• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Consumer and Organisational Buying Behaviour Assignment

Extracts from this document...

Introduction

Consumer and Organisational Buying Behaviour Assignment Choose two adverts from the press (newspapers or Magazines) one of a high involvement good and the other of a low involvement good. Compare them while identifying the various techniques used in consumer behaviour to communicate the message. You may contact the producers of the advert. High Involvement Good: Residence Relevant Advert: Ad for Apartment in Tigne' Point. Low Involvement Good: International Telephone service Relevant Advert: Ad for OneVoice Low-cost International phone cards International phone calls are nowadays an everyday necessity for many people living in the Western world, whether for business purposes or to keep in touch with partners, friends or relatives abroad. This is especially so in Malta since practically every Maltese person living here has relatives who have emigrated, a substantial expatriate community exists and because of the small size of the island and total absence of most raw materials, almost every kind of business necessitates frequent international phone calls. Besides, as the OneVoice advert I have chosen clearly demonstrates, international phone calls have become as affordable (and as necessary) to many people living in Malta as low cost basic food stuffs and drinks. ...read more.

Middle

There may be people who believe that by buying products such as Julie is seen to use, her desirable qualities will somehow rub off on them. Julie's almond shaped eyes - purposely emphasized with make up - also gave her a distinctly oriental appearance in these past photos and presumably this helped the advert also to reach out to the many Chinese students (known to be heavy users of international phone call services) and workers in the Maltese islands. Julie is featured wearing a strapless dress or top and this gives just a hint of sexiness as well as style reminiscent of traditional, classic ball gowns and not just of modern fashion in clothes - all the more to appeal to as many tastes as possible. All in all, the OneVoice advert is designed to appeal to as many different people -from all walks of life living or temporarily staying in Malta- as possible. In contrast the Tigne' Point advert targets the international jet set community, particularly sophisticated, class conscious, money rich but "time poor' discerning individuals (hence the need for 'Exceptional residences...Stylish apartments fashionable piazza ... health and leisure facilities, high tech offices and high street shopping..." ...read more.

Conclusion

In contrast to the OneVoice ad, the Tigne' ad seems to purposely avoid the blatant use of a recognisable high profile personality or anything that might be perceived to be too sexy or revealing since it needs to attract any potential affluent customer, whatever his/her nationality, race, ethnic origin, personality, role model, beliefs, level of permissiveness, prejudice or religion. One also notes that there is no sign of a cocktail cabinet or an alcoholic drink on the coffee table seen in the Tigne' Point advert (as we have become accustomed to seeing in so many other "Western world" adverts). This is in keeping with what has become to be considered as a healthier lifestyle in recent years. It also avoids putting off any potential practicing Moslem clients in view of the fact that many Arab oil magnates are known to be avid yachters. All in all, the Tigne' Point advert is designed to position the product as an extremely exclusive, upmarket and elite des res worthy of very well-off, successful achievers and people "who have arrived and want to show it" whatever nationality or ethnic origin they may have whereas the OneVoice advert strives to convey the idea that every body can afford and indeed, should have, OneVoice's international call service. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. My business strategy - computer shop.

    Free samples This is when a free sample of the product is given out, this can either be in the store or posted through your letter box. The samples can also be given out when you buy other products. This method of promotion is mainly used to promoted food items, perfumes, drinks, and shampoo's.

  2. This project requires me to produce a imaginary business

    jobs Helps the local economy Evaluation The place that I have chosen has more advantages then disadvantages. This is because my shop will be near a main road that will allow people to see any promotions, and they will be drawn to the area by the large supermarket.

  1. Marketing mix and the 4P's

    * Media: There are many types of media where the product can be shown like, newspapers, magazines, internet, television, radio etc. It best to advertise it all the places because then people will find out that a new product has been launched and would like to try it out.

  2. The Art of Persusion

    By stating that they are a traditional brand, this keeps their reputation that the company is all about family. Semantics is the study of meaning. Understanding semantics is essentials to the study of language acquisition. How language users acquire a sense of meaning of language change and how meanings alter over time.

  1. How successful is advertising? A comparison of two adverts discussing the techniques they use ...

    This allows us to see enough of his body to identify him as a boxer, but the camera is close enough to read his facial expression, which is an important part of creating the product image. Having the camera in close proximity also creates a confrontational atmosphere, which would appeal to the young male target audience.

  2. Advertising and Marketing Assignment

    eye to the car and also draws your eye to the image of the key and the hand holding it. The car its self is in focus and many of the main features in the foreground. The mise en scene colours are quite dark I get the impression that they

  1. Advertising Assignment

    They have put shades of blue in the white snow so that the advert does not look two plain and boring. They have chosen the colour blue because blue is represented for boys. In my second advertisement the "Glow by J Lo" advert has a pink background which fades to a white as it gets to the bottom.

  2. Choose a local vacant business site and make recommendations on how it may be ...

    This is where market is extremely important. It is used to find out: #What products (or parts of the product) and facilities such as using the computer and internet do people like or dislike? #How much they would pay? #Who and where will people use and buy the product ?

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work