MKT 3605 Lecture Notes - Lecture 2: Condom
Document Summary
We found the third step of the model, comprehension, to be the most (controversial) aspect of the case. The statistics state that the raja condom advertisement was very successful in boosting sales, while the sales of the maya pill did not meet expectations. This could be the result of a positive outlook on the condoms and a negative outlook on the pill. The raja condom was better received because of habitual tendencies and cultural ideologies. Condoms were already popularly sold over the counter and were more widely used than birth control. Also, condoms played into the cultural norm that men should have control over a situation. On the contrary, the maya pill carried a much more negative connotation because of religious preferences and views on medical expenses. People"s religions may have rejected the idea of birth control.
