University Marketing Case Study: Consumer Behavior Analysis MKTG815

This case study delves into the realm of marketing, focusing on the role of spokescharacters as memory and learning devices. It examines the influence of these characters on consumer behavior, exploring examples such as Ronald McDonald and Toucan Sam. The study analyzes consumer behavior theories, including Marshalian and psychoanalytic approaches, to understand how advertising strategies impact consumer choices. It discusses the effectiveness of nostalgic appeals, the impact of family-oriented advertising, and the influence of chatbots in travel advertising. Furthermore, the case study explores the significance of semantic meanings in advertising, providing examples of how companies use images and slogans to convey messages. Finally, it addresses the consequences of product quality issues and the importance of maintaining brand value. The conclusion emphasizes the effectiveness of spokescharacters in creating memorable advertising and the need for innovative strategies to maintain consumer interest.

Running head: CASE STUDY ON MARKETING
Case Study on Marketing
Name of the student:
Name of the university:
Author Note:

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Table of Contents
Introduction:...............................................................................................................................2
Discussion:.................................................................................................................................3
Chapter 1................................................................................................................................3
Chapter 2................................................................................................................................4
Chapter 3................................................................................................................................4
Chapter 4................................................................................................................................5
Chapter 5................................................................................................................................6
Chapter 6................................................................................................................................6
Chapter 7................................................................................................................................7
Conclusion..................................................................................................................................9

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Introduction:
The aim of the assignment deals with the study regarding the spokes character as a
memory and learning device. The main focus of this assignment is laid upon the impact on
consumer behavior regarding spokes character. The impact of this on the behavior of the
consumers has been depicted in the conducted study. The spokes character gives lots of
information’s associated with the brand and the significance of the spokes character has been
shown in the case study along with many examples. The reason behind such implication of
spokes characters and the impact it creates on the memory of the consumers have been
depicted. The significance of the sematic advertising has been disclosed along with the
impact on the advertising strategy of the business.
In each and every advertising strategy the main role is to identify change in the
behaviors of the consumers. The nature, taste and preference must be identified by the
marketing management of the company and then it is the responsibility of the company to
improvise some of the new strategies like bringing new spokes character in the advertising
picture. These are the certain changes which must be taken care of and related discussed has
been depicted in this assignment.

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Discussion:
Chapter 1
Question 1
You see a commercial on TV for McDonald’s which features Ronald McDonald. The
same ad plays a few times that week, always with Ronald McDonald and the
McDonald’s products appearing together in the commercial. Is the use of a
spokescharacter in this instance most likely to represent an example of classical
conditioning or instrumental conditioning? Discuss with further examples.
Answer.
Consumer Behavior is the study regarding the process involved when the
individualsor the group of individuals select, purchase, dispose of products and services ideas
and experience in order to satisfy the needs and desires. Consumer behavior is a continuous
process which not due to the exchange of goods and services.
Spokes Character is defined as the special characters or the physical appearance of the
character in the advertisement of the products. The spokes character is the animated object
which is used to promote the products and the services. The spokes character appearing in
front of the package, doesn’t contain legal trademark and is constantly used in the products of
the company. Spokes character is differentiated on the basis of the physical form, the medium
ion which the character appear, the character role and the origin while the promotion of the
product (Morgan et al. 2019).
The Spokes Character is used by the company in order to reflect the implication of the
product by using the medium or the appearance of the character which is the usage of the
spokes character of the company. Advertising by using the spokes character becomes

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effective as the whole presentation becomes attractive and meaningful (Boscagli 2019).
That’s why most of the fast moving consumable goods uses this spokes character strategy in
order to give a clear view about the service of the product. In this case, the example which is
taken into consideration is that the commercial in the TV for Froot Loops where spokes
character in this advertisement is the Toucan Sam. Froot Loops is a cereal product where the
animated spokes character of the Toucan Sam resemblance the details of the product (De
Mooij 2018).
Consumer behavior theory: T he theory on consumer behavior are as follows-
Marshalian theory:
1. These theory discuses that if the product price is lower them the sales would increase.
2. If the consumer income is high then the sales would increase provided that the
product is inferior one.
3. If there is any substitute product then the sales of that substitute product will be high
compared to the original one.
Psychoanalytic theory:
1. Fraud believed that the human are not able to fully understand the own motivations
because the psychological factors shape the largely unconscious.
2. As per this theory the consumers respond to the symbolic concerns and economical
function.
Thus the company could implement all these theories within the company to see
whether they fit properly to the industry or not.

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Chapter 2
The implication of the spokes character in the advertisement of the Froot Loops
makes the product much more interesting. Suppose in the advertisement of the product Mr.
Clean is used for the purpose of the cleaning the floor and utensils in the house.
Improvisation of these kind of characters in the product increases the product transparency
along with the detailed reference of the character (Lovelock and Patterson 2015).
Chapter 3
Question 2
Have any of the characters you remember from your own childhood appeared in
advertising as spokescharacters? Discuss whether you think a nostalgic appeal would be
effective for you, and why.
Answer.
This spokes characters used in the product becomes interesting for the children as the
appearance of the characters in an animated way and is further remembered for long as it
stays in the memory system for a long period of time. Children loves animation or cartoons
and it is another reason for such of attractiveness towards the chocos product (Fill and
Turnbull 2016). The implementation of the spokes character in the product make it much
more nostalgic as it is remembered for a longer period of time. Hence, advertising the
products by using the spokes characters become interesting and it is an effective strategy
which must be adopted by most of the companies in order to stay ahead in competition while
competing with the other competitors of the producing the same kind of product in the market
(Hastings and Stead 2017).

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There are many spokes characters used in the products related to the products like the
Kellogg’s chocos is a renewed product mostly used in the childhood days. It is actually a
breakfast cereal which is favorite for the children (Baker and Saren 2016). In front of the
package the spokes characters have been used which contains the picture of a monkey. Hence
it becomes interesting which further attracts the children not just because of the taste but also
the advertisement shown in the TV where the spokes character is the money makes the whole
advertisement much more interesting in that case. The packaging of the product is also very
interesting, is another reason for attracting the customers to buy the products from the market
(Chemmanur and Yan 2019).
Chapter 4
In case of the cereal advertisement where it is featuring that a family enjoying bowels
of cereal in the advertisement and the significant role played by the spokes character interact
with the family doing all sort of necessary action in the advertisement, influences the
customers to buy the products in the market in that case. In this case the whole family is
involved in the advertisement which influences each and every members in the family from
starting from child to the adults. As the advertisement is a family related which is one of the
main reasons behind the attraction of the customers in the market (Hackley and
Hackley2017).
Chapter 5
Question 3
You watch an ad on TV that features a person interacting with a chatbot for a large
travel company. You see the person chatting with the bot about their holiday plans and
nodding as the bot makes suggestions. Then the frame changes to the person enjoying

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their holiday. Discuss how the advertiser is most likely trying to influence consumer
learning in this scenario.
Answer.
In this case the consumer will be influenced to go for an interesting trip as it is a travel
company (Percy 2016). This advertisement will further attract the consumer to go for the
travel as it is enthusiastic and adventurous. The advertisement strategy already influences the
customers in positive manner. Traveling by using the chat bot will be far better approach
which is done through the mobile application becomes very effective way of
travelling.Attractive advertising strategy will automatically influence the customers to go for
travelling.
Chapter 6
Question 4
Consider the role of semantic meanings in advertising, and give examples.
Answer.
The term sematic refers to the study of which the advertisers deploy in the
advertisement which contains sematic in the messages which is further used to aware the
target audience by interpreting the advertisement with the help of the images and slogans
used in the advertisement. The sematic technology is implemented by the advertising
companies by placing advertisement in the search engines. Suppose if a particular company
wants to apply the techniques of the sematic technology which is process of placing
advertisement in the search engines. The customer who pays much higher remains at the top
of the search engines (Baker 2016).

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Suppose if a customer wants to find the best cereal in the world by typing the key
words in the search engines, then the list which appears first is that product which paid higher
for presenting that brand at the top. There are the key benefits by applying the sematic system
in the advertising strategy as it makes the brand of that product much more popular.
Chapter 7
A consumer purchases a brand of detergent that he remembers seeing in a magazine
with a spokescharacter extolling the virtues of the brand. After using the detergent, the
consumer discovers that it doesn’t clean his clothes. A month later, he sees the ad again
and decides to give the detergent another shot. When it doesn’t work again, the
consumer comes to associate the spokescharacter with dirty clothes and ceases to buy
the brand. What is occurring here?
Answer.
As per this situation, it will definitely create impact on the behavior of the consumers
and it will definitely put an impact on the brand value of the company. Creating ideology
about the product associated with the brand along with not maintaining the quality of the
product will definitely create negative impact on the behavior of the customers as well as the
brand. Using the spokes character in the advertisement is not the only solution but along with
that it is required to maintain the product quality.
Now a days, these kind of advertisement is disappearing from the television and the
other media channels and the marketers needs to adopt some strategies regarding
improvisation of such kind of product in the market by using the spokes character. Another
reason behind the implication of the spokes character in the advertisement is that its creativity
easily drags the attention of the customers in the market (Jakobson and Rueben 2015).

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Conclusion
From the above discussion it can be concluded that spokes character acts as memory
and learning devices, this are the advertisement which will be remembered for a long period
of time. This makes the marketing strategy of the firm effective as there lies the touch of the
spokes character as becomes different from the other type of advertisement and is the reason
of being remembered for a long period. Improvising the characters in the advertising strategy
will be far more interesting because using the same spokes character becomes a little bit
boring. As animation is the key to attract the children upgrading the characters will be far
more enthusiastic and will increase the sales of the product automatically. The above
discussed features must be included in the process and attractive packaging will make the
advertising even far better.
This further encourages the consumers to learn about the brand and the consumer will
also remember the brand due to the implication of the spokes character in the product or the
brand. The involvement of the celebrities and the actors in the advertisement along with the
spokes characters makes the overall advertisement much more interesting by the way.

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References
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Boscagli, M., 2019. Competitive strategy analysis in the food system. CRC Press.
Chemmanur, T.J. and Yan, A., 2019. Advertising, attention, and stock returns. Quarterly
Journal of Finance, p.1950009.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Hackley, C. and Hackley, R.A., 2017. Advertising and promotion. Sage.
Hastings, G. and Stead, M., 2017. Social marketing. Taylor & Francis.
Jakobson, G. and Rueben, S., 2015. Method and systems for online advertising to users using
fictitious user idetities. U.S. Patent Application 13/998,065.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Morgan, N.A., Whitler, K.A., Feng, H. and Chari, S., 2019. Research in marketing
strategy. Journal of the Academy of Marketing Science, 47(1), pp.4-29.
Percy, L., 2016. Strategic advertising management. Oxford University Press.