Download the Adforum questions from the link below.

Adforum questions (53.0K)

Questions and links to AdForum clips to accompany Quester Consumer Behaviour 7th edition
Visit http://quester7e.adforum.com for the adverts referred to in the questions. You need to be logged into the Online Learning Centre to access the content.

Chapter 1 Consumer behaviour and marketing strategy

PeaceDay (community based message)
http://www.adforum.com/creative-work/ad/player/34481385

1. What is the core message within this ad apart from recognising Peace Day
2. Why do you think this ad is pertinent to study of consumer behaviour?

Suggested answers

1. Apart from raising awareness of Peace Day (Sept 21) the ad is encouraging people to spread the message and to acknowledge the importance of taking this stance. It uses simplistic images to inform the community about a complex but important issue.
2. The ad contains many aspects of CB even though it is not selling a product/service. Including consumer attitudes, reference groups, message communication, situational influences, emotions, learning.

1. Why do you think this ad uses a fanciful situation to inform the benefits of the product?
2. This ad exemplifies several consumer behaviour topics. Which ones can you think of?
3. Why do you think the agency took the ‘super hero’ perspective?

Suggested answers

1. The fanciful situation portrayed in this ad attempts to catch consumers’ attention from other gum ads that tend to focus on the clinical aspects of the product (e.g. fresh breath, positive social feedback etc). In making it a ‘mini movie’, this should stand out from other ads being aired and encouraging viewers to see it to the end.
2. Topics could include situational influences, personification, perception, motivation, and lifestyle.
3. The super hero character is popular in social culture at the moment – think Iron Man, Spiderman, The Avengers (movies), and Arrow (TV) so it could be said that this ad is simply a reflection of this phenomenon.

Diet Pepsi (Consumer’s responses to different stimuli)
http://www.adforum.com/creative-work/ad/player/6697956

1. Which traditional advertising techniques are revealed in this ad?
2. Do you believe those are effective? Why?
3. Is it a good idea to use comparative ads? Why?

Suggested answers

1. The advertisement uses a catchy jingle and repetitive message with reference to ‘research’ providing pseudo reliability. It takes a humorous approach to show that it has applied the ‘theoretical requirements’ of a successful ad.
2. Whilst this ad employs these tools to aid in consumer learning, comprehension and memory, the tongue in cheek perspective ensures that it does not take them seriously. Ads with humour often have higher recall than others.
3. Comparative ads can work well as a source of information for consumers to make a decision. Care needs to be taken that all facts are true and relevant to minimize any ethical or legal issues.

Chapter 2 Situational Influence

Dare Iced Coffee (Family ritual situations)
http://www.adforum.com/creative-work/ad/player/34466253

1. Is this situation appropriate for getting consumers’ attention?
2. How has the use of humour complemented the portrayal of this situation?
3. Would this ad appeal to the targeted group?

Suggested answers

1. Yes the situation is appropriate to get consumers’ attention. The majority of consumers seeing this ad would be familiar with the situation being presented in one way or another (i.e. family gatherings). By showing a range of different ‘relatives’ it is also likely that the audience would be able to relate at least one of these to their own family gathering.
2. The use of humour is very appropriate to ensure that consumers are able to identify with the situation. If a more serious approach had been taken this would not have reinforced the brand message that has been presented in other Dare ads and would have potentially caused confusion within the target group.
3. Yes this would appeal to the targeted group (young people). The use of humour within a situational setting familiar to the target audience gives it a quirky perspective this is often used for this product.

Dodge Car (US) (financial situations)
http://www.adforum.com/creative-work/ad/player/34482214

1. How does this car ad differ from other car advertisements?
2. What is the core message?

Suggested answers

1. The main point of difference is that attention is on the purchaser rather than the benefits/features of the car. The ad uses different situations/rituals to show how a consumer can purchase a car in a non-traditional way (via a registry).
2. The core message is that anyone can now buy a new car without having to raise finance, work long hours or using (just) your own money. It targets the younger demographic by showing milestones that occur for consumers in their 20s or maybe 30s and who often don’t have the funds to purchase a car outright.

New Zealand Lotteries (Study situations)
http://www.adforum.com/creative-work/ad/player/9921

1. Does this ad portray a familiar setting for the wider audience?
2. Does the situation used in the ad help create associations with the product?
3. Does this situation imply a particular target group for the product?

Suggested answers

1. Most people have sat an exam during their school years so the majority who view this ad would be able to relate to it in one way or another.
2. While the content of the ad provides an amusing perspective to a familiar situation, there is a disconnect to the product being advertised—unlike other lottery ads where an outcome is usually presented (i.e. the person winning), the company here, Kiwi Lotteries, is using the tag line ‘Push your Luck’ to communicate the message rather than showing the ideal outcome.
3. There is definitely a younger consumer group being targeted here (e.g. aged 18−25 yrs), most likely university students (i.e. as represented by the environment and the invigilator). However, given the content of the ad, focus appears to be more on the response to the situation rather than the how the product is applied.

Chapter 3 Problem recognition

I want to be a bench (sustainability)
http://www.adforum.com/creative-work/ad/player/34485371

1. What is the core message of this ad?
2. How is different from other ads with a similar message (recycling)

Suggested answers

1. This ad addresses the issue of importance of recycling and how community effort to do this results in a better standard of living via job creation and public service.
2. This ad differs by promoting a positive perspective on recycling efforts and the outcome of this. Other ads of this nature often focus on the negative impact of not recycling (e.g. impact on environment and wildlife).

Volkswagen (a need for a new feature)
http://www.adforum.com/creative-work/ad/player/34476603

1. Which car attribute does this ad stress?
2. Is this an actual or a 'created need' for the car?
3. Can you think of the target group for who this feature would be important?

Suggested answers

1. The focus for this ad is safety need.
2. The ad portrays a created need. Whilst safety is an inherent requirement for all cars, this message builds upon the minimum expectation and shows how the additional feature makes the car safer than most likely expected.
3. The inclusion of the baby shows that the message is targeted for young families. Ideally if the brand can capture brand loyalty at this stage, then a repeat purchase is more likely as the family grows.

Amazon (waiting time)
http://www.adforum.com/creative-work/ad/player/29236

1. Which consumer need does Amazon utilize in this ad?
2. Is this a familiar situation?
3. For which customer needs/product do you believe online may be a better purchase environment than a more traditional, offline one.

Suggested answers

1. The purchase need. Not enough information is given to determine if it is a first purchase, repeat purchase or brand loyalist.
2. Most students would be able to associate with this situation! Class discussion about their experiences would be encouraged here.
3. Online purchases are most effective for habitual and/or repeat buying where there is lower complexity and involvement required. Food products, books, DVDs are common product categories.

Chapter 4 Information search

Google Wallet (information accessibility)
http://www.adforum.com/creative-work/ad/player/34473012

1. Why would a consumer want this product?
2. What would you do to improve how this ad is presented?

Suggested answers

1. This ad presents a product that provides a tool for consumers to collect and keep a range of different information that can be retrieved at any time. This implies that Google Wallet will make their lives easier by assisting in decision making.
2. The ad is designed to be an ‘infomercial’ in an attempt to provide credibility however it runs over 2 mins so risks losing consumer interest once they are aware of the product. It would have been better to break it down into smaller segments or even create a series of short ads that ‘tells a story’

Ask.com (types of search)
http://www.adforum.com/creative-work/ad/player/6704526

1. What are the major competitors in this category?
2. Does this ad demonstrate a competitive advantage in terms of searching costs?
3. Would this ad make you want to try the new search engine?

Suggested answers

1. Most notably google, but most other available search engines
2. The ad focuses on time savings and ease of use to assist consumers with what is can considered a routine activity.
3. This answer will vary according to student opinions. Ask the students to justify the reasons for their decision and compare their responses.

Chapter 5 Evaluating and selecting alternatives

Coke Zero (tradeoffs between attributes)
http://www.adforum.com/top5/worldwide/295/34477027

1. Which two attributes does this ad stress?
2. Which individual judgement theory is applied in this ad?
3. Might evaluations of other brands in the cola category or product of the same brand affected by this ad?

Suggested answers

1. Taste and Zero calories. These are two key attributes that have been determined to be important to cola drinkers.
2. Sensory discrimination, as shown by indicating two evaluative criteria very early in the ad and then reinforcing these as a point of differentiation for the remainder of the message.
3. Given the importance of these criteria in making a decision, it is very likely that other brands would also be considered using the same two evaluative items as way for consumer to judge which one is best for them.

Jim Beam 'Parallels' (stressing importance of evaluation)
http://www.adforum.com/creative-work/ad/player/34462502

1. What is the main message of this ad in terms of evaluating alternatives?
2. Is this a suitable ad for the product?
3. Do you think that using black and white imagery is effective? Why/why not?

Suggested answers

1. Whilst there are not distinct evaluative criteria highlighted in this ad, it does emphasize the impact decisions have on peoples’ lives when they make certain choices. It cleverly uses imagery to show the outcome of this using a Hollywood actor as surrogate indicator of the target market.
2. The ad is well produced with an interesting message, but it does not communicate any core benefits of the product. This could be an acceptable outcome as it engages the consumer by this absence, but risks recall may be more on the creative message rather than the product itself
3. Using black and white adds to the mood of the ad, with the only colour feature being the final screen where the product is presented. Some might think this is a good idea whilst others might think it is an unnecessary aspect.

Chapter 6 Outlet selection and product purchase

Nectar (influencing outlet selection with loyalty programs)
http://www.adforum.com/creative-work/ad/player/25953

1. Which outlet does this ad aim to influence?
2. Does this ad specify the type of rewards consumer receive for choosing a particular outlet?
3. Is this an ad for a multi-vendor-loyalty scheme or a single-vendor one?

Suggested answers

1. The ad is targeting Sainsbury buyers as way to develop store loyalty via the use of a frequent buyer scheme.
2. The ad uses a range of images to show the variety of potential rewards based on an experiential perspective.
3. Multi-vendor scheme. Whilst it is targeting Sainsbury buyers, it is also partnering with a credit card supplier (Barclays) as both companies are hoping to build behavioural loyalty.

Tesco BBQ (product range within an outlet)
http://www.adforum.com/creative-work/ad/player/33075

1. How does Tesco meet the needs of its’ customers as shown in this ad?
2. Tesco uses the main character in this ad for a series of different situations. Why do you think they have used this approach?

Suggested answers

1. By showing a range of different sausages to meet the perceived needs of different groups of customers, the ad is communicating not only a wide range of products but also an awareness that store can meet such needs.
2. By using the same character in a humorous manner, the ad is aiming to increase recall by aligning itself to a range of different situations and buying occasions.

Chapter 7 Post-purchase processes, customer satisfaction and consumer loyalty

Mac (comparing experiences)
http://www.adforum.com/creative-work/ad/player/34446846

1. Apple has a whole series of similar ads comparing experiences with using them versus the competitor? Is it a good idea or can this strategy backfire?
2. Do you believe the message that Mac is trying to convey in this ad?

Suggested answers

1. This range of ads have worked very well for Mac to such an extent that both actors are often referred to as the 'Mac' guy or the 'PC' guy. Using personification to communicate the benefits as been the strength of these campaigns.
2. Given the strength of the Mac brand, and the loyalty their products (mostly) have, the message is believable for their target market.

Marmite Squeezy (diversification for loyal customers)
http://www.adforum.com/creative-work/ad/player/6690280

1. Does this ad display loyal customers? And if so, how?
2. Are innovations a good idea for loyal customers?

Suggested answers

1. The ad indirectly suggests the consumer in the ad is a loyal one by the effort he goes to, to use the product. This is further reinforced at the end where the second person is shown having the new ‘squeeze’ bottle in the shopping.
2. The impact of innovations needs to be carefully considered for brand loyalists. For example, too many changes to the actual product (e.g. taste, texture etc) risks losing loyalty, or too many change to packaging could cause confusion.

Ebay Pony (post purchase evaluation)
http://www.adforum.com/creative-work/ad/player/34480377

1. Why do you think Ebay is using mainstream media?
2. Is this ad portraying symbolic, or affective performance, or both?

Suggested answers

1. Ebay is using TV as a way to show the outcome of a problem and situation with a suitable solution which would be more difficult to communicate via other media formats. It also allows the brand to reach a wide audience given its’ target market covers a broad cross section of the community.
2. The ad is using mostly an affective performance via the emotion experienced by the child upon sight of the pony compared to the angst shown by the parents as the pony goes out of control in their home.

Chapter 8 Perception

AT&T (Price perception)
http://www.adforum.com/creative-work/ad/player/34467949

1. What does this ad imply about price?
2. How does the price perception relate to the decision making?
3. Is this a rational or an emotional appeal? Why?

Suggested answers

1. The assumption is that the price is considered high given the features discussed between the two characters.
2. Many strategies, as the one presented here, attempt to convince consumers that the price they charge provides good value and a quality product. In these cases, emphasis is on the features/benefits of the product/service rather than the actual product itself.
3. The ad attempts to take an emotional appear via the use of humour, however this is tempered by also including quite a detailed communication about the features of the service.

Robinsons (perceptual imagery)
http://www.adforum.com/creative-work/ad/player/34485723

1. Does this ad focus too much on the creative content or the advertised brand?
2. Who would this kind of ad appeal to?

Suggested answers

1. The ad is very emotional and clever in terms of perceptual imagery, however there could be an argument that this level of creativity means that the product (orange cordial) ends up not being the focus. Ad recall may be high, but would product recall be just as high?
2. The ad would appeal to parents from an emotive perspective, whilst it could also appeal to kids of a similar age given the imagery showing the bond between a child and parent.

Chapter 9 Learning and memory

Cadbury ad (Classical conditioning)
http://www.adforum.com/creative-work/ad/player/6703949

1. What are the unconditional stimuli in this ad?
2. What is the conditional stimulus in this ad?
3. What is the unconditional response?

Suggested answers

1. The UCS in this ad would be the purple colour and 'glass and half full' introduction. Cadbury uses both of these in all their ads as form of consumer learning regardless of the content of the advertisement.
2. The CS is the Cadbury brand. As soon as the consumer sees the colour and text, the aim to immediately link this to the chocolate brand.
3. The UCR would be the gorilla. The company is known for its slightly quirky ads, and by including a ‘gorilla’ with a popular song from the 1980s this reinforces this degree of ‘quirkiness’.

Alvedon Ad (Operant (Instrumental) conditioning)
http://www.adforum.com/creative-work/ad/player/56775

1. Does this ad use positive or negative reinforcement?
2. Was it a good idea to show multiple reinforcement situations? Why?

Suggested answers

1. Negative reinforcement. The ad shows a range of painful situations and then links the brand to fixing these.
2. The ad benefits from using a range of different examples of reinforcement situations to show how the product (pain killers) can solve a problem under different circumstances which may or may not be familiar to the consumer, thus appealing to a broader market.

L’Oreal (vicarious learning, iconic rote and memory)
http://www.adforum.com/creative-work/ad/player/34453583

1. What aspects of learning and memory are shown in this ad?
2. Why would L’Oreal consistently use celebrities in their ads?

Suggested answers

1. These ads show vicarious learning by showing the product in use, iconic rote learning by the tag line at the end 'because you’re worth it' which ideally should be in long term memory as L’Oreal has used the same tag for many years.
2. L’Oreal uses celebrities in their ads not only for the attractiveness, but as a form of vicarious learning on the assumption that if the consumer uses the product, they too, will have a similar degree of attractiveness.

Chapter 10 Motivation, personality and emotion

American Legacy Foundation (questioning motivation)
http://www.adforum.com/creative-work/ad/player/37864

1. What makes this ad different from the traditional anti-smoking campaign?
2. Would consumers be more receptive to this ad framing?
3. Is it a good idea to use cognitive ads for this kind of product?

Suggested answers

1. Emphasis is on a societal impact and not just the individual. Rather than focusing any specific health issue, the ad takes on a more drastic perspective (death).
2. Initially consumers would be more receptive to this kind of ad; particularly given it focuses on the actions of a corporation rather than the individual. Ideally a series of ads would be made taking a similar perspective to ensure ongoing interest in the message.
3. Because this topic deals with addictive behaviour, it is better use emotive ads rather than cognitive to cut through the behaviour of the smoker.

L&P ad (Nostalgic ads with humour)
http://www.adforum.com/creative-work/ad/player/57374

1. Who is the target group for this autobiographical ad?
2. Is the combination of humour and stimulation of autobiographical memories appropriate in this case?
3. Which feelings is the ad trying to stimulate?

Suggested answers

1. The ad is targeting the supposed lifestyle of consumers who buy this drink (males). By taking a humorous approach, it is able to show a range of different images that they may be able to associate themselves with.
2. Taking a nostalgic ad enhances the irreverence of the ad whilst at the same time it is hoping to catch consumers’ attention from ads of a similar nature.
3. The ad takes a humorous approach in order to develop a ‘feel good’ outcome which might be translated to the brand image.

Chapter 11 Attitude and attitude change

Air New Zealand (attitude change)
http://www.adforum.com/creative-work/ad/player/34477055

1. Is this ad trying to change attitudes based on change of belief or evaluations?
2. How is this done?

Suggested answers

1. Beliefs. Note the start of the ad establishes existing beliefs about New Zealand and then goes about testing this with a set of people in order to change these based on their experiences.
2. The ad shows a range of different consumer profiles and their perceived ideas about New Zealand, including the assumed presumptions (cold weather, boring scenery) however it contrasts this with more exciting aspects of the holiday and then provided reinforcement from the participant who claims they want to come back again.

Lexus (Belief-based attitude change)
http://www.adforum.com/creative-work/ad/latest/34477329

1. Which belief is addressed in this ad?
2. Would this ad be more effective under high or low involvement?
3. Is this an example of one or two-sided message? In two sided, what are the two sides?

Suggested answers

1. The main belief addressed here is the notion that hybrid cars are good for the environment but lack lustre in performance. The content aims to show that car performance is not limited by this technology and provide evidence of this via the heart rates.
2. Given the financial, and social risks at play, this ad is a high involvement situation. This is also reflected by the length of the ad (over 2 mins) thus attempting to engage the consumer so they pay attention to the information presented. The use of imagery (as opposed to lots of text and voiceovers) re-enforces this.
3. It’s a two sided message – hybrid engine to show the environmental message and yet, performance based to reinforce the Lexus image.

House hunt (social attitude change)
http://www.adforum.com/creative-work/ad/player/34483938

1. Why is the ad presented in an indirect manner (i.e. not showing domestic violence)?
2. Which attitude-change strategy is being applied here?

Suggested answers

1. The ad is presented in such a way so as to highlight that many domestic violence acts are carried out in a ‘normal’ home environment. Using graphic imagery could cause the consumer to ‘switch’ off or ignore the message, but taking a more subtle approach still communicates the core community message.
2. Social marketing is being applied in an effort to provide assistance to those impacted and to build attitude change about the prevalence of domestic violence.

Chapter 12 Australasian society: demographics and lifestyles

Land Transport New Zealand (Associative (membership) reference group)
http://www.adforum.com/creative-work/ad/player/34469582

1. Who is the target group for this ad?
2. Is it an accurate and recognisable representation of the associative reference group (for the target group)?
3. Is this ad more effective that a 'typical' fear appeal ad? Why?

Suggested answers

1. Young people aged 18-25, mostly from the Maori culture.
2. The ad represents the social idea of the group most likely based on research to understand the lifestyles and activities of the target.
3. Yes. It shows the impact it has on the consequences of an individual not offering support to a social peer rather than just emphasizing the consequences of an individual’s actions (in this case a young man getting drunk).

Volkswagen (important events in life)
http://www.adforum.com/creative-work/ad/player/34465796

1. Who is the target group for this ad?
2. Which tradition is highlighted in this ad?
3. What is the 'main message' that the brand is sending with this ad?

Suggested answers

1. Older families, where children are leaving home.
2. The scene is set around a wedding and the expense involved in this.
3. The affordability of a Volkswagen when compared to other important rituals in life.

Chapter 13 Household structure and consumption behaviour

Old Spice (gender roles)
http://www.adforum.com/creative-work/ad/player/34453764

1. Which traditional gender roles stereotypes does this ad display?
2. Who is the target group for this ad?
3. Does this target group correspond to the actual buyers of the product?

Suggested answers

1. Females as the main buyers of household goods.
2. Females. The imagery and main character aim to appeal to the female buyers even though the product is for the use by males.
3. Yes, this ad focuses just on the buyers of the brand, but in a humorous way so as to capture and maintain attention.

McCain Family (family behaviour)
http://www.adforum.com/creative-work/ad/player/34459437

1. Is this ad product or situation focussed?
2. Is this a rational or an emotional ad?
3. Which traditional household stereotypes were used in this ad?

Suggested answers

1. Situation focussed. The actual product does not appear until the end of the ad via the same type of imagery as presented throughout (e.g. a series of picture frames on the wall). It builds interest by showing range of different situations of different households.
2. It is emotional as indicated by emphasis on the imagery used with little inclusion of logic or cognitive aspects.
3. The ad shows a range of different life stages, but the core stereotype is the family, with some reference to the older generation (e.g. grandparents) for one scene.

Chapter 14 Group influence and communication

Napcan (Aspiration reference group)
http://www.adforum.com/creative-work/ad/player/6689996

1. Do you agree that parents are always a very powerful aspirational reference group for kids (at least till they become teens)?
2. Which types of social reference group influence are depicted in this ad?

Suggested answers

1. Yes, there is plenty of available research that shows how impressionable young children are – up until their early teens. These age groups are reflected in this ad.
2. The general reference group targets ‘every day’ parents in a variety of domestic (negative) situations with the core message showing how such influences can be too easily replicated by children.

Flemish Cancer League (Dissociative reference group)
http://www.adforum.com/creative-work/ad/player/56168

1. Who is shown as the dissociative reference group in this ad? Why?
2. Is this a better anti-smoking campaign than e.g. a fear appeal? Why?

Suggested answers

1. The young man smoking, whilst thinking he is sexy, is actually being rejected by the woman in the ad. The idea behind this is to show that whilst some people might think the act of smoking is attractive, it is actually the opposite in many cases.
2. This type of ad could work better than the normal fear appeal perspective by appealing to a social situation with the target group. It aims to show a ‘normal’ behaviour of a smoker and then counteracts this with a sudden and unexpected response from an assumed non smoker.

Sainsburys - 1 million kids (Opinion Leadership)
http://www.adforum.com/creative-work/ad/player/34470508

1. How is this ad different to others that David Beckham usually appears in?
2. Do you think it is a good ad for a supermarket chain (Sainsburys)?

Suggested answers

1. The majority of David Beckham ads focus on his prowess as a sportsman and image, however in this ad, he is experiencing how to play football (soccer) without eyesight as evidenced by the other players. This presents opinion leadership differently – an international star suddenly learning a different perspective. It is expected that the ad will attract the target market by the presence of Beckham, but the message is actually for a good cause.
2. It should be noted that the focus of the ad is on Beckham, and the blind soccer team, the word Sainsbury’s only appears at the end. Whilst it could be argued this does not put the focus on the supermarket, it does enhance the halo effect via the use of two distinct consumer images (opinion leader and skilled reference group).

Chapter 15 Social Stratification

Help (non monetary assistance to lower classes)
http://www.adforum.com/creative-work/ad/player/34485228

1. What are the 'expected' and 'unexpected' aspects of this ad?
2. What do you think was the goal of this ad?

Suggested answers

1. The ad opens with expected imagery of children living in poverty and supposedly begging for money. No surprisingly, the majority of people they approach turn them away. It is only when one of the passer bys inform the child that they don’t have any money to give them, that it is revealed they are not seeking monetary benefit, but rather assistance with basic skills such as reading and writing. This is the unexpected aspect.
2. The ad is aiming to raise awareness about child literacy as a result of poverty, rather than the poverty itself. This is more likely to gain consumers attention by showing the consequences of poverty rather just asking for a donation.

Virgin Atlantic (wealth versus social class)
http://www.adforum.com/creative-work/ad/player/35457

1. Is social class or wealth a better predictor for the demand in this product category?
2. Is the 'beauty sleep' concept relevant for the target group of this ad?

Suggested answers

1. Wealth is a better predictor for this as the ad gives no clear indicator of any specific social class. Whilst the ad does obviously target those who are ‘wealthier’ the imagery used suggests that they have the means to purchase the relevant service and reap the benefit as such.
2. The concept addresses the issue most long haul air travel generally results in passengers looking worse for wear. Therefore by targeting a wide range of people rather than a narrow social class, it aims to capture market share based on income.

Chapter 16 Culture and cross-cultural variations in consumer behaviour

Yamaha (brand sub culture)
http://www.adforum.com/creative-work/ad/player/34487168

1. How does this ad stress the country of origin of the product?
2. Is the impact favourable?
3. Would this ad convince you to buy the brand?

Suggested answers

1. The imagery clearly shows Japan as the location of the ad, however it introduces the notion of a Japanese ‘sub culture’ via the clothing and behaviour of these consumers.
2. It is well known that Harley Davidson is positioned as a cult brand with a global subculture, so it is quite likely that Yamaha is also seeking out a similar degree of loyalty from its customers, by showing a range of different sub cultural images and lifestyles.
3. This depends on the individual and their inclination towards the activity, the brand and the attraction of the subculture.

Bank Forum (utilising cultural stereotypes)
http://www.adforum.com/creative-work/ad/player/34468868

1. Is it a suitable approach to use a cultural stereotype to use for this product category?
2. What message does this ad aims to deliver to its potential customers?

Suggested answers

1. It depends on the target market, however overall the ad does not use the traditional messages for banks thus capturing consumers’ attention/awareness. On the other hand, it also does not clearly ‘sell’ the banks’ service so it may not be so effective in gaining new business.
2. This could be open to interpretation, however by using the German stereotype and the imagery, it is assuming that the bank is ordered, precise and an expert in its’ area of business.