2022 MKTG2238 Advertising and Branding
Tutorial 2
Student should type their prepared answers below in each box (12-point time new roman for
texts; can go over more than one page if needed) and email their preparation copy in word
format (named the document as “Tutorial 2_FamilyName_GivenNames”) to their tutor not
later than 9am Monday, 8th of August. Late submissions will not be considered except for
medical or emergency situations with valid evidence provided to the tutor. Students should
answer each question with their own words and based on their own understandings.
Chapter 5 Question 4
If you were to design a psychographic study for a new chain of lower-priced coffee stores
that are planned to compete against Starbucks (or Dome, or any major coffee store in the city
you are currently locating in), what lifestyle characteristics (i.e., people’s interest, values, and
activities they participate in) might you consider as indicative of whether they might be
interested in your new stores?
Interests:
- If they are interested in new experiences, they may be interested in the store
- If they are interested in going out to catch up with friends, they may be interested as it
would be a cheap place to meet up and socialise.
Values:
- If they value saving money than they may be interested as the coffee is lower priced
- If the value community and supporting independent local business, they may be
interested as it’s a new local shop which differs from the more popular worldwide
branches such as Starbucks.
Activities:
- If they are involved in activities which are high cost, they will probably be from a higher
class and therefore may be more interested in the higher priced/quality coffee rather than
the lower-price alternative
- If they participate in new activities and are open to trying new things they may be
interested in the store as it’s something new and different in the community.
Chapter 5 Question 15
Identify (provide) magazine advertisements that reflect appeals to at least three of the eight
VALS groups. Describe in as much detail as possible the neighborhood in which you were
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raised. Come up with a label (similar to the PRIZM NE cluster names) that captures the
essence of your neighborhood.
No Insert a copy of the Print Ad Which VAL group do you believe the ad
is targeting?
1 Experiencer portrays excitement in life
2
Believer value communities, social
bonds and sharing
3 Strives value motivation and
inspiration
Neighbourhood description and proposed label
Neighbourhood:
- Middle class, working class
- Families
- A lot of parks
- A big high school and two primary schools
- Quite, Clean, Safe
- Local shops and restaurants
- Lots of houses and people
- Very friendly people
- Tree lined streets
Label: Cheery Suburbia
Chapter 5 Question 17
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How does your college or university position itself? If you were responsible for coming up
with a new positioning, or repositioning, for your college/university, what would that be?
Justify your choice.
How does university position itself:
- The university differentiates itself from other universities by focusing on its high-quality
teaching and achievements and employability rate of previous students.
- Focus on its purpose of inspiring and educating students.
- First page of website quotes, “Setting you up for success…. A world top 100 university …..
5 star teaching quality.”
- This shows that they have a great sense of pride in their success and education and
promote this at the forefront of their positioning as a university.
Repositioning:
- UWA should reposition itself more strongly as key drivers of helping students find their
purpose and built their self-awareness.
- Most people looking at universities are students who have just finished school. Most of
these people are still unsure of what course to do. ‘
- Therefore, by appealing to the interest of the target audience, they will draw more people
to the university.
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