Name: Nguyễn Minh Dương

Student ID: HS173263

Class: MKT1720

Lecturer: Trịnh Trọng Hùng

ESSAY ASSIGNMENT – MKT201

Q1. Define consumer addiction and give three examples of it.

As far as I know, Consumer addiction is the word for "excessive" shoppers, who do not

control their purchases, they shop not for their own needs but for the satisfaction of a sense of

ownership. "Addiction" is basically a negative word, even consumer addicts don't realize they

have this addiction and it's hard for them to stop. Consumption addiction can manifest in a

number of ways: hoarding, shopping addiction and workaholism. The overwhelming need to

always be "in style" and "on trend", it may be impossible not to have something that everyone is

using, or even simply feeling annoyed, upset when not buying something in a certain period of

time. However, consumerism is the inability of consumers to separate their self-worth from the

things they own.

I have three examples of consumer addictions:

1. Shopping addiction: When a person buys clothes, shoes, accessories or gadgets that

they do not need or use, and that exceed their budget or income. They may shop online or in

physical stores and may feel a rush of excitement or happiness when they make a purchase, but

later feel remorse or dissatisfaction with what they bought. They may also hide their purchases

from others or have trouble getting rid of them. Shopping addiction can affect their personal,

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professional and financial well-being, and may also indicate other psychological issues such as

low self-esteem, depression or anxiety.

2. Hoarding: An example of hoarding is when a person collects large amounts of things

or animals that are often not needed or have no value and has difficulty discarding or parting

with them. Hoarding can have negative effects on the health, safety, well-being, and

relationships of the hoarder and others. Hoarding is sometimes linked with mental disorders like

depression and anxiety. Hoarding is different from collecting as a hobby, which does not

compromise the intended use of premises or cause distress.

3. Workaholism: when a person works excessively hard and long hours, beyond

workplace or financial requirements, and finds it difficult not to work. Workaholism can affect

the physical health, mental well-being, and relationships of the workaholic and others.

Workaholism may be driven by various factors, such as perfectionism, insecurity, fear of failure,

or escape from personal problems.

4. IMC Technology Perspective 9—1 discusses the need for a creative revolution in online

advertising. Discuss how online advertising differs from the type of advertising done in

traditional media such as print or television and the challenges marketers face when

advertising on Internet websites. (LOI)

Online advertising differs from traditional media advertising in several ways. Some of the

main differences are:

 Online advertising is more interactive and measurable than traditional media

advertising. Online advertisers can use various tools and platforms to track the

performance, reach, and engagement of their campaigns, and adjust them accordingly.

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 They can also communicate with their potential customers directly through social media,

email, or landing pages. Traditional media advertising is more passive and difficult to

measure, as it relies on mass media channels such as print or television that do not

provide immediate feedback or analytics. (University of Pennsylvania, 2019)

 Online advertising is more targeted and personalized than traditional media advertising.

Online advertisers can use data and algorithms to segment their audience based on their

demographics, interests, behaviors, and preferences, and deliver relevant and customized

messages to them. They can also use automation and dynamic content to optimize their

campaigns for different scenarios and platforms. Traditional media advertising is more

generalized and standardized, as it reaches a broad and diverse audience with the same

message regardless of their needs or wants. (University of Pennsylvania, 2019)

 Online advertising is more cost-effective and scalable than traditional media advertising.

Online advertisers can use various online channels and formats to reach their audience

with a lower cost per impression or action. They can also test different versions of their

ads and optimize their budget allocation based on the results. Traditional media

advertising is more expensive and limited, as it requires a large upfront investment and a

fixed amount of space or time for each ad. (Adintime "Come & Advertise", 2021)

The challenges that marketers face when advertising on Internet websites are:

 Online advertising is more competitive and cluttered than traditional media advertising.

Online advertisers have to compete with many other ads and content on the same website

or platform and capture the attention of the users who have a short attention span and

multiple options. They also have to deal with ad blockers, fraud, privacy issues, and

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 changing algorithms that affect their visibility and reach. (Adintime "Come & Advertise",

2021)

 Online advertising is more complex and dynamic than traditional media advertising.

Online advertisers have to keep up with the fast-changing trends and technologies in the

online environment and adapt their strategies and tactics accordingly. They also have to

deal with multiple platforms, formats, devices, and metrics that require different skills

and tools to manage effectively. (Adintime "Come & Advertise", 2021)

 Online advertising is more creative and innovative than traditional media advertising.

Online advertisers have to create engaging and compelling ads that stand out from the

crowd and resonate with their audience. They also have to experiment with new formats,

features, and techniques that enhance their ads’ performance and appeal. (University of

Pennsylvania, 2019)

I think that online advertising is a better and more modern way of advertising than

traditional media advertising. Online advertising allows marketers to reach and influence

their target audience more effectively and efficiently, as they can tailor their messages and

campaigns to their specific needs and wants. I also think that online advertising enables

marketers to be more creative and innovative, as they can use various formats, features, and

techniques to make their ads more engaging and compelling. To conclusion, advertising is

the future of marketing, and that traditional media advertising is becoming obsolete and

irrelevant.

However, I also acknowledge that online advertising is not without its challenges and

risks. Online advertising requires marketers to be more competitive and agile, as they have to

deal with a highly saturated and dynamic online environment that demands constant attention

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 and adaptation. Online advertising requires marketers to be more ethical and responsible, as

they have to respect the privacy and preferences of their audience and avoid any fraudulent

or deceptive practices. Beside that online advertising is a double-edged sword, and that

marketers need to use it wisely and carefully.

5. What is meant by the mere exposure effect? Discuss how banner ads that appear on

various websites might take advantage of the mere exposure effect. (LOI)

The mere exposure effect is a psychological phenomenon by which people tend to

develop a preference for things merely because they are familiar with them. This effect is also

known as the familiarity principle. The effect can occur with various kinds of stimuli, such as

words, images, sounds, or people. The effect is more likely to happen when people have no

negative attitude toward the stimulus and are not aware of the exposure. (Wikipedia - The Free

Encyclopedia) (Nickerson, 2023)

Banner ads that appear on various websites might take advantage of the mere exposure

effect by increasing the likelihood that people will like their products or services simply by

exposing them repeatedly to their ads. This might influence people's purchase decisions or brand

loyalty without them being aware of the source of their preference. Banner ads might also use

catchy slogans, images, or sounds that can create a positive association with their brand through

repeated exposure. The mere exposure effect is logarithmic; the first few exposures someone has

to a stimulus are more potent than later ones (Hopper, 2019). Therefore, banner ads might try to

maximize their impact by appearing frequently and prominently on websites that their target

audience visits often.

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 I think that banner ads can be effective in using this effect, but they also have some

limitations and challenges. For instance, banner ads might not work well if people have a

negative attitude toward the product or service, or if they are aware of the manipulation and

resist it. Banner ads might also face competition from other ads or stimuli that are more novel or

attractive. Banner ads might also annoy some people who find them intrusive or irrelevant.

Therefore, banner ads should use the mere exposure effect carefully and ethically, and not rely on

it as their only strategy.

6. What is meant by transformational advertising? Analyze the cinematic-themed ad for

Skyy vodka shown in Exhibit 9—6 from a transformational advertising perspective. (1401)

Transformational advertising is a marketing approach that associates product usage with

certain feelings, images, or meanings that then transform the experience of using the product

(Elevationmarketing Co., 2022) (Gurrieri, 2022). A transformational ad connects with people’s

emotions, making them want to buy a product or service. This is done by using ads and content

to associate positive, transformative benefits with owning or using a product. (AMICUS

MEDIA)

The cinematic-themed ad for Skyy vodka shown in Exhibit 9-6 can be analyzed from a

transformational advertising perspective as follows:

- The ad uses a movie-like scene of a couple in a car chase to create a sense of excitement,

adventure, and romance. The ad implies that drinking Skyy vodka can make one feel like a

movie star or a hero, and that it can enhance one's relationship and lifestyle.

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- The ad uses the slogan "Live without limits" to convey a message of freedom, empowerment,

and aspiration. The ad suggests that drinking Skyy vodka can help one overcome any obstacles

or challenges and achieve one's goals and dreams.

- The ad uses the blue color and the logo of Skyy vodka to create a distinctive and recognizable

brand identity. The ad associates the blue color with the sky, implying that drinking Skyy vodka

can make one feel limitless and infinite. The logo also resembles a movie ticket, reinforcing the

cinematic theme of the ad.

7. Discuss the use of slice-of-life execution techniques in advertising. For what types of

products and services might this execution technique work best? (L02)

Slice-of-life execution techniques in advertising are a strategy that utilizes everyday

scenarios to integrate a product into the daily dynamics of consumers. Advertisers try to provide

solutions or introduce efficiency using the product to the daily common concerns of people. In

this technique, a real-life problem is shown in a dramatic presentation and the product advertised

represents the solution to the problem. (Cabaluna, 2021)

This execution technique works best for products and services that are related to daily

essential home products like beverages, cleaning products, daily clothing and food, but they can

also be effectively used for work dynamic products and services like management software or

internet privacy services and also for school-related concerns like English tutoring needs. Slice-

of-life execution techniques can help advertisers to create a connection between the customer

and the company or brand with a meaningful message or advertisement, that has transformational

appeal. This connection is based on shared values and emotions, rather than simply a transaction.

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Slice-of-life execution techniques can also help advertisers to demonstrate how their products or

services can make life and work easier and more enjoyable for their customers. (Monger, 2012)

First, I think that this technique can be overused and boring, as many ads use the same

format and structure. Second, this technique can be unrealistic and exaggerated, as some ads

present problems or situations that are not common or believable. Finally, this technique can be

insensitive or offensive, as some ads may stereotype or misrepresent certain groups of people or

cultures. Therefore, I also think that the use of slice-of-life execution techniques in advertising

should be done carefully and creatively, and not rely on it as the only technique.

REFERENCES
Adintime "Come & Advertise". (2021, September 27). Traditional Advertising vs. Digital Advertising: A
Comparison. Được truy lục từ Adintime: https://adintime.hk/en/blog/traditional-advertising-vs-
digital-advertising-a-comparison-n103

AMICUS MEDIA. (không ngày tháng). CONNECTING TO YOUR AUDIENCE WITH TRANSFORMATIONAL
ADVERTISING. Được truy lục từ AMICUS MEDIA GROUP:
https://amicusmediagroup.com/connecting-to-your-audience-with-transformational-
advertising/

Cabaluna, C. (2021, September 9). Slice-of-Life Advertisements: Do They Work? (with 3 Examples). Được
truy lục từ IFP- Insights For Professionals:
https://www.insightsforprofessionals.com/marketing/leadership/slice-of-life-advertisements

DARSTARU, A. (2020, May 11). 20 Powerful Advertising Appeals You Can Use in Your Campaigns. Được
truy lục từ Creatopy: https://www.creatopy.com/blog/advertising-appeals/

Elevationmarketing Co. (2022, April 29). Using Transformational Advertising to Attract the Modern Buyer.
Được truy lục từ Elevationmarketing: https://elevationb2b.com/blog/using-transformational-
advertising-attract-modern-buyer/

Gurrieri, L. (2022, July 28). Transformative Advertising Research: Reimagining the Future of Advertising.
Được truy lục từ Taylor & Francis Online:
https://www.tandfonline.com/doi/abs/10.1080/00913367.2022.2098545?journalCode=ujoa20

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Hopper, E. (2019, December 13). What Is the Mere Exposure Effect in Psychology? Được truy lục từ
ThoughtCo.: https://www.thoughtco.com/mere-exposure-effect-4777824

Monger, B. (2012, February 1). Advertising – Creative Implementation. Được truy lục từ Dr Brian's
SmartaMarketing Blog Number 1:
https://smartamarketing.wordpress.com/2012/02/01/advertising-creative-implementation/

Nickerson, C. (2023, April 12). Mere Exposure Effect In Psychology: Biases & Heuristics. Được truy lục từ
SimplyPsychology: https://www.simplypsychology.org/mere-exposure-effect.html

University of Pennsylvania. (2019, July 17). Digital Versus Traditional Marketing: What Today’s C-Suite
Needs to Know. Được truy lục từ Wharton: https://online.wharton.upenn.edu/blog/digital-
versus-traditional-marketing/

Wikipedia - The Free Encyclopedia. (không ngày tháng). Mere-exposure effect. Được truy lục từ
Wikipedia: https://en.wikipedia.org/wiki/Mere-exposure_effect