Advertisement on Sunflowers Perfume by Elizabeth Arden

In this final report, we have the task to make an advertisement of a specific product and analyze

it to be the most effective and efficient advertisement to catch the attention of consumers. Our

selected product is Sunflowers Perfume by Elizabeth Arden. We selected it as we are now in

summer season and need a perfume which can always feel us fresh and well-scented. As this

perfume can fulfill the need and wants of consumers in this summer, we choose positioning

based on a specific benefit as our positioning approach. We also show the tagline in the

advertisement which again shows the relevant benefits given by this perfume. As the scent of this

perfume comes from the extract of sunflowers, we selected our advertisement on the basis of

figure and ground approach. We show the beautiful scenery of a sunflower field as the

background and the perfume as the object. It definitely shows the relevance between the

background and the object. We certainly focus more on the object rather that the background.

We present day time because it shows the feeling of confidence and the beautiful view of

summer days. We focus on the color of orange because orange signifies the sun in summer. We

can also see the wind that implies the freshness in summer breeze. Orange, in fact, means the

color of the perfume and its packaging which can always remind consumers of the product. The

blue sky signifies the self-confidence. By using the perfume, consumers will always feel

confident under the heat of summer. The blue sky also symbolizes the coolness. There are also

green color shown from the leaves of the sunflower which symbolizes life, nature and youth. The

scenery also presents the freedom of women. The tagline we created is “Confident in summer,

spray your sunflower!” It shows the benefit of this perfume and persuades consumers to have

relaxed, confident and fresh days in summer.

We try to convey consumers the benefits of this perfume and attract them with the beautiful

scenery presented in the advertisement. By showing the relevant benefits, consumers will feel

attached with the product and try to make a purchase. Women, as our target market, will surely

be attracted with the breathtaking panorama shown in our advertisement. The details concerning

our advertisement will be discussed later in this report.

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Evaluation of the effectiveness of the stimulus factors used in our

advertisement.

Our advertisement is about a perfume. It is very important to identify correct effectiveness of

stimulus factors which is used in our advertisement. Perception is the process by which

organisms interpret and organize sensation to produce a meaningful experience of the world.

Perception can also be defined as the process by which an individual selects, organizes, and

interprets stimuli into a meaningful and coherent picture of the world. Perception, on the other

hand, better describes one's ultimate experience of the world and typically involves further

processing of sensory input. There are three types of stimulus factors of elements of perception

which are used in an advertisement. For our lady perfume advertisement we also used this factor.

Descriptions are given below:

Sensation:

Sensation usually refers to the immediate, relatively unprocessed result of stimulation of sensory

receptors in the eyes, ears, nose, tongue, or skin. In practice, sensation and perception are

virtually impossible to separate, because they are part of one continuous process. An impression,

or the consciousness of an impression, made upon the central nervous organ, through the

medium of a sensory or afferent nerve or one of the organs of sense; a feeling, or state of

consciousness, whether agreeable or disagreeable, produced either by an external object, or by

some change in the internal state of the body. So we can say that sensation itself depends on

energy change within the environment where the perception occurs. A perfect bland or

unchanging environment, regardless of the strength of the sensory input, provides little or no

sensation at all. As sensory input decreases, our ability to detect changes in input or intensity

increases, to the point that we attain maximum sensitivity under condition of minimal

stimulation.

In this case, Elizabeth Arden Sunflowers perfume obviously attracts consumers but it lacks of the

element of sensation. The reason behind this is when a person go to the shop if he or she does not

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know about the Elizabeth Arden Sunflowers perfume it will be little tough to select it from the

very competitive market because consumers are not able to get the immediate and direct

response of the sensory organs to stimuli. It means consumers cannot directly smell the fragrance

with its sensory organ (nose). However, in western countries, when consumers are buying

perfumes, they usually go to a perfume shop. They can find varieties of perfumes from different

brands. Besides that, for each perfume, the store provides a tester so that consumers can smell

that fragrance of their preferred perfume. Therefore, it will be easier for consumers to obtain a

direct response. We can also state that consumers can touch and see the perfume easily. Usually,

they are able to see the packaging of the perfume. Regarding our advertisement, we are

demonstrating the relevant benefits given by this perfume and showing the product visibly. Thus,

consumers can have a direct response from seeing this advertisement from their sensory organ

(eyes).

The absolute threshold:

The term absolute threshold is often used in neuroscience and experimental research. An

absolute threshold is the smallest detectable level of a stimulus. The smallest level that a

participant is able to hear is the absolute threshold. In neuroscience and psychophysics, an

absolute threshold is the smallest detectable level of a stimulus. However, at this low level,

subjects will sometimes detect the stimulus and at other times not. Therefore, an alternative

definition of absolute threshold is the lowest intensity at which a stimulus can be detected 50%

of the time. The absolute threshold can be influenced by several different factors which can

influence the absolute threshold, such as the subject's motivations and expectations, cognitive

processes, and whether the subject is adapted to the stimulus. The lowest level of stimulation that

a person can detect is absolute threshold.

Sunflowers perfume by Elizabeth Arden is surely a branded perfume. It is well-known to many

people. By showing the brand name, consumers can make a difference between the perfumes

with the vast varieties of perfumes available in the market. We try to expose at constantly.

However, there is a constraint since under conditions of constant stimulation, the absolute

threshold increases. Absolute threshold refers to the lowest level in which individual can

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experience a level of sensation. After showing the advertisement for several times, it is doubtful

that any one of the advertisement places in a billboard will make an impression. Therefore, we,

as marketers, try to execute sensory adaptation. It means we try to change our advertising

campaigns regularly. In this case, we will regularly make some changes to our advertisement but

still showing the key benefits of the perfume to keep consumers attracted to our product.

The differential threshold:

The smallest change in stimulation that a person can detect is called the differential threshold.

The level at which an increase in a detected stimulus can be perceived. The minimum difference

between two stimuli that is just detectable by a person. In psychophysics, a just noticeable

difference, customarily abbreviated with lowercase letters as jnd, is the smallest detectable

difference between a starting and secondary level of a particular sensory stimulus. It is also

known as the difference limen or the differential threshold. We experience the differential

threshold as a just noticeable difference. For example, let's say I asked someone to put your hand

out and in it I placed a pile of sand. Then, I add tiny amounts of sand to his or her hand and ask

you to tell me when he notice any change in the overall weight. As soon as the person can detect

any change in the weight, that difference between the weight of the sand before I added that last

bit of sand and the amount of sand after I added it, is the difference threshold.

The concept of differential threshold is applied to almost all aspects of marketing strategies. For

this perfume, jnd is also being used. Even though it is not easy to determine the little difference

between this perfume with some other brands, we try to make consumers perceive the difference

of this perfume from others by our advertisement. As we have stated earlier, we will make some

changes in our advertisement to keep consumers attracted. Here, we will not make the negative

changes (such as lessen the ingredients used in the perfume) visible but make the positive

changes (such as improvement in producing it with highly advanced machine) apparent to

consumers.

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Positioning approach used in our advertisement

In this part, we would like to show that our advertisement of Sunflowers Perfume by Elizabeth

Arden for Women, is implementing the positioning approach based on a specific benefit.

From the name used by this well-known cosmetics and toiletries brand, Elizabeth Arden

demonstrates that this perfume contains sunflower extract which is also called as Helianthus

Annuus (Sunflower) Extract. We have identified that this substance does not harm consumers’

health. It has been proven by some studies reviewed by Skin Deep researchers. Sunflower extract

raises no health concern because it is not on any of GoodGuide’s lists of toxic chemicals which

cause suspected or recognized health effects, it has not been detected in human tissue or urine

and it is not a high production volume chemical that lacks safety data. Thus, this product is

certainly safe for usage. As we are positioning our advertisement and tagline based on a specific

benefit, we identify that sunflower does give some beneficial result for some usages.

Sunflower is one kind of flower which always looks steady and stands for quite long time in its

field. Sunflowers grow from seed to flowering stage in about three months, another six weeks

until the seeds mature in the flower head. From this fact, sunflowers actually live for quite long

period of time. Sunflowers also show confidence as they stand steady in nature. If we look at a

sunflower garden, we will be astonished by the great confidence of this type of flower. It is also

related with being in a relaxed mood in a summer breeze. Its fresh scent is spreading our

beautiful day. You can imagine how you would feel if you stood in the middle of a sunflower

garden. Therefore, using sunflowers as the ingredient of this perfume is a brilliant idea. There is

a benefit that consumers can get by using this perfume. Consumers will be in a relaxed mood,

show their confidence and be filled with a zest for life. It can brighten your day as its fresh scent

gives you a nice pick me up. Last but not least, sunflower scent can give you such a freedom

feeling. From this benefit in which a consumer can get from using this perfume, we have created

a tagline related with this benefit. “Confident in summer, spray your sunflower!”

Presenting this tagline shows consumers that this sunflower perfume is a good pick for this

summer season as summer represents casual and freedom. The element of freshness is also

implied for this tagline. By seeing our advertisement, consumers will surely be interested in

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purchasing it as it contains the benefit for a summer season. The price of this perfume is also

reasonable; it ranges from $20 - $39.50, varying on the size of the perfume. It definitely attracts

many customers and shows relevance to their needs and wants. This perfume does not only give

the scent of sunflower but also some other interesting scents. When the initial scent fades away,

it is replaced with a pleasant set of after-scents. Typically the initial scent is described as a mix

of fruit and tea. The after-scent is a woodsy one. You can feel the freshness while using this

perfume. By showing the benefits that this perfume gives, we are certain that our advertisement

can catch the attention of many potential customers.

Our tagline is expected to smartly and precisely depict key benefits of the brand we promote and

position it in the minds of consumers. It is not easy to have a distinctive place in the minds of

consumers but uttering these key benefits will create a noticeable advertisement towards our

consumers. Consumers will be curious for having a trial of this product and if they find relevance

between themselves and the product, they will certainly purchase the product repeatedly. When

consumers have needs and wants that can be fulfilled by our product, they will unquestionably

look for the advertised product and buy it. Thus, using this positioning approach is very effective

to notice the consumers regarding the presence of our product.

As we have already stated earlier, positioning based on a specific benefit is the positioning

approach used by our advertisement. Undoubtedly, many competitors are using the same

approach to attack our product and take over the market share. To confront this situation, we, as

marketers, must prove that our perfume is the one which should be picked. We have to present

our advertisement in many different types of mass media. As the target market is women

between 20-30 years old, we will give many of our advertisements in women magazines. By

exposing our advertisement that shows the key benefits of this sunflower perfume, consumers

will positively go for our product. They will position our product as a picture of their confidence

and freedom in this summer breeze. Therefore, showing the specific benefits that our product

carries is an effective positioning strategy.

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The application of JND in our advertisement

1. Determining the figure and ground relationship is the very first thing viewers do when

they direct their gaze at an advertisement. They have to determine which elements are

figures (requiring immediate concern and attention) and which are ground (not so

important right now, but do provide context). It also ensures that viewers are able to

prioritize their perception so they don’t ignore something of importance. Viewers’

perception of the figure and ground relationship allows them to organize what they see by

how each object relates to others. It allows them to determine what they are supposed to

look at and what they might safely ignore. In order to design a successful advertisement

designers have to carefully design the figure and the ground of an advertisement so that

viewers easily understand the product being advertised.

Note: In our advertisement as the figure has appeared nearer to the observer than the

ground, it attracts people attention to the product than to the background.

2. Advertising messages intend to persuade an audience (viewers, readers or listeners) to

purchase or take some action upon products, ideals, or services. It includes the name of a

product or service and how that product or service could benefit the consumer. Above all

it persuades a target market to purchase or to consume that particular brand. Advertiser

can persuade an audience to buy that particular brand only if he can correctly pair the

message with the brand in the advertisement. Advertisers need a basic motivator working

in advertisements for instance; fear, social acceptance, greed or economic gain, health,

beauty, freedom, and many other basic emotions. The message has to be designed in such

a manner that it is easily understood by the target audience. It should be simple yet

creative.

Note: Our advertisement image will take audience to a beautiful, warm summer scene.

Human beings respond to specific motivations and the strongest one is fear. We have

mentioned in our slogan that it gives confident to users even in a scorching hot summer

day. In our advertisement the image (figure and ground) and the slogan has correctly

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paired giving the message to customers that it gives confident to users even in a

scorching hot summer day.

3. It doesn't matter what size the business is, it is necessary to have an advertising slogan

because this slogan would be imprinted on the minds of the masses and they will be able

to recognize and relate the product with the company. A slogan is considered to be good

only if it can draw the attention of the viewers immediately. A slogan should be simple

yet witty line so that it can immediately hold the attention of the consumers. Basically, a

slogan should make the consumers feel good after reading it. A slogan should be

influenced by the product or services and it will also depend on the competition. Ideally,

slogan needs to include the name of the product or brand. The absence of identity causes

the slogan to be used and related to any product. This may cause other products or brands

to be remembered. The way a slogan connects the expression with the product can be

done through the rhyming method, which is the rhythmical slogan with the brand. The

advertising slogan is company’s investment because it can improve sales and make a

name for a company in the market.

Note: In our advertisement we have used a very catchy, short and rhythmical slogan

which connects the expression of the product such as confident in summer. Our slogan

includes the product name which will help viewers to easily remember our product by its

name.

4. Logos are symbols which often include a name or initials to identify a company.

Successful logos are clear, short, simple, easily memorable, recognizable and easy to

spell, read and pronounce in all languages. Each and every brand has to have a logo so

that the consumers will be able to associate the products or services with a particular

company. Successful logos are always clearly differentiated from rival brands. Logos

need to be original and to have impact and style. It should reflect the company’s vision

and scope of what the company does. In addition, a distinctive, instantly recognizable

logo offers to the firm the opportunity to capitalize on familiarity when introducing new

products or services that carry the same name

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Note: In our advertisement logo is given in white letters with black background in a

noticeable size. As the logo is clear, short, and simple viewers not only can remember

seen the advertisement but also can remember vividly about the product and its brand.

5. Human brain receives signals faster through eyes rather than ears. Visual appearance is

supposed to be more appealing when compared to any other senses, no matter what the

medium of presentation is. Therefore, using colours are very important aspect of

advertisements. The colours have a psychological and physical impact on

viewers. The colours depend entirely on the company and type of advertisement. Use

of colours in advertising is dictated by certain obvious requirements; the need

to reflect a specific brand, as well as the attempt to communicate a certain

mood dictated by the product itself. When colour is used correctly, it adds impact

and clarity to the message. The colours play a key role in the success of

advertisements. After all, it's pretty much the first thing the consumers will

notice and it helps viewers to remember the advertisement without much

help.

In different cultures, different colours carry different meanings. Some colours may be

connected with coldness in one culture and with warmth in another; some colours

represent life in one culture but death in another. Therefore, international companies have

to make sure that their colours used will not be misunderstood or misinterpreted in

different countries.

Note: As our advertisement is about a beautiful, warm summer scene we have used

yellow, orange, green, blue colours in the scenery and the perfume bottle and the

package. We have used white and black colours for the logo and only white colour in the

slogan. We have used colours appropriately to convey the desired message to the target

customers.

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In our advertisement yellow colour conveys sunshine, warmth, happiness brightness and

cheerfulness. Yellow is the first colour the eye processes. It is also the most visible colour

to the human eye. This is why it grabs attention faster than any other colour.

In our advertisement orange conveys vibrant and fun. It improves mental clarity,

promotes warmth and happiness. Orange also increases the oxygen's flow to the brain.

Contentment, fruitfulness, and wholesomeness are qualities that are also associated with

orange. The colour orange can help an expensive product seem more reasonably priced.

In our advertisement green symbolizes life, nature, environment, youth. It is also a colour

that welcomes people.

In our advertisement blue conveys coolness and belongingness. Blue also makes people

feel calm, relaxed, peaceful, wise, loyal, and trustworthy.

In our logo and slogan we have used black and white colours:

In our logo black conveys power.

In our logo and slogan white conveys clarity and youthfulness.

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Learning Theory and Practices related to our advertisement

Consumer learning consists of two theories one is behavioral theory another cognitive theory.

Cognitive theories view learning as a function of purely mental processes whereas Behavioral

theories focus almost exclusively on observation behavior (responses) that occur as the result of

exposure to stimuli. Thus, consumer learning can be taught as the process by which individuals

acquire the purchase and consumption knowledge and experience that they apply to future

related behavior.

There are four elements of learning theories which help in choosing the product that consumers

want to buy. These four elements are motivation, cues, response and reinforcement. Now we will

try to analyze the implementation of these elements in our advertisement.

Motivation is the feeling which drives us in buying the product and frequently using it. For

example, our motivation of buying Elizabeth Arden Sunflowers can be to impress our beloved

husband or boyfriend. Thus, we are seeking for deeper information about this perfume.

Cues are the stimuli that give direction to these motives. The advertisement acts as a cue giving

us a hint by showing the sunflower which reminds you of summer. It also shows how the bottle

is and what kind of fragrant it can be. By presenting the benefits of this perfume, consumers will

be pushed to make a purchase because it fulfills the need of impressing the beloved husband or

boyfriend.

Response is how individuals react to a drive or cue. In other words, we can say how consumer

will react towards the advertisement. This product was made as a summer product where we are

sweaty and need freshness most of the time. This fragrance will make consumers feel fresh so in

response to feel fresh consumers will buy this product. If consumers are very attracted with our

advertisement and learnt some information about this perfume, then they will surely give a

positive response which can drive them to make a purchase of this perfume.

Reinforcement increases the likelihood that a specific response will occur in the future as the

result of particular cues or stimuli. It is applied once consumers buy the product and feel satisfied

from the product, thus these consumers will be reinforced to repeatedly buy the product. As

consumers learnt about the performance of this perfume, then there will be a positive or negative

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outcome that influences the likelihood that a specific behavior will be repeated in the future in

response to a particular cue or stimulus. By showing our advertisement, we are certain that it will

give a positive response to consumers and they will repeatedly purchase the perfume. This

perfume is also from a prominent brand, Elizabeth Arden, which can more reinforce consumers

to buy it.

Elizabeth Arden uses family branding. It chooses other categories of the product by

Mediterranean, beauty red door and at last sunflower. Customers can see stimulus discrimination

by the scent of the product. The bottle design labeling is different than others. Its fresh and

relaxing fragrance will give a whole different and add uniqueness to the product.

Strategic Applications of Classical Conditioning

There are three applications of classical conditioning; they are repetition, stimulus generalization

and stimulus discrimination. Here, we would like to discuss about the application of repetition.

Repetition increases the strength of the association between a conditioned stimulus and an

unconditioned stimulus and slows the process of forgetting. We will try to make several

exposures of our advertisement to keep consumers aware regarding the presence of our product.

However, if we expose the same advertisement over and over again, consumers will become

satiated and both attention and retention will decline. This effect is known as advertising

wearout. Marketers avoid wearout by using cosmetic variations. It means marketers change the

content of the advertisement. As we have stated earlier, we will definitely make some changes in

our advertisement. We will still show the benefits of this perfume but slightly change the

background of the advertisement. Besides that, we can also apply stimulus discrimination which

is the ability to select a specific stimulus from among similar stimuli because of perceived

differences. Our advertisement creates some perceived differences of this perfume compare to

other brands. It positions itself as the most needed perfume for this summer season and shows

the relevant benefits. Thus, consumers can easily perceive this perfume while seeing the

advertisement.

Instrumental Conditioning is a behavioral theory of learning based on a trial-and-error process,

with habits forced as the result of positive experiences (reinforcement) resulting from certain

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responses or behaviors. Here, consumers learn by means of trial and error process in which some

purchase behaviors result in more favorable outcomes (rewards) that other purchase behaviors.

When, consumers try to get a perfume which can fulfill their need for freshness in this summer,

they are actually exposed to many different types of perfumes and brands. Generally, they buy

the perfume in which they have already known previously. They try brand A, if this brand does

not suit them then they go for brand B. As perfume is a product that is quite expensive,

consumers seek for information thoroughly before making a purchase. Generally, they use the

tester provided by the store. They can try and smell different brands. Thus, from this trial and

error process, consumers can catch which perfume suits them the most and Sunflowers Perfume

by Elizabeth Arden will surely attract them because of its freshness and reasonable price.

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Type of need, target market and mass media

A need is something that is necessary for organisms to live a healthy life. There are two types of

need. One is innate need and another one is acquired need. Our product is a perfume which is

Elizabeth Arden Sunflowers. Thus, it cannot be an innate need of a human being but an acquired

need. These may include needs for self-esteem, prestige, affection, power and learning. Because

acquired needs are generally psychological they are considered secondary need. We are using a

brand perfume as our product. So people use these kinds of product for their own satisfaction,

prestige etc. Women who use this product may feel good to use a branded perfume. It is her

prestige and self satisfaction that’s why she is not using an ordinary perfume. She may want to

be different by using this product to impress her friends and family. Needs are shaped over time

by our experiences over time. Most of this fall into three general categories of needs:

achievement, affiliation, and power. On the basis of trio needs we can say it falls under power.

Power includes the need to control other persons and various objects. Power seekers try to

achieve higher goal. Here if a woman use Elizabeth Arden Sunflowers then she will feel better

and definitely her prestige and power level will be high because she is using a brand name

perfume. So because of all these reasons we can say it is a secondary need of a human being.

A target market or target audience is a group of customers that the business has decided to aim

its marketing efforts and ultimately its merchandise. A well-defined target market is the first

element to a marketing strategy. The target market and the marketing mix variables of product,

place (distribution), promotion and price are the two elements of a marketing mix strategy that

determine the success of a product in the marketplace. A well-defined target market is the first

element to a marketing strategy. A principal concept in target marketing is that those who are

targeted show a strong affinity or brand loyalty to that particular brand. Elizabeth Arden

Sunflowers is a perfume for women only so our target market is women. Especially for those

women who are very sophisticated and fond of brands. Also our target market is those women

who are from elite class. We have to impress our customers by many ways using high class

promotion, distribution and also the product quality. By using these ways we have to convince

our target consumer. To target a specific group at first we have to know what they want exactly

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and what their expectations are from us. By following all of these elements, we have to specify

our target market.

Advertising is a form of communication intended to persuade an audience (viewers, readers or

listeners) to purchase or take some action upon products, ideals, or services. It includes the name

of a product or service and how that product or service could benefit the consumer, to persuade a

target market to purchase or to consume that particular brand. Mass media can be defined as any

media meant to reach a mass amount of people. Several types of mass media are television,

internet, radio, news programs, and published pictures and articles. We can use magazines as a

media for our product other than newspaper. Nowadays, young or middle aged women are very

conscious about their beauty, fashion and contemporary life styles. There are lots of magazines

for women. We can easily use well-known magazines for our product. Our advertisement is very

attractive and colourful that’s why a woman can easily notice our advertisement and will be

eager to use this product. Our product is Elizabeth Arden Sunflowers, so women who are

professional used to work outside and women who are very fashionable both will be attracted

after seeing this advertisement. We have made our advertisement for those women are very

smart, active and usually read magazines. As our product is women product that’s why we think

magazines is the best media for this advertisement rather than other media.

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Consumer behaviors generated for our product.

In this part, we will talk about the consumer behavior while purchasing our product, Sunflowers

Perfume by Elizabeth Arden for Women. It is, in fact, related with the consumer decision making

process or consumer buying process. As stated in chapter 1 from our textbook, consumer

decision making process starts with the input stage which influences the consumer’s recognition

of a product need and consists of two major sources of information: the firm’s marketing efforts

and the external sociological influences on the consumer. Then, it comes the process stage which

starts with need recognition, prepurchase search and evaluation of alternatives. Finally at the

output stage, consumers have their postpurchase behaviors which are purchase (trial and repeat

purchase) and postpurchase evaluation. We will examine how consumers execute their buying

process while deciding to buy a perfume. In this case, we will only focus on women since our

target market is only adult women. The figure below shows you the consumer decision making

process.

Input Need Recognition Prepurchase Search Evaluation of Alternatives Purchase

Postpurchase Evaluation.

We now start with the input stage. At this stage, consumers are exposed with the product

features, price and advertisements. They are also getting input from their friends, families,

neighbors or any other noncommercial sources about different types of perfumes. They are

getting some information about different brands and kinds of perfumes. These inputs are likely to

affect what consumers purchase and how they use what they buy. Now, we are going to the

process stage. Consumers find a need for having a perfume that can give them freshness and also

confidence in this summer heat. They recognize that they need a sweet-scented perfume to

accompany their summer days. Then, they search for some information concerning well-scented

perfumes for summer. They find varieties of perfumes which answer their need. After looking

for some useful information, they go for evaluation of alternatives. As there are many

alternatives in this product category, consumers tend to compare from one brand to another and

from one product to another since there are also many different varieties within the same brand.

Here, we have to be distinctive compare to our competitors. As our advertisement used the

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positioning approach of a specific benefit, consumers will certainly notice the presence of our

product and its superiority. Our consumer behavior differ compare to our competitors as our

consumers will not take much time to select our product after seeing some alternatives available.

It occurs because of the highly effective advertisement we produced to attract our potential

consumers. This will be our competitive advantage because consumers can see the relevance of

their needs in our product. Next, consumers will go to the output stage where they will actually

purchase the product. Firstly, consumers go for the trial purchase because it is the exploratory

phase of purchase behavior in which consumers evaluate the product through direct use. If the

consumer is satisfied, she may repeat the purchase. A repeat purchase usually signifies product

adoption. In this case, consumers who feel attached with the benefits of this sunflower perfume

will certainly make a repeated purchase. Finally, after purchasing the perfume, consumers will

evaluate the performance of that perfume. As stated earlier, satisfaction will lead to a repeated

purchase and brand loyalty.

From this consumer decision making process, we can identify that this perfume can deliver the

desired consumers’ needs. Thus, we can also utter that our advertisement is using the marketing

concept. We can recall that marketing concept accommodates the needs and wants of consumers

and delivers the consumers’ satisfaction better than the competition. From our advertisement, we

surely show the benefits in which consumers can get by using the product that can fulfill their

needs and wants. It is a good combination since consumers will see how relevant the product is

with themselves. Confidence and freshness are on your summer days!

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