Assignment for quiz

Course Name and Code: Consumer Behavior (MKT4101)

Trimester: Spring 2020

Section: C

Prepared by:

Name ID
Khirun Naher 111 171 159

Submitted to:
Mr Sarker Rafiz Ahmed Ratan(SRA)
Assistant Professor

Date of Submission 21.05.2020

1. What are the implications of figure - ground relationships for print ads and for online ads?
How can the figure-ground construct help or interfere with the communication of advertising
messages?

Answer for 1

Firstly, it is defining what actually figure-ground relationship is –

A perceptual field that is divided into a figure, which is the object of focus, and a diffuse
background.

The implications of figure - ground relationships for print ads and for online ads are:

 People tend to organize perceptions into figure-and-ground relationships.

 The ground is usually hazy.
 Marketers usually design so the figure is the noticed stimuli.

The first, figure and ground, has to do with contrast. An advertiser wants just enough contrast
so that the figure is noticed but that the background adds a sensory effect. Product placement,
when a product appears in a movie or television show, can be considered a figure and ground
issue. The advertiser wants the product (figure) to be noticed as it blends in with the ground
(character in the show). This web link takes you to a very fun site called sporcle.

This basically means that there is one main focus in the picture that instantly draws your eyes to
it.

The advantages of using the figure-ground relationship in print and online

 Eye-catching and stands out: With a figure-ground relationship image the eye gets
instantly drawn to a certain point in the picture; usually this is the main figure or item.
This works great when you are aiming to focus on the one selling point which could be a
beautiful model wearing the attire or a state-of-the-art designed item that almost comes
off the page.

As images that have no real focal point can result in the eye becoming bored quickly and moving
on to something else. This is avoided if the figure-ground relationship approach is implemented.
 The disadvantages of using the figure-ground relationship in print and online

 Part of the message can get lost: Sometimes an advert needs to say a lot. This may be by
pictures alone or is usually with accompanied text. Therefore if the eye is instantly drawn
to one part of the page by a stand-out image then they are unlikely to take in the rest of
the page. The part the eye misses could even be the name or logo of the product and so if
this doesn't register it is a fairly pointless task.

2. For each of these products - chocolate bar and bottles of expensive perfume – describe how
marketers can apply their knowledge of differential threshold to packaging, pricing, and
promotional claims during periods of (a) rising ingredients and material costs and (b)
increasing competition.

Answer for 2
The differential threshold is the minimal difference that can be detected between two stimuli. It is
also called j.n.d. (just noticeable difference).

Weber’s law states that the stronger the initial stimulus, the greater the additional intensity
needed for the second stimulus to be perceived as different. Also, an additional level of stimulus,
equivalent to the j.n.d., must be added for the majority of people to perceive a difference between
the resulting stimulus and the initial stimulus.

In the case for (a) rising ingredients and material costs

Manufacturers and marketers endeavor to determine the relevant j.n.d. for their products so that
negative changes—reductions or increases in product size, or reduced quality—are not readily
discernible to the public and so that product improvements are readily discernible to the
consumer without being wastefully extravagant.

In the case for (b) increasing competition

Marketers use the j.n.d. to determine the amount of change or updating they should make in their
products to avoid losing the readily recognized aspects of their products.
 For example

For example, the subtle incremental changes in “Betty Crocker” (see Figure) and changes in
Campbell Soup labeling could produce changes and better meet competition. Marketers want to
meet the consumers’ differential threshold so that they readily perceive the improvements made
in the original product. This could create a competitive differential advantage.