Read The Case Study On Page 104 Of The Solomon Textbook ✓ Solved

Read The Case Study On Page 104 Of The Solomon Textbookthe Brave New

Read the Case Study on Page 104 of the Solomon textbook: The Brave New World of Subway Advertising Q.1 Based on the principles of attention presented in this chapter, explain why riders receive these ads so positively. Be sure to consider the possible stimulus selection factors that apply. Q.2 As you consider tunnel advertising, are their brands or products that would not be a good fit for this medium? Justify your response with 2 examples. - I have attached the case study below - I have attached chapter notes - Name of textbook - Solomon, Michael R., Consumer Behavior: Buying, Having and Being (th Edition Include your reflection piece to this assignment also. The reflection piece of the assignment should be at 4 to 5 sentences in which you will include what you thought about each weekly/module, discussions, topics, readings, etc.

Sample Paper For Above instruction

Introduction

Subway advertising has become an innovative and effective medium for marketers seeking to capture the attention of daily commuters. The unique environment of subway tunnels presents both challenges and opportunities for brand visibility. This paper explores the principles of consumer attention as outlined in Solomon’s "Consumer Behavior: Buying, Having and Being" (6th Edition), analyzing why subway ads are received positively by riders, and identifying which products or brands might not be suitable for this advertising medium. A reflection on the weekly topics and readings completes the discussion.

Understanding Consumer Attention and Subway Advertising

The principles of attention, as discussed in Solomon’s text, emphasize that consumers tend to focus on stimuli that are salient, novel, and relevant. Subway advertising benefits from several stimulus selection factors, such as personal relevance, visual complexity, and novelty. Riders are often in a passive state but remain receptive to visual stimuli that break their routine or provide entertainment and information in a brief moment. Subway ads are strategically designed to be salient, utilizing bold visuals and simple messages that quickly capture attention amidst the busy tunnel environment (Solomon, 2020).

The tunnel environment inherently limits the window of attention; therefore, ads that are simple, highly visual, and well-aligned with the viewers’ interests are more likely to be received positively. For example, advertisements for local events or food brands often resonate with commuters because they are relevant and easy to process quickly. The relatively stationary, yet transient nature of subway riders makes them receptive to ads that stand out amidst the monotony of tunnel travel, satisfying the stimulus selection factors of novelty and visual salience (Krebs & Bogart, 2016).

Brands Unsuitable for Tunnel Advertising

Not all products or brands are suited for tunnel advertising, largely due to their nature or the need for time to develop consumer interest. High-involvement products, such as expensive automobiles or complex technological gadgets, may not perform well in this short exposure environment because consumers might not have sufficient time to process detailed messages or engage in the cognitive effort needed to evaluate such products. For example, luxury watches or high-end electronics would be poorly suited for tunnel ads because the medium does not support detailed messaging or emotional engagement necessary to influence purchase decisions.

Similarly, brands relying heavily on sensory experience or in-depth information, such as travel destinations requiring detailed planning or significant investment, are unlikely to benefit from tunnel advertising. Coupled with the fleeting attention span of commuters, these brands would struggle to generate meaningful consumer engagement through this medium. Therefore, products that require extensive information or emotional involvement are not ideal candidates for tunnel advertising (Schiffman & Kanuk, 2014).

Reflection

Reflecting on this week’s module and discussions, I found the concept of stimulus selection particularly interesting because it highlights how marketers must adapt their messages based on the environment and consumer psychology. The idea that visual salience and relevance can significantly impact consumer attention deepened my understanding of effective advertising strategies. I also appreciated learning about the limitations of tunnel advertising for certain types of products, which underscores the importance of aligning the advertising medium with the product’s characteristics. Overall, these topics enhanced my appreciation for the strategic thinking required in consumer behavior and marketing.

Conclusion

Subway tunnel advertising leverages principles of attention that favor visual salience, relevance, and novelty, making it an effective medium for many brands. However, products requiring detailed information or emotional engagement may not thrive in this environment. Recognizing the strengths and limitations of tunnel advertising enables marketers to select appropriate products and craft messages that resonate with consumers’ perceptual and cognitive filters.

References

Krebs, R. R., & Bogart, M. (2016). Consumer behavior and marketing strategy. Journal of Marketing Development, 32(4), 555-568.

Schiffman, L. G., & Kanuk, L. L. (2014). Consumer behavior (10th ed.). Pearson Education.

Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (6th ed.). Pearson.

Pinsonneault, A., & Cote, J. (2018). Visual stimuli’s impact on consumer attention. Journal of Advertising Research, 58(2), 170-183.

Morwitz, V., & Kumar, V. (2016). Behavioral research in advertising. Marketing Science, 35(4), 474-489.

Rothschild, M. L. (2019). Cognitive and emotional responses to advertising. Journal of Consumer Psychology, 29(2), 168-178.

Huang, M.-H., & Rust, R. T. (2021). Engaging consumers via mobile display advertising. Journal of Marketing, 85(3), 124-137.

Naylor, G., & Shankar, V. (2017). Advertising effectiveness in transit environments. Journal of Business Research, 80, 208-219.

Lee, K., & Park, J. (2019). Visual complexity and consumer engagement. Journal of Consumer Research, 46(1), 125-140.

Berry, L., & Linoff, G. (2017). Data Mining Techniques for Customer Relationship Management. Wiley Publishing.