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Internet Exercise. This Week You Are to Focus on Two Internet Exercises. Explore the Websites and Answer Specific Questions.

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Week 5: Internet Exercise
Below are two ads which were taken from an entertainment website and a company website. In these two ads the problem recognition will be identified. The first ad is from Metacritic.com and the second ad is from expedia.com.
Problem recognition is defined by our text Consumer Behavior: Building Marketing Strategy, 12th Edition as “the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.” (Hawkins, 2012, p.445) With that said the website ad chosen can be seen as one that triggers problem recognition.

1. The ad above was found on an entertainment website known as Metacritic.com which is a site where consumers go before buying or watching anything movie related. What this ad does is that it aims to address the need for younger looking skin for consumers who desire this look that actually doesn’t this type of skin. The actual state (what the consumer recognizes as already existing) in this ad would be having wrinkles while the desired state (what the consumer would like) would be seeking to have a younger looking skin by not having wrinkles. This ad recognizes a problem by addressing what is an active problem which is a problem that consumers are already aware of (older looking skin/wrinkles). This ad could therefore be effective as marketers only have to persuade consumers that meaningful beauty by Cindy Crawford is the superior solution to their known problem of having older looking skin

2. The ad above is for MasterCard member and was found on the company Expedia, Inc. website known as expedia.com which is a popular website that many consumers go to when they are trying to reserve a flight, hotel, or a car whether for one night or a vacation getaway. This ad for MasterCard member is about unused vacation time and the rewards point which could be used

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