Positive Attitudes

With reference to appropriate consumer behaviour models and theories explain how marketers try to generate positive attitudes towards brands. Your answer should make frequent use of examples of the marketing activities of an organisation of your choice.

|consumer attitudes are learned, stored and retrieved and use of examples (attention, perception, learning, |
|memory systems and processes) 35% |
|attitude models and use of examples (multi-attribute models, theory of reasoned action, heuristic models). 30%|
|role of attitude in the decision making process and use of examples (consumer decision process, evaluation of |
|alternatives, consideration set, categorisation process) 25% |

Contents

List of figures II

1. Introduction

2.

3.

4. 4 P’s Product, Price, Place,Packaging

5. Conclusion

Reference

Bibliography

Appendix : Storyboard: Advert Iphone4s p

Appendix : Iphone 4s Christmas advert

List of figures

Figure 1:

Figure 2: Maslow‘s hierarchy of needs

Figure 3:

Figure 4: Means-end chain for the brand Apple

Figure 5: Positioning strategy of Apple product Iphone4s

Figure 6: Translate mean-end chain into Iphone4s

Figure 13: Product placement in Apple store

Figure 14: Brand evaluation using Fishbein‘s multiattribute

Introduction (own words)

In June 2010, Apple released the fourth iPhone4 and a year later introduced the newer model Iphone4s I am going to discuss the Iphone 4s campaign and how Apples marketers have helped consumers generate psotove attitdes towards the Iphone 4s

Attitudes have three dimensions: cognitive (thoughts), affective (feelings) and behavioural (doing) eg I belive Iphone4s operates well (cognitive), using my iphone4s makes me feel fashionable (affective), I always buy my phone from Apple (behaviour)

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