AUTA Venkata Amaresh

Questions and Answers

1) What effect does selectivity have on an integrated marketing communications

campaign?

Selectivity is entirely done in an attitude of environment where ”how much is

going on” is checked as a prior phenomena, which is based on the individual’s interest
and motivation regarding the subjective area, and on the level of degree in the
concentration given to an individual who has on the task in hand.
People with highly developed ability to concentrate select less from the environment,
as they are able to not mind about the world much more. People with simple
capability of development to select something of their own will get help from
technologies to their aid in the form of Bose QC35 noise-cancelling headphones.

2) How might colour perceptions be complicated in a global market?

Colour has a dramatic effect on search times for products. Bright colours and
contrasting colours make a product stand out, but people also use colour as a way of
identifying brands rapidly. Product colour is more important among young adults than
older age groups and it is more important to females than males. Some colours which
became as a trade mark registration cannot be used by others and it is protected by
law. Attention grabbing and cue giving are initial purposes in using a colour. But,
when colour is used in Fashion statement and Brand recognition, the confusion will be
affected to everyone and complicates things in global marketing.

3) Why is subjectivity a problem for marketers?

Price has a strong effect on people’s assessment of products. People tend to think
that a bargain is better bargain if they also think the marketers have made a mistake
and people think the product has been accidentally marked at the wrong price they
will tend to see what ii as better bargain than if the marketers are explicit about the
offer.

4) How do internal responses create problems for marketers?

 Knowing which cues people most often select is clearly of great interest,
especially if we are considering a specific factor such as quality quantity or colour.In
some cases people judge quality on the basis of price, in other cases on the physical
attributes of the product, but the consensus view is that the use of an extrinsic cue
such as price and intrinsic cues such as physical and performance attributes depend on
prior knowledge.

5) What is the difference between the linear additive model and the linear averaging
model?

The Linear Additive model states that extra detail added to a message by a
recipient, based on meta-analysis of the message from each cue will build towards an
overall perception. This means that the implications that attach to a particular
characteristic will become stronger with the addition of each cue, regardless of how
intense each cue is. While The Linear Averaging Model means that the quality of the
information maybe more important than the quantity of the information, so that
marketers who try to provide people with very large amounts of positive information
may find that the effect is weakened if people regard some of the information as being
less interesting than other information.

6) Explain Weber’s Law?

The size of the least detectable change will depend on the size of the stimulus.
This means that every intense stimulus will require a bigger change if the change is
to be perceived by the consumer. It also helps to determine how much better the
product has to be for the difference to be noticeable, or conversely to determine how
similar the product needs to be indistinguishable from the leading brand.

7) What is the difference between kinaesthetic processing and visual processing?

Kinaesthetic is a learning style in which learning takes place by the students

carrying out physical activities. Visual processors are likely to respond better
advertising with strong graphics or visual content. Kinaesthetic processors prefer to
touch or try out products, so would be most likely to respond to advertising that offers
a trial or free sample.

8) What is the Law of Primacy?

 Past experience leads us to interpret later experience in the light of what we
already know. This is called the Law of Primacy.

9) What is the role of expectancy in branding?

Expectations of quality play a huge part if the individual is expecting a high-

quality item. People will select evidence that supports that view and tend to ignore
evidence that doesn’t.

10) What are the arguments for the effectiveness of subliminal advertising? What are
the arguments against?

Arguments against Subliminal Advertising:

Different people have different perception thresholds.
High risk of misunderstanding.
The selective nature of perception in which most stimuli are ignored or rejected by the
input selector.

d) Case study : First impressions

i) what is the law of primacy

Experience leads us to interpret later experience in the light of what we already

know. This is called the law of primacy by psychologists. For example, adverts shown
early in ad breaks generate greater brand recall than those in later slots. Sometimes
sights, smell or sounds from our past will trigger off inappropriate responses, the
smell of bread baking may help recall aromas emanating from a village bakery from
20 years ago, but in fact the smell could have been artificially generated by a
commercial aerosol spray near the supermarket bread counter.
In this case First impressions is an International consultancy where the workers
are dedicated by helping them to make a favorable impression on others. This
corresponds to the law of primacy which reveals that first impression will become as a
persons past experience in future.

ii) what is the role of expectancy in branding.

Desires for quality have an immense impact if the individual is anticipating a top
notch thing. Individuals will choose proof that underpins that view and will in
general disregard proof that doesn't. For this situation First Impressions advisors are
spotted around the nation, as it established an amazing connection in the light of
good impression which will the main thing that individuals judge.