Lecturer: Ambreen Bashir

College of Business Management

Institute of Business Management

Archetype Images in Advertising

Archetypal images are characters that represent deeply

fundamental human needs and desires, and have often

been used by the advertising industry to subtly
persuade consumers to purchase their products or
services.
Advertisers use 12 archetypes to drive purchasing
decisions.

Archetype Personality types

Caregiver. Selfless and caring.
Creator. An innovator, creator
of new stuff.
Explorer. Strives for freedom
and independence.
Hero. Courageous, wants to
prove worth not deterred by
danger.
Innocent. Trusting and enjoys
peacefulness.
Jester. Living life in a fun way
Lover. Enjoys intimacy. Finds
and gives love.
Magician. Wizards of
transformation, believes change
can happen.
Outlaw. Rule-breakers, seeks
to revolt.
Regular Guy/Gal. Connects
with others, enjoys life without
change.

Ruler. Exerts power and control.

Sage. Truthful, often seek knowledge to
understand the world better.

Use of Archetypal Advertising

Hero: The Marlboro man,

the Old Spice guy, GI Joe and
Gillette Razors,
Outlaw: Harley-Davidson,
Red-Bull, Mountain Dew
Magician: Harry Potter-like,
Disneyland-ish, Wizard of Oz-type,
Apple products.
The regular guy: Ikea, Kamal,
Mobilink, Ebay
Jester: Ufone, Joe Camel
Lover: Ponds Age-Defying, Godiva,
Slice
Innocent: Dove, Johnsons
Explorer: Amazon.com, Jeep, OLX
Sage: Max Bar, Tetlet tea, Surf Excel
Creator & Ruler: Raymond Suit,
Microsoft, American Express, Lego
Caregiver: Campell Soup, Dalda, Volvo

Consumer Perceptions
Perception is the process by which stimuli are selected,

organized and interpreted.

Perception- process of giving meaning to sensory
stimuli
Requires attention to a stimulus
Perceptions- often goal or value oriented

Exposure and Attention

Degree to which people notice a stimulus within range

of their sensory receptors

Marketers must ensure that people are exposed to
their marketing messages, thus able to sense them in
the first place
Problems?
How do you overcome?

Exposure and Attention?

an interactive outdoor campaign for Ford. The "Ford Miracles" ads consists of interactive
posters that look at people and react to their actions. The voice and facial expressions of the
guy in the poster are controlled by an actor hidden in a booth nearby. The interactive

billboards were placed at the main train stations in Belgium

Sensory Dynamics of Perception

Pre-Attentive Processing Sensation: Exposure to stimulus- use of five senses
Vision, smell, sound, taste, touch
For pre-attentive processing we need to consider sensory
dynamics of perception
Absolute Threshold Minimum Level-something or nothing
Sensory adaptation Differential Thresholds- Just Noticeable Difference (JND)- when will a

change be noticed.
To be noticed? Not to be noticed?
Subliminal Perception: beneath the threshold.

1957- Eat Popcorn and drink Coca Cola: Popcorn sales increased 48% and cocacola sales increased 18%
Criticism: a vivid imagination can see whatever it wants to see in any situation

Perception?

Perception

Perception

Perception

Perception

Elements of Perception/Perceptual Process.

1. PERCEPTUAL SELECTION : interaction of expectations

and motives with the nature of stimulus itself

1. Selective Exposure
Remember, most exposure is involuntary!
Can you think of voluntary exposure?

Exposure is selective also

Sometimes consumers go out of the way to ignore some

messages

Exposed to 300 ads. daily, 18,000 product faces in average

supermarket.
Zipping, Zapping
TV audience figs/rates all about exposure!

Exposure
Impetus to find novel unexpected exposure points

where consumers will be ambushed

e.g? sponsorship, airport carousels, bus shelters,
supermarket dockets, taxis, matches, parking fee
dockets, aircraft etc.
e.g. Bulbulay and Q-mobile

2. Selection/Selective Attention
that portion of stimuli selected for perceptual

processing or focal attention

Individual determinants: Motives and goals
determine what we attend to
perceptual vigilance , we tend to notice things
immediately that are important to us
perceptual defence: we don't see what we don't want to
see

 INVOLUNTARY ATTENTION is the challenge!

Factors in Stimulus

novelty,
humour
contrast
movement
intensity
isolation
ambiguity

Perceptual Organization
Stimulus Organization Categorization involves comparison between a
perceived stimulus and prior categorical
knowledge
Informs how we will interpret stimulus
Gestalt psychology- totality of a set of stimuli
rather than from an individual stimuli
Some concepts Principles of Closure, Grouping, figure and ground

Closure: If enough of the shape is

indicated, people perceive the whole
by filling in the missing information.
Figure & Ground: In this image, the
figure and ground relationships
change as the eye perceives the form
of a shade or the silhouette of a face.
Proximity/Grouping: When the squares
are given close proximity, unity
occurs. While they continue to be
separate shapes, they are now
perceived as one group.

Use of figure-ground by wrangler

3. Perceptual Process
Perceptual Interpretation
Derived from prior knowledge as well
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect

Product Positioning

A psychological perspective: What

is the Meaning of a Brand?
Physical product/service PLUS something else
a brand is not a product. It is the products essence,
its meaning and its direction, and it defines its
identity in time and space (Kapferer, 1992)
Brand as images in consumers mind
nothing more than the sum of all the mental
connections people have around it (Brown, 1992)

Positioning
A brand name (or sign or symbol) and an idea. In the mind

of the consumer That is relevant and valued. And

different from competitors.
To Design an Offering and Image to Occupy a Distinctive
Place in the Mind of the Target Market
Brands and their relation towards competing brands are
stored in unique position in consumers brain. (e.g. Q mobile
is cheaper than Nokia)
Example of a Positioning Statement :
To busy professionals (target group), Palm Pilot (Brand) is an

electronic organiser (concept) that allows you to back up files on your

PC more easily and reliably than competitive products (point of
difference).

How Slogans help create image

Apple Computers
Ad slogans: Think different.
Apple Macintosh. The computer for the rest of us.
The Power to Be Your Best.
Macintosh. It Does More. It Costs Less. It's that Simple.
IBM (International Business Machines) Computers
Slogans: I think, therefore IBM.
Think.
IBM. Computers help people help people.
Solutions for a small planet.
Acer (range of computers, notebooks, monitors)
Advertising slogans: Empowering People.
Acer. We hear you.
Compaq Computers
Taglines: Compaq. Inspiration technology.
Has it changed your life yet?
For the next generation of big businesses.
Dell Computers
Slogans: Dell. Purely You.
Dell. Uniquely You. (Australia)
Easy as Dell. Be direct.

Decisions and Activities Embodied

in the Composite Positioning
Model

Positioning
Aims

Positioning
Objective

Positioning
Strategy

Communications

Consumer
Perceptions

Source: Blankson & Kalafatis (2007); Congruence between Positioning

and Brand Advertising, Journal of Advertising Research

Positioning Aims
Profit and market share: This reflects a desire to

achieve profits through increased market share.

2. Profit and status: In this aim, profit is to be achieved
through the development of an image of exclusivity,
rarity, or other similar status seeking images.
3. Profit and Cobranding: This aim concerns efforts in
achieving profits through association or relationship
with other firms and/or their brands.
Source: Blankson & Kalafatis (2007); Congruence between Positioning
and Brand Advertising, Journal of Advertising Research

Positioning Objectives
Functional: These objectives reflect basic and/or practical propositions

and require specific product/services. For example, vacuum cleaners,

computers, credit cards, insurance, etc. that are meant to solve a basic
problem, prevent a potential basic problem, or restructure a frustrating
situation. Examples are basic necessity goods.
2. Symbolic: Unlike functional objectives, symbolic objectives are meant

to satisfy internally generated needs such as enhancement, group

membership, ego identification, and the desire to impress. Examples
include luxury goods.
Experiential: These are objectives that require sensory pleasure, variety,

and with cognitive awareness. A brand with an experiential objective is

therefore aimed at satisfying variety and stimulation based needs such
as entertainment, pleasure seeking, cosmetics, etc.
Source: Blankson & Kalafatis (2007); Congruence between Positioning
and Brand Advertising, Journal of Advertising Research

Positioning Strategies
Strategy 1: Top of the range:
Upper class, Top of the range, Status, Prestigious, Posh

Strategy 2: Service;
Impressive service. Personal attention, Consider people as important. Friendly

service
Strategy 3: Value for money:
Reasonable price. Value for money, Affordability
Strategy 4: Reliability:
Durability, Warranty, Safety, Reliability
Strategy 5: Attractive:
Good aesthetics, Attractive, Cool, Elegant
Strategy 6: Country of origin:
Patriotism, Country of origin
Strategy 7: The Brand Name:
The name of the offering, Leaders in the market, Extra features. Choice, Wide range
Strategy 8: Selectivity:
Discriminatory, Selective in the choice of customers, High principles
Source: Blankson & Kalafatis (2007); Congruence between Positioning and Brand Advertising,
Journal of Advertising Research

Perceptual Mapping
Perceptions typically aggregated into a positioning map
an n-dimensional graph with different attributes (2 or

more) that consumers are presumed to care about most in

a category
Challenge Identify a desirable position on map
Develop plan to capture and dominate this position

Perceptual Mapping

Prescriptive strategies for brand

positioning problems.
Do target markets
perceptions correspond
to intended positioning

Market to a new segment

not sensitive to attribute
deficiencies
Convince existing segment
That deficient attributes
are relatively unimportant

YES

YES

1.
All is well
2.
If market is still not profitable,
find a more profitable segment and
Position brand in this new target
market

NO

Is brand deficient in
key
relative to competitors

Reposition brand:
Correct deficiencies in attributes;
promote new product

NO

Jump the competition:

Introduce new attributes and
develop new promotional plan

Correct misconceptions:
Modify markets beliefs via
revised promotional plan