Kinesiology 2981A/B Study Guide - Final Guide: Milosh, Basick, Choker
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The purpose behind much of advertising is to influence each of the five Consumer Decision Making process (Problem Recognition, Information Search, Evaluation of Alternatives, Product Choice (i.e. Purchase) and Outcomes (i.e. Postpurchase). Each stage of the Consumer Decision Making process has techniques that help consumers to manage the stage and then move onto the next one successfully. Eventually, the consumer moves to purchase (where we get excited to make the sale) but don't underestimate how important the last stage (post purchase) is to making additional sales in the future. Below are guidelines that show basic techiniques used to target and manipulate each Consumer Decision Stage through advertising.
Below are some issues that you will want to consider as you evaluate each of the five chosen advertisements. Please remember that your goal is not simply to answer these questions, but to provide insights into the consumerĆ¢ĀĀs decision making process that you feel would be useful to a marketing manager (e.g., if an ad triggered the consumerĆ¢ĀĀs decision to purchase the product). Other areas to comment on would be level of involvement, etc.
Consumer Decision Making Stage: | Considerations for Stage: | Common Ad Techniques: |
Problem Recognition | What problems does this product solve for the consumer? Ć¢ĀĀ¢ What triggered the decision to purchase this product? Ć¢ĀĀ¢ Was this the first time the consumer purchased such a product? Define and discern the Actual and Desired States | Ask a question (WhatĆ¢ĀĀs for dinner tonight?) Show before (actual state) and after (desired state) Use the word Ć¢ĀĀnewĆ¢ĀĀ or Ć¢ĀĀintroducingĆ¢ĀĀ to initiate curiosity. |
Information Search | Ć¢ĀĀ¢ Did the consumer seek information about the product and about various brands? How was this information collected, and how much information was collected? Ć¢ĀĀ¢ Was the consumer searching for any advertisements for the product? What was the consumerĆ¢ĀĀs reaction to these advertisements? | Match amount of information with type of product. Direct consumers to website, free kit or other information venues. Show role models that Ć¢ĀĀlookĆ¢ĀĀ like the target market. Show the entire line of product offerings (all the flavors and colors, etc.) Testimonials, etc. |
Evaluation of Alternatives | Ć¢ĀĀ¢ How many alternatives were considered? How were they selected?Ć¢ĀĀ¢ What features and characteristics of the product were most important to the consumer? Salient and Determinant defined attributes. | Featuring specific variables that the product is known for (ex. Volvo=Safety). This is known as Ć¢ĀĀpositioningĆ¢ĀĀ a product. Competitive method (brand compares themselves to Ć¢ĀĀleading brand or categoryĆ¢ĀĀ) Comparative method (brand compares themselves to another brand by name (Coke vs. Pepsi) |
Product Choice | Ć¢ĀĀ¢ Did any other people play a role in the decision process? Describe theroles that each person played. | Tell consumers where and how the product is sold. Offer many ways to pay for the product. Divide payments. Offer sales promotion (coupons, rebates) |
Post-Purchase Evaluation | Ć¢ĀĀ¢ How is the product used and consumed? How does the consumer feel when he or she uses the product? Does it merely Does the Ad encourage repeat purchase or loyalty to the brand- how? | Show awards the brand has won. Show how a brand should be consumed. Allow consumers many ways to return the product. Allow consumers to easily provide feedback. Reward consumers loyalty |
This assignment asks you to find one ad that addresses each of the needs of the five stages (in other words five different ads). This means that there must be five different ads for the total project, one for each stage (all ads are different from one another). Create a Power Point Presentation that shows how the advertiser is addressing the needs of the consumer for the specific Consumer Decision Making stage.
*Be aware that there is a helpful power point demonstration in a conference opened this week marked as "Advertising and the Consumer Decision Process (Ad Examples)". This is informative only and does not need to be commented on.
First, show the ad in a slide and then follow-up with a slide which explains (bullet form) why the ad slide targets the Consumer Decision Making process stage. ALL ADS MUST BE STILL ADS (NO VIDEOS or LINKS). Therefore the ad MUST be able to be copied and pasted within the power point slide (NO LINKS). Here is the format of the presentation:
Slide 1: Name, date
Slide 2: Problem Recognition Ad
Slide 3: Explanation why it addresses this stage
Slide 4: Information Search Ad
Slide 5: Explanation why it addresses this stage
Slide 6: Evaluation of Alternatives Ad
Slide 7: Explanation why it addresses this stage
Slide 8: Product Choice (Purchase) Ad
Slide 9: Explanation why it addresses this stage
Slide 10: Outcomes (Postpurchase) Ad
Slide 11: Explanation why it addresses this stage
Slide 12: Conclusion
In the conclusion of the slide presentation choose which ad is most effective (overall) and why.
Logistics Run Down:
-No more than 18 slides in length (includes cover page and bibliography)
-Include a cover page and bibliography of sources. Outside sources (esp. learning resources from weeks covered) are encouraged to be cited and used.
-Organize and utilize the headings given above.
-No more than 2 grammatical/spelling errors are allowed (please proof before submitting).
-Text is required to be in Times Roman, 12 pt font, double space the text.
- Keep voice in business third person. Do not include visuals in text analysis, if need to add create an appendix and refer your reader to such.
Ā |
A |
B |
C |
D |
E |
1 |
Ā | Ā | Ā | Ā | Ā |
2 |
Ā | Ā | Ā | Ā | Ā |
3 |
Date |
Price of gas |
Ā | Ā | Ā |
4 |
Jan 07, 2008 |
325.3 |
Ā | Ā | Ā |
5 |
Jan 14, 2008 |
323.9 |
Ā | Ā | Ā |
6 |
Jan 21, 2008 |
320.1 |
Ā | Ā | Ā |
7 |
Jan 28, 2008 |
316.3 |
Ā | Ā | Ā |
8 |
Feb 04, 2008 |
313.5 |
Ā | Ā | Ā |
9 |
Feb 11, 2008 |
310.7 |
Ā | Ā | Ā |
10 |
Feb 18, 2008 |
315.4 |
Ā | Ā | Ā |
11 |
Feb 25, 2008 |
324.6 |
Ā | Ā | Ā |
12 |
Mar 03, 2008 |
325.2 |
Ā | Ā | Ā |
13 |
Mar 10, 2008 |
326.3 |
Ā | Ā | Ā |
14 |
Mar 17, 2008 |
333.7 |
Ā | Ā | Ā |
15 |
Mar 24, 2008 |
332.1 |
Ā | Ā | Ā |
16 |
Mar 31, 2008 |
334.8 |
Ā | Ā | Ā |
17 |
Apr 07, 2008 |
336.6 |
Ā | Ā | Ā |
18 |
Apr 14, 2008 |
341.6 |
Ā | Ā | Ā |
19 |
Apr 21, 2008 |
355 |
Ā | Ā | Ā |
20 |
Apr 28, 2008 |
366.9 |
Ā | Ā | Ā |
21 |
May 05, 2008 |
367.7 |
Ā | Ā | Ā |
22 |
May 12, 2008 |
376.4 |
Ā | Ā | Ā |
23 |
May 19, 2008 |
384.9 |
Ā | Ā | Ā |
24 |
May 26, 2008 |
397.5 |
Ā | Ā | Ā |
25 |
Jun 02, 2008 |
402.6 |
Ā | Ā | Ā |
26 |
Jun 09, 2008 |
407 |
Ā | Ā | Ā |
27 |
Jun 16, 2008 |
411.8 |
Ā | Ā | Ā |
28 |
Jun 23, 2008 |
411 |
Ā | Ā | Ā |
29 |
Jun 30, 2008 |
411.3 |
Ā | Ā | Ā |
30 |
Jul 07, 2008 |
412.3 |
Ā | Ā | Ā |
31 |
Jul 14, 2008 |
411.7 |
Ā | Ā | Ā |
32 |
Jul 21, 2008 |
408.4 |
Ā | Ā | Ā |
33 |
Jul 28, 2008 |
400.2 |
Ā | Ā | Ā |
34 |
Aug 04, 2008 |
393.9 |
Ā | Ā | Ā |
35 |
Aug 11, 2008 |
386.6 |
Ā | Ā | Ā |
36 |
Aug 18, 2008 |
376.4 |
Ā | Ā | Ā |
37 |
Aug 25, 2008 |
371.5 |
Ā | Ā | Ā |
38 |
Sep 01, 2008 |
369.8 |
Ā | Ā | Ā |
39 |
Sep 08, 2008 |
367.1 |
Ā | Ā | Ā |
40 |
Sep 15, 2008 |
373 |
Ā | Ā | Ā |
41 |
Sep 22, 2008 |
368 |
Ā | Ā | Ā |
42 |
Sep 29, 2008 |
362.7 |
Ā | Ā | Ā |
43 |
Oct 06, 2008 |
351.7 |
Ā | Ā | Ā |
44 |
Oct 13, 2008 |
323.9 |
Ā | Ā | Ā |
45 |
Oct 20, 2008 |
305 |
Ā | Ā | Ā |
46 |
Oct 27, 2008 |
286.1 |
Ā | Ā | Ā |
47 |
Nov 03, 2008 |
265.4 |
Ā | Ā | Ā |
48 |
Nov 10, 2008 |
247.7 |
Ā | Ā | Ā |
49 |
Nov 17, 2008 |
229.4 |
Ā | Ā | Ā |
50 |
Nov 24, 2008 |
212.8 |
Ā | Ā | Ā |
51 |
Dec 01, 2008 |
203 |
Ā | Ā | Ā |
52 |
Dec 08, 2008 |
191.8 |
Ā | Ā | Ā |
53 |
Dec 15, 2008 |
181 |
Ā | Ā | Ā |
54 |
Dec 22, 2008 |
178.1 |
Ā | Ā | Ā |
55 |
Dec 29, 2008 |
174.1 |
Ā | Ā | Ā |
QUESTION 13
Label the next column (D) "6-month change." Here we will calculate how much prices have changed since the price six months ago. For example, if the price on January 1 were 224.1 and the price on July 1 is 324.1, the price change is 100. We can't calculate how much prices have changed over the past six months for the first half of 2008 because we don't know the price six months before. So, in column D, put an x in each cell for which we can't calculate the 6-month change. Starting in July, we can calculate the 6-month change. Using cell references, enter here the formula you should enter into cell D30 to calculate the 6-month change.
2 points
QUESTION 14
Copy and paste the formula from cell D30 (from the last question) into cells D31 to D55. What formula is now in cell D48?
2 points
QUESTION 15
What value is now in cell D50?
1 point
QUESTION 16
Label the next column (E) "% of Jan." In this column, we will divide every week's price by the price from January 7th. This will tell us as a percent how prices compare to their level at the start of the year. This time, we want an "absolute" reference so that it doesn't consider the position (i.e. "8 to the left and 2 down") but just locks in on B4 every time. To set up an absolute reference in a formula, we put the $ character into the reference, so instead of B4, we use $B$4. With the dollar signs in place, you can copy the formula and paste it, and in each case, it will go back to B4 regardless of where you are when you paste it. What formula should you type into cell E5 to get the "% of Jan" for January 14, 2008? Remember to use the absolute reference so it will be easy to copy later!
2 points
QUESTION 17
Copy and paste the formula from cell E5 into the rest of column E. (Well, at least from E6 down to E55.) What formula is now in cell E17?
Experiment 1: Calculating Rate of Reaction
In this experiment you will calculate the rate of reaction of potassium iodide and hydrogen peroxide. The order of the reaction will also be determined.
Materials: 20 mL 3% Hydrogen peroxide, H2O2 | Stopwatch * You must provide *You must cut this piece of tubing into two, 12 inch pieces. (if you have not already done so). | |
Procedure
Preparation of Apparatus
Set up apparatus as shown in Figure 2. To do this, begin by labeling the Erlenmeyer Flasks as 1 and 2. The reaction will take place in Flask 1.
Fill Flask 2 approximately three quarters of the way full with water.
Press the 2-hole rubber stopper into the top of Flask 2. Place one three in. piece and one six in. piece of rigid tubing into each hole of the rubber stopper. This should create an airtight system.
Place the one-hole stopper on Flask 1, and fit the remaining 3 in. piece of rigid tubing in the stopper hole.
Connect Flask 1 and Flask 2 with the two, 12 in flexible tubing pieces. One piece should connect Flask 1 to Flask 2, and the second piece should connect Flask 2 to the graduated cylinder. The tubing which connects Flask 2 to the graduated cylinder should be positioned low enough to be immersed in the water in Flask 2.
Figure 2: Apparatus set-up. Note this is a sample set-up and is not drawn to scale. Your specific equipment may vary slightly. |
Part A: Preparation of Reactants
Pour five mL of the IKI solution into a 10 mL graduated cylinder.
Add five mL of distilled water to the graduated cylinder to bring the total volume to 10 mL. This is the 0.5% - 1.0% (diluted) IKI solution.
Pour 15 mL of 3% H2O2 solution into a 100 mL beaker.
Add five mL of distilled water to this beaker and mix with a stir rod. This is the 2.25% (diluted) H2O2 solution.
Part B: Performing the Reaction
Remove the stopper from Flask 1 and place five mL of the 3% (undiluted) H2O2 solution and 10 mL of the undiluted IKI solution provided into the flask. Immediately replace the stopper on the flask.
Note: At this point, you should select an extra beaker (any volume) from your lab kit to use as an supplemental collection container beaker for Step 6. You do not need to use the beaker yet, but keep it in close proximity.
Swirl Flask 1 until you observe a steady dripping of water going into the 10 mL graduated cylinder. This could take 3 - 5 minutes. Check for leaks in the tubing or system if water does not start rising up the plastic tubing coming from Flask 2 and traveling towards the graduated cylinder within one minute.
Stop swirling Flask 1 when you notice the steady flow of water droplets. When you stop, the water drop -rate will significantly decrease (to around one drop every 5 - 20 seconds) and could take a few minutes to stabilize. If a steady flow of drops of water does not occur within a few minutes, swirl Flask 1 for 1 more minute and check again. Repeat this process until there is a steady flow of drops of water after you have stopped swirling Flask 1.
Quickly empty liquid that has collected in the 10 mL graduated cylinder and replace the empty cylinder back under the flexible tubing.
Allow the flow of drops to become steady again. This could take 1 - 3 mL of water.
Start timing once the drop rate is steady and the volume of water collected is at a whole number (such as three mL). Record the time in Table 1 each time 2 mL of is water displaced. Continue taking data until you have at least 10 data points (20 mL displaced).
Note: Use the extra beaker (located in Part B: Step 1) to collect additional fluid when the volume of displaced water exceeds 10 mL.
Return the collected water from your 10 mL graduated cylinder to Flask 2. Ensure the seal is air tight.
Empty, clean and dry Flask 1 and the graduated cylinder.
Repeat Steps 1 - 8 for the following trial conditions: 5 mL 3% (undiluted) H2O2 mixed with 10 mL of 0.5%-1.0% IKI solution (placed in Flask 1); and, 5 mL of 2.25% H2O2 mixed with 10 mL of 1.0%-2.0% IKI solution (placed in Flask 1). Record the data in Table 2 and Table 3, respectively.
Note: Clean the graduated cylinder and extra collection beaker before it is used to measure any additional reagents for Trial 2 or Trial 3; and, before it is used for collecting the water from the reaction in the apparatus.
Use a graphing software program to make a graph of each trial. The graph should demonstrate the relationship formed between time vs. mL of water displaced.
Find and record the slope and the inverse slope for each trial.
Table 1: 10 mL Undiluted (1.0 -2.0%) IKI and 5 mL 3% H2O2 | |
mL water displaced | Time (seconds) |
2 | |
4 | |
6 | |
6 | |
8 | |
10 | |
12 | |
14 | |
16 | |
18 | |
20 | |
22 | |
Slope: | |
Inverse Slope: |
Table 2: 10 mL Diluted (0.5-1.0% IKI) and 5 mL 3% H2O2 | |
mL water displaced | Time (seconds) |
2 | |
4 | |
6 | |
6 | |
8 | |
10 | |
12 | |
14 | |
16 | |
18 | |
20 | |
22 | |
Slope: | |
Inverse Slope: |
Table 3: 10 mL Undiluted (1.0 -2.0%) IKI and 5 mL 2.25% H2O2 | |
mL water displaced | Time (seconds) |
2 | |
4 | |
6 | |
6 | |
8 | |
10 | |
12 | |
14 | |
16 | |
18 | |
20 | |
22 | |
Slope: | |
Inverse Slope: |
Calculations
Post-Lab Questions
1. Determine the order of the KI in this reaction.
2. Determine the order of the H2O2 in this reaction.
3. Calculate the rate law constant.
4. What is the overall rate law?
5. When finding the order of H2O2, why was Trial 1 and Trial 3 used?
6. When finding the order of KI, why was Trial 1 and Trial 2 used?
7. Research and identify some alternative catalysts that could be used to accelerate the decomposition of hydrogen peroxide. Evaluate these catalysts and determine which option is