Differences in attitude formation
Information processing Adult Ad
perspectives
Perception Trying to change the
perception about online
courses by showing a woman
has moved up the ladder in
her career by doing an online
course. It created a sound
stimuli in the form of story
which gave viewers exposure
about the online course and its
impact on their career.
This ad is engaged in category
level positioning as it is
focussing on benefits of an
online course.
It focusses on self-
transcendence.
Learning This ad is trying to change the
learning of the viewers that
online course is not relevant.
In this ad, brand is trying to
convey message that people
may learn from the experience
of their collegemate who has
moved up the ladder by doing
an online course.
Memory This ad has used instrumental
conditioning as it added a
pleasant experience (positive
reinforcement) to the career
of viewers.
Bias This ad is trying to address
representativeness bias.
Q1.
Kids Ad
The ad trying to change
perception of the public about
nutrition need of the child.
This ad depicts along with
normal food, children also
need nutritious supplements
like Complan which can help in
child growth and keep child
active for the whole day.
This ad used vision stimuli to
convey how protégé remains
active and growing in height.
It is positioning product at
benefit level.
It is depicting how a
supplement can be life
changing.
This ad shows children can
learn from the experience of
the protégé in the ad as after
consuming complan, she grew
taller, similarly, they can also
grew taller by having complan.
This ad used classical
conditioning as complan was
repeated several times in the
ad (Repetition). It used
stimulus discrimination as it
differentiated itself from the
normal food.
This ad has used instrumental
conditioning as it added a
pleasant experience.
This ad is based on availability
heuristic.
Differences in the appeals to the genders across age groups?

Women – ad changing perception – upskill through online course – achieve self-transcendence stage

Girl – ad focusing more on memory – achieving life-changing stage

Men – ad creating perceived risk of not doing online course –> social risk

Boy- ad focusing more on memory -life-changing stage

Q2.

Assess the ‘ability’ of the Marketer in comprehending the ‘true’ consumer inner desires.

(Answer)

Adult ad- Marketer was to able understand the true consumer desires as the ad shows the
consequences of doing an online course from Upgrad.

A working person finds it difficult to upskill himself along with office works. This ad shows a person
can upskill himself through an online course and he can reach the Self-transcendence stage. A
working person doesn’t get time to study along with his job but he wants to move up the ladder. So,
through an online solution, they can stage of self-transcendence.

This ad captures State of Mind, State of Heart.

Kids ad- Marketer was to able understand the true consumer desires as the ad shows the
consequences of having a nutritious drink.

Kids want to grow in height and remain more active as compared to their friends. This ad shows
while playing basketball, girl was more active and is taller than her friends. She is more active and
taller since she had complan drink. This ad mainly focus on capturing State of Mind, State of Heart.
 Advertisement Description (On the next Page)
Adult Ad –

Upgrad

https://www.youtube.com/watch?v=tdeq2tQVWE0

The ad shows a woman who has moved up the ladder in her career by doing an online course along
with her office. She has now become boss of her college mates who did not have trust in online
courses.

Kids Ad –

Complan

https://www.youtube.com/watch?v=IE-jQN2DQW8

The ad shows a girl who is growing in height and remains active throughout the day because she
drinks Complan. This ad shows Complan is nutritious drink for both boys and girls. A mother also
support children in having Complan.