This paper circulates around the core theme of Demonstrate the ability to draw associations from AD to discuss positioning of the particular product together with its essential aspects. It has been reviewed and purchased by the majority of students thus, this paper is rated 4.8 out of 5 points by the students. In addition to this, the price of this paper commences from £ 99. To get this paper written from the scratch, order this assignment now. 100% confidential, 100% plagiarism-free.
Question 1a
|
Marks Allocated
|
Has clearly defined and explained what positioning is
|
/2
|
Demonstrate the ability to draw associations from AD to discuss positioning of the particular product (AD 1)
|
/2
|
Demonstrate the ability to draw associations from AD to discuss positioning of the particular product (AD 2)
|
/2
|
Able to critique the similarities and differences of the positioning of both ADS in a clear and coherent manner
|
/2
|
Total
|
/8
|
Question 1b
|
|
Purpose of segmentation is clearly defined and explained.
|
/3
|
Chosen segmentation bases for discussion in AD1 is clearly defined and explained (paraphrased and not directly copied from text or reference source)
|
/2
|
(Example 1) Able to draw from semiotics (i.e. signs, symbols, colours, etc.) used in the AD to support the type of segmentation chosen in AD1
|
/3
|
(Example 2) Able to draw from semiotics (i.e. signs, symbols, colours, etc.) used in the AD to support the type of segmentation chosen in AD1
|
/3
|
(Example 3) Able to draw from semiotics (i.e. signs, symbols, colours, etc.) used in the AD to support the type of segmentation chosen in AD1
|
/3
|
Chosen segmentation bases for discussion in AD2 is clearly defined and explained (paraphrased and not directly copied from text or reference source)
|
/2
|
(Example 1) Able to draw from semiotics (i.e. signs, symbols, colours, etc.) used in the AD to support the type of segmentation chosen in AD2
|
/3
|
(Example 2) Able to draw from semiotics (i.e. signs, symbols, colours, etc.) used in the AD to support the type of segmentation chosen in AD2
|
/3
|
(Example 3) Able to draw from semiotics (i.e. signs, symbols, colours, etc.) used in the AD to support the type of segmentation chosen in AD2
|
/3
|
Total
|
/25
|
Question 1c
|
Marks Allocated
|
Critique the effectiveness of AD1 in communicating the message to its intended audience (include how might it be improved)
|
/3
|
Critique the effectiveness of AD2 in communicating the message to its intended audience
|
/3
|
Compare the effectiveness of both ADS and describe if one is more effective than the other (include how might it be improved)
|
/2
|
Total
|
/8
|
Referencing
|
/4
|
Total Marks for Question 1
|
/45
|
Question 2a)
Note: No marks for direct copy and paste of the definitions and non-use of an academic reference
|
Marks Allocated
|
Define and explain what stimulus generalization is
|
/2.5
|
Define and explain what classical conditioning is
|
/2.5
|
Total
|
/5
|
Question 2b)
|
|
Example 1 of stimulus generalization used in the market place. Discuss and elaborate.
|
/5
|
Example 2 of stimulus generalization used in the market place. Discuss and elaborate.
|
/5
|
Total
|
/10
|
Question 2c)
|
|
Advantage of copying in the perspective of the copycat brand. Discuss and elaborate.
|
/2
|
Disadvantage of copying in the perspective of copycat brand. Discuss and elaborate.
|
/2
|
Advantage of copying in the perspective of the original brand. Discuss and elaborate.
|
/2
|
Disadvantage of copying in the perspective of original brand. Discuss and elaborate.
|
/2
|
Total
|
/8
|
Question 2d)
|
|
Compare similaritiesbetween the two brandswith the use of semiotics (i.e. signs, symbols, colours, etc.)
|
/3
|
Compare differences between the two brands with the use of semiotics (i.e. signs, symbols, colours, etc.)
|
/3
|
Total
|
/6
|
Question 2e)
Note: no marks for direct copy and paste of the definitions and non-use of an academic reference
|
|
Critique whether copying brings benefits to the consumer (provide at least 2 reasons)
|
/4
|
Critique whether copying brings harm to the consumer (provide at least 2 reasons)
|
/4
|
Provide industry examples to support answer(provide at least 2 examples)
|
/4
|
Total
|
/12
|
Question 2f)
|
|
Strategy 1 as a marketer to use to counter copying. Discuss and elaborate.
|
/3
|
Strategy 2 as a marketer to use to counter copying. Discuss and elaborate.
|
/3
|
Provide industry examples to support answer
|
/2
|
Total
|
/8
|
Referencing
|
/6
|
Total Marks for Question 2
|
/55
|
1a) What is the positioning of the products shown in the advertisement? Are the product positioning for products shown in the two advertisements similar or different? Why do you think marketers have made them similar or different? You will need to discuss by applying the relevant positioning bases. (8 marks)
Product situating includes customizing a whole showcasing program including Product qualities, picture, and cost, and also bundling, circulation, and administration to best address the issues of buyers inside of a particular market fragment. Along these lines, Product situating is a piece of the general procedure of market division, yet includes a narrowing of core interest. "Division examination lets us know how the market is characterized and permits us to target one or more open doors," Glen L. Urban and Steven H. The products positioning is important as it helps present products in best possible way to differentiate between the audience that is targeted. Product positioning is based on the products attributes, use, quality and audience. Advertisement number one by Volkswagen clearly advertises the space and the easy access of loading and unloading from the vehicle. The message is clear on the bottom right hand corner stating " As easy to load as unload" stating the vehicle is easy to load and unload while also advertising the spacey vehicle by loading a rather large ladder into it. The second advertisement is also displaying the spacey Peugeot by displaying a bunch of boxes being loaded into the van. There is also a clear message stating " It feels bigger because it is bigger". The messages on both advertisements are clear and simple due to them having the same target audience.
The product positioning of both advertisements are similar as they both convey the same similar message. Both advertisements advertise vehicles designed for work purposes, for loading and unloading business`s or trading businesses like an electrician. Both convey the message of being spacey and easily accessible and having very similar ads due to the same type of target audience.
I think the marketers have made them similar due to trying to convey a similar message to the same target audience. These two adverts are competing against each other in the market therefore they have been made in a very similar manner.
1b) Using the five bases of segmentation, identify which of the five bases of segmentations have been utilized (there can be more than one). Based on the segmentation bases you have identified (those relevant and applicable to your ad), describe and discuss who is the target market within each advertisement by critically analyzing the symbols, images, words and content of the print advertisement to relate and justify the segmentation bases. (25 marks)
Marketing segmentation is the division of a market into more specific groups of customers with similar needs or characteristics who are likely to have similar purchase behaviour. Having segmented a market it means businesses are acknowledging that different types of customers may require different products or marketing approaches. Market segmentation helps identify people in more specific characteristics like age, sex, occupation or even geographical location. Through using the five bases of segmentation the main utilized segments by the advertisements are;
Demographic Segmentation