IMS - Tutorial Questions PDF

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Tutorial Work Week 3...

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Week 3: Q1. The opening vignette discusses how people’s online behaviour changes at different times of the day. Find examples of online campaigns that are clearly targeted at specific market segments. -

Dollar Shave Club – Targeted specifically at men by using male dominated content and messages such as “Is It Bad to Pluck Nose Hairs with My Fingers?” and “Do I Really Need to Wash My Hands After I Pee?”

Q3. How can a consumer’s lifestyle impact his or her consumer behaviour? Give examples using fast-moving consumer goods (FMCG) and luxury goods. -

A consumer’s lifestyle can highly influence the products that they choose to purchase. An example with a fast-moving consumer good is a consumer who is materialistic will purchase a branded household cleaning product rather than a home brand cleaning product. Similarly, this consumer will also purchase a louis Vuitton bag rather than a bag purchased from Kmart.

Q7. What is meant by the concept of an evoked set? Why is this concept important to marketers? Give examples of an evoked set and how marketers might attempt to influence consumers to gain consideration. An evoked set is after gathering and selecting information, the consumer moves to evaluate and a set of brands with the potential to meet the consumer’s needs. This is important to marketers as satisfying majority of a consumers needs will allow their brand to be among a consumer's evoked set. This means the product has a significant chance of being purchased. An example of an evoked set among deodorant brands are dove, Rexona and Lynx. Marketers will attempt to stand out from their competitors and gain consideration through their advertising techniques designed to influence the decision of the consumer such as using celebrities and social media influencer’s in their Instagram ads. Q9. Figure 4.10 details a number of external influences on consumer behaviour. Describe each of these influences, explaining how it might have an impact on consumer behaviour, and provide an example of each. -

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Culture - include the basic values, needs, wants, preferences, perceptions, and behaviours that are observed and learned by a consumer from their near family members and other important people around them. Subculture - A subculture is a group of people who share a set of secondary values. Subcultures, such as teenagers, can develop in response to people’s interests, similarities, and behaviours that allow marketing professionals to design specific products for them. For example, vintage clothing is the newest trend among teenagers. Social Class - Social class can have a profound effect on consumer spending habits. Perhaps the most obvious effect is the level of disposable income of each social class. Generally, the rich have the ability to purchase more consumer goods than those with less income, and those goods are of higher quality. This can be seen through purchasing luxury goods such as designer handbags. Reference Groups - groups that consumers will look to, to make purchasing decisions. So if a reference group endorses a product, either through use or statements about the product, those that look to the group will often purchase that product. Such as social media influencers Situational Determinants - Situational influences are temporary conditions that affect how buyers behave. They include physical factors such as a store’s buying locations, layout, music, lighting, and even smells. Companies try to make the physical factors in which consumers shop as favourable as possible. If they can’t, they utilize other tactics such as discounts. The consumer’s social situation, time situation, the reason for their purchases, and their moods also affect their buying behaviour.

Drinks/beverages are part of a multi-billion-dollar industry world-wide. Discuss some of the different types of companies that could be used as a potential IMC Plan project and the possible target audience for such a campaign. Do you think these campaigns will change consumers’ attitudes toward the product/services and/or these organisations? - Beer companies such as Carlton and Toohey’s could develop seltzers which are low calorie sweet alcoholic beverages to entice more of the young female market to start purchasing products. They

could implement advertising techniques such as using Instagram influencers to advertise these products to change consumers attitudes towards their products. https://www.rolex.com/watches/configure.html#/datejust/m126334-0002/discover...