Value - www.apple.com/iphone
Reciprocation - www.producttestpanel.com
Commitment/Consistancy - www.delgadoguitars.com
Social proof - www.jennycraig.com
Liking - direct.motorola.com/hellomoto/red
Authority - www.apple.com/iphone
Scarcity - http://www.1on1computerhelp.com/retailoffer.htm
Value: The Apple iPhone claims to be a device fit to replace your phone, mp3 player, portable video player, and internet device. Since the product has yet to be released, this can be mostlyconsidered as hype. We don't recommend the product as it is yet another overpriced chunk of plastic saturating the electronicsmarket.
Reciprocation: For a little bit of time and cooperation, the siteclaims the user can recieve all manner of extravegant electronics;from televisions to ipods and cameras. The site expects the user to"evaluate" the products they recieve in return for being able to keep what they "evaluate".
Commitment/Consistancy: The Delgado brand reinforces itself as awholesome, reliable source of acoustic guitars by stating that it'sbeen a family business since 1928, also using the phrase "Handmade with integrity." This also lends to their consistancy. Their qualityassurance lends confidence to the buyer and browser, that this is theguitar they want to buy and play.
Social proof: Kirstie Alley is enlisted as a success story andcelebrity endorser to help the customer feel confident that theirservice will be effective. Additionally, there are stories from customers of the service who have lost a large amount of weight to help drive the point home.
Liking: The site makes the visitor feel as if they're being helpfuland philanthropic, helping to eliminate aids in Africa by buying thisparticular phone. With bold red text, the company declares simply "HELP ELIMINATE AIDS IN AFRICA" to help the person understand the promotion.
Authority: The iPhone helps convey authority in its brand by tellingthe customer exactly how revolutionary the new forthcoming device willbe. The contrived CEO of Apple, Steve Jobs, is also on hand to strengthenthe message of his revolutionary device. Groups of people have alreadyenthralled themselves in the device, so the marketing and authorityput forth have an obvious effect.
Scarcity: The site illustrates scarcity by simply telling the viewerthat their offer is only available for a limited time. The scarcity comesfrom the conglomeration of services offered for an uncommonly low price.The way they employ scarcity isn't incredibly impressive and isn't likelyto work on all customers, but the principles are there.
الثلاثاء، ١٣ فبراير ٢٠٠٧
Exercise 6.4: Scavenger Hunt
1. Value - www.overstock.com
What value is offered? Items that are no longer in department stores or are discontinued are sold at an extremely low price.
Is it "real" or is just hype? The prices are a lot better than what you would pay in department stores
Would you recommend it? Yes. You get good quality products at much lower prices then originally offered.
2. Reciprocation - www.google.com
What does the site claim to have given visitors? its the best available search engine
What does it expect in return? customer loyalty, people returning again and again to use their services
3. Commitment and Consistency - www.ford.com
How does the site illustrate or describe its commitment to customers? By concentrating on safety and other aspects that would keep the customer returning to Ford when its time to purchase a new car.
What has the brand or organization been consistent about? commitment to customers and constantly trying to improve the cars they produce.
How and why are customers supposed to be committed to their product? Ford has a loyal fanbase, especially with truck owners. They try to sell the concept that once you get a ford vehicle you never change brands.
4. Social Proof - www.apple.com
How does the site demonstrate that its product or service has won popularity among people we identify with or look up to? The iPod is an extremely successful product and is one of the defining products of our generation. The ads on the website for the ipod are very successful at targeting their audience for example, the silhouettes in the commercial can represent anyone.
5. Liking - www.folgers.com
How does the site's writing create a warm feeling in visitors? The home page displays multiple "warm" images like a cup of coffee with biscotti and a man drinking his first cup of coffee in the morning.
How do images and text make the company likable? the images make the user want to drink their coffee and that its something that can soothe them in the morning. The warm colors of the website also assist in making the user very comfortable when browsing the site.
6. Authority - www.nikebasketball.com
What authority figure or figures have been employed to instill confidence in customers/vistors? In their new advertisement, Nike has gathered current popular basketball players that are referred to as "the second coming" and is selling their shoes through them. Players like Tony Parker, Steve Nash, and LeBron James are all in the advertisement.
Are they genuine authorities or contrived? In the basketball community these are the best players, but they aren't authority figures to those who aren't interested in basketball.
7. Scarcity - http://disneyvideos.disney.go.com/
How does the site create a feeling of scarcity? it advertises that their DVDs of certain movies will only be available for a short time and will then be put "in the disney vault" and the consumer will be unable to buy it.
What is scarce? Their movie releases
What is it important to "act now"? because you will not be able to purchase the product for a while
Does the sites use of the scarcity principle work? yes, their sales usually go up when those ads are displayed, even though the product is still available on sites like ebay.
Mary Ann, Anna, & John
What value is offered? Items that are no longer in department stores or are discontinued are sold at an extremely low price.
Is it "real" or is just hype? The prices are a lot better than what you would pay in department stores
Would you recommend it? Yes. You get good quality products at much lower prices then originally offered.
2. Reciprocation - www.google.com
What does the site claim to have given visitors? its the best available search engine
What does it expect in return? customer loyalty, people returning again and again to use their services
3. Commitment and Consistency - www.ford.com
How does the site illustrate or describe its commitment to customers? By concentrating on safety and other aspects that would keep the customer returning to Ford when its time to purchase a new car.
What has the brand or organization been consistent about? commitment to customers and constantly trying to improve the cars they produce.
How and why are customers supposed to be committed to their product? Ford has a loyal fanbase, especially with truck owners. They try to sell the concept that once you get a ford vehicle you never change brands.
4. Social Proof - www.apple.com
How does the site demonstrate that its product or service has won popularity among people we identify with or look up to? The iPod is an extremely successful product and is one of the defining products of our generation. The ads on the website for the ipod are very successful at targeting their audience for example, the silhouettes in the commercial can represent anyone.
5. Liking - www.folgers.com
How does the site's writing create a warm feeling in visitors? The home page displays multiple "warm" images like a cup of coffee with biscotti and a man drinking his first cup of coffee in the morning.
How do images and text make the company likable? the images make the user want to drink their coffee and that its something that can soothe them in the morning. The warm colors of the website also assist in making the user very comfortable when browsing the site.
6. Authority - www.nikebasketball.com
What authority figure or figures have been employed to instill confidence in customers/vistors? In their new advertisement, Nike has gathered current popular basketball players that are referred to as "the second coming" and is selling their shoes through them. Players like Tony Parker, Steve Nash, and LeBron James are all in the advertisement.
Are they genuine authorities or contrived? In the basketball community these are the best players, but they aren't authority figures to those who aren't interested in basketball.
7. Scarcity - http://disneyvideos.disney.go.com/
How does the site create a feeling of scarcity? it advertises that their DVDs of certain movies will only be available for a short time and will then be put "in the disney vault" and the consumer will be unable to buy it.
What is scarce? Their movie releases
What is it important to "act now"? because you will not be able to purchase the product for a while
Does the sites use of the scarcity principle work? yes, their sales usually go up when those ads are displayed, even though the product is still available on sites like ebay.
Mary Ann, Anna, & John
الخميس، ٨ فبراير ٢٠٠٧
Metaphorical Web Pages
1. www.serenitymovies.com
Conceptually this web site is very easy to navigate, but it isn't very intuitive. For most of the buttons, you are required to roll over them to find their purpose. Also, if you are looking for something in particular it would be rather difficult. Some of the buttons don't look like buttons, so that can be confusing.
The web site has a really nice style, that matches the show and the movie. The controls look similar to those of the ship. Also, the flash animations all look really good.
2. www.jacksonpollock.org
This web site is very simple, it is a virtual canvas. It makes it very easy to create works of art that are similar to Pollock's. Even though this web site is fun to visit, it has no links, and shows no information. If you didn't know who Jackson Pollock was, it would be pretty pointless and stupid.
3. www.mystrevelation.com/us
Myst revelation is a metaphorical realm you can travel through and discover interesting objects along the way. The color scheme is highly coordinated, and helps work with the theme of the web site. It is fairly easy to navigate, but if you do have trouble there is a help mode to guide you. It may take some time to get used to the navigation if you haven't played the game, but once you figure it out, it is relatively simple.
Conceptually this web site is very easy to navigate, but it isn't very intuitive. For most of the buttons, you are required to roll over them to find their purpose. Also, if you are looking for something in particular it would be rather difficult. Some of the buttons don't look like buttons, so that can be confusing.
The web site has a really nice style, that matches the show and the movie. The controls look similar to those of the ship. Also, the flash animations all look really good.
2. www.jacksonpollock.org
This web site is very simple, it is a virtual canvas. It makes it very easy to create works of art that are similar to Pollock's. Even though this web site is fun to visit, it has no links, and shows no information. If you didn't know who Jackson Pollock was, it would be pretty pointless and stupid.
3. www.mystrevelation.com/us
Myst revelation is a metaphorical realm you can travel through and discover interesting objects along the way. The color scheme is highly coordinated, and helps work with the theme of the web site. It is fairly easy to navigate, but if you do have trouble there is a help mode to guide you. It may take some time to get used to the navigation if you haven't played the game, but once you figure it out, it is relatively simple.
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