Assignment on: chapter 3

Submitted To: Raihan Sharif Course

Course Instructor
Consumer Behavior (MKT-401)

Submitted By: Md. Shahabuddin

Class ID: 2253
Batch: 27
Registration No:48248

Date of Submission: 19-07-2020

1. Find out two advertisements that predict two different defense mechanisms and discuss about
their effectiveness?

Audi: Chinese Wedding Commercial advertisement that predict regression

defense mechanism.

Regression: Audi has been criticized for an advert in China, which thousands of internet users
have branded sexist. Here Audi actually showed immature sexist behavior a mother-in-law
examining her son’s bride as the young couple waited at the altar to be married, an attempted play
on a common stereotype of fussy Chinese parents. The ad also insinuates that a mother needs to
inspect her son's bride-to-be because the man can't make that decision for himself

Effectiveness: The ad compares buying a car to finding a wife, saying "an important decision must
be made carefully. The ad’s perception that has been created for many people does not correspond
to the values of our company in any way. Audi has been faced controversy in China over a
commercial that directly compares getting married to the process of checking out a used car.

Dove – “Before & After” advertisement that predict withdrawal defense mechanism.
Withdrawal: Dove — owned by Unilever — apologized, writing on Facebook: “Dove is
committed to representing the beauty of diversity. In an image we posted this week, we missed the
mark in thoughtfully representing women of color and we deeply regret the offense that it has
caused. The campaign has since been removed from Facebook

Effectiveness: this ad was intended to convey that Dove Body Wash is for every woman and be
a celebration of diversity, but we got it wrong and, as a result, offended many people. Dove had
removed the post and was “re-evaluating our internal processes for creating and reviewing content.
2. Find three advertisement that illustrate the need for power, affiliation, and achievement discuss
their effectiveness. (Each advertisement predict one of the three need)

Three advertisements are given below which articulate the need for power, affiliation, and
achievement:

High5 for Handwashing | Lifebuoy Bangladesh

To celebrate Global Hand washing Day 2018, Unilever’s health soap Lifebuoy launched “High5
for Hand washing” this year. The aim of the campaign was to get 5 children into the habit of
washing hands for every “High5”.

The need for power: Every 23 seconds a child dies from either pneumonia or diarrhea worldwide.
The simple act of handwashing is the single most cost-effective way of stopping child deaths. It
can reduce the number of incidences of pneumonia by 23% and diarrhea by up to 45% and diarrhea
by up to 45%.3 Addressing social challenges like health and hygiene is not only good for society,
it also makes business sense.

The need for affiliation: Under Lifebuoy’s supervision, activations for collecting “High5” were
held in different schools across 8 districts. To create awareness among city dwellers, Lifebuoy
partnered with Tonic and set up hand wash stations in five different bus stations across Dhaka.
Lifebuoy also installed a “High5 Booth” in Bashundhara City Shopping Mall. With a majority of
the population residing in the rural areas and lacking personal hygiene, a campaign with such an
objective indeed proved to ignite change.

The need for achievement: Lifebuoy commits to teach 5 children the habit of handwashing with
soap, as part of its commitment to improve the hygiene behavior. The Lifebuoy Lifesaver
Volunteer Programs harnesses the energy and enthusiasm of teenagers and college students,
helping them make a difference in their communities by teaching the importance of hand washing
with soap. Lifebuoy school programs which educate children on the health benefits of hand
washing to reduce the spread of disease.
 Back-To-School Essentials | Sandy Hook Promise (SPH)
Newtown, CT – Following one of the deadliest years on record for school violence in 2018, Sandy
Hook Promise (SHP) is debuting its latest PSA, “Back-to-School Essentials”, a powerful and
impactful video that highlights the anxiety and fear students face in the reality of school shootings.

The need for power: To bring awareness of this horrific “new normal” and the stress that students
face on a daily basis, SHP and BBDO New York have produced the new PSA video that starts off
as a cheery and often-familiar back-to-school ad but slowly unfolds to highlight students using
every day back-to-school items to survive a shooting, shedding light on the gruesome reality that
students face. Know the Signs programs, These programs teach students and adults to recognize
warning signs and threats that often precede an act of violence or self-harm, along with the steps
to properly intervene and get help before violence occurs.

The need for affiliation: Our goal with this PSA is to wake up parents to the horrible reality that
our children endure. In conjunction with the PSA, SHP also provides a downloadable brochure
that highlights many of the warning signs to help students and adults recognize them when seen.
Through these no-cost proven programs, Sandy Hook Promise has averted multiple school
shooting plots, teen suicides, and countless other acts of violence.

The need for achievement: “Back-to-School Essentials” will be SHP’s biggest campaign to date,
as it is being launched with a 360 integrated campaign inclusive of print, digital, radio, and out of
home placements. Over $2 million in donated media placements have already been secured to
drive this important campaign. more than 7.5 million people nationwide have been trained in
Sandy Hook Promise’s lifesaving Know the Signs programs that focus on gun violence prevention
by training youth and adults how to identify at-risk behavior and intervene to get help before a
tragedy can occur.

The "Thank you, Mom!" campaign, Procter & Gamble

The campaign was about We see how strong moms are in every facet of their lives, and how their
children draw on that strength as they grow. Through their campaign, they invite everyone to join
us in saying ‘thank you’ to mums for the role they play in raising strong children.
The need for power: The time that Procter & Gamble launched the campaign has a direct effect
to audience and draw their attention for the firm .the way this campaign has encouraged the
involvement of the audience, making it highly interactive, is among the reasons for its large

influence. This was achieved through the hashtag “Thank you, mom” in Facebook and Twitter.

The need for affiliation: “Watching this video reminded me of my own mother,” said gold
medallist swimmer Dana Vollmer. “I had no idea how much physical and emotional strength is
required as a mom until I encountered my first sleepless nights with a new baby. Now, all of the
strength my mom showed me inspires how I’m raising my son. P&G always recognizes the role
that moms play, and that’s why I’m so proud to be a Pampers athlete. P&G brands are committed
to giving moms the best, each and every day. Not just moms of Olympians, but all moms, all
around the world.

The need for achievement: The ad has received positive responds from audiences and effectively
attracted consumer’s attention. According to Zazzi (2016), the ad recorded a highest score in a
survey with 500 respondents both quantitatively and qualitatively. As shown from the picture, the
ad achieved high rate in Likeable, Attention and Relevance to the viewers. Procter & Gamble has
successfully adopted the usage of emotional marketing in their “Thank You, Mom” campaign and
impacted consumers’ emotional sentiment as well as gained brand recognition. It takes someone
strong to make someone strong” that appears at the end of the ad has a certain influence in
consumer’s mind by all means and other.
3. Find two examples of ads that are designed to arouse consumer needs and discuss about their
effectiveness?

“মানুষ বাাঁচলে দেশ বাাঁচলব”

‘স্বাধীন’ দেবা

If people live, country will live from this believe NAGAD has brought ‘স্বাধীন’ service. Thinking
of small and medium traders, the transaction cost by 6 taka per thousand. Mashrafe bin Mortuza's
live report shows that lots of people have been benefitted with a little transaction charge.

Effectiveness: I am personally astonished by watching this ads where NAGAD transaction

charges 6 taka per thousand and at that time I installed NAGAD apps started transaction also
informed others. If I consider others mobile banking services, their transaction charges so high
compare to NAGAD ‘স্বাধীন’ service. At present, all the people of different professions in
Bangladesh are being benefitted by trading in 'Swadhin'.
Especially retailer, entrepreneur and whole sellers are bond to make mobile banking transaction in
their daily business. Surprisingly majority of them have been involved from distance area from
Dhaka city and they barely made hand cash transaction. NAGAD ‘স্বাধীন’ service is now blessing
for a large number of business people as well as country itself. In the recent time they are doing
business transaction with a convenience price.

Nike: Find Your Greatness

When the London 2012 Olympics began, Nike released its ‘Find Your Greatness’
campaign encouraging everyone to excel as athletes, regardless of ability. It’s not just the
championship athlete or record breaker that strives to push their own limits. With the knowledge
that everyday athletes make up a large portion of Nike’s target audience, this campaign set out to
encourage them to “achieve their own defining moment of greatness.”

Effectiveness: While the campaign’s inspiring message had mass appeal, it was developed with
data-driven personas in mind. The campaign is an ideal example of marketing that resonates by
appealing to the emotions of their target consumers, whilst challenging common perceptions of
the brand – in this case, that it’s not just for professional athletes.