Practise advertising models and media, self-monitoring and product placement, plus slogan and brand-awareness measurement through studies and applied campaigns.
Outline 'convenience' from Lauterborn's 4 Cs marketing mix model.
Outline 'convenience' from Lauterborn's 4 Cs marketing mix model.
Award 2 marks for an outline of the term/concept
Award 1 mark for a basic outline/identification of the term/concept.
Content:
Convenience (to buy) - ease of location of product, how easy it is to find information/buy and have product delivered.
Example:
Example on it's own (e.g. the customer lives close to the shop, or is a frequent visitor so store is familiar) (1)
Convenience is how easy it is to purchase a product. (2) It is how easy it is to find information about a product, purchase it and have it delivered. (2)
Other appropriate responses should also be credited.
2
Lauterborn's model can be applied to everyday life, such as for advertising products.
Explain one strength of using 'convenience' for advertising a product on the internet.
Award 2 marks for a detailed explanation of the strength in context. Award 1 mark for a basic explanation of the strength.
Likely strengths -
Can advertise to a large audience anywhere in the world.
Can target ads to demographic of customers/purchasing and/or browsing history of customer
Can include link to online store within advertisement which is very easy and quick for customers to access online store.
Can be inexpensive on some websites whereas traditional advertising on television, billboards, etc. is expensive.
Advert can be displayed all day
Example:
One strength is that customers will be able to instantly access the store's website as the advertisement can provide a web link. (1) Convenience of the product will be highlighted immediately to potential customers as they can interact with internet advertising and access product information/make a purchase with a few clicks of a button. (1)
Other appropriate responses should also be credited.
2
Context = advertising product on the internet.
Focus on convenience and internet.
From the key study by Snyder and DeBono (1985) on consumer personality and advertising:
Describe the procedure of study 3 .
Describe the procedure of study 3.
Syllabus: 2.5.2 Key study on consumer personality and advertising: Snyder and DeBono (1985), focus on study 3, specifics of methodology for study 1 and study 2 will not be needed.
Award 4 marks for a detailed explanation decreasing to 1 mark for a partial explanation.
Definitive answer:
- participant called using telephone
- explanation of reason for study (shampoo)
- one of two messages randomly allocated (i) image message or (ii) quality message
- two questions asked (i) willingness to use shampoo 5-point scale (definitely not to definitely yes) (ii) willingness to try shampoo in percentages 0\% not at all to 100\% definitely willing.
NOTE: 0 marks for sample/sampling technique or assessing self-monitoring score
Company B has recently won an award for the easiest-to-use mobile phone so are planning to change their slogan. Their current slogan is ' B is brilliant'.
Explain two reasons why ' B is brilliant' is not an effective slogan.
B is brilliant' is not an effective slogan.
For each reason:
Award 2 marks for a detailed reason why not an effective slogan.
Award 1 mark for a basic outline why not an effective slogan.
Likely reasons -
- Not a jingle/catchy phrase.
- Not memorable.
- Does not highlight the award/what makes Company B unique - doesn't link 'brilliant' to either the award or the mobile phone.
- Not creative
- It can't stand alone - doesn't indicate Company B sells mobile phones
For example
One reason ' B is brilliant' is not an effective slogan is because it is not a jingle.
(1) Catchy slogans/jingles help customers to remember the slogan (and therefore the brand/product) which this slogan doesn't do. (1)
A second reason is that it doesn't highlight what makes Company B unique, which is that their mobile phone is the easiest to use. (1) ' B is brilliant' could refer to any product, not just mobile phones. It also doesn't indicate anything about the award which if it did, would attract customers to buy the phone. (1)
Other appropriate responses should also be credited.
4
1+3 or 2+2 for the two reasons
Explain one problem psychologists have when they investigate slogans.
Explain one problem psychologists have when they investigate slogans.
Award 2 marks for a detailed explanation of the problem in context Award 1 mark for a basic explanation of the problem in context OR a detailed explanation of the problem not in context.
Likely problems -
- Difficult to test long term effectiveness of slogans
- Difficult to establish cause and effect - is it the slogan that increased/ decreased sales or something else? Was it the slogan that increased/ decreased brand awareness.
- Hard to determine if participants in a study or customers like a slogan. Can get socially desirable responses in a study or how would a company know if the customer likes the slogan. If they interview their customers, they may not get an honest answer, or the customer may not know.
- Some of the evidence is anecdotal (not scientific research) - companies may boast in their end of year report that it was the slogan they created that led to expanding market/increase sales.
- If the psychologist investigates slogans as a laboratory experiment (in order to establish cause and effect) the study will lack ecological validity as we are exposed to slogans in our everyday life through advertising.
Example:
One problem when psychologists investigate slogans is that it is difficult to establish cause and effect between the slogan and sales. (1) Lots of factors affect sales such as the quality of the product, effective advertising, placement of the product in a store, etc. so the psychologist cannot isolate the slogan to measure its effectiveness. (1)
Other appropriate responses should also be credited.
2
Context = investigating slogans