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PACKAGING, POINT-OF-PURCHASE COMMUNICATIONS, AND SIGNAGE Answers to Discussion Questions Select a packaged goods product category and apply the VIEW model to three competitive brands within that category. Define all four components of the model, and explain how each applies to your selected product. Then use the following procedures to weigh each component in the model in terms of your perception of its relative packaging importance in your chosen product category: Distribute 10 points among the four components, with more points signifying more importance and the sum of the allocated points totaling exactly 10. (This weighing procedure involves what marketing researchers refer to as a constant sum scale.) Next, evaluate each brand in terms of your perception of its performance on each packaging component by assigning a score from 1 (does not perform well) to 10 (performs extremely well). Thus, you will assign a total of 12 scores: four for each VIEW component for the three different brands. Combine the scores for each brand by multiplying the brand’s performance on each component by the weight of that component (from step a) and then summing the products of these four weighted scores. The summed score for each of your three chosen brands will reflect your perception of how good that brand’s packaging is in terms of the VIEW model—the higher the score, the better the packaging in your opinion. Summarize the scores for the three brands for an overall assessment of each brand’s packaging. Answer: This question follows along the lines of “Quantifying the VIEW Components” section of the chapter. This procedure quantifies the four components on a case-by-case basis and involves: (1) rate each VIEW component in terms of its importance and (2) evaluate how well a given package performs on each component (i.e., evaluation score). Choose a grocery product category and analyze the various brands in this category in terms of their packaging features designed to attract consumers’ attention. Identify the packaging features that make some brands in this category more or less attention-gaining than others. Answer: Students should consider the overall package structure, the use of color, the design and shape as signaling cues, and the package size. Additionally, they should assess the effectiveness of the design as it: (1) permits good eye flow, (2) provides the consumer with a point of focus, and (3) conveys meaning about the brand’s attributes and benefits. Considering just the workability component of the VIEW model, provide illustrations of several packages that, in your opinion, represent higher or lower levels of workability. Answer: Workability—refers to how a package functions rather than how it communicates. Students should assess the degree of workability of the packages by answering the following questions: Does the package protect the product contents? Does it facilitate easy storage on the part of both retailers and consumers? Does it simplify the consumer’s task in accessing and using the product? Does it protect retailers against unintentional breakage from consumer handling and from pilferage? Is the package environmentally friendly? What are your personal views about the advantages and disadvantages of supermarket shopping with smartphones, or intelligent shopping carts such as the Shopping Buddy and the MediaCart (see Marcom Insight)? Answer: Most likely ranging from absolutely loving the idea to concern over privacy—some students may equate tracking consumers through the store to “big brother” watching them. Supermarket shopping with smartphones or intelligent shopping carts like the Shopping Buddy and the MediaCart offers several advantages and disadvantages: Advantages: • Convenience: Shopping with smartphones or intelligent carts allows shoppers to easily access their shopping lists, compare prices, and scan items for more efficient checkout experiences. This convenience saves time and effort, especially for busy individuals. • Personalization: Smartphones and intelligent carts can offer personalized recommendations and promotions based on shoppers' preferences, purchase history, and location data. This tailored shopping experience can enhance customer satisfaction and encourage repeat business. • Efficiency: With features like real-time inventory tracking and aisle navigation, smartphones and intelligent carts help shoppers locate items more quickly and reduce instances of out-of-stock products. This improves overall shopping efficiency and reduces frustration. • Integration with digital payment methods: Many smartphone apps and intelligent carts allow for seamless integration with digital payment methods such as mobile wallets or payment apps. This streamlines the checkout process and reduces the need for cash or physical credit cards. Disadvantages: • Dependency on technology: Supermarket shopping with smartphones or intelligent carts relies heavily on technology. Any technical glitches or connectivity issues can disrupt the shopping experience and frustrate customers. • Privacy concerns: The use of smartphones and intelligent carts involves the collection of personal data such as shopping habits, preferences, and location information. This raises privacy concerns among some shoppers who may be uncomfortable with the level of data being collected and shared. • Accessibility: Not all shoppers may have access to smartphones or be comfortable using them for shopping purposes. Similarly, intelligent shopping carts may not be available or accessible in all supermarkets, limiting their usefulness to certain demographics or locations. • Cost: Implementing smartphone apps or intelligent cart systems can be costly for supermarkets, and these costs may ultimately be passed on to consumers through higher prices or fees. Additionally, some shoppers may be reluctant to invest in expensive smartphones or pay extra for the convenience of intelligent carts. Overall, while supermarket shopping with smartphones or intelligent carts offers numerous benefits in terms of convenience, personalization, and efficiency, it also presents challenges related to technology dependency, privacy, accessibility, and cost. Balancing these factors is essential for supermarkets to successfully implement and integrate these technologies into the shopping experience while meeting the diverse needs and preferences of their customers. What functions can POP materials accomplish that mass media advertising cannot? Answer: The chapter pointed out POP’s influence on consumer behavior includes informing, reminding, and encouraging. Advertising can have the same effects, however only POP can also perform a merchandising function that assists the manufacturer, retailer, and consumer. Furthermore, POP informs, reminds, and encourages when the consumer is actually at the point of making a purchase, whereas advertising’s performance of these functions is in advance of the consumer’s purchasing act. Explain why the POPAI Consumer Buying Habits Study probably overestimates the percentage of unplanned purchases and underestimates the percentage of specifically planned and generally planned purchases. Answer: The POPAI study determines whether purchases are planned or unplanned by asking consumers when they enter a store to identify the specific products and brands they intend to purchase and then comparing actual purchases against the stated intentions. This procedure places a heavy burden on consumers’ abilities to recall what they intend to purchase and their desire to undertake the necessary effort to provide accurate accounts of their purchasing intentions. Thus, some items that appear as unplanned purchases may actually have been specifically planned. Although not presented in the chapter, the POPAI Consumer Buying Habits Study revealed that the percentage of in-store decisions for coffee was 57.9 percent, whereas the comparable percentage was 87.1 percent for a group of “sauce” products (salsa, picante sauce, and dips). What accounts for the 29.2 percent difference in in-store decision making between coffee and the “sauce” products? Go beyond these two product categories and offer a generalization as to what factors determine whether a particular product category would exhibit a low or high proportion of in-store decision-making. Answer: The 87.1 percent figure for in-store purchases of salsa, picante sauce, and dips compared to 57.9 percent for coffee is explainable by the differences in basic product features and corresponding consumer behavior. Coffee is a frequently purchased item, and brand loyalties are strong because consumers know which products their families prefer. The result is that relatively few decisions are made in the store. Comparatively, salsa, picante sauce, and dips are purchased less frequently and are a relatively low-involvement product for most consumers. Hence, POP displays remind consumers of their need for a particular dip and can influence brand choice. The POPAI Consumer Buying Habits Study also revealed that the highest average brand lift index from signage (rather than displays) in mass merchandise stores was dishwashing soaps, with an index of 21.65. Provide an exact interpretation of this index value. Answer: The brand lift index was developed by POPAI in collaboration with Meyers Research Center to measure the average increase of in-store purchases when POP is present versus when it is not. An index value of 21.65 for dishwashing soaps is interpreted as meaning that shoppers are nearly 22 times more likely to make in-store purchase decisions for this product when advertised with displays than if there were no displays. Why were motion and static displays considerably more effective at increasing Olympia beer sales in liquor stores than in supermarkets? Answer: When consumers shop in supermarkets, beer is just one of hundreds of items that compete for their attention. In liquor stores there are far fewer items. Moreover, consumers go to liquor stores with the explicit intent of purchasing beer, wine, or liquor only. Thus, effective displays in liquor stores can easily attract consumer attention and influence brand choice. Displays are less effective in supermarkets simply because there is more competition and because the consumer’s mindset is not typically directed to any one product category. The shopping smartphone app described in the chapter opening Marcom Insight is subject to criticism on grounds that it will cost checkout clerks in supermarkets their jobs. What is your perspective on this matter? Answer: The concern that shopping smartphone apps could potentially lead to job loss for checkout clerks in supermarkets is a valid one and warrants careful consideration. However, it's essential to approach this issue with nuance and consider the broader impact of technological advancements on employment. Firstly, it's important to recognize that automation and technological innovation have always been part of the evolution of industries and workplaces. Throughout history, advancements in technology have led to changes in job roles and responsibilities. While some jobs may become obsolete or undergo transformation, new opportunities often emerge as a result of technological progress. In the case of shopping smartphone apps, while they may streamline the checkout process and reduce the need for traditional checkout clerks in some instances, they can also create new roles and opportunities within the supermarket industry. For example, supermarkets may need to hire additional staff to manage and maintain the technology infrastructure, provide customer support for app users, and handle other aspects of the shopping experience that cannot be automated. Furthermore, shopping smartphone apps can enhance overall efficiency and productivity within supermarkets, allowing employees to focus on other areas of operations that require human expertise and interaction. This could include tasks such as stocking shelves, assisting customers with inquiries, and ensuring a positive shopping experience. Ultimately, the impact of shopping smartphone apps on checkout clerks' jobs will depend on various factors, including the rate of adoption of the technology, the willingness of supermarkets to adapt their staffing models, and the broader economic context. It's essential for policymakers, businesses, and stakeholders to proactively address potential job displacement by investing in retraining and upskilling programs, supporting affected workers through transitions, and fostering an environment of innovation and adaptation. By doing so, we can mitigate the negative consequences of technological change while maximizing the benefits for both businesses and workers. During past decades, cigarette advertisements were responsible for a very large percentage of all billboard advertising in the United States. The same is true for alcohol. What explanations can you offer for why these products dominated the billboard medium? What is it about consumer behavior related to these products that would make billboards an especially attractive advertising medium? Answer: One advantage of outdoor advertising is that it provides an excellent opportunity to reach consumers as a last reminder before purchasing. This explains why products such as beer and restaurants are among the heaviest users. Tobacco advertisers in the U.S. used to be heavy outdoor advertisers, but stopped as part of a legal settlement. Another reason they may have been heavy users is that other media is restricted (i.e., tobacco ads have been banned from broadcast media since 1971). Changeable message signs are billboards that vary the advertising message on a schedule of every 4 to 10 seconds. What, in your opinion, is the value of this technology to the advertiser, and what are the potential hazards to society? Answer: Benefits to the advertiser are the ability to communicate different messages through the same media vehicle. Depending on the audience’s processing ability (e.g., how much time they have to attend to the sign), sequential messages and/or pictures can be incorporated into the communication. The actual changing of the sign might stimulate more attention than a static sign, as perception is sensitive to changes and differences. Hazards could be distracting drivers or pedestrians from attending to the roadway and more environmental pollution. The Outhouse Springs bottled water case illustrated an effective application of billboard advertising. With reference to the material on “buzz generation” and viral marketing covered in Chapter 21, what is it about this particular campaign that may make these results atypical and thus unrepresentative of more mundane products advertised via billboards? Answer: One explanation for the success of this outdoor campaign could be due to the “stickiness factor” of the message. It was attention-catching and memorable because it was humorous. Another factor that might explain the success is the uniqueness of the product—this product was contrary to what consumers would expect for bottled water. Conduct an informal audit of on-premise business signage in your college or university community. Specifically, select five examples of on-premise signage that you regard as particularly effective. Using material from Chapter 6 on the CPM and HEM models, explain why your chosen illustrations likely stand a good chance of attracting consumer attention and influencing their behavior. Answer: It should demonstrate knowledge of the steps in the CPM perspective that was covered earlier in the text: exposure, attention, comprehension, agreement, and retention/retrieval of stored information. The HEM model posits that stimuli (i.e., store signage) are more than mere objective entities and are, instead, subjective symbols that precipitate feelings, fun, and fantasy. While I can't perform a real-time audit, I can provide hypothetical examples of effective on-premise signage in a college or university community based on the principles outlined in Chapter 6 regarding the CPM (Capacity to Process Model) and HEM (Human Information Processing) models: 1. Campus Coffee Shop: • Example: A vibrant and colorful sign outside a campus coffee shop that reads "Start Your Day Right! Freshly Brewed Coffee & Pastries Here!" • Why it's effective: This sign likely stands out due to its bright colors and concise message. According to the CPM model, its simplicity allows for easy processing of information. Additionally, the use of positive language ("Start Your Day Right!") taps into emotional responses and triggers a desire for a morning pick-me-up, influencing consumer behavior. 2. Campus Gym: • Example: A sign outside the campus gym featuring images of fit and active individuals with the slogan "Transform Your Body Today! Join Now for Exclusive Student Discounts!" • Why it's effective: This sign appeals to students' aspirations for fitness and a healthy lifestyle. The use of images and visuals captures attention quickly, while the inclusion of exclusive student discounts makes the offer more compelling and increases the likelihood of action, as per the HEM model. 3. Campus Bookstore: • Example: A sign outside the campus bookstore displaying a list of bestselling textbooks for the semester with the headline "Get Ahead in Your Studies! Essential Textbooks Now Available." • Why it's effective: This sign addresses a specific need of students (required textbooks) and offers a solution. By highlighting the textbooks as "essential" and emphasizing the opportunity to get ahead in studies, it appeals to students' academic goals and creates a sense of urgency, driving them to take action, as suggested by the HEM model. 4. Campus Events Center: • Example: A sign outside the campus events center showcasing upcoming concerts, workshops, and guest lectures with eye-catching graphics and the headline "Unleash Your Creativity! Exciting Events Await." • Why it's effective: This sign taps into students' interests in entertainment, learning, and socialization. The use of dynamic visuals and engaging language ("Unleash Your Creativity!") captures attention and arouses curiosity, encouraging students to learn more about the events and potentially attend, aligning with the principles of the HEM model. 5. Campus Food Court: • Example: A sign outside the campus food court featuring mouth-watering images of various food offerings alongside the slogan "Satisfy Your Cravings! Delicious Meals for Every Palate." • Why it's effective: This sign appeals to students' basic needs for food and offers a wide range of choices to cater to different tastes. The use of appetizing images triggers sensory responses, while the promise of satisfying cravings taps into emotional triggers, influencing consumer behavior in line with the HEM model. Overall, effective on-premise signage in a college or university community utilizes principles from the CPM and HEM models to capture attention, convey information efficiently, and influence consumer behavior by appealing to students' needs, desires, and emotions. Solution Manual for Advertising Promotion and Other Aspects of Integrated Marketing Communications Craig J. Andrews, Terence A. Shimp 9781111580216, 9788131528242, 9781133191421, 9781337282659
