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Advertisement meaning analysis
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Transcript
Advertisement meaninganalysis
Consumer Behaviour Academic year 2023/2024Roberta Vaccaro
Index
Maslow's hierarchy of needs
Motivations
Motivational conflicts
Consumer involvement
Strategies to increase involvement
Consumer values
Conclusion
01
Maslow's hierarchy needs
Maslow's hierarchy of needs
The product process is not harming anyone.
I feel part of a group and I can enjoy some biscuits despite my lactose-intolerance.
They provide security to do not have health issues due to the lactose-intolerance.
They provide security to do not have health issues due to the lactose-intolerance.
02
Motivations
Motivations
Motivation is the driving force within individuals that impels them to action. In this case the driving force is the need to be inclusive with all the consumers, having a lactose-free certification.
03
Motivational conflicts
Motivational conflicts
Approach - Avoidance
It refers to positive and negative aspects of the desired product
It occurs a guilt of desire
Biscuits contain sugars and fats but at the same time they are tempting
04
Consumer involvement
Consumer involvement
Product involvement
The consumer's level of interest in making a particular purchase, which can range from inertia to very high passion
Perceived differences in product's attributes Preference over a particular brand
05
Strategies to increase involvement
Strategies to increase involvement
Use prominent stimuli In this case the company is trying to create a jingle and use some movements to capture attention leading the consumer to remember the brand easily.
06
Consumer values
Consumer values
Ethics and spirituality
Efficiency
The ad is giving the consumer a choice to avoid an harmful behaviour on animals choosing a product without animal by-products
The ad is referring to biscuits, which are products part of basic needs
it refers to products that give to the consumers a sense of spirituality or it is connected with ethics
it refers to all products aimed at providing various kinds of convenience for the consumer
07
Conclusion
Conclusions
In conlusion, the advertisement is using catching techniques and elements to catch the attention of consumers.The motivation is to involve consumers in the brand and let them feeling part of something. They are also trying to reduce the consumer's motivational conflict, using different ingredients to make them healthier.