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Essay example - consumer behavior
Pages 3 (753 words)
Consumer Behaviour Instructor Date Question 2 Advertisement plays a significant role in creating a strong image of good or a service to consumers. Marketers should comprehend the concepts of consumer behaviour while designing their adverts. The advertisements should be catchy and communicate pertinent information to the intended consumers…
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Marketers use this aspect to encourage consumers to purchase a certain product that solves a specific problem. In other words, marketers encourage consumers that if they use the company’s product or service everything will be solved or fixed. A perfect example of this is a Viagra advert where the ad shows a couple dissatisfied with their relationship. After a while, the ad shows the difference that could be if the man took Viagra. This is a great advert demonstrating the need of recognition for the target consumers (Sara and Neslin 2011, 72-86). In this case, the advert manipulate consumers that it is not right to have a boring a relationship, and goes on to convince them that Viagra can fix erectile dysfunction. This ad helps consumers imagine having a desired relationship. To appeal to consumers, the ad shows a couple dancing and having fun after taking Viagra. B The second step is hedonic and utilitarian value. Arguably, ad involves building a strong personality for a product or service, from which customers may project images like the value of product users (Ali, Esfahani, and Jafarzadeh 2012, 260). The Utilitarian ad focuses on the product quality. A perfect example of such an advert is the dove nourishing body lotion ads. ...
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