AdvertisementAnalysis

MacBook Air

By Rakesh Ravindran.

Advertisement Explanation & Need

Shows MacAir Book removed from Office envelop. Reason is the fact that its “ The world’s thinnest notebook” Apple makes the Best NoteBook in the World.

Consumer’s Psychological Set (Brand Attitude)

Cognitive - Beliefs about brand Apple – Think Different Affective – Evaluation of Brands Apple - Innovative Brand Conative – Tendency to Act Buy the Best & THINNEST NoteBook

Need Association

Non compensatory model for evaluation – Consumer rates brand by one criteria at time rather than evaluating each brand across all criteria.

Goal Objective – Ultra Portable

Types of Learning Theories LT 3 : Cognitive Learning Theory

1st Create Awareness - Thinnest i.e. Thin is Possible

Interest & Evaluation – Great !!! Learning's :Reinforcing of fact THIN &

INNOVATIVE

Marketing Implications : H.I. advertising Do more than create awareness

- APPLE – MacAir – Lightest !! Influence with persuasive messages

– APPLE – Thinnovation Likely to deal more directly with desired product

benefit– APPLE – Ultra Portable!!!

Thank You…