Ad Analysis -- Post-Purchase Evaluation

Ad analysis -- Post-Purchase evaluation

For this magazine advertisement analysis report, this article shall be utilizing the Alli advertisement. Alli is a weight loss aid for overweight adults. This product is manufactured by GlaxoSmithKline Consumer Healthcare. As for the target market, the advertisement states that the product is made specifically for the adult consumer segment (particularly the overweight ones). The advertisement further narrows its target market down to the female segment. Print media was the method by which this particular commercial message was disseminated.

Stage of the Consumer Decision Making Process

In the scheme of consumption process that was presented in the Babin & Harris (09) textbook, we shall see that the consumer consumes the product that s/he selected. But more insights can be generated beyond this mere act of consumption. Here, we see the utility of the post-purchase behavior process in our understanding of the grander scheme that is, the entire consumer decision making process which is highly dynamic rather than rigid. Observing the advertisement, we have concluded that this magazine ad is situated in the post-purchase behavior phase.

Type of Influence Utilized in the Advertisement

In consumer behavior, we have two basic types of advertisement influences, i.e. The internal influence (which centers on consumer's cognitive skills which involves judgment, perception, memory as well as emotional and motivational factors) and external influence (which heavily draws upon the consumer's cultural patterns and imperatives as well as the influence of social groups) (ibid). This particular Alli advertisement relies on both types of influence to be able to successfully send the message across.

Further Argumentation

After enumerating basic advertisement information as well as type of influence and stage of the decision-making process, we now find it fitting to further substantiate our above-mentioned claims regarding the Alli advertisement.

Firstly, this paper claims that the advertisement is in the post-purchase behavior phase because the bulk of the ad's text centered on three interrelated concepts: consumption, value, and satisfaction. In the ad, we see a testimonial coming from a working mother. Hence, consumption has already taken place and upon her consumption of the product, the working mother found significant value in it. This can be attested by the product's instrumental value, i.e. she took the product to lose weight and this is exactly what happened. We can also detect its hedonic value when the working mother found the product's website to be helpful and encouraging. This helped make product consumption an enjoyable and positive experience. Product satisfaction, on the other hand, is the result of the value she placed upon the consumed product. In this case, product satisfaction is high because of the positive value obtained by the product from the consumer.