Cora Jane Sly

Marketing 115 Project

Table of Contents:

#1 Pg 2-3

#2 Pg 4-5

#3 Pg 6-9

#4 Pg 10-11

#5 Pg 12-15

#6 Pg 16-19

#7 Pg 20-21

#8 Pg 22-25

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 This Burger King ad uses a variety of stimulus factors to gain attention, but the

weirdness factor is what sets this ad apart. Typically, showing a moldy product would not be a

good way of advertising a company. However, after hearing about the 20-year-old burger from

McDonald’s that went viral, Burger King decided to embrace the mold as it is indicative of no

artificial preservatives. Food without artificial preservatives is perceived as safer and healthier,

no one wants to eat a sandwich that will still be intact several years later. While the ad itself is

far from appetizing, the fact that Burger King no longer uses artificial preservatives is what will

attract new customers. Another factor Burger King uses is the colour stimulus, the mold adds a

new color scheme to the burger that will catch the eye of the consumer. The ad is effective in

using these stimuli and gaining the attention of consumers. Burger King utilizes a different

approach with this ad, the shock factor is prevalent and is sure to catch more attention than

another picture of a fresh Whopper.

The figure-ground impact in this ad is effective, the focus is on the vibrant moldy burger.

The rest of the ad includes context, stating that this is what the Whopper looks like on Day 28

due to the fact that Burger King does not use artificial preservatives. The layout is fairly simple,

the displeasing burger is zoomed in and placed next to text that provides an explanation, this

encourages the consumer to look at the ad for longer.

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 Fisher-Price has recently updated their logo with an effective application of Just

Noticeable Difference. Their previous logo had four rounded edges on the bottom, while the

new logo features three rounded edges on the bottom, which are representative of the three

founding members of Fisher-Price. The new logo also features lowercase letters and a smile-

like hyphen that fit the child-like aesthetic of a kid’s toy company. The main logo can also be

shortened to “fp” which allows for better digital adaptation on platforms like Instagram and

YouTube. This rebrand gives the company a joyful, refreshing update that helps keep the

appearance modern. The main theme of the brand is to let kids be kids, and reminding adults

how magical it was to be a kid. The changes are subtle enough that the company is still

recognizable; the color scheme, shape, and font of the logo are fairly consistent. However, the

changes are noticeable enough that it will draw consumer’s attention, and encourage them to

see what is new within the company.

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 This

Powerade ad demonstrates usage rate segmentation by targeting athletes, who are heavy users

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of the product. The “Sweat it Out” slogan paired with a picture of Australian Footballer Sam

Kerr working out appeals to athletes and exercisers and encourages them to use and continue

using the product. Using a famous athlete is an effective marketing strategy in this case

because the heavy users of the product are athletes who most likely admire and follow other

athletes. Athletes chose Powerade because it replenishes electrolytes lost in sweat and

provides B vitamins. While there are Powerade consumers who chose it for the taste or

packaging, those consumers low percent of product usage. Athletes account for a high rate of

product usage which is why it is beneficial for Powerade to appeal to athletes in their

advertisements as it is more profitable. All things considered; it is also risky because Powerade

has major competitors within the product category such as Gatorade. Both Gatorade and

Powerade partner with famous athletes and sporting events to target heavy product users.

While this ad might be more successful in Australia, to gain an edge on competition like

Gatorade, who has partnered with athletes like Serena Williams, Powerade should feature a

more recognized athlete. In regards to positioning strategy, nothing major sets Powerade Ion 4

apart from other Powerade and sports drinks.

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 This Gatorade ad features the Gatorade logo next to the product title “Gatorade Ion”,

and showcases a model smiling and posing with the product. The slogan “Your Everyday

HydratION” is a play on words with the drink name which tells the consumer more about the

product. The benefits are listed below the slogan and explain that the drink has ions, low

sodium, no preservatives, and no artificial colors and flavors. Since this product is different

than other Gatorade drinks like G2 or plain Gatorade, the ad highlights what sets Gatorade Ion

apart. Gatorade is known as a sports drink and often partners with professional athletes and

sporting events. In the top right corner is a graphic that states “World’s No. 1 in Sports Drinks”

which verifies product category, however the ad itself uses benefit segmentation. Since

Gatorade is already established in the sports drink industry, they already have the attention of

their target audience and can focus on explaining product benefits. This ad has a more defined

position than the Powerade Ion 4 ad, but does not necessarily create a defined image apart

from other Gatorade drinks.

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 Hinge is a dating app that is in the growth stage of development and has been gaining

attention from their humorous advertisements. Apps like Tinder have taken over the online

dating industry and given it a reputation for hookup culture and judgement. However, with the

ongoing pandemic, many people have turned to online dating as a primary way of meeting

people. Hinge’s slogan is “a dating app designed to be deleted”, which is trying to change that

reputation and restore hope that love can be found online. A risk the consumer might perceive

would be whether or not the app works and if it is any better than alternatives like Tinder.

Hinge uses a risk reduction strategy with the slogan which reassures consumers that finding

love is what the app is for. However they would benefit from explaining how Hinge is different

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from Tinder, and why it is better. A motivational conflict a consumer might face is not wanting

to get involved in the toxic online dating culture, but still wanting meet new people despite the

pandemic. Fortunately Hinge’s advertisements are reassuring to the consumer that the app is

meant to find love and then be deleted. The funny and informal text makes the company seem

more personal and approachable which would make the consumer’s attitude more favorable.

The ad is attempting to change the attitude that you cannot find love on a dating app by making

the slogan “the dating app designed to be deleted”. This ad targets consumers who are narrow

categorizers because it is trying to change their attitude towards dating apps. Wide

categorizers who are interested in online dating probably are not as picky about which app they

use, and think Tinder is a quality choice. This ad is effective in depicting the societal marketing

concept because it has both the consumer’s and society’s best interest in mind. Most people

who date are looking to find love, which Hinge can help make possible. It is also in society’s

best interest that people fall in love, have children, and raise the next generation.

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 During the pandemic,

consumers have been

stocking up on cleaning

supplies in hopes of

preventing infection,

however many cleaning

solutions are not powerful

enough to kill germs like COVID-19. Consumers were faced with the problem, and Clorox

provided the solution with this advertisement stating that the product “Kills 99.9% of germs

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including COVID-19 virus”. The product then affirms what the consumer learned from the ad by

cleaning, killing germs, and preventing sickness. Clorox has proven to be effective illustrating

cognitive learning in this ad by informing the consumer that the product kills the coronavirus.

Clorox sales have been off the charts over the last year which further supports the use of

cognitive learning.

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This Crest advertisement illustrates instrumental conditioning because it states that the kit

visibly whitens teeth in just days. Once the consumer uses the product as intended, the

behavior is rewarded with whiter teeth reenforcing the behavior. Instrumental conditioning is

a good way to increase brand loyalty, once a behavior is rewarded, the consumer is more likely

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to repeat the behavior. The product features a “satisfaction guaranteed” graphic which gives

the consumer reassurance of their money in case the product does not meet their expectations.

By guaranteeing results the consumer can feel justified in trying the product. Overall, this

advertisement is successful in using instrumental conditioning.

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 This Subaru advertisement illustrates the conative component of an attitude. The

headline reassures the consumer by stating that “97% of Subaru Vehicles Sold in the Last 10

Years Are Still On the Road Today”. A car is a high involvement product, so it is important that

the consumer feel confident in the purchase. By reminding consumers that 97% fact about

Subaru vehicles, they are confirming the consumer’s intention to buy and reassuring those

intentions. Below that are two Subaru vehicles with a description of the promotion followed by

information on where the offer is valid. This ad is effective in reassuring consumers of the

Subaru brand, but could improve the conative aspect by including a survey asking interest level

about the product. Overall this ad is reinforcing an existing attitude that Subaru vehicles are

durable.

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 This Hyundai advertisement featuring the slogan “Perfection is a Way of Life” illustrates

the affective component of an attitude. Instead of showcasing product details Hyundai focuses

on making the consumer feel good about the brand by comparing it to perfection. The picture

of the car parked in front of a colorful landscape is also aesthetically pleasing adding to the

affect. When a consumer thinks of perfection, they probably do not picture a Hyundai vehicle,

but this ad is attempting to change that attitude by attributing perfection and a beautiful sunset

with a Hyundai vehicle. It is somewhat effective in doing so, however, could be more effective

by using emotional components such as a dog or child.

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 This Sensodyne ad mentions marketing research studies by stating that “9 out of 10

Dentists Recommend Sensodyne Toothpaste”. This research would be considered qualitative as

it recommends the product as opposed to stating statistics about it. In most cases this would

be highly effective, however in the toothpaste industry this saying has been around for a while

to the point where it is overused and made fun of. Normally a statement like this would be

credible to the consumer but it has lost its credibility over time. Aside from the overused

statistic, this ad is effective in informing the consumer about the product which encourages

consumption. This ad could be improved by explaining why dentists recommend the product

and what sets it apart from competitors.

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 This Rolex advertisement targets the consumer’s ideal social self-image. Rolex is known

for being extremely exclusive and expensive, consumers buy Rolex products to boost their

social self-image and appear wealthy. The text above the product explains how Rolex uses a

timeless design that stays relevant; “It doesn’t just tell time. It tells history.” The ad is not

going to come out and talk about the latent motive that this product will make you appear

wealthier. Instead, they use strong language that emphasizes the prestigiousness much like

designer brands. Consumers who are looking to buy a Rolex are buying it for the brand

reputation and timeless quality, which adds to their ideal social self-image, or how they want

others to perceive them.

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 This Fossil ad features the product on the wrist of Indian actor Varun Dhawan next to a

close-up picture of a Fossil watch. The ad targets the consumer’s actual social self-image.

Compared to Rolex, Fossil is a much more affordable brand which allows for a wider variety of

consumers. Consumers who purchase Fossil products could value the brand, price, look, and

quality. Consumers who buy a Rolex are more likely to buy it for the brand, however Fossil

consumers might be more focused on usability and affordability. A Fossil watch is still stylish

and trendy, but has a much less dramatic impression than a Rolex watch. Overall the ad is

effective in targeting the consumer’s actual social self-image.

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