1. Find an example of a sign or symbol that could be interpreted differently across cultures and comment on what those meanings may be. In your search see if you can locate an advertisement (print-based) that features a prominent symbol. What does the symbol represent? 2. Advertisers love to compare themselves to objects, ideas, learning and concepts that are embedded in our society as a way of creating a resonance in the mind of consumers. It’s a neat strategy, allowing a headache tablet to use the speed of a racing car for example to suggest and reflect a speed of action. Find an example of a brand that uses a simile, metaphor or allegory in an ad and attempt to explain their strategic thinking. What connection are they trying to reinforce? Does it work? 3. Your prescribed textbook uses McGuire’s eight sequential steps of information processing as the basis for its consumer processing model: Stage 1: Being exposed to information Stage 2: Paying attention Stage 3: Comprehending attended information Stage 4: Agreeing with comprehended information Stage 5: Retaining accepted information in memory Stage 6: Retrieving information from memory Stage 7: Deciding from alternatives Stage 8: Acting based on the decision Select an informational (rationally motivated) brand item (product) of your choosing and using a combination of research and hypothesis (you may need to make some assumptions), map out and describe a consumer’s purchasing journey using the eight steps of information processing. 4. Find examples of print ads that you believe correctly show the difference between the Consumer Processing Model and Hedonic Experiential Model approaches. Can you find (for an extra challenge and interesting strategic insight) an example of a brand that uses both approaches. 5. Go to Domino’s Australia website https://www.dominos.com.au/ and view its recent advertising on YouTube https://www.youtube.com/user/DominosAustralia/videos. Determine how you believe the company has attempted to cater for consumers at each stage of the combined tri-component model of attitudes / hierarchy-of-effects model and fill out the template below (IMC activities relevant to the various steps): Learn-Feel-Do Movement Towards Purchase IMC Activities Relevant To the Various Steps Conative Behaviour and Predisposition Purchase Some target audience members move forward and purchase the brand item Conviction Some target audience members move from preference, to a desire or conviction to purchase the brand item Affective Feelings and Evaluations Preference Some target audience members develop a preference for the brand item over competitors Liki Some target audience members develop favourable attitudes tBehaviour and Predisposition Purchase move forward and purchase the brand item Conviction Some target audience members move from preference, to a desire or conviction to purchase the brand item Affective Feelings and Evaluations Preference Some target audience members develop a preference for the brand item over competitors Liking Some target audience members develop favourable attitudes towards the brand item Cognitive Belief and Knowledge Knowledge Some target audience members know the brand item’s benefits Awareness Some target audience members are aware, but know little about the brand item 6. (a) Describe the three components of the MOA model. (b) How is the MOA model used when assessing the adoption of innovative products like the Apple iPad? 7. Navigate to the Sony PlayStation PS4Pro website using this link: https:// www.playstation.com/en-au/explore/ps4/ps4-pro/. To what degree does the website use the ELM model’s central vs. peripheral routes to persuasion? 8. Based on your understanding of the benefits and mechanisms for enhancing consumers’ motivation, opportunity and ability to attend and process messages, answer the following question: What MOA element or elements do you believe are being addressed in the following ads? http://rmit.adforum.com.ezproxy.lib.rmit.edu.au/creative-work/ad/player/34494011/breathe/ south-australia http://rmit.adforum.com.ezproxy.lib.rmit.edu.au/creative-work/ad/player/34456132/opelagila-front-dp/opel 9. (a) What are egoistic and altruistic considerations? (b) How do marketers persuade consumers to purchase organic food? 10. Other sources use the US based framework ‘VALS’ to classify consumer’s psychographic profiles. Familiarise yourself with the VALS framework by taking the VALS survey and discuss your findings. 11. (a) What is brand loyalty? (b) What are the antecedents of brand loyalty? 12. Find examples of one unsuccessful line-extension and one successful line extension and discuss these and the benefits and dangers (negative consequences) of line-extensions. 13. (a) Go to the Coles and Woolworths supermarket websites (https://www.coles.com.au/ and https://www.woolworths.com.au/) and determine if the visual and/or functional aspects of the websites indicate whether their positioning strategies are based on product attributes or brand benefits.(b) Watch the following ads for Carlton Draught and Victoria Bitter (see links below). After analysing both ads, describe how you believe Foster’s has positioned both brands. http://rmit.adforum.com.ezproxy.lib.rmit.edu.au/creative-work/ad/player/34459191/real/vb http://rmit.adforum.com.ezproxy.lib.rmit.edu.au/creative-work/ad/player/34478467/beerchase/carlton