Name: Anas Ahmed

ID: 10299
Course: Consumer Behavior
Instructor: Syed Murad Rizvi
 (Q1)

A good example of such an advertisement is Axe body spray. Let us take an example one of
their ads labeled “Don’t rely on fate”. (For reference, the video is available on popular media
sharing websites such as YouTube, Vimeo, etc.

Visual
The ad displays a young male individual (age range 19-27) watching a girl and suddenly
being attracted to her during the Stone Age. Subsequently, the ad shows the passage of time
and key events in history where the same individual notices the same woman at every
instance and is attracted to her. The inference that we can draw from the ad’s visuals is that
Axe body spray is extremely appealing to women. It is so effective that, even if fate is against
you, Axe can turn the situation to your benefit when it comes to the opposite sex.

Audio
This music, song, and setting imply that Axe body spray is a remedy for loneliness among
young men. The tone of the music is melancholy, and the implication is that it is sad to be
alone. In case if someone is finding it difficult to meet a partner, Axe body spray can help.

The explicit message

The explicit message appears towards the end of the advertisement. It says, “Don’t rely on
fate”. Now the message is very generic. It does not mention any benefit of using body spray.
Hence as far as the explicit message goes, there are no claims of exaggeration or deceptive
nature.

The Axe ad campaign has been a classic example of claim-belief discrepancy. It sets an
expectation in consumers that women prefer the smell of Axe. However, there is no proof
that the smell of Axe is preferred over other perfumes or body sprays.
 (Q2)

Sensory cells are activated by the presence of environmental stimuli while the brain is
responsible for producing meaning from their inputs. We can call the processed described
above sensation and perception.

The brain receives sensory inputs from the environmental stimuli through the sense and
makes meaning out of those stimuli by allotting them to brain parts that are responsible for
various functions. These parts would interpret the stimuli and send commands from the brain
to the body parts that would execute the commands.

Sensation and perception are complementary processes. Our five sense organs- eyes, hear,
smell, taste, and touch -gather information and send it to the brain. This process is called
Sensation. Perception is the process that refers to the interpretation of what we take in
through our senses. This happens because of cognitive processing. Continuously the mind
manages gathered evidence to make choices that one is unaware of. In other words, sensation
is used to learn, while perception is what clarifies what is understood.

The simplest example to understand this sensation could be the influence of sound when one
is trying to study. When there is a television running next to the room where I am studying, it
becomes difficult for me to concentrate and learn. One sample chapter can take me a lot of
time to understand as opposed to when the television is not running, and I have all the peace
to study and finish the chapter. The continuous noise picked up by my ear has provided a
distracting environmental stimulus and has inhibited learning.
 (Q3)

There is plenty of ways to create a perception of products through advertisement some of the
methods are: 
 
CONVINCING ADVERTISEMENT
Although the key purpose of all commercials is to convince the consumer to communicate
with advertising. Some commercials do so by educating consumers and others by reminding
them of the brand and/or its deals. However, if advertising calls upon the client to
automatically respond to convince the client to do something or think something that the
commercials tell the client, it can be classified solely under convincing advertising.

For starters, Heinz ketchup's announcement is convincing, since it illustrates the product's
cleanliness concerning ingredients and processes that render it the most naturally created
ketchup for its consumer. The brand tries to convince its buyers to feel that the product is
more natural than any other option in the brand, and therefore encourage its customers to buy
it with the use of this visual image of the product using instrumental conditioning (to equate
the product with the tomato which is a natural component of ketchup).

INFORMATIVE ADVERTISEMENT
If the company decides to educate a client about the brand or the product, it is using insightful
ads. Insightful advertising aims to persuade clients to buy the product by presenting valuable
product details which a consumer may find essential when determining whether to buy it.
This ad (with the name of the insightful ad) belongs to the Miller beer brand.

The company communicated this ad to consumers the nutritional details of the drinks, telling
customers of the variations between the regular version of the drink and the lite version. The
company told consumers with this detail about how two products vary in health benefits and
inform health-conscious customers of the discrepancies between both products through
buying choices.

RECALL ADVERTISEMENT
Reminder Advertising is referred to mature products which already dominate the market and
have great consumers. Large brands put huge efforts to keep their brand equity high. They
have already captured the market. They keep their principal so that the process to keep their
consumers reminding their brand items and image. The fundamental rule for reminder
advertisement is brand review. The main goal for the reminder advertisement is to memorize
their products in their brain so they will never forget them.
 
Coca-Cola is well known all around the world and has a great reputation for its consistent
commercials. Advertisers need to stay one step ahead to capture their client's psyches. When
products start to fail advertisers need to remind their products to their consumers. This is a
vital role to keep high brand mindfulness. It is important to utilize every reminder support for
advertising. We must remind consumers that there is a shortage of products and consumers
need to buy as soon as possible. The perception for reminder advertisement is to remind the
consumer to buy the product from the nearest location such as retailer store or internet
sources.