Consumer Perception and Marketing: Advertisement Analysis Report - CA1

This report critically analyzes the role of consumer perception in marketing, exploring how companies shape customer opinions through advertising. The study examines two prominent advertisements: Always' "#LikeaGirl" campaign and Nike's "Just Do It" campaign. The report delves into the marketing strategies employed by these companies, discussing how they leverage consumer understanding to create impactful campaigns. The analysis covers the influence of individual experiences, advertising processes, market influencers, and consumer reviews on perception. The report provides a detailed breakdown of each advertisement, highlighting the key messages, target audiences, and overall effectiveness. Furthermore, the report offers recommendations for startups and other companies seeking to improve their marketing strategies and effectively reach their target consumers. The conclusion summarizes the key findings and emphasizes the importance of understanding consumer behavior in designing successful marketing campaigns. The report concludes with a comprehensive bibliography.

Consumer Perception and Marketing
A Study on Advertisement Analysis
Student Details
3/30/2020

Executive Summary
Customer knowledge could in some ways significantly influence a company's image. If
companies are well aware of the development of their products on time then they can attract
more customers. The products as described on the packaging insert provide a favorable customer
image. With a major after sales service, consumers might have a positive opinion on the
company. Consequently, advertisers must measure consumer preferences and effectively
diversify promotional activities. For the purposes of this study, every marketing position of
interpretation and the debate of two commercials in the upcoming rows have been accomplished.
The study discussed the marketing strategies used by two famous companies that are Always and
Nike in their marketing campaign, however in order to assist startups or other companies few
marketing strategies are recommended in this study in effective manner.

Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Role of Perception in Marketing......................................................................................................4
Analysis and Discussion on Advertisement One: Always- #LikeaGirl...........................................5
Analysis and Discussion on Advertisement Two: Nike- “Just Do It”.............................................7
Conclusion.......................................................................................................................................8
Recommendations............................................................................................................................9
Bibliography..................................................................................................................................11

Introduction
The marketing term which involves the interpretation, knowledge or understanding of a customer
about a business or its offerings is called the perception of the consumer. The consumer gathers
marketing details which perceives it to create a clear image of a particular object. That is also the
understanding of consumers. When a consumer receives commercials, advertisements, user
comments input on social media, etc. about a company, he or she gets a picture of the company
(Correia et al., 2015).
When a customer’s seen or receives knowledge regarding a certain commodity, the whole
procedure begins with customer understanding. This cycle proceeds until the customer starts to
convey his opinion on the drug, which a business needs to do with the view of its clients. The
location of the items in a retail store, the colors and types of their branding, announces one make,
the promotions company give, all impact consumer perception (Lumen, 2019).
Buyer's perception can greatly affect the reputation. If consumers have a good encounter with the
production of their goods on schedule, they are mindful of it. A favorable consumer image is
created by the goods as defined on the package insert. If customers have a great after-sales
operation, a good impression on the brand would be created (Chonko & Hunt, 2018). Therefore,
advertisers need to evaluate customer expectations and diversify advertising practices
successfully accordingly. For the purposes of this study, every marketing position of
interpretation and the debate of two commercials in the upcoming rows have been accomplished.
Role of Perception in Marketing
Customer understanding is a vital aspect of buying behavior. That is why businesses have a great
deal to give their consumers an easy and satisfied customer experience. Companies are willing to
invest time and energy for consumer understanding and competitiveness. Similarly, a company
should try many avenues to improve the impression that customers get great value for money
(Karjaluoto et al., 2015 ). A happy consumer is pleased with the quality of a product or service.
The understanding of consumers is focused on a customer's interaction with a company. Even if
consumers were treated poorly like faulty goods, no refunds, no support for after sales etc. the
clients build an unconstructive perception regarding the product. External influences, some of
which are mentioned below, may affect consumer perception:

a) Individual Experience
The understanding of the consumer is strongly influenced by the buyer's own experience when
buying and using a specific product. When the consumers 'minds were given an outstanding
perception of consistency, customer service, size, branding, color, promotions, etc, then they
would develop a strong picture of the brand. Yet if they don't like the company experience, it
would leave a permanent mark (Gillespie, 2015).
b) Process of Advertising
Customers will see the goods through ads and thus are one of the main factors influencing
company perception. A company's marketing and promotions help create a favorable image of
consumers.
c) Market of Influencers
In fact when others have tried already checked it, people buy stuff. Those who first purchased it
and used it became popular. Whether the person who gets the influencer's new product is
noticed, it can motivate the individual to purchase it and check it, as a individual they believe in
is the endorsement (Chonko & Hunt, 2018).
d) Consumers’ Reviews
When purchasing a company, a lot of customers check at a consumer rating. It illustrates that
consumer feedback play a significant role in shaping customer experience. If customers find that
there are fewer stars in a category it means that there are no positive customers reviewing for a
category. This feeling gives the user a bad perception about the product or services of the
company (Lumen, 2019).
In upcoming lines the identification of factors affecting consumer perception in order to make
the decision of purchasing a product is analysed by analysis of marketing tactics used by two
advertisements in productive manner.
Analysis and Discussion on Advertisement One: Always- #LikeaGirl
Marketers must consider customer purchasing habits when creating their advertisements for the
desired effect. The picture of a company in the eyes of customers is influenced by advertising.
Announcements should be captured and important information should be conveyed to the user.

The commercial needs to display the drug. It should have some kind of quality, benefit, use, and
availability etc. information. More over half of women lose their faith in puberty and are purely
gender-based as a factor leading to this fall. Just 19% of females have a favorable relationship
with the word 'like a child,' and with the support of prominent female documentary filmmaker
Lauren Greenfield, P&G Always, Leo Burnett Chicago, London as well as Toronto created a
fiery call to change these myths and to restore the trust of the champions in a new feminism
campaign: # LikeAGirl (Abitbol & Sternadori, 2016).
The advertisement in video format launched by ALWAYS in 2015 was very influential. It was
made by following the consumer perception and the prevailing situations. It was aired on
television and on internet. The advertisement was tagged with #LikeaGirl. The company still
came back with this campaign, whether or not it became viral after the ads aired in the Super
Bowl throughout 2015, even though it was a revolutionary video that hundreds of millions of
people heard all of the time. The campaign was introduced as a advertisement which clarified the
"like a girl" stereotype behind sports and the guy's approach was better or better. They thought
the sex discrimination is so rooted in society that it is indeed a term. In reality, the term "like a
kid" is sometimes used as an injury to taunt a frail, excessively emotional or useless human. And
it can have a damaging impact at a period when personalities are still extremely unstable
(Moriarty et al., 2015 d).
In order to prove this, Always Company has developed a social experiment involving young
women and men, children and boys. They told them to do something like 'a girl,' such as running
or fighting like a child. The degrading stereotype is practiced stubbornly by mothers, boys and
adults. However, girls who predominated responded entirely differently. They run and fought
with confidence, dignity and amazing self-consciousness as hard as possible. Obviously they
weren't yet affected by 'regulations' which describe femininity; doing anything like 'female'
meant doing it the most. At the end of the article, the message is both simple and inspiring: girls
are just as strong and capable as boys, particularly in adolescence, a vital period of life for
everyone and their female goods. This was a publicity effort led by Always Company to focus
further on a girl's confidence. All directions were successful with # LikeAGirl. In just three
months, the optimistic mood hit 96 percent with general respect and affection for the message as
well as the brand. Social networks participation has been very strong, with ever-increasing
Twitter and YouTube platform subscribers (Karjaluoto et al., 2015 ).

This promotional strategy reveals that it is incredibly necessary to pick the best topic for your
commercial. At some stage in life, it has become apparent that women start internalizing the
negative connotation that comes from 'like a child' doing things. This video is to mobilize people
to transform what # LikeAGirl means to be powerful, optimistic and genuinely incredible.
Announcements will establish the consumer's desire to buy the drug. Commercials should
provide customers with detailed detail. It represents that not only the audience understands but
also the challenges they face, especially those that represent their organization's time or culture.
Not all commercial issue is limited to advertisers and marketers. Take a stance on the supports
the customer understands and reach the client base that associates with the passion of the
business (Suki, 2010).
Analysis and Discussion on Advertisement Two: Nike- “Just Do It”
Comprehension of customers 'desires is profoundly necessary because the right exposure is to be
generated for the right individuals. It's just advertising; customers can relate to the name of the
product. Public position and appearance show the advertisements affect the style of each person's
life as well as the degree to which they seek to portray themselves in a socially appropriate
manner. Ads market identity and life style alongside the selling of goods and services. Via
advertising, customers can discover new ways of living, photos, and patterns. Drawing on the
condition of that same perfect customer and encourages the social activity to purchase this drug,
advertising facilitates social relations and the way of life (Sheth, 2018).
Previous Nike products are almost exclusively catered for distance runners. There came a craze
for fitness, and the Adidas marketing department was able to make advantage of it to surpass its
main competitor, Reebok, which sold more shoes than Adidas. Yet at the end of the eighties,
Adidas started a commercial campaign. The marketing strategy produced by Nike at the time is
examined and addressed in this segment to explain Nike's tactics to consider the view of
customers and respond accordingly. The campaign hit $800 million when it was in 1988, and
sales by 1998 were more than $9.2 billion. "Just do it" was quick and convenient, but all they
had while exercise and always felt that the feeling was expressed. This highlights the fact that if
people don't like sprinting five miles, whether they must or they don't want to climb four steps,
then just do it. This is a message any user should relate to and encourages them to drive
themselves beyond its limits (Nayak, 2017).

Despite how important it is to the company now, the campaign began incorrectly. It was founded
in 1987 in support of the first big Nike TV initiative, featuring publicizes for cycling, biking,
cross-, basketball including women's fitness. "A separate design team has created every location.
This may not be exactly Nike's own brand legacy, but it was largely meaningless at the moment,
because nobody was persuaded that the campaign was really appropriate, let alone any indication
of the influence it might have. Of whatever reasons, this line resonated widely in the sporting
culture, and profoundly with those who had little to no relation to athletics. Nike then picked it
up in some of his publishing, in particular a series of posters for women which combined a
dedication to sports with empowering women (McKinley, 2012).
Advertisement spending also gives the customer a favorable view of a company. The relationship
between ads and perceived quality is good. The emphasis was on the reality that, when someone
wants to find the right way to show his brand, they wonder: what are the problems with their
customers? What is their solution? What is the solution? In their marketing, businesses will
communicate in customers on an emotional level that is impossible to overlook by addressing
this central topic. Therefore, marketing spending is linked favorably to perceived price, which
results in more buys from the company as customers usually choose to shop from a well-known
brand to escape product disappointments (Chong et al., 2016).
Conclusion
Consumers have been found to be more likely to purchase a product by looking at publicity; they
often feel confident to buy a product they have seen ads from. The customer establishes a degree
of faith in a Brand that has been revealed. This was also found to gather knowledge on products
from the ads, hear about the use and disadvantages of the drug and make a purchasing decision
on that basis. Advertising is also a very effective publicity method for further purchases. The
study identified the importance of understanding consumer perception for caring out marketing
tactics or campaigns with the help of analysis of two advertisements that is Campaign of Always
Company and Nike Company.
The study concluded that advertisements are the strategies used to allow public disclosure of
goods, resources, views or reasons and convince the public and respond to what is being
revealed. And according to that description the purpose of advertising is, besides offering facts
and awareness, to change the mood, the attitudes and judgment of any good or service released.

Consumer ads for children would preferably be shown during the afternoon or early evening as it
is when they are viewing full TVs. Understand the public's lifestyle. Premium time
advertisements are those perceived by the largest number of individuals.
This research will allow advertisers to consider the desire of a buyer to buy. You will consider
the most effective and the comparatively less effective factor of ads. It is also concluded that ads
influences the value of attitudes and how brands and promotional companies perceive them
properly. Customer psychology Advances and technologies for marketing 'attitudes are what we
feel about a concept that may be a brand, a group, an person, an philosophy or any other
organization we could think about but feel.
Recommendations
The primary aim of advertising is to affect purchasing conduct; however, this effect on brands is
also modified or accumulated through the memories of individuals. Brand memories are created
by brand name interactions in the customer spirit. Those brands actively affect judgment,
judgment and eventually purchasing. The literary research on the effects of ads on its efficacy
has always given so much significance and space to customers who buy behaviour. Consumers
'behaviour much of the time depends on whether the user enjoys or dislikes ads on the branded
product. High quality publicity will definitely affect customers when shopping for this drug,
while low quality publicity will do the reverse. In some way the ads will impact end consumers
'hearts so that they can consume the drug (Tiago & Manu, 2014).
The study discussed the marketing strategies used by two famous companies that are Always and
Nike in their marketing campaign, however in order to assist startups or other companies few
marketing strategies are recommended here:
a) Use of Artificial Intelligence: In a culture where people are able to move themselves
almost everywhere in the world, such device could only possibly be used by advertisers.
The marketing team of the business should create a creative AI interface that allows
clients to move via the company's product and provides (Malhotra, 2010).
b) Cultural Relevance: In today's web-driven culture is incredibly useful to promote high
brand engagement. Developing content campaigns culturally appropriate is one of the
easiest ways to give a company a good media buzz.

c) Creative Blog Content: Nobody's going to go on-line and feel like reading a book or
phrases. When the organization brings in its advertising keywords, it has to avoid them.
Material that is entertaining, imaginative and precious refers to the new web audience. It
refers in turn to the company forum for selling or sharing their views about their
programs.

Bibliography
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