PERCEPTUAL INTERPRETATION OF WHAT THE AD IS COMMUNICATING

3 stimuli used to communicate product quality and

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STIMULI USED TO COMMUNICATE PRODUCT QUALITY AND SATISFACTION: The first thing that communicates product quality in the Ad is the brand name. Samsung is a highly recognized brand with a strong reputation of quality. The price is another stimuli used in the Ad. Save $600 instantly is a great price stimuli used to communicate satisfaction. Also the 18 months no interest drives customer satisfaction for those who like to finance products. The TV image in the Ad shows that the TV’s base can swivel. For the people that might sit to the side of the TV would be very satisfied by the swivel base. They could move it towards an angle that would get the picture to be more directly viewed. I think the stimuli by using football as the theme is a great way to manage expectations. Customers who buy the product will more than likely be anticipating watching football since it’s the season; after all Samsung is the official HDTV of the NFL! Samsungs reputation is helped by Good Samaritan with stimuli that say if you get a gift card with your Samsung HDTV a donation will be made to the Dan Marino Foundation. The cosmetic design of the TV also creates a stimuli because of the black piano finish casting which looks very clean and sleek. 4
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SELF REPORTED CONSUMER PROFILE TRAITS: My lifestyle reflects the way I spend time and money. One way I spend time is watching sports and movies. I love a good football game or movie at home with the movie theater experience, but without the sticky floors and crowds of people with distracting babies. I care about what others think about me and I also like to entertain friends during football events. My ego gets pumped up when friends come over and see the nice flat panel TV and the awesome HD picture. The common thing people notice is that it’s easy to tell if the team is playing on turf or grass. I am a very social person and the TV is a great conversation peace that and I love to talk about and share my knowledge. As a consumer I see myself as an early adopter of new technology. I love to have the latest cell phone, I pod, lap top, and TV. I enjoy staying up with cutting edge technology. I’m an O-Type
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