, hacking away at layers of complexity in a drive to cut costs, serve customers better, and expand globally. Besides just saying no to runaway product proliferation, it's standardizing formulas and packaging worldwide, selling marginal brands, cutting inefficient promotions, and curbing new-product launches. It's even putting its sacrosanct ad budget under the microscope to help shrink overall marketing costs to 20% of revenues by 2000, from 25% now. These moves are saving Procter money -- lots of it. And those savings are giving P&G the leeway to propel sales with lower prices, while increasing margins. But although the drive to simplicity began as an exercise in old fashioned cost-cutting, P&G is looking for other benefits.