Notesale: Turn your study into money

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Exhibit A (Ethics)

For Exhibit A, potential issues include:
● Celebrity endorsement - Rapper; Diddy
● Creativity: emotional appeal; empowerment, lust, sexual, intimacy
● Women don’t look happy, unsatisfied or bored - feminists won’t be happy with it as
the women seem to be there for his satisfaction
● Male looks intimidating/scary
Manipulation: The statement “life without passion is unforgivable” suggests that life without
any fun or sexual pleasure is not worth living, to push boundaries, be confident and enjoy
yourself
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Shock/Fear: Although the theme of one male and two females in one bed with nudity will
effectively capture audience attention, it will be considered inappropriate and offensive to
some conservative segments
...
For those who think the ad
contains a ​high level of sexual elements may have lower purchase intention than moderate
or low/no sexual versions of an ad
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Impact on children: Some children may be curious about the image
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Truth: It can be happening in real life
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Stereotypes: Body image of the male might suggest that it is more attractive to be muscular
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This puts pressure of guys to look better
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Gender Stereotypes: By featuring one male and two females in the ad, it suggests that male
are more powerful in the sexual situation and the two females seem to be there for his
satisfaction
...
Male is Benjamin,
also a model for men’s health magazine in Germany
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Is a shock approach justified when
raising awareness for a good cause? It depends but most likely yes as there is nothing
offensive happening and it is eye catching
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Sexual appeals: nudity is appealing but arguably, because of the zero contact between the
two models there is a lack of appeal
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Impact on children: Although there is no direct sexual intent in this ad, some children might
still fail to understand the real intention behind
...
Therefore it is a false image of perceived
beauty to society) one should have which is an element of stereotypes in body image
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Not Cultural stereotype
Truth: maybe some people who are against the homosexual movement will say that it is
deceptive as even though they are models, they have gone through multiple surgeries to
look like that and it is a manipulative image to the public
Unmentionable - You can say it’s a charity and charities are normally based on
unmentionables such as animal fur skinning and killing here, that is the main message here
and many people don’t like talking about it as it is gruesome - same as people eating meat,
they don’t want to think about the animal dying for them but they still enjoy the meal
Controversial/unmentionable: Arguably, there’s other way to convey the concept of not
wearing fur, but featuring two models with high percentage of nudity may be controversial to
some segments
Not racial stereotyping

Exhibit C (​7Cs​) - Digital Marketing

o Context
o Content
o Communication

o Community
o Commerce

o Customisation
o Connection

o Context
● Simple navigation, clear searching functions, interactive
● Design and layout is simple in aesthetic terms, but still highly functional - non
cluttered horizontal pattern
● Accomodation split by type: apartments, resorts, villas, cottages, etc
● major locations to pick from - shows number of properties to pick from, average price
of properties, attractive images
● dominant use of blue colour in background
o Content​ ​(offering, appeal, multimedia)
● A range of accommodations and transportations services to choose from - primary
tabs highlighting areas
● huge range of locations - worldwide
● shows selection of top properties with ratings and reviews
● travellers / customer review section
● Some recommended destinations with visual appeals to pick from
● Current prices are highlighted
o Community
● option to list one’s property

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subscribe to secret deals and newsletters/emails
app versions
become an affiliate; work as a partner company e
...
taxis

o Customisation
● Language and currency options
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● Recommended nearby destinations based on where you are
...
(reward)
● notification alerts
● list own property
● Refer to friends and earn money
o Communication
● Personal message box?
● feedback tab
● social media tab
● customer service help; find info, manage booking, contact property, phone number
o Commerce
● Direct links with a range of services, including accommodations, flights and
transportations, some services are provided by a third party, others can be
purchased through the website itself -booking
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Your answer should discuss ​how framing may affect consumer responses​
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Value expression - bullet proof quality, journalistic, art of photography
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For lower income customers, Leica
would be viewed as a luxury purchase and, therefore, tactics should be biased
towards hedonic rewards for these segments
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●

Fujifilm is a trusted brand, good quality, easy to use settings
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As a result, there may be a greater focus on value
for money, suggesting tactics should be biased towards utilitarian rewards
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This will make Leica be viewed as utilitarian
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The customers for Fujifilm could be amateur photographers, millennials, generation z
...
Critically analyse the ​creative
appeals and executional frameworks​ used and briefly discuss other appeals that could be
appropriate
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flexibility; low as there aren’t many things happening
Synthesis: low, as the objects are related to scenario
elaboration; low, not a massive amount of detail unless it’s the plants
artistic value; okay, it’s nothing new or amazing
executional framework; slice of life as it shows two children either siblings or
friends playing in the garden on a warm summer's day
relevance; the concept may overlap with the targets needs as children make
mess while they play so parents need something to clean up with after
resonance is low as the concept doesn’t connect with the target’s mind and
heart
Emotional appeal; humour, values- which values?

Creative? A little or intimate
EXHIBIT H

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originality; high as it the advertisement is different as it is a sketch transforming into
the actual item highlighting the process of before and after so it is unique
flexibility; low as there aren’t many things happening
Synthesis: low as the object is related to scenario but it depends as the sketch isn’t
normally associated with the final product as customers will not see it so it could be
high too
elaboration; low, not a lot of detail as it is focusing on the main object
artistic value; high as it is different and stands out with the shift in colours and from a
drawing to reality gives it a show of fantasy
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Exhibit I, J, K - Brand Positioning
Possible question:(16-17 Q8)​ Discuss the ​positioning strategies​ used in Exhibits J, K and L
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These examples may
either be taken from ​existing campaigns​ or may be h
​ ypothetical suggestions​ for real world brands
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Justifications of this analysis was required and had to refer explicitly to copy and/or
elements of the images used
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(Mercedes-benz)

By product attribute (characteristics like the user) - younger, fresher image
By price/quality (brand is famous for quality)
By user (Copy reads “Original like you” saying users are special) - woman in ad, clearly has
money as she is dressed in a nice dress, outside a holiday home with a pool who is a
younger user than average
By culture/heritage (luxury brand)

By product class dissociation - still a higher than average brand so yes, it’s widening the
target audience but still catering to higher/medium classes
Not by product benefits (there are no functions provided) - in the ad but highlighted in the
campaign ad as it is highly digitalised
Not by use
Not against a competitor
Exhibit J
...
It is just about to begin”) - a new
beginning for porsche brand? new younger target audience
By against a competitor (copy reads “Ever ahead”)
Not by product benefits
Not by user
Not by product class dissociation

Exhibit K
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Arguably, against a competitor (Copy reads “No pressure”, may suggests parking with other
brands are under pressure) - who don’t have the parking assistance
Not by product price/quality
Not by heritage/culture
Not by product class dissociation



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