Consumer Behavior :

Learning
Case Study and Examples
Samna Khan
Saqib Anwer
Sarfraz Ahmed
Suddam Hussein

Tausif Jamal
Waseem Raja
Zainab Gazali

Audi R8
Super Bowl Adv. 2008

Audi R8
Super Bowl Adv. 2008
The Super Bowls commercial break
gave Audi a vast coverage and
promoted the R8-model before its
release in USA, on the fall of 2008.
In 2008, advertising in the Super Bowl
cost as much as US$ 3 million for 30
seconds, while the number of viewers
the previous year was between 93
and 145 million

Audi R8
Super Bowl Adv. 2008
Public is closely following what is
happening in the field as they support
their teams. The advertisement benefits
from peoples high cognitive processing
enhancing the recall of the product.
Audi also attempts to have a positive
influence in the public by making use of
the Godfather movie-setting which is
well recognized by US consumers.

Audi R8
Super Bowl Adv. 2008
The nostalgia of the movie in contrast
to the brand new Audi enhances
consumers recall and learning process
of the whole advertisement.
By declaring at the end of the ad that
old luxury has now got put on
notice, the message of R8 and Audi as
part of new luxury is highlighted to the
viewer with a short memorable slogan.

Porsche 911 (997)

Carrera / Carrera S
Adv. 2004

Porsche 911 (997)

Carrera / Carrera S
Adv. 2004

The Porsche 911 was first introduced

in 1963. During the years, over fifty
different variations of this model
have been available.
Through technical improvements and
cosmetic changes Porsche has kept
the 911 up-to-date among other
sport cars.
The new 997 that was introduced in

Porsche 911 (997)

Carrera / Carrera S
Adv. 2004
This advert is a good example that shows how
Porsche makes good use of the cognitive learning
theories.
Purchasing a car such as Porsche is high-involvement
since it is something that the consumer plans for a
long time, works to gather the money, and finally,
after many years, he or she is able to buy the car.
Despite the high-involvement nature of the purchase,
the TV-commercial does not engage in major
information deliverance to the viewers; the ad mainly
aims at consumers feelings and nostalgic memories.

Porsche 911 (997)

Carrera / Carrera S
Adv. 2004

The very nature of the sports car

market explains why it is so. The
purchase of a sports car is considered a
deeply emotion driven decision.
For the same reason, the cars in this
market are usually advertised with very
passionate ads aiming at influencing
the emotions of the viewer, and often
also to provoke nostalgic memories.

Porsche 911 (997)

Carrera / Carrera S
Adv. 2004

The commercial intends to enhance the

recall of Porsches 911 by appealing to
nostalgia: the whole idea of presenting
events from the point of view of a young
boy aims at getting the viewers identified
with the child
Many of consumers that form part of the
target group have dreamed about
purchasing a Porsche from a very young
age.

Consumer
Teaching
Marketers want to teach consumers
about their product and communicate
effectively with them.
1. Directly through advertisements
2. Indirectly through product
appearance, packaging, pricing and
distribution channels

Evolution Of Coca Cola

Bottle

Coca Cola
Contour Bottle
In 1915 the company released an
innovative design the curvaceous
Contour bottle.
The design brief for the new bottle
was demanding. It had to be so
distinctive that it could be recognized
by touch alone and so unique it could
be identified even when shattered on
the ground.

Inspiration
from Cocoa Pod

Coca Cola
Contour Bottle
Coca-Cola VP of innovation and
entrepreneurship David Butler the uniquely
contoured bottle asone of seven marketing
strategiesthat allowed The Coca-Cola
Company to scale into a global player.
The bottle has been featured in over 400
movies, has travelled to moon with
astronauts and become icon for pop culture.
The bottle has one of highest brand recall
value.

Coca Cola
Contour Bottle
A market research survey was carried out to examine
the attitude of consumers to the contour shape. In this
survey, consumers described the contour bottle as
communicating a variety of positive meanings. It was
seen as:
a symbol of the ultimate enjoyment and refreshment
from Coca-Cola
possessing a sensual look and feel
a symbol of good times
universally known and accepted
a symbol which unites consumers around the world
an aesthetically beautiful symbol