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Creative Analysis

The document discusses various facets of perception related to marketing and advertising. It covers exposure, awareness, relevance and attention under the perception facet. It then discusses wants, feelings, liking and resonance under the emotional facet. The cognitive facet discusses recall, needs, differentiation and cognitive learning. The association facet talks about symbolism and transformation. Finally, the persuasion facet covers motivation, influence, loyalty, involvement and the behavior facet discusses trying, buying, contacting, advocating and preventing.

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S.M. Fauzul Azim
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75 views11 pages

Creative Analysis

The document discusses various facets of perception related to marketing and advertising. It covers exposure, awareness, relevance and attention under the perception facet. It then discusses wants, feelings, liking and resonance under the emotional facet. The cognitive facet discusses recall, needs, differentiation and cognitive learning. The association facet talks about symbolism and transformation. Finally, the persuasion facet covers motivation, influence, loyalty, involvement and the behavior facet discusses trying, buying, contacting, advocating and preventing.

Uploaded by

S.M. Fauzul Azim
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Perception Facet

https://www.youtube.com/watch?v=adBXA9cExKk

 Exposure
 Awareness
 Relevance
 Attention

In this advertisement we can clearly see Dettol being an established brand


creating awareness amongst new moms to be. It shows how Dettol can be
used to keep the house clean. Also, can be used to wash the infant’s cloths,
toys to keep it germ free. Dettol has always been a common household item in
most homes. Dettol focusing on creating its brand awareness amongst their
new target audience who has an infant coming. Keeping the house clean is
important but there are times when new mom and child may have visitors,
they can bring in germs too hence, use Dettol sanitizers before touching the
infant or the new mom.

Emotional Facet
https://www.youtube.com/watch?v=zSQ2jY0DXVw

 Wants
 Feeling
 Liking
 Resonate

Not everyone likes all the brands. You only purchase a brand if you really like
it, want it. If someone is emotionally attached to a brand maybe because they
have experienced it personally, heard positive reviews from friends and family
or they have connected with the advertisement deeply. It will then become
easy for the brand to persuade the audience in making a purchase decision.
And for the ones who haven’t used or liked the brand previously their attitude
will change in a positive way as well.

Cognitive Facet
 Recall
 Needs
 Differentiation
 Cognitive learning

Coca Cola is a very well-established and a trusted brand. There are consumers
who totally depend on coke and can’t do without it at all. There are consumers
who think of coke instead of water when they are thirsty. Hangouts, get togethers
are also incomplete without coke. This print advertisement clearly states “THEY
DON’T MAKE ’EM LIKE THEY USED TO. WE DO.” This statement reminds the
consumer that Coca Cola still maintains their old taste unlike their competitors.
This advertisement not only reinforces the brand message but also reassures the
brand vison to keep competitors away.

The Association Facet


https://www.youtube.com/watch?v=Gb2xJ-GMKmo

 Symbolism
 Transformation

iPhone has always been known for its camera and its wonderful features. This
time iPhone came out with the triple camera system. It’s not the regular
camera and also claims to be different with three different features; telephoto,
wide and ultra-wide angle. New night mode for low-light shooting, video with
extended dynamic range. These features definitely persuade consumers in
buying the product and creating a favorable brand image in consumers' mind.

The Persuasion Facet


https://www.youtube.com/watch?v=vVKfXFAfdic

 Motivation
 Influence
 Loyalty
 Involvement

This is one unsought product the consumer usually doesn’t think of. One's life can
be uncertain but the family’s financial situation doesn’t have to be. People usually
don’t think of opening an insurance policy. Hence there are many advertisements
created to remind them and persuade consumers and to convert their mind into a
favorable attitude in purchase making decision. This also can create awareness
amongst consumers. It is always wise to have an insurance policy.

The Behavior Facet


 Try
 Buy
 Contact
 Advocate
 Prevent

Who doesn’t like things for free? Everyone is into Netflix now a days. You can
login and watch your favorite shows and movies anywhere you want. But
consumers love a free trial or even if your subscription is over and you want to
finish the series simply start the free month trial today. This simply persuades
consumers in buying the product and creates a positive brand image in
consumers’ mind.

Q) Write a reflective essay on your experience with MKT340.


Being a Media and Communication student, I opted for Marketing as my minor
course as I feel this is a good combination of subjects. They go well with each
other. Marketing 340 being my last minor course was a great experience. I have
done one advertising course before; during that time, I felt that probably I am not
meant for this and for the longest time I haven’t addressed my fear for
advertising, I have always thought it in a very complicated manner and I thought
it’s not my cup of tea. Marketing 340, my last minor course I had no option but do
it and I was very scared and I knew I was not being able to give my best shot
because of this insecure feeling I has but I am glad I did this course and honestly
speaking I have learnt a lot; I mean a lot!
Starting from marketing objectives to strategic planning to how audiences react
to advertisements to communication brief and what not. I have also learnt how to
do an advertisement analysis that too in details. I never thought I will be able to
do so much. All those group work taught me and all of us that group is a group
there is no space for blame game that most of the time we play (sir this is his fault
not mine). Presentation was one saga itself. I was wowed by the points our faculty
pointed out, so many silly mistakes we made and things we didn’t even noticed. I
realized that it takes so much preparation for a presentation. Being well prepared
is very important and how you present yourself is even more important as you
will be treated on the basis of that. How to meet the deadline was one more
important thing we all learnt from this class.
From being scared to confidant person was kind of a struggle but now I can say
that I am not afraid of advertisement courses anymore and that I will definitely
think of dropping my curriculum vitae at advertisement agencies. I wish we could
have finished the whole course as planned. I am sure there was more to learn if
the current situation was better, if the world was better.
Lastly, thank you sir for being so patient and helpful. You really motivate your
students to be better and to show improvements. Thank you for being so kind
with us hope we can make you proud someday.
THANK YOU

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