Consumer Behavior (Spring 2012)

Name: Naveed Ahmed Reg. # mm-113046

Quiz # 2

Chapter # 3

Q1. From a semiotic perspective, every marketing message has three basic components. Mention three basic semiotics in your print ad. Ans. The three main components in this print ad are: Sign: (Sensory Image or visual Image) in this ad the marketer used an elephant as a sensory image to show the story of his loneliness in a desert which can be seen in a moment, according to marketer this image is saying all in one moment to customers. Object: The object was the basic headline of the product which shows the (20 Sec hi kafi hain sub kah dainay kay liay) and that is focused message about the product or package. Interpreting: (Meaning derives) it shows the charging of 45 paisa for 20 seconds and provide the description of activating the package and get facility of saying it all. Q2. Which learning theory is used in your print ad? In this ad the marketer is using Reasoning Learning theory by proving the reason in highlighting the theme 20 seconds are enough for saying it all. Viewers can interpret the given reason on the past storage bank in their mind. Q3. Draw model of learning theory used in your print ad.
Stimuli Attention Logic & Reasoning Auditory and visual processing from learned information Response

Q4. What strategies marketers have used in this ad to foster such learning? Price skimming strategy by providing them a facility to call at lowest call rates in 20 sec. Differentiating from other competitors as a pioneer by providing the rates on the basis of 20 sec charging. Segmentation: the company used the strategy of focusing the people who call for less duration and call for a task. Bulk advertising strategy the company used bulk advertising to capture the new customers by making awareness about lowest call rates.