1.0 EXECUTIVE SUMMARY

2.0 PART A: CONSUMER 2.1 The Product, Company and Brand The advertisment show the product of Notebook which the brand is HP. This advertisment was taken from Kosmo newspaper date on 24 March 2016. The Hewlett-Packard Company, commonly referred as HP was an American multinational information technology company headquartered in Palo Alto, California. It developed and provided a wide variety of hardware components as well as software and related services to consumers, small- and medium-sized businesses (SMBs) and large enterprises, including customers in the government, health and education sectors. The company was founded in a one-car garage in Palo Alto by William Bill Redington Hewlett and David Dave Packard, and initially produced a line of electronic test equipment. HP was the world's leading PC manufacturer from 2007 to 2013. It specialized in developing and manufacturing computing, data storage, and networking hardware, designing software and delivering services. Major product lines included personal computing devices, enterprise and industry standard servers, related storage devices, networking products, software and a diverse range of printers and other imaging products. In this advertisment, the notebook model is HP Pavillion 15-ak031TX and HP Pavillion 15-ak032TX is a shopping product which these notebook is a personal computer designed for playing computationally demanding video games. Gaming computers are very similar to conventional PCs, with the main difference being the addition of gaming-oriented components such as one or more high-end video cards. One of the special characteristic of the product is the notebook using The NVIDIA® GTX 950M graphic card and Intel Quad core processor which it is legendary performance for the notebook.

2.2 Target Consumer The target consumer for HP notebook gaming model comes from a variety of group typical households, advanced online gamers (primarily young people), and users with a deeper technological understanding who were mainly focused on technical performance, who are especially concerned with prices, who are looking for the most advanced systems, design aficionados, who are primarily seeking a sophisticated computer that looks good, and also the people who don’t get emotionally involved in this category and only view the computer as a work and entertainment tool. 2.3 Why choosing this advertisment? This advertisment is actually not interesting advertisment but since the advertisment was taking the half size of the newspaper so it is easy for consumer to view. Besides, one of members are gaming type of person and he is seeking for new advanced gaming notebook. So we choose this advertisment for this assignment and at the same time we relate it to the study of consumer behavior.

3.0 PART B CONSUMER PSYCHOLOGY FACTORS 3.1 Consumer’s Individual Factors to The Product and Advertisment. Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. There are four main factors that influence the consumer behavior which are cultural, social, personal and psychological factors. Firstly, is cultural factors. Consumer behavior is deeply influenced by cultural factors such as buyer culture, subculture, and social class. First part is culture which is every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries. Second part is subculture. Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design the HP notebook products according to the needs of a particular geographic group. Third part is social class. Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. In this way marketing activities could be tailored according to different social classes. Here we should note that social class is not only determined by income but there are various other factors as well such as wealth, education, and occupation. Next, is social factors. Social factors also impact the buying behavior of consumers. The important social factors are reference groups, and family. First part was reference groups which is have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as notebook then the influence of reference groups will be high. Reference groups also include opinion leader which a person who influences other because of his or her special skill, knowledge or other characteristics. Second part was family factors. Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the person who love video gaming. If the buying decision of a particular product is influenced by his brother then the marketers will try to target the gaming artist in their advertisement. Here we should note that buying roles change with change in consumer lifestyles. Besides, personal factors which influence the consumer’s behavior. Personal factors can also affect the consumer behavior. Some of the important personal factors that influence the buying behavior are lifestyle, economic situation, age, and personality. First part in personal factors is lifestyle. Lifestyle of customers is another import factor affecting the consumer buying behavior. Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. It is determined by customer interests, opinions, activities etc and shapes his whole pattern of acting and interacting in the world. Second part is economic situation. Consumer economic situation has great influence on his buying behavior. If the income and savings of a customer is high then he will purchase more expensive products. On the other hand, a person with low income and savings will purchase inexpensive products. Age also influence the consumer’s behavior which is age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the consumers change the purchase of goods and services with the passage of time. Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc which help marketers to develop appropriate products for each stage. Third part is personality which changes from person to person, time to time and place to place. Therefore it can greatly influence the buying behavior of customers. Actually, Personality is not what one wears; rather it is the totality of behavior of a man in different circumstances. It has different characteristics such as dominance, aggressiveness, self-confidence etc which can be useful to determine the consumer behavior for particular product or service. Last but not least, Psychological factors. There are four important psychological factors affecting the consumer buying behavior. These are perception, motivation, learning, beliefs and attitudes. Firstly is motivation. The level of motivation also affects the buying behavior of customers. Every person has different needs such as physiological needs, biological needs, social needs etc. The nature of the needs is that, some of them are most pressing while others are least pressing. Therefore a need becomes a motive when it is more pressing to direct the person to seek satisfaction. Secondly is perception. Selecting, organizing and interpreting information in a way to produce a meaningful experience of the world is called perception. There are three different perceptual processes which are selective attention, selective distortion and selective retention. In case of selective attention, marketers try to attract the customer attention. Whereas, in case of selective distortion, customers try to interpret the information in a way that will support what the customers already believe. Similarly, in case of selective retention, marketers try to retain information that supports their beliefs. Thirdly, is beliefs and attitudes Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes make up brand image and affect consumer buying behavior therefore marketers are interested in them. Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard. 3.2 Motivation and Goals Psychologist Abraham Maslow first developed his famous theory of individual development and motivation in the 1940’s. He suggested that human beings have a hierarchy of needs. That is, that all humans act in a way which will address basic needs, before moving on to satisfy other, so-called higher level needs. Maslow represented this theory as a hierarchical triangle. This shows how basic needs must be met before one can “climb” the hierarchy, to address more complex needs. In Maslow’s Hierarchy of Needs, he maintained that physicological needs are the first and most basic level of human needs. From this advertisment, we can relate that egoistic needs was the part the person who want to purchase this product. Egoistic needs explain that when social need are more or less satisfied, the fourth level of Maslow’s hierarchy becomes operative. This includes egoistic needs, which can take either an inward or outward orientation which the first one is Inwardly directd ego needs which reflect an individual’s need for self-acceptence, self-esteem, success, independence and personal satisfaction. Last but not least, Outward directed ego needs include the needs for prestige, reputation, status, and recognition from others. The level is suitable for the person who interest in this advertisment since it was a product which is specially design for one purpose only. 3.3 Brand Personality A brand personality is something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits. This is the added-value that a brand gains, aside from its functional benefits. There are five main types of brand personalities excitement, sincerity, ruggedness, competence and sophistication. In this advertisment, the brand personality which HP notebook is competence and sophistication brand. The advertisment is clearly show the specification and the price of the product which the product can compete with other brand such as Acer and Dell who produce the gaming notebook too. Next, the product’s special characteristic also include in the advertisment for example NVIDIA GeForce GTX950M Graphics with 4096MB memory for video game. 3.4 Consumer Imagery Consumer imargery refers to the consumers’ perception of all components of products, services, and brands and to how consumers evaluate the quality of marketers’ offerings. Products and brands have images and symbolic values for consumers based on the unique benefits that these products claim they provide. According to this advertisment, it used the brand image which the advertisment show the physical image of the notebook which offering the advantages and unique benefits of the product. The advertisment also using the product quality which it using the size of notebook and color which the color is Twinkle Black. So consumer will believe that they base their evaluations of products quality on intristic cues, because that enables them to justify their product desicions either positive or negative as being ‘rational’ or ‘objective’ choice. By using this two types of imagery, the consumer will make the desicion either they want to buy this product or not.

4.0 PART C MESSAGE APPEALS
Companies invest a great amount of their budgets to deliver their messages effectively. 4.1 Message Structure and Presentation
Marketing face various decisions when creating a message strategy. These include the use of resonance, positive or negative message framing, one-sided or two-sided messages, comparative advertising, and the order of presentation. for this advertisement the company using these various aspects that we discuss in more detail as below:
The first one we discuss about advertising resonance. Resonance is the use of metaphors, puns, and word plays used in combination with a illustration or picture to create a double meaning. Research has shown that the use of resonance in advertisements increase how much information can be recalled about the advertisement and its message. But for advertisement that we chose not using this aspects.
Secondly, message framing wheater the advertisement was use positive framing or negative framing. When marketers emphasize the things will be gained when a consumer chooses a to use a specific product or service, it is known as positive message framing. The technique that should use depend on the product are offering and what the attitudes and characteristics of the potential customer are toward that HP product. A person has a high need for cognition, then in general the use of a positively framed message works better.
Futhermore, for this advertisement also the marketer pretend that its product are only ones of their kind. It pretend that competition does not exist the advertising using one sided message. Sometimes its depends audience and competition that whether ones sided or two sided aspect was use. If the company pretend that having a friendly customer base when advertising on the newspaper Kosmo then by friendly mean customers who already use the company’s products and customers who probably wont hear arguments against the product. Unfriendly consumers would be those who don’t currently use the company’s products (new customers to the company, for example) and those who are likely to hear claims that oppose your claims (if you happen to know for example that your competitor is running an ad campaign at the same time as you are).
Another aspects is order effects the order in which advertisements are presented has an effect on how those advertisements are received by the audience. Order is also important in advertisement presentation that make the important points first to capture attention by the viewer. This advertisement was take in page 6 of Kosmo Newspaper. We identify it using recency effect becouse it present most in the middle that can be less effect, visibility and recall. The most effective advertisement are those that are that the beginning and those that are the ends. This is true in magazines, newspapers, TV and more. Research also indicates that having the brand name in the beginning is beneficial for recall.
The last aspect is repetition this is one of the most important factors to consider. Repetition is beneficial to persuasion, ad recall, brand-name recall, and brand preferences because it allows for the message to be encoded in the consumers’ memories. When HP company used to advertising their advertisement in Kosmo newspaper they cannot expect that to get great sales. Becouse they must run another advertisement on other kind newspaper. 4.2 Types of Appeals
Rationally-appealing adverts motivate consumers by means of logical information and arguments (Woochang & Franke, 1999). The cognitive element concerns knowledge and thinking (Shimp, 2002). Some advertising models, such as the Elaboration Likelihood (Petty & Cacioppo, 1986), Foote, Cone & Belding (Vaughn, 1986), Rossiter-Percy (Rossiter,1987; Rossiter et al., 1991), and Affect-Reason-Involvement (Buck et al., 2004) suggest matching appeals with attitude toward the product. Using advertising with rational appeals for products where the consumer’s attitude is predominantly cognitive.

4.3 Comment of Effectiveness

4.4 PENDAPAT

5.0 SUGGESTIONS

6.0 PART E CONCLUSION
According to this advertisement, it is not an effective advertisment because it does not attract the readers attention in the kosmo newspapers. The display only use black and white colours and does not entice the readers to know more about the information in the advertisement. Besides, the image of the laptop in the advertisement displayed was unclear and it will make it difficult for the reader to assess the design of the laptop. Most gamers laptop users will choose the design of the laptop that can attract their attention , but the laptop in the advertisment is not so prominent to attract readers. This advertisements must improve to more prominent in order to draw the attention of Kosmo newspaper readers. The advertisement must doing some changes to make it becomes more interesting. The advertisment should put a bright color and the design of laptop must be interesting, to make the customer interested to know more about the product. Next , they also have to put the characters appearing in the game that often played by fans of gamers. Last but not least, since the Kosmo newspaper is in Malay version, so the company should change the language to make sure the readers understand what the advertisment is. In conclusion, the advertisement must be changed to become more attractive for purposes of interest to readers, besides to ensure it received a lot of the kosmo newspapers readers.