Values

Today's lecture was on values and how they can influence the way in which we perceive things. In the dictionary, value is described as "import or meaning, force, significance." Values can be positive or negative. The word 'value' has many definitions anda number of meanings. "Values are our ideas about what is desirable" (Wilkie). In my opinion, values are those things that really matter to each of us. They are the ideas and beliefs that we hold as special. Caring for others, for example, is a value; so is the freedom to express our opinions. The foundation of our values come from our parents and the culture in which we have been bought up. In the early stages of our learning (as children) we are taught even by society, at school, but firstly at home, what is morally right and wrong. For example:

1. Lying is making false statements with intent to deceive.
2. Telling the truth is better than lying.
3. Stealing is taking the property of others without permission or right.
4. Stealing is wrong.

These facts cause us to question whether or not we need religion. However, religion merges itself into our values as it also teaches us what is morally right and wrong. Growing up, I went to church with my parents and siblings and was always cautioned not to steal, lie, fight, or use fowl langusge. If these values were disobeyed , I was scolded for doing so. Therefore, I believe that religion is as compulsary as learning values from parents and society, as within religion, you are taught these values as well.

Khale's list of values (1983) are:

• Self Respect
• Excitement
• Being Well Respected
• Self- Fulfilment
• Sense Of Accomplishment
• Warm Relationship With Others
• Security
• Fun & Enjoyment
• Sense Of Belonging

In lecture, we had to ask each other which of these values were of more significance to us and why. We used the laddering technique, which explains that people have specific terminal values (end states) (e.g. self-respect) and choose amongst alternative actions to achieve these end states. The results to this exercise did not surprise me, that the majority of us, looked for a fair relationship with others. After this, we did another activity to determine the way in which people see us. We had to put a lion, parrot, elephant and dog, in order of preference. My order went as followed:

Dog>Lion>Parrot>Elephant. The first animal that we put, refers to how we want people to perceive us. As I put the dog first, according to this, I want people to perceive me as, loved, cared for, free and to an extent demanding. I thought that this was quite an accurate perception of what I portray. I like to come across as though I am being cared for and tended to when need be, but at the same time, I love freedom, doing what I want when I want. Overall, I am quite demanding and always stress what I want.






The next one was how we believe people actually perceive us and the second one I had was a Lion. Therefore this showed that I was critical, independent, active, dominant and fearless. When I saw that this was what is believed as what people actually think of you, I laughed because, it did not surprise me. I am familiar with people admiring my independency, but at the same time, people criticise me for being easily angered and fearless, in the sense that I provoke situations because I am not intimidated by the consequences. Despite this, I still try to portray the image that I am loved, I love others and that I like to be free and independent.




The last one was, how we actually want to be despite the influence of other people in our lives. The animal I put for this one was a Parrot. This meana that I want people to see me as free-sprited, passionate, popular and amusing. In my opinion, people in general, want to be seen as caring, fair and sociable.

Personality and Self Concept

People tend to misinterprete, personality and self concept.  Differentiating between the two, can be difficult. 

In my opinion:
Personality is made up from a number of things.  People's beliefs, thought, behavioural traits and overall characteristics, making them unique.

Self Concept "refers to the beliefs a person holds about his or her attributes, and how he or she evaluates these qualities.  While one's overall self-concept may be positive, there may are certainly parts of the self that are evaluated more positively than others."

The actual result of someone's personality, can be drastically different to thier self- concept. 

This image shows Victoria Beckham.  The public and her fans, from the little they know about her life, may see her personality as reserved, sophisticated, moody and very high maintainance.  Despite this being her apparent personality, her self concept may depict her as a loving, bubbly down to earth and eco friendly, person. 

In another case, I found where it is possible for personality and self concept, to match.

Ozzy Osbourne has a very wild character! He is very outspoken, explicit in his vocabulary and gaudy.  This is how I perceive his personality to be.  And it does not differ much, from his self concept, how he sees himself. 

According to Kotler's table of 'Major influences of buyers/ business buyers', personality and self concept come under, PERSONAL.  All this links to marketing in Aaker's  model. 

Brands have personality and effectively associating a brand with someone's personality, could enhance sales.  When selling a product or offering a service, the consumer's aspirations are targeted; how/who they would like to be. 

Gestalt Theory - Perceptual Set

When promoting a product, marketers allow the consumer to interprete for themselves, the unexplained parts of their advertisements.  From this, we are able to create something whole from an incomplete message, warranting us to pay more attention to what we see, encompassing the consumer's brain.  "Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to" (Solomon et al, 1999, p47) 

This is called the gestalt psychology concept which is broken down into four stages.

Closure
The law of closure says that, in an otherwise complete figure, we will tend to add it.  A triangle, for example, with a small part of its edge missing, will still be seen as a triangle.  We will "close" the gap.


Stimulus Ambiguity
Avertiser's create an image that is not necessarily related to a shape that can be recognised, so the customer will have to put in into context, in order to make sense of it.  This automatically, generates the consumer's attention.

Simultaneously, the consumer considers how possible it is for sausages to kill someone, if wrapped around their kneck .  At the same time, they try to gather what is being advertised.  It is only until they see the small print "OBESITY IS SUICIDE," that they will have a clear idea.  Effectively, these grab the viewer's attention, up until they feel they have analysed the advert enough.  These are manipulative traits that Gestalt's psychology is based on. 

Figure-Ground
This law describes, the innate tendancy we have to perceive one aspect of an event, as the figure or fore-ground and the other as the ground or back-ground. 

There is only one image here, yet by changing your attitude to how you view this, you can see two different things.  One image, depicts a timer and the other, two men facing each other.  To add, it is hardly possible to see these two things, at the same time. 
TEST YOURSELF!!!
Below, is another image. What do you see???

In this image, there is a young lady sitting down, with her head turned and by looking at it with a different attitude, you will see an elderly woman, looking raather upset.
TIP!!!  
As what most people see first, is the old woman, use your hand to cover the right hand of her face.  It may take you time to realise, but by covering that side of her face, you will see the lady sitting down with her head turned.  It even works, vice versa.  By covering the young woman's face, you will see the older woman.

Grouping
Instantly, the brain groups things together that are similar in shape and colour.  In order to have a visual effect on theconsumer, advertisers group their products, together. 

These products all, roughly  have the same shape and colour and are all of the same brand.  This is more likely to generate attention, than if these objects were to be standing alone.

STP Marketing

We are surrounded by marketing.  As consumer's, we are all being sold the same product/ service.  Marketers therefore, have to take into consideration, how they choose their target audience.  How they find the right customer's by identifying a market, is vital to their profit.  By using segmentation, targeting and positioning, these goals can be successfully achieved. 

SEGMENTATION
     TARGETING
          POSITIONING... STP

Segmentation is identifying the need of the mass, by the marketers.  The opportunity for marketers to expand their market is easily accessible by dividing the market into smaller segments.  'Evans' a clothing store, cater to 'larger' women. Their clothes range from size 12 upwards.  Although, size 12 may not be considered 'big' the fitting of their clothes differ to those of shops like; ZARA, Topshop and H&M. Likewise, 'Evans' shoes are also known to have a bigger fitting.  This clothing store, caters mainly for women however, I personally have found myself purchasing accessories from the store.  'Evans' have noticed a growing trend in women's geans being purchased by men and have expanded by selling uni-sex jeans. 

By familiarising with the demographics of their audience, marketers can use segmentation as a tool to offer a service/ product.  Branding exploits the idea of an ideal customer and bases its advertising campaign around what the fictional character wants and does.  I personally think, that the idea of using world known icons, appeals more to the consumer; for example

                                                                    

                                                                 

 These models are all world known, icons.  Adidas, are also a very successful sporting shop with a branch in tourist area, Westfield's.  As successful as Adidas are, they continue to use icons to promote their brand.  Personally, I think this is very efficient in expanding their target market.  I will use myself as an example of consumer behaviour...                                      

(Me modelling Adidas & trying to mirror Missy Elliot)

I like Missy Elliot, David Beckham and Estelle.  I also lovvvvve, Adidas!!!  Because of the constant adverts I see, both on TV and in Magazines linking these icons to the brand, I immediately associate the brand with these stars.  I am 19, I tend to shop in H&M and JD.  However, taking many trips to the Adidas store in Westfield's with my decision to do so, being enhanced purely by my love for these stars and the brand itself, I have found my demographic and psychographic profile being, catered for in the Adidas store.  Westfield's is based in one of London's most popular tourist areas- Central London.  Mariah Carey, a singing artist, has visited the Adidas store, in Westfield's and as a confident brand, they market to a high class audience.  I have become a loyal customer.  Segmentation, may not neccessarily increase the size of the market but, market share can be enhanced and strengthened by by targeting a subcategory of a larger market.

Targeting is where the information concluded, is assessed to see whether or not it will produce a profitable market.  The product with the highest outlook will be the on used to promote.  An example of this is if a company want to lauch a new PEN! Which will generate most profit??? A casual berol? A gell pen? A fountain pen?  These ideas will be analysed, researched and maybe surveyed, and the one with the most potential will be promoted.

Doyle's 5 Factors in Assessing Segmentation and the idea of luring consumer's:

1. Segment size - number of potential customers
2. Segment growth - growing or declining
3. Segment profitability - Porter's 5 Forces
4. Current and potential competitors
5. Core capabilities - strengths and weaknesses of segment

Positioning defines how the customers within the segment will rate the product or sevice compared to its competitors.  This relates to perception.  How a product relates to another, can be found using the perceptual map. 

This map, rates soft drinks on their value for money, how modern they are, sweet they are, if they are healthy/ nourishing and if they are a luxury purchase.

Perception- ATTENTION and INTERPRETATION

As discussed in my previous post, perception can be interpreted in many ways. Many theorists have designed models that give an insight into how people as individuals perceive things when referring to people's, buying decisions. In today's lecture, we looked at some of the different models and how relevant they are to individual's buying behaviour. We looked at Kotler's model, the buyer decision process which explains the process that each individual goes through when buying something. We also looked at the 'Perceived Risk Model' proposed by the Harvard Business School in the mid 1960's. Lauren and Kapferer (1985) argue that the consumer's level of involvement will be affected by the different elements which may effect what they end up buying.

Prior to looking at these models, the class did an activity where we drew a word picture of a typical over 50 year old. Using the demographics of someone from this age group, we had to use a variety of words that would describe the individual in terms of their interests, hobbies, and career based on how others see them. In my group,words varied from; holidays, worther's original, glasses, skooters, corduroy and M&S. This activity, highlighted just how stereotypical this society is and how sometimes, it is easy to misjudge people.

Kotler's model explains the process people go through when buying something. This could range from products, to clothes and edible foods. For example, an individual will notice that they are hungry, they then find out where they can buy food from. When they are in the shop they will decide from a range of things, what the would prefer to eat and as a result, they will buy it. This is where they experience postpurchase behaviour once they have purchased the product. They are either satisfied or disappointed with their choice of purchase.

This model is subconsciously applied to everyday life, as people do not know that they are doing this when buying something. However, it is a logical model and can be applied to anything that someone decides to buy. Originally founded by the Harvard Business School in the 1960's, the perceived risk model suggests that behaviour depends on an individuals subjective perception of the risk inherant in buying a product. Lauren and Kapferer (1985), emphasised this model where they argued that a consumers level of involvement will be affected by four components. We looked at the FTPEPS which defines the 6 parts that affect the importance and risk involved when purchasing something. The 6 components are; Finance, Time, Performance, Ego, Physical and social.

Today's lecture enabled me an insight into how and why people determine what they want to buy. This is relevant to creating an advertisement for certain products and you are likely to have a better insight into what catches different target audience's eyes.

In addition, we looked at how product packaging can be used to make a product stand out.  When promoting a brand, marketers have to find the best way possible to lure the consumer. 

In regards to adverts linked to flights, the target audience of the promoters, are the same so, there is more pressure to make your advert stand out. In cases like these, guerrilla marketing is evident and advertising traits are sometimes, exeeded.  Guerrilla marketing, is a term used to describe promotion of a product by mischieviously, generating public attention.  An example of this form of marketing is evident in a clip from 'The People's Supermarket': http://www.channel4.com/programmes/the-peoples-supermarket/4od#3161537

In this clip, the manager of the store is in desperate need of customers in order to keep the supermarket, up and running.  In his campaign to persuade shoppers from nearby Sainsbury's to switch, he uses guerrilla- style marketing. 

Juxstaposition, is also evident in advertising, today.

Jordan, also known as Katy Price, is a glamour model who has also enhanced her brand by doing, reality TV shows, etc.  The juxstaposition used here, is Jordan with her 'fictitious boobs', bottle feeding her baby.  Juxstaposition, is a term used to describe two opposites that have been placed together.  There are many froms of this, in this advert.
1) Is Jordan being portrayed here as a mum or model? Surely if marketers wanted her to look like a reasonable mother, they would have her fully clothed, feeding her baby.
2) Is the advert suggesting breast implants or good 'parenting?'

Give yourself a task and look at the advert below.  Decide whether or not, juxstaposition has been used here, effectively??? 


...JUXSTAPOSITION OR NOT???

Sensation

An essential part of marketing is the buyer's characteristics, by which one can determine what people like to buy and what influences their buyer decisions.  In other words, what influences a consumer to buy a particular product. Today's lecture introduced the idea of sensation through our 5 senses, which form our overall perceptions.

Touch, Sight, Taste, Smell & Sound

The only way in which we perceive the world, is through our 5 senses therefore, when promoting a product, mareketers play on the senses of the consumer in order to warrant a particular response.  As discussed in my previous blog, perception is formed from; Sensation- Attention- Interpretation.
By the end of this post, my viewer should have an understanding of how adverts are created to appeal to our 5 senses.

Touch
http://www.youtube.com/watch?v=zYKLhM4UcWw 
In this advert, there are three main eye catchers; the puppy, the boy on the toilet and the toilet roll.  My initial thoughts when viewing this advert was that the puppy looks soft and cuddly. This idea was followed by the tissue paper and its association to the puppy.  In less than a minute of watching this advert, I knew that what was being sold to me as a consumer, was the tissue. When the puppy runs off with the whole tissue roll at the end, the tissue looks soft because of the way the puppy is playing with it.  As a consumer, I am being lured by the softness of the tissue and its good use as a home resource, to purchase it and test its softeness.  The cute puppy and the tissue have been put together simultaneously, to suggest that both are as soft as each other.  Very little is said in this advert, which makes the end sentence: "Soft and Strong and Long- Andrex" very significant, as the viewer is likely to remember this phrase.  In saying this, if this advert were to have Lion, pulling rough looking toilet paper, it would be less appealing and undoubtably would not attract the viewer.

Sight
http://www.youtube.com/user/morethan
This advert plays with the viewers sight.  Although this advert is not a pet rescue advert, my initial thought was that the dog looked sad and I expected it to link with, helping to save rescued dogs.  In my opinion, the advert did not promote its primary concept of 'getting pet insurance' however, I found myself focusing on how sad the dog looked.  This relates to other pet rescue adverts, where the viewer's end decision is reliant on what hey have seen.  If this advert did not have a visual of the dog looking sad and instead had an audio of the narrators voice, despite the fact that regardless, the viewer would be able to evoke an image, it would not have been as affective.  Therefore, playing with the sight of the viewer can effectively mirror their emotions and buyer decision.

Taste
http://www.youtube.com/watch?v=3tbI84xZE1s&feature=related
The visuals in this advert, are very significant to the message that is being portrayed.  It is arguably easy, to promote adverts associated with taste.  However, someone sitting, looking as though they are enjoying the chocolate they are eating, is not as enticing as someone slowly placing, borken pieces of tasty looking chocolate, on their tongue.  This advert, plays with your taste buds.  You as a viewer and consumer, are aware that, chocolate is tasty but when you watch the way the chocolate is being eaten, you are more likely to wantto eat it, as well.  The lady used in this advert, looks gentle and is dressed in white.  As your senses are digesting these facts, the camera zooms in to her placing the crumpled, chocolate on her tongue whilst the music plays: "Tastes like chocolate, never tasted before".

Smell
http://www.youtube.com/watch?v=76lPciEip3A
Perfume is the product being sold in this advert however, you see less of the perfume and more of a world known icon, 'Beyonce'.  People associate this actress, with riches, jewls, luxury and 'fine living'.  Immediately, you are being promised fame and attention, if you purchase the perfume.  At the beginning of the advert, a spray comes out from the perfume bottle.  It looks refreshing! Knowing that the product is perfume, the viewer wants to perceive the smell of it.  However, they are left clueless to its aroma and only have the props used in the advert, to imagine the smell.  The roses suggest that the perfume has a dominat, rich smell.  Although the icon used in the advert, does not have people surrounding her to suggest that she smells 'nice' the idea that she is moving around and freely, automatically puts all the attention on her.  The consumer is left at a cliff hanger, suggesting that they would never know the feeling, unless they purchase the perfume.

Sound
http://www.youtube.com/watch?v=tFVivTXlaEo
This M&S advert has an appealing soundtrack that immediately brightens the mood of the viewer.  The entire M&S store, is being advertised here.  Not just the food or clothes, but all potential purchases from the store are being given a bright, bubbly soundtrack to be linked with.  As the viewer is subconsciously being made to move/hum to the song, they are also associating M&S with fun, laughter and good vibes.  The music playing in the background repeats: "Its all too beautiful, its all too beautiful..."  This music is telling the viewer that everything they are seeing from Marks and Spencer, is beautiful.  The trees and flowers in the background also depict a summer theme, linking the music and the store, to a lovely, bright summer.

The Howard- Sheth Theory of Buyer Behaviour, looks at the Behavioural Determinants of the consumer; Personality, Culture, Social Class, Importance of Purchase Decision - Inhibitors; Price of product, Brand availibilty of products, Financial status of individual and Time- constraints on individual, which all determine the output- ACTUAL PURCHASE or NO PURCHASE or DELAY.

To conclude, look at this advert to test whether or not you have grasped the idea of sensation and advertising traits that form a buyers decision:
http://www.youtube.com/watch?v=jxs106rp5RQ ... Does this advet play on the sensation of; Touch, Sight, Taste, Smell or Sound???

Introduction To Perception

Perception can be defined in various ways.  Different sources have contrasting views on the definition of perception:

1) The act or faculty of apprehending by means of the senses or of the mind; cognition, understanding.
2) A single unified awareness derived from sensory prosesses while a stimulus is present.

Gibson (1966) suggests that perception relies directly onn the information present in the stimulus.

In other words, perception is the changing way that people see things, shift attitudes and create recognition.  These definitions can be found at:
http://dictionary.reference.com/browse/perceptionse/perception

The subjective nature of percetion can be demonstrated by controversial advertisement, such as the one below, created for 'Benetton'.
 
Because a 'black' and 'white' man are handcuffed together, this ad became the target of many complaints about racism after it appeared on magazines.  Despite the company having a reputation for promoting racial tolerance, people interpreted it to mean that the 'black' man had been arrested by the 'white' man.  Even though both men are dressed identically, people's prior assumptions shaped the ads meaning.  Such interpretations and assumptionsn develop from organised collections of beliefs or feelings.  Cosequently, we tend to group the objects we see, differently and which can result to a mis-interpretation.  All of these definitions originate from the same background and efficiently have the same meaning.  In saying this, it can be argued that perception comes from our senses and as we look at adverts in particular, followed by what we see, we can associate different feelings with seeing these things.

In lectures, we were shown various adverts from TV and magazines, then we shared our thoughts and discussed our individual interpretations of these adverts.  In listening to how other people formed perceptions from these adverts, I was intrigued to see how people's opinions differed.  One of the adverts shown was a holiday brochure to Egypt.  In this advert, a range of bright and bold colours have been used to ensure that it stands out and catches the eye of the consumer.  Certain visuals are used to give the audience a 3D insight into the ad and generally, the page looks busy, which is a tactic exerted in order to portray exactly what the promoters are aiming to suggest: that when vacating in Egypt, you are surrounded by excitement and recreational activities.  When someone looks at this advert, they will get the perception that Egypt is the ideal holiday home, with the effect of nature; palnts, trees, sea and fish.  All of these images evoke earthly and calm senses, luring the consumer to take a holiday there. 

Another advert that triggers consumer perception, is below:

When people look at this advert, they will get the perception that the perfume has a seductive aroma.  The use of a male presence suggests that the perfume lures men and generates attention for the person wearing it.  The man that is kneeling by the woman, connotes a sense of authority for her, almost emphasising that it is imperative to buy the perfume.  The lady looks relaxed but arguably, fed up.  This also suggests that if the perfume is purchased, it will bring you unconditional deference.  Besides the bottle of perfume, the colours used here are dark creating sinister ideas.  This suggests that the good feelings that the lady experiencing can only be winessed if the perfume is purchased, and without owning one of your own, you will always be anonymous to the treats that the aroma brings.

The colour of the perfume bottle is bright, and is the only bright colour used in the advert.  This is appealing as the target audience need something that will stick with them, and here, the gold dominates the page guaranteeing that once the perfume is sprayed, the consumer will no longer be left in the dark.  There is also harldy any background space, as the advert is dominated by the number of men.  This supports the idea that the smell of the perfume, will never leave you unoticed again.

Having looked at these adverts and shared our thoughts during feedback, I concluded that when looking at these adverts, subconciously our minds take in the information that is being portrayed, which effectively leas us to want to buy a certain product that is being advertised.  In regards to businesses and consumers, businesses have to know their target audience in order to gain the response they want and be successful in selling products or offering a service.  It is vital that they know the demographic profile of their audience; age, income, education... All of this information is important when promoting and advertising.  In as much, marketers need to play with the consumers senses in order to perceive products how marketers exhibit them.