Marketing textbook, chapter 7
Tablets are mainly bought by young consumers and business people, with Apple's iPad Air being the most popular. Amazon entered the tablet market with the Kindle Fire and used advertising to try to positively influence the perception of the net benefit of its own product.
The aim of the advert was to increase the perceived net benefit of the Kindle Fire compared to the iPad Air by focusing on the price difference with the same gross benefit. To this end, the quality of the two displays is first compared and the narrator comes to the conclusion: „You probably can't tell the difference ...“. The prices of the two tablet brands are then compared and the speaker states: „... but your wallet definitely will.“
Additional material for the individual chapters:
3-2: Telecoms advertising - importance of mirror neurons for emotional reactions
3-4: Measuring implicit attitudes using the implicit association test (IAT)
3-6: Subjective perception: Are two tables identical or not?
3-7: The eye eats too: Visual perception influences our feeling of hunger
3-8: Febreze: Importance of habitualised decisions for marketing
4-2: Operationalisation and measurement of the environmental orientation of EU citizens
4-5: Screening questionnaire for the realisation of a predefined sample
4-6: Conception of an interview guide for a qualitative survey
4-7: Observation of individual eating behaviour in the „restaurant of the future“
4-8: Product positioning: Positioning a smartphone brand in the competitive environment
4-9: Testing the preference effect of smoothie properties using choice-based conjoint analysis
7-1: Kindle Fire - Influencing the perception of net benefit through advertising
7-2: Determining the optimal electricity tariff using choice-based conjoint analysis
7-4: Influencing perceived price favourability through umbrella pricing
7-7: High attractiveness of private financing and leasing offers for cars
8-1: Product positioning: Code analysis of the brand presence of two sparkling wine brands
8-12: Advertising impact analysis of digital communication tools
8-3: The power of megatrends and the future of safety and quality
8-5: Guerrilla communication: using a neo-Nazi march for a good cause
8-7: Integrated communication using the example of the Hypoxi brand
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