Question

Question 1 (25 Marks) How could the marketing manager of each of the following organisations use the theory of perception to guide the development of a national advertising campaign: • RSPCA (Royal Society for the Prevention of Cruelty to Animals) • Cruise company • Tiger beer • Burger King fast food outlets Question 2 (25 marks) The process of stimulus generalisation is often central to branding and packaging decisions that attempt to capitalise on consumers' positive associations with an existing brand or company name. In this context, identify and briefly discuss the four strategies based on stimulus generalisation presented in the text. Question 3 (25 marks) How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement he or she has with the attitude object (Ao). Describe the strength of commitment involved in each of the following and give an example: . • Compliance Identification Internalisation

Answer 1

page: 01 RSPCA It means Sea on a Inswer penception: It is used in advertising to make the consumer purchase the product by making the product appealing to them, It means Royal Society for the prevention of Queully to animals. 'show what the company is trying to do foi animal welfare. Insent photos the animals that was found left alone. this com Giente sympathy is the minds of people. murise company: Advertése showing a related journey through bright day. list out the fouilities available in the Guise and how splendid is the food. greviews from earlies havellers will also altrout the customers. Jigar beenst is popular for Sustainable been making, this is what customers get affrouted to. Advertise this factor which is unique to the company since its it is best to advertise through social resposibilility practices that they follow. Burger king fast food outlets It shows how fasty burger if the company is keen on sending out every burger delicious that is the best way to market them occassionally give discount combo offers. Also put up contests so that more people shows op: So been company is the ot