Discuss the advantages and disadvantages of copying from the perspective of the original brand as well as the copycat brand

Is there any implications for brands operating in multiple countries?

 

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QUESTION 1

Using the five bases of segmentation, identify which of the five bases of segmentation 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.

Purpose of segmentation

Segmentation bases for ad1 ( 3 segmentations from the ad)

Segmentation bases for ad2 (3 segmentations from the ad)

– Define the segmentation bases

-Explain the segmentation bases

 

QUESTION 2

Compare the two advertisements: Discuss how and why the advertiser has effectively or not effectively communicated the message to the intended audience. You should center your discussion around: Which of the two advertisements is more effective? Why do you think that is the case?

a)The effectiveness of ad1 and ad2

  •  Is it appealing to the target audience?
  • The elements of the ads? Is the message communicated clearly?

 

b)Compare and contrast the two ads

 

QUESTION 3

a)Define classical conditioning and stimulus generalization using academic references (not a direct copy and reference from your textbook chapter 4). Discuss the applications of stimulus generalization by providing two different examples

 

b) Discuss the advantages and disadvantages of copying from the perspective of the original brand as well as the copycat brand

Case Study

Using the link and read the case study which is related to copying and counter-strategies used in the marketplace. Answer the following questions below by applying your knowledge

Link: http://www.campaignlive.co.uk/article/1370914/brands-forge-emotional-tie-best-protected-copycats#

 

c) Using the concepts you have learned identify and explain why some consumers choose to purchase copycat products instead of the original? *Hint: Consumer decision-making process, consumer involvement

 

d) The case study stated that products using generic elements in their design were invisible and simply didn’t sell. What elements/ attributes of design do you think influence perception? Using perception and selective exposure, explain why consumers view these products as “invisible”? Is there any implications for brands operating in multiple countries? Provide two examples.

 

e)The case study stated that “brands need to invest in ownable, meaningful identities and use these identities consistently on packs. ” What are some ways brands can build a strong identity by providing two strategies

 

f) Other than creating meaningful brand identities, what are two strategies companies can use to counter copying? Make sure you provide two examples employed by real life brands.

 

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