Question 1 Name a product that markets itself based on helping us achieve our se

Question

Question 1

Name a product that markets itself based on helping us achieve our self image. Explain how this product does this.

Question 2

It is important for marketers to construct ads that chunk information (providing information we consume as a unit). Example we remember area codes in three number increments. How many of these concepts (units or bits of information) can we easily remember?

1) 1-2

2) 2-3

3) 3-4

4) 4-5

Question 3

In the book "Contagious" the author indicates that throwing advertising money at a product does not necessarily mean we buy. Consider the "eat more vegetables" campaign, it did not work. WHAT did it lack?  Do you agree? Explain your opinion.

Question 4

In the notes we discuss Approach-Approach, Approach-Avoidance and Avoidance-Avoidance as a motivation. Give me a a purchase that encompasses each of these.

Question 5

We are irrational buyers and _____ ______  _____  beings.

Name a product that markets itself based on helping us achieve our self image. Explain how this product does this.

Explanation / Answer

Question 1.

An example of such a product is the Apple iPhone. The iPhone is a premium product which targets consumers who want to portray a particular self-image. The iPhone is not a mass product and it is not targeted to the entire market. Rather, the iPhone is targeted to a niche market which wants to get associated with premium quality, class, and a premium brand. iPhone has a brand personality which portrays class, innovation, excellence, premium quality, etc. Consumers who want to achieve such a self-image buy iPhones in order to archive the same.

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