Values

In my own words i would say that values are a persons set of objectives and beleifs on how they should behave in everyday life. Different groups of people have a different set of values which is why people act differently to each other.

"beliefs of a person or social group in which they have an emotional investment (either for or against something); "he has very conservatives values"

wordnetweb.princeton.edu/perl/webwn

Values can motivate people. If someone's values are to loose weight; they would exercise and eat healthy. Another example could be someone wanting to do well in life. this means that they will study more, and socialise less.

Kahle's List of Values (1983)
1. Self Respect
2. Excitement
3. Being Well Respected
4. Self-Fulfilment
5. Sense of accomplishment
6. Warm Relationship with others
7. Security
8. Fun & Enjoyment
9. Sense of belonging

Time line for myself:
-During my lifetime i remember...

-The date of Diana's Death in 1997


-The Jakarta Riots in May 1998 as i was living there and had to evacuate the country.



-The September 11 (2001) Attack on the twin tower buildings in New York.


-The December 6th 2004 Tsunami as I was living in Indonesia at the time and had some of my teachers and my head teacher on holiday in Phuket and had experienced the Tsunami, however, luckily survived.



VALS Survey:
From taking this test I have been said to be an 'Innovator' as my Primary VALS and an 'Experiencer' as a secondary.
The primary VALS shows my dominate approach to life.

Innovators
Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.

Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.

Experiencers
Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.

Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff.

Below is the VALS framework

Group conformity, opinion leaders and peer pressure

A group is any number of entities (members) considered as a unit
wordnetweb.princeton.edu/perl/webwn

A group is an important part of a human's social life. They can be from just two people or they can be cery large. They are highly rewarding to their members and sometimes to a society. Sometimes groups can cause danger.

http://www.infed.org/groupwork/what_is_a_group.htm

A prime example of a group is what is known as a 'Chav'.



A 'chav' is known to wear burberry, hats, tracksuits, excessive amounts of gold jewellery, walk funny, curse a lot, get children at ridiculously young ages and drink a lot. Above is a stereotypical image of what a chav is said to look and act like.

There are many different types of groups:
Abscribed - the group one is born into
Reference - is a group looked to for lifestyle
Acquired - Is one which is joined or moved into
Aspirational - This is a group one apsires to belong to. Perhaps a group someone looks up to
Dissasociation - A group someone would hate to belong to. e.g. 'Chavs'
Contrived Formed for a specific purpose - This includes unions and committees.
Associative - What group someone realistically belongs to such as college friends and neighbours.
Peer - These are people of equal standing like school student or a regular contact

My Group Types:
Abscribed - A middle class, close family who act in a acceptable manner.
Acquried - New university friends group
Aspirational - Fashion groups of people such as models and fashion designers including Chloe, JackWills, Topshop, Christian Dior
Dissassociation - Chavs and Glam Rockers
Contrived - Used to be part of sports teams such as basketball, touch rugby and athletics
Associative - My classmates and the people i work with

Here is an aspirational advertisement:



The reason as to why I had chosen this ad is because firstly the product (perfume) is called 'the one' which already makes peopel aspire to be 'the one'. Secondly, during the ad the model looks to be having fun although it looks to be hectic, getting all the attention, famouse due to the paparazzi and she is also attractive which makes me aspire to live her life and be like her.

Different products make people associate them to specific groups. A prime example of this is someone wearing the labels Ralph Lauren or JackWills are said to be upper class posh people, where as someone wearing Lonsdale and Burberry are considered to be living in counsil flats and are chavvy.





and






Every group has expectations of behaviour which include the way they act, what they wear and what they do. Peer pressure can affect different groups in different ways. Some groups may pressure people to buy more luxuries and branded things such as a blackberry, Chanel bag and a nice sports car. Other groups on the other hand can pressure people to drink, smoke, or even act in violence.

Gender Differences in Buyer Behaviour

It is known that women think with more about beauty as well as being young, where as men are more concerned with strength, power and ambition. When women look at advertisements they want to see beauty and fashion, where as men want to see humour.
Below is a link to an article in WARC about what women and men want usually see when it comes to toiletries advertisements.

http://www.warc.com/ArticleCenter/Default.asp?CType=A&AID=INDEXSEARCH89213&Tab=A

"62% of the 247 case studies targeting women are for the food, household, retail, toiletries and cosmetics categories. However, these accounted for only 26% of the 240 male-targeted case-studies."

This backs up the theory that men are less concerned about beauty and looking young and clean.



This advertisement is clearly targeted to women as it includes beauty and keeping young. The fact that Twiggy is being used as the main model proves the age group of women the product is targeting at as Twiggy is known to be a famouse old time super model back in the day.

"Male-targeted case studies were focused on the drink, motor, leisure and entertainment and food categories (68% of case studies). These accounted for only 30% of female-targeted case studies."

Here, proves that women are not that interested in ads about technology, cars and alcohol.




Here is an example of a manly advertisement, showing the muscles and the scent.


Here is another link to an article on WARC on how women are the most targeted for advertising in the worl and the differences in the way that men and women think: http://www.warc.com/ArticleCenter/Default.asp?CType=A&AID=INDEXSEARCH85802&Tab=A

"This may mean that women can better access different parts of the brain and different 'thinking styles' when it comes to problem-solving or assessing a situation. Where male thinking is likely to be focused in the logical left cortex, females may use more emotional and intuitive parts of the brain in combination with more reasoned approaches."

Here, it shows why most advertisements are targeted at females and it is simply due to the fact that women use more parts of their brain oppose to men.

Below is a link for a video from YouTube of a car advertisemnt and how just from looking at it, it is clear to see that it is meant for men.



The reasons why this advertisement is ideal for men:
-Includes the masculinity of fast and beefy cars which attract them
-Includes the sense of competition as men are highly competitive individuals
-Includes a top male role model which is Lewis Hamilton
Finally, -Includes humour of the men falling down as well as in the sauna room.

Nothing in this advertisement was vain or about beauty in any way, apart from the beauty of the car 'Mercerdes Benz'.

Facebook Analysis:
The first Female is Nicola Hayes.

Current Display picture:



No. Of Friends: 586
Status:She currently has no status
How she uses Facebook: She doesn't tend to use it that often, and only to speak to friends. It is clear she does not use it to look for men or attract attention

The second female friend is Rosemary Cleave. Below is her current display picture:



No. Of Friends: 881
Status:has just bought a complete sushi making set!!! First step towards Valentines day plans!! ♥ ♥ ♥ ♥
How she uses Facebook: She uses it clearly to talk to her girlfriends as most of her recent comments are from girls. Her display picture however shows that she is trying to attract both male and female as it is not a common, everyday picture. It too shows how females are usually vain compared to men.

The Third girl is Kathryn Hoare.



No. Of Friends: 324
Status:i blame iplayer
How she uses Facebook: Most of her comments are from college friends, however, she does have a lot of recently added friends which means she has possibly met a lot of new people recently.

The first male is Dami Odumosu



No. Of Friends: 484
Status:is in a real great place right now!!!
How he uses Facebook: He seems to be using it mainly to talk to his boy mates, he too however has a lot of recently added friends. His display picture shows his more vain side as he is posing for the camera, but it too shows humour with the face he is pulling.

The second boy is George Mickaël Essien McCann.



No. Of Friends: 631
Status:is addicted to some1 thier kinda like crak but with nicer hair!
How he uses Facebook: George too is mainly talking to his guy mates. His display picture proves to be a very masculine one with him drinking as well as tensing his arm muscle, at the same time it too is vain.

Finally, the last boy is Adam Sewell



No. Of Friends: 887
Status:He currently does not have a status
How he uses Facebook: Currently he is mainly talking to girls, and his whole page is showing new friend requests. His profile picture also is very masculine showing football. It seems he is trying to show off his ability, skill and accomplishment.

Using facebook is it clear to see that everyone mainly uses it to talk to friends, however with the use of their display picture, both genders are trying to impress and show the best of them.

Enterprise Week activities

During Enterprise week I had attended three seminars consisting of 'Telling it like it is', 'Marketing Industry Panel', and finally 'All Spin and Froth'.

'Telling it like it is' was all about former Bucks Uni students who have all graduated in different years and the different jobs they now have and what it took to get to the position they are now in. One of the ladies has worked all around the world and is currently living in Dubai. Another, graduated last year and is still living in High Wycombe and works for a PR company. Here, we met former students working from the client side as well. What all the guest speakers had said was to get as much work experience as we would into our first, second and third years at univeristy. This would make getting a good job after graduating.

'Marketing Industry Panel' included five highly successful business men and women who work for very largh PR and Advertising companies. Here, pages of notes were taken about the business they work in and answers to questioned which they were faced with. Some of the guest speakers included: Sue from MediaCom, Rick from RAP Agency and George from Millward Brown.
some of the questions which were asked was 'Does the consumer care about advertising?':
Rick had said that the consumer cares about the TV program but not particularly the advertising. Sue said that L'Oreal was a successful brand because it is tightly controlled when it comes to advertising. It has a clear brand image and doesn't make claims that they cant deliver on.

Some other things that were said was about how would one become successful in this industry. Some of the feedback included: Sue saying that you need to be both left brained and right brained and Sue saying that building a reputation with the clients is highly important.

The final Seminar I had attended was the 'All Spin and Froth' one. Here the guest speaker spoke about the effects of spin and froth within the advertising industry. She also mentioned the issue which arose with the Mclaren baby buggies and how they had chopped little kids hands off and how Mclaren dealt with the issue.



Also during enterprise week, there was the student enterprise competitions where myself and 5 other team mates got together and had to hold a doughnut stand in specified allocations around the Eden shopping centre against other Bucks student teams. Our team were given 50 pounds to spend on anything we liked in order to boost our sales. Our sponsors were 'Dreams' the mattress specialists. Through phone calls and looking through the local paper we were able to find a nice doughnut factory which produced top quality doughnuts which were very large and of different colours. Other teams took the easy way out and bought cheap jam doughnuts from Tesco. Luckily, my team got second place and made it into the next round. Here marketing skills and planning was essential. We decided to make a christmas hamper as it was close to the time. We did however sell out but at a very low price due tot he high costs of the actual box used to put the sweet and ornaments in. We hadn't made it into the final round unfortunately.

The whole enterprise week experience help to show me my strengths and weaknesses and what I needed to improve on which was mainly confidence when marketing to people. Listening to the guest speakers motivated me as it gave me hope and a positive view on the industry and hopefully to be working in it.

Personality and Self-Concept

My defintions:
Personality is the way in which a person acts and behaves due to a number of factors including their surroundings, upbringing and interests.

Self-concept is the different beleifs each person has about themselves and how each person views and values others.

Definitions from the internet:

Personality
The quality or condition of being a person.
2. The totality of qualities and traits, as of character or behavior, that are peculiar to a specific person.
3. The pattern of collective character, behavioral, temperamental, emotional, and mental traits of a person: Though their personalities differed, they got along as friends.
4. Distinctive qualities of a person, especially those distinguishing personal characteristics that make one socially appealing: won the election more on personality than on capability. See Synonyms at disposition.

http://www.thefreedictionary.com/personality

Self Concept

an individual's sense of self, including self-definition in the various social roles one enacts, including assessment of one's own status with respect to a single trait or to many human dimensions, using societal or personal norms as criteria.

http://dictionary.webmd.com/terms/self-concept


Factors Influencing Behaviour:
Cultural(Culture, Subculture, Social Class;
Social (Reference Groups, Family, Roles and Status);
Personal (Age & lifecycle stage, Occupation, Economic circumstances, Lifestyle, Personality and self Concept)
Psychological (Motivation, Perception, Learning Beliefs & Attitudes)

Below is a print advertisement, grasping onto someone's low self esteem



Here, this advertisement, adds a bit of humour along with the model posing sexy. the humour part includes the sentence on the right area of the ad 'Bet you didn't notice the guy in the ape suit'. Down below the brand name/logo it says 'work your curves'. This targets ordinary people who are not stick thin models. The model in the image is thin but not stick thin and the humour brings a bit of fun to the image instead of a seductive and sexy vibe.

Below is a very famous Dove advertisement on the perception of beauty. Here, we see an ordinary young lady walk into a studio. From there, her hair and make up is done up and then a photoshoot takes place. Following that, she is drastically edited on photoshop. Her eyes are made bigger, neck made longer and thinner and her face made more defined. Towards the end of the advertisement it says 'No wonder our perception of beauty is distorted' which is very true these days with all the print advertisements and photoshop airbrushing. After that, its says 'Take part in the Dove Real Beauty Workshop for girls' and then the brand name and logo come in 'The Dove Self Esteem Fund'. This advertisement clearly targets the ordinary female with insecurities and pressures to look like supermodels. The objective of this advertisement is to show them the reality of how these people end up looking as good as they are. This makes people feel better about themselves oppose to depressed and have lower self esteem.

Harvard Perceived Risk Model

Harvard Perceived Risk Model

Here are the possible risks in the model:


FINANCE - what the financial risks are

TIME - How much time it actually takes to make the purchase decision

PERFORMANCE - What the risks may be when bought and not performing to the expected standard

EGO – Whether or not the purchase will be an ego booster or ego harmer

PHYSICAL - What risk is involved in this item as it may cause harm

SOCIAL – Whether or not this purchase will effect your social status


The results are different for different social groups as they all have different expectations for the same product.. An example may be an 18 year old buying their first car which will have a HIGH finance, take a LONG time to actually make the decision, it wont need a HIGH performance rate, it will have a MIDDLE of the range ego rate, the physical risk will be LOW and the social risk will be HIGH. For an middle aged man the finance will be LOW, time will be MIDDLE of the range, performance will be HIGH, ego will be HIGH, physical will be HIGH and social will be MIDDLE of the range.
Perceptual Maps
In helping you develop a market positioning strategy for your product or service, perceptual maps or positioning maps as they are sometimes referred to, are often used to help the organisation identify a positioning strategy.


When plotting a peceptual map two dimensions are commonly used. Below is a basic perceptual map. If we plot the UK chocolate market we can identify those brands which are high price and high quality. Belgium chocolates are plotted as high quality and high price, and twix is plotted one low quality low price brand. Once completed the perceptual map could help identify where an organisation could launch a new brand pherhaps at the medium price and quality range. In our basic map, you can see there is not much competition within that particular area.




http://www.learnmarketing.net/perceptualmaps.htm



Useful Definition:


Perceptual mapping is a graphics technique used by marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand or company is displayed relative to their competition.


http://www.nowsell.com/marketing-guide/perceptual-mapping.html






Perceptual Process


Perception is generally defined as the process by which a person assimilates and makes use of sensory data. In other words, perception is the selection, organization, and interpretation of sensory data. Perception studies are imperative because perception eventually leads to behavior.

http://socyberty.com/psychology/the-stages-of-human-perceptual-process/




















Things in which grab people’s attention are music in television advertisements, the colour of the advertisement, the actual actions occurring in the advertisement and the people in it.
When buying a product, people expect certain colour for certain products. An example of this is, medicated shampoo is usually in bright white bottles, white wine in green bottles and red wine in red. Feminine products are usually in pink packages and men in grey or black.

Perception and the Decision Making Process

Perception and the Decision Making Process



Kotler’s Buying Decision Process:
This is the study of how and why people purchase goods and services. The term (consumer buying behaviour) shows the decision making processes from the moment we see a good or services, to the final experience of using the product or service. The model covers the various influences on and the process of the reason why we decide to buy a product or not.
http://www.marcbowles.com/courses/adv_dip/module12/chapter4/amc12_ch4_two.htm



An example for this is buying a body lotion. Firstly, the consumer feels that perhaps their skin is often too dry. They then look around shops or online to see the different options available. After they may feel that maybe instead of a body lotion they have the option to buy body oil. They evaluate all the different lotions and oils available. Soon, the consumer has decided to buy the middle of the range lotion with extra moisture. The post purchase behaviour may be good as now the consumer has soft and smooth skin and at the same time did not spend too much.






Definition:

The actions a person takes in purchasing and using products and services,including the mental and social processes that precede and follow these actions. The behavioral sciences help answer questions such as :Why people choose one product or brand over another, How they make these choices, and How companies use this knowledge to provide value to consumers

http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/index.htm