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1a) What is the positioning of the products shown in the advertisement? Are the product positioning for products shown in the two advertisements similar or different? Why do you think marketers have made them similar or different? You will need to discuss by applying the relevant positioning bases.
1b) Using the five bases of segmentation, identify which of the five bases of segmentations 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. (25 marks)
1c) 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? (8 marks)
2a) Define classical conditioning and stimulus generalization using academic references (not a direct copy and reference from your textbook Chapter 4). (5 marks)
2b) How has the concept of stimulus generalization been used in the marketplace? Discuss the applications of stimulus generalization by providing TWO DIFFERENT examples. (10 marks)
2c) Discuss the advantages and disadvantages of copying from the perspective of the original brand as well as the copycat brand (8 marks).
2d) Find a pair of copycat products or brands. Discuss which elements (e.g. packaging, brand name, etc) did the copycat brand utilized to look like the original brand. (6 marks)
2e) Discuss whether copying bringbenefits or harm to consumers? You will need to support your answers using academic references. (12 marks)
2f) What are some of the strategies companies use to counter copying? Provide two strategies, which have been employed by real life brands to counter copying. (8 marks)