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Assignment 1: Targeting Specific Consumers

1213 words - 5 pages

ABSTRACT
This paper will select on model and it will discuss how the commercials of different products are designed to impact various stages of the responses process.
It will also evaluate how effectively the commercials impact each stage of the responses process, citing specific examples to support the responses.
It will determine if the three commercials are an effective way to communicate with early digital adopters.
Everything will be evaluated using the model of communication process presented in chapter 5.

Assignment 2: Advertisement Assessment
In order to discuss how commercials are designed to impact various stages of the response process, this paper will examine them ...view middle of the document...

Desire
Desire is the 3rd phase that stimulates an action to buy, desire may grow which will lead to the purchase of the product/service.
The commercial says: "with apps, games, web browsing and of course reading" thus creating the desire to purchase.
Action
Action is the 4th phase and the last of the AIDA. The consumer will purchase the product/service after completing the 3 phases. Desire triggers action, and the consumer will buy it when the product/service can fulfill his/her desire.
And ultimately, a nice low price of $199 is shown. With bold and enlarged fonts focusing on the price tag.
The AIDA model helped understand the process that makes consumers tick from the pricing structure to the designs and features. With such valuable data, that marketers will be able to craft a product/service to the consumers satisfaction.
Nook eReader, "B&N Nook with Jane Lynch."
Similar product different commercial.
Attention
Attention is the 1st phase that will spark the interest of a consumer. What sparks attention is usually by its unique design, pricing, and marketing.
In this case B&N in order to create attention it makes use of a famous person, she starts the commercial by presenting herself. "Hi, my name is Jane Lynch" and right after all of the sudden contagious music and choir start singing. This technique definitely gets the attention of the public in seconds.
Interest
Interest is the 2nd phase that can create a desire for the product/service. A consumer will want to know more about the product/service, its functions and features.
Jane Lynch begins creating interest by explaining what it is and what it does. "It is the fastest, lightest tablet with all my favorite books."
Desire
Desire is the 3rd phase that stimulates an action to buy.
Jane Lynch also takes advantage of the opportunity to promote her books but quickly she shows that other things can be used, such as movies and games. She is creating desire to purchase the tablet.
Action
Action is the 4th phase and the last of the AIDA. The consumer will purchase the product/service after completing the 3 phases.
Therefore in this commercial price is not presented, since it must not be one of their competitive advantage. But it goes further at the end and continues to show what else it does for its customers thus continuing to present itself as the "best."
Desire triggers action, and the consumer will buy it when the product/service can fulfill his/her desire.
Everyone wants the "best" after all.
Sony e-Book reader
...

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