Below three Items (Differences, Q1, Q2) should be covered in Maximum 1 Page
Differences
Information processing Adult Ad
perspectives
Perception Here the consumer is exposed
to the product's features, which
grabs the attention as it's
fulfilling his inner desire. The
consumer tries the product
himself, and the positive
response gives meaning to the
ad. It also shows it's not like an
ordinary brand. It is branded
and premium, which creates a
positive image in consumers'
minds.
Learning Ad contributes to the
understanding of learning by
catering to the need for
something new. Here consumer
has a favourable experience
(positive reinforcement) which
is instrumental for repeat
purchases.
Memory Repetition of words like
"Branded" and "Premium."
aimed to enter into the
consumer's memory. Here the
positive experience of using
deodorant is also adding up to
the memory, which in turn will
have an impact on buying
behaviour
Bias No bias
Q1.Differences in the appeals to the genders across age groups?
There is no difference in the appeals for gender across age groups for kids' ads, but there is gender
appeal in the case of adult ads, as it targets men.
Q2.Assess the 'ability' of the marketer to comprehend the 'true' consumer's inner desires.
Fogg(Adult ad.)
Kids Ad
Using metaphors like "Taste"
and "delight" to attract
attention and having persuasive
communication leads to high
consumer involvement with the
product. It enters into TOM and
helps in changing behaviour.
The use of song acts as a
sensory input and starts the
perceptual process.
This ad is the case of
instrumental conditioning,
where the visual and verbal
cues provide positive
reinforcement in the form of
reward(free toys and overall
development of a child), which
triggers the behavioural change
and strengthens the
connection.
The ad uses narrative (music
and story) to encode
information in consumers'
minds, persuading people to
construct a mental
representation of the
information. Verbal cues used
in the ad aimed to grab the
consumer's attention so that
the information could be stored
in short-term memory.
No bias
The brand has been regarded as "Branded and Premium," It resonates very well with the consumers'
personalities who are very youthful and looking for something new. The marketer has captured the
idea of something new by using the brand cue to create differentiation (i.e fogg is not regular ). The

Kinder Joy(Kids Ad)

The inner desire of parents is to give something nutritious to children that they like also for kids the
inner desire to have something which is tasty and something interesting . Here kinder joy has
captured this idea very well by projecting the product as special i.e it's tasty, delighful and nutricious
as it contains vit B12 and made up of cow's milk.Also to incentive consumers it has provided free
gifts with the product.

Advertisement Description (On the next Page)

Adult Ad –

Fogg Deo : https://www.youtube.com/watch?v=JeIYijbxjWQ

Characters: Consumer(Office going young guy who is looking for a perfume that can fulfill his inner
desires and match his personality)

People from two different age groups (one old and one new generation ) both advocated for the
product and explained the qualities of the perfume.

"perfume me naya kya hai" displays "openness to experience," which motivates the consumer to try
something new which is not regular. Fogg has differentiated itself from others to enhance consumer
behavior by advertising itself as a branded and premium product.

Repetition of the words "Branded" and "premium" shows that the brand is trying to capture
attention and create an association with the consumer. A consumer using the product and having
satisfaction shows the pre-purchase evaluation of the service.

Kids Ad –

Kinder Joy: https://www.youtube.com/watch?v=o6eqqfnZTW4

This advertisement uses persuasion to change the behavior of the male protagonist (father) by
highlighting the goodness of kinder joy.

In the advertisement mother and her kids can be seen trying to grab attention by using music and
dance as stimuli. It advocates how kinder joy is tasty yet healthy and helps build kids' imaginations.

Also, the repetition of "joy." The brand attempts to come into the consumers' consideration set (Top
of mind), which will increase the chances of consumption. It aimed to bring desired behavior
(purchase of the product) by properly incentivizing the customers( kids) in the form of toys. It used
that as a brand cue to create differentiation.

Analysi