Section A: MCQ (20m)
Section B: Choose 2 from 3 Questions (15m each)
1. Describe the type of promotional message that would be most suitable for each of the following personality market segments: (a) highly dogmatic consumers, (b) inner-directed consumers, (c) consumers with high optimum stimulation levels, (d) consumers with a high need for cognition, and (e) consumers who are visualizers versus consumers who are verbalizers. Give an example of a promotional message for each segment.
Social character traits have shown that inner and other-directed consumers may have different preferences in terms of promotional messages. Inner-directed people prefer advertisements that stress personal benefits while other-directed people seem to prefer advertisements that feature social acceptance. (a) HIGHLY DOGMATIC CUSTOMERS:
It is a personality trait that measures the degree of rigidity (versus openness) that individuals display towards unfamiliar and towards information that is contrary to their own established beliefs. Dogmatism: general tendency to be open or closed to new ideas and innovations. A person who is high in dogmatism approaches the unfamiliar defensively while the person who is low in dogmatism will rarely consider unfamiliar or opposing beliefs. * more receptive is Ads for new products or services that contains an appeal from the authoritative figure. Marketer uses celebrities and experts to their new product advertising for making it easier for the potentially reluctant customers. * Highly dogmatic consumers are likely to respond favorably to a new product when the advertising message is presented in an authoritarian manner (e.g., celebrity endorsement or expert testimonials). * prefer traditional or established products rather than innovative ones. close minded towards unfamiliar and untoward information that is contrary to their own established beliefs * approach such information with considerable discomfort and uncertainty. promotional message most suitable would be endorsement or appeal from an authoritative figure. * New products need to be presented in an authoritative manner and that celebrities could be employed to reach dogmatic consumers who are more closed minded. * For example: Colgate Dental Cream with Doctors and Experts endorsements. Anti-Polio Campaign featuring Amitabh and Sachin Tendulkar also useAuthoritative statements. The Cadbury’s brand took a beatng in sales after the worms were found in somepackets. Dogmatic Consumers stopped purchasing the Brand. Amitabh Bacchhanwas then used as Authority figure to reestablish Brand. b) Inner-directed consumers
* tend to use their own values and standards in evaluating a new product * ads aimed at them should depict the attainment of personal achievement and satisfaction. * ads that stress product features and benefits, which enable them to usetheir own values and standards in evaluating products * rely on their own inner values or standards in evaluating new products and are likely to be the consumer innovators. * other directed customers tend to look to others for guidance as to what is appropriate or what is inappropriate. * be prefer ads that stress product features and personal benefits ( enabling them to use their own values and standards in evaluating products whereas the other * For example: Surf Ad showing Shabana Azmi saving two buckets of water is an example of the same. The latest from Surf Excel is currently running on television. This is the ad where many people are seen walking with two buckets full of water. They then pour it into a large reservoir. At this point none other than Shabana Azmi informs you what a great thing thissaving of water is for the country and implores you to use Surf Excel. * manufacturer of cameras who advertises to inner-directed consumers should stress the ability to take better pictures and the resulting personal...