Web Exercises—Chapter 5
Exercise #1
The ad shown in Figure 5-1 on page 122 is a provocative view of a female drinking
Mistic Orange Carrot juice. As indicated in the chapter, the company’s intent was to arouse a consumer’s id to stimulate purchase. Go to the Mistic Web site at www.mistic.com and then answer the following questions: a. After reviewing the opening pages of the Mistic Web site, discuss why the company might want to stimulate the consumer’s id. How might this lead to purchase of the Mistic products? b. After reviewing the other symbolic approaches on the Web site, discuss which other of the forces shown in Figure 5-2 on page 123 Mistic appears to making appeals toward.
Explain your reasoning.
Exercise #2
The opening story in the chapter explains how that Indian Motorcycles is appealing to a consumer’s personality with a catchy headline “Take your own road.” After reviewing the Indian Motorcycles Web site (see www.indianmotorcycle.com) and the Harley-
Davidson Motorcycles Web site (see www.harleydavidson.com), answer the following questions: a. What seem to be the personality traits that these two motorcycle companies are making promotional appeals toward? Be specific. b. What copy words or phrases are the primary connectors to perceived consumer personality traits? Give examples. c. Review the three central distinct properties of personality described under The Nature of Personality on page 120 in the chapter. Which of these three properties apply to the information or positions created by the two motorcycle companies? Explain your choices.
Exercise #3
The chapter indicates that products are often perceived as having personalities (see Table
5-1 on page 124). Go to the Pillsbury Web site (see www.pillsbury.com) and the Green
Giant Web site (see www.greengiant.com) and review the information provided. Pay special attention to any information about the Pillsbury Doughboy and the Jolly Green
Giant. Once this is done, answer the following questions: a. How would you characterize the personalities of the Pillsbury Doughboy and the Jolly
Green Giant? How did you decide on these characterizations?

b. Are these brand personalities consistent with the other brand messages displayed on the Web sites or in national advertising? Explain. c. Does creating personalities for these corporate symbols advance the marketing efforts of these companies? Explain.
Exercise #4
Among the cognitive personality factors discussed in the chapter are those that might be considered visual versus verbal. Visualizers do react differently to stimuli than do verbalizers. All advertisers should understand this. Examine Figure 5-5 on page 132 and
Figure 5-6 on page 133. Next, review the material found on the Listerine Web page at www.listerine.com and answer the following questions: a. Go to any four of the products listed on the opening Web page. Summarize what you find in a brief paragraph for each chosen product. Once this is done decide whether the messages that you just interpreted and summarized were primarily visual or verbal.
Explain your conclusions. b. Review the four products again for visual messages. Which of the four seemed to be the strongest? Explain. c. Having accomplished the summary and categorization of “a” and “b” above, comment on whether you perceive yourself to be primarily a visualizer or verbalizer. Explain your conclusion.
Exercise #5
There is information in the chapter that brands can be personified. Read the material on pages 138-139 and review Figure 5-7 (a Brand Personality Framework) on page 139.
After you have done this, answer the following questions: a. Assume that you are a newly hired brand manager for one of the hottest new cars/SUVs on the market today—the Hummer (see www.hummer.com). After reviewing the Hummer Web site, develop a descriptive brand personality framework for the
Hummer using the information found in Figure 5-7. Explain the personality characteristics that you used in the second level of the framework. Comment on how you developed the information from the Web site for the third level of the framework. b. Assume that you are a newly hired brand manager for this year’s Corvette (see www.corvette.com). After reviewing the Corvette Web site, develop a descriptive brand personality framework for the Corvette using the information found in Figure 5-7.
Explain the personality characteristics that you used in the second level of the framework.
Comment on how you developed the information from the Web site for the third level of the framework. c. Compare your two brand personality framework models. Comment on the differences between the models. How could these differences be exploited in advertisements? If possible, find ads to illustrate your findings.