purpose of this research study report
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Executive Summary – (Fiona Truong)
The purpose of this research study report is to assist Baxter Blue identify any current advertising problems
and/or issues in order to better market their brand and Blue Light Filter Glasses to 18-24 year old Undergraduate
students in Sydney. This report will examine various Undergraduate student attitudes, purchasing behaviours,
media consumption habits, and preferred advertising style/appeal to establish suitable communication
objections. In doing so, this report will offer Baxter Blue a proposed campaign idea to combat the lack of brand
name awareness and brand attribute awareness towards their Blue Light Filter Glasses. Given that Baxter Blue is
an Australian e-commerce eyewear brand located in Sydney, the data and methodology explored throughout this
report is derived from Sydney Undergraduate students and Australian reports.
This research study report consists of two major categories: Secondary and Primary research. The findings were
collated through secondary research followed by the primary research via in-depth interviews and an online
survey. Secondary research is referenced for industry representation purposes to better understand Baxter Blue’s
positioning in the Australian market against well-known competitors for recommendation and comparative
purposes. Whilst the in-depth interviews and online survey were conducted to formulate qualitative and
quantitative data to better understand the behaviour of the target population regarding the eyewear sector, that is,
Undergraduate students within the 18-24 year old age group. This proposed report will be advantageous for
Baxter Blue’s advertising staff as it aims to identify the most suitable advertising style and appeal for future
campaigns, thus, increasing awareness towards their Blue Light Filter Glasses by specifically targeting the needs
and interests of Undergraduate students. Undoubtedly, limitations may arise due to the limited sample size and
lack of diversified question response formats as it is unable to account for the broader target audience. As a
result, the results gathered and examined throughout this report may only be representative of the minority
opposed to majority, thus, questioning the accuracy of its representation and validity towards the proposed
campaign idea.
An analysis of the quantitative data provided the following key findings:
– A mean score of 0 was calculated for both the unaided and aided brand recall question which suggests
that on average there was no brand name recall amongst the students in this sample (see Appendix D (b
and c) for the calculated mean).
– When asked whether the students had heard of Baxter Blue, a mean of 0.15 was calculated, signifying
that although on average there was no brand name recall it wasn’t an absolute zero recall (see
Appendix D (d) for the calculated mean).
– A mean score of 0 was calculated when respondents were asked to guess the price offering of Baxter
Blue’s Glasses, which meant that on average, no brand attribute (price) recognition was present when
unaided (see Appendix D (e) for the calculated mean).
– A mean score of 0.08 was calculated when respondents were asked to select a price option, which
meant that on average, students were unable to recognise the brand attribute (price) of Baxter Blue,
although it was not a complete zero recognition (see Appendix D (f) for the calculated mean).
– A mode score of 5 was calculated for Specsavers and OPSM when respondents were asked to select
which stores they purchased eyewear from, signifying that Specsavers and OPSM are the biggest
competitor stores for Baxter Blue (see Appendix D (j)).
– A mean score of 2 was calculated for ‘Quality’ when respondents were asked to rank the importance of
various factors when purchasing eyewear, which indicates that ‘Quality’ is the most important factor
amongst Undergraduate students when purchasing eyewear (see Appendix D (h) for the calculated
mean).
– A mean score of 2.62 was calculated when respondents were asked to select the likelihood of them
purchasing the Blue Light Glasses, which signifies that on average the majority did not agree with the
statement, although it wasn’t an absolute disagreement (see Appendix D (i) for the calculated mean).
– A mean score of 2.53 was calculated when examining the engagement frequency with social media
advertisements, which indicates that on average, the sample did not interact or refrain from engagement
as the mean is closer to the ‘neutral’ position (see Appendix D (a) for the calculated mean).
– Social media advertisements (58.3%) possess the highest rate of attention reach whilst radio (41.7%)
has the lowest attench reach (see Appendix D (l)).
– Celebrity endorsements (41.7%) is the most preferred advertisement style whilst sexual (41.7%) is the
least preferred (see Appendix D (n)).
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– A mode score of 5 was calculated for 5 – 6 hours when respondents were asked to select how many
hours they spend on social media on average per day, signifying that 5 – 6 hours had the highest
frequency amongst the sample (see Appendix D (o)).
– A mode of 5 was calculated for social media and word of mouth regarding the discovery of new
brands, which indicates that most respondents discovered new brands via social media or word of
mouth (see Appendix D (p)).
Insights obtained from the qualitative results provided the following findings:
– All 8 interviewees were noted to have current prescription glasses, and although the Blue Light Filter
Glasses do not require a prescription, only 5 interviewees could recall hearing about this feature with
social media and/or their optometrist as the source (see Appendix C (Christina, Sammi, Mathew, Lynn
and Gina) for the interview responses).
– 50% of interviewees selected the humour appeal as the aspect that stood out to them the most (see
Appendix D (m) for the calculated mean).
– None of the interviewees could recall a brand name starting with the letter B or if they were aware
Baxter Blue offered the Blue Light Filter Glasses, which indicates that there is no brand name recall for
Baxter Blue (see Appendix C for the interview responses).
– Only 1 interviewee stated ‘no’ when asked whether they would be open to purchasing from Baxter
Blue, which means that although not all students were in complete favour of the Blue Light Glasses,
the majority would be open to purchase (see Appendix C (Sammi) for the interview response).
– All 8 interviewees stated that they have not encountered any promotional media from Baxter Blue (see
Appendix C for the interview responses).
– A mode of 6 was calculated for Instagram when interviewees were asked about the most effective
media source for Baxter Blue, which indicates that it would be easier to capture their attention if the
advertisements were promoted via Instagram as it was the most frequent response (see Appendix C
(Christina, Christie, Sammi, Mathew, Lynn and Gina) for the interview responses).
Once the qualitative and quantitative results were examined and compared to the findings obtained through the
secondary research, the following recommendations were deduced:
● Research Recommendations
– To minimise the underlying bias, particularly regarding the interviewer and researcher discretion when
selecting the interviewees and respondents, it is recommended that the sample population should isolate
friends and family members known for increased reliability.
– Due to the limited sample size of this research task involving 8 interviewees and 12 respondents, it is
recommended that Baxter Blue increases their sample size in order to collect a greater amount of
responses to increase the accuracy of the generalised trends and characteristics of the target population.
– To increase the reliability of the results, it is suggested that probability sampling is to be used opposed
to non-probability sampling, particularly stratified random sampling for a greater widespread
understanding through the diverse and distinct findings.
● Advertising Recommendations
– It is recommended that Baxter Blue engages in social media advertising via sponsored advertisements
to increase their brand name awareness and brand attribute awareness, as social media is an integral
factor for Undergraduate university students (Appendix D, l).
– It is proposed that Baxter Blue may benefit from incorporating ‘Tag and Follow to Win’ competitions
for further engagement with the target population, as it enables the spread of their brand name and
brand attribute via ‘word of mouth’ (Appendix D, k).
– It would be beneficial for Baxter Blue to incorporate celebrity endorsements and fear based creative
appeals into their advertisements with a tasteful message, as this increases the target populations
interests as they’re capable of resonating with the message: the benefits of using the Blue Light Filter
Glasses (Appendix D, n).
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Table of Contents
Executive Summary – Fiona Truong 1
Table of Contents – Fiona Truong 3
Introduction – Fiona Truong 4
Research Objectives – Fiona Truong 4
Methodology – Fiona Truong 4
Secondary Research 4
Primary Research 5
Secondary Research – Sarah Rossi and Saorabh Kadam 8
Product – Sarah Rossi 8
Brand – Sarah Rossi 8
Competitors – Sarah Rossi 9
Industry – Sarah Rossi 9
Baxter Blue’s Previous Advertising Campaigns – Saorabh Kadam 10
Target Market – Saorabh Kadam 12
Primary Research 15
Qualitative Research – In-Depth Interview - Grace Jeon and Alison Nguyen 15
Findings | 15 |
Product Category- Grace Jeon | 15 |
Brand Awareness- Grace Jeon | 15 |
Creative Appeals- Grace Jeon | 15 |
Media Consumption-Grace Jeon | 15 |
Limitations – Alison Nguyen 15
Conclusion – Alison Nguyen 16
Quantitative Research – Survey – Alison Nguyen and Linh Tiet 17
Findings | 17 |
Brand Awareness- Alison Nguyen | 17 |
Creative Appeal- Alison Nguyen | 19 |
Media Consumption- Linh Tiet | 20 |
Limitations – Linh Tiet 22
Conclusion - Linh Tiet 22
Comparison between Primary and Secondary Research – Linh Tiet 23
Target Market (Findings) – Hao Chen and Sarah Rossi 23
Communication Objective/s – Fiona Truong 23
Recommendations and Conclusion – Hao Chen and Sarah Rossi 24
References 26
Appendix A – The online survey template 28
Appendix B – The in-depth interview guide 31
Appendix C – The in-depth interview responses 33
Appendix D – The mean calculations 51
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Introduction – (Fiona Truong)
Baxter Blue is an Australian e-commerce eyewear brand focused on producing fashionable eyewear for the
digital age by targeting symptoms of eye strain. Through Baxter Blue’s Light Glasses, it offers customers an
opportunity to alleviate eye strain and headaches by eliminating blue violet light and glare, whilst the frame
variety caters to several individual preferences and needs (Baxter Blue, 2020).
Research Objectives – (Fiona Truong)
This research study report focuses on Baxter Blue’s Blue Light Filter Glasses.
The main purpose of the data collection process was to examine the following objectives:
1. To determine the overall brand name awareness of Baxter Blue amongst Undergraduate university
students in order to develop relevant and specific strategies to better cater their needs and preferences.
2. To assess the brand attribute awareness amongst Undergraduate university students by examining
whether they could correctly determine Baxter Blue’s price offering along with their attitudes towards
price, quality, function and aesthetics when purchasing eyewear.
3. To identify the media consumption habits amongst Undergraduate university students to determine the
most effective platform for maximised reach and awareness.
4. To explore the Undergraduate university students usage of various media channels to determine the
most suitable channel for maximised reach.
5. To evaluate Baxter Blue’s current campaigns and promotional activity in order to eliminate potential
issues by implementing the preferred advertising executional style/appeal amongst Undergraduate
university students
6. To examine the preferred creative advertisement appeals amongst Undergraduate university students by
identifying which appeal they resonate with to maximise the interests in Baxter Blue’s advertising
campaign.
7. To determine how Baxter Blue would benefit from applying the recommendations to promote their
Blue Light Filter Glasses.
Methodology – (Fiona Truong)
This section explores the method used to conduct the data collection process for this research study report.
Secondary Research
To understand Baxter Blue’s brand, secondary research was utilised to further explore their offered product
alongside the brand attribute: price. The secondary sources used consisted of nine journal articles, one book, one
survey, one report, two blogs, one online news article, nine website pages. The Quay, Oscar Wylee, OSPM, and
Specsavers website were examined to determine the price offering of direct competitors selling the Blue Light
Filter Glasses, in order to determine the competitiveness of Baxter Blue’s attribute offering in the eyewear
industry, specifically Blue Light Filter Glasses. Whilst the f.lux website was referenced to understand indirect
competitors of Baxter Blue as they offer an intangible good, that is, a non-physical good through the form of a
software. Most importantly, the Baxter Blue website was the most important website used as it provided insight
into their product offering, brand identity, industry, campaign history and brand attributable benefit: price. The
On Campus survey was used to identify media consumption habits of US and Australian based students, as a
comparative means to support and estimate the engagement levels and habits of Australian students due to the
similarities between the two cultures. In addition, the Australian Millennial Report was examined to provide
further insight into the otherwise hidden information regarding media consumption habits, as the target
segments attitudes and behaviours are extracted from a larger representative sample. Additionally, the websites
authored by Chappelow and Agarwal were used to define Baxter Blue’s industry and product segmentation:
consumer goods sector and non-durable goods respectively. Further, a website authored by Smith and two
journal articles from Janku et al and Tosini et al were referenced to understand the inherent benefits of Blue
Light Filtering.
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For the purpose of uncovering the relevant creative appeals for the target market, the following secondary
resources were examined specifically: two blogs, six journal articles, one website, one online news article and
two books. In combination, the sources provided greater insight into the most and least preferred creative appeal
amongst students generally whilst highlighting the potential benefit and limitation of each.
In summation, the secondary data was used for comparative purposes as the existing and readily available data
enabled easy summarisation to increase the effectiveness of the research findings. The summarised data enabled
a greater understanding into the product itself and most importantly, the significance of the feature in order to
determine how it could be better marketed to Undergraduate students by identifying ways to improve and
market its appeal. Whilst examining the Baxter Blue brand, it demonstrated their current positioning in the
market sector whilst identifying ways in which they currently advertise. This enabled a comparative study
against the primary data to identify the strengths and weaknesses of each to generate suitable recommendations
for increased brand name awareness. The specifics of the secondary research data will be discussed in the
secondary research section and of this report.
Primary Research
Research design
For the purpose of this research report, the approach involved targeting various Undergraduate students within
the 18 – 24 year old age group to specifically address the research objectives discussed earlier in this report. Two
analysis techniques were utilised to determine ways in which Baxter Blue can improve their campaign efforts.
The collection process consisted of an in-depth interview and an online survey conducted via phone calls and
emails respectively. The collection process provided 21 responses altogether: 8 interviewees were contacted to
complete the in-depth interview and 13 respondents were emailed the link to the online survey. These
techniques were utilised to examine the various attitudes, purchasing behaviours, media consumption habits, and
preferred advertising style/appeals from the students, and most importantly, to evaluate their brand name and
brand attribute awareness for Baxter Blue. The descriptive design was employed in order to generate an overall
target population perception of Baxter Blue’s brand. The descriptive design was favoured as the extensive data
from both methods explored the key characteristics and traits from the student sample in order to establish the
‘average’ student. Therefore, enabling the development of potential campaign recommendations to address the
lack of awareness of the brand amongst Undergraduate students.
Sampling
Two data analysis techniques were used for the data collection process: 8 in-depth interviews and an online
survey completed by 13 respondents. The defined target population for this task consists of male and female
Undergraduate students aged between 18 – 24 years old in Sydney. Non-probability sampling techniques have
been utilised due to its cost and time efficiency advantages in comparison to probability sampling.
The qualitative research was conducted through an in-depth interview via a phone call with the nominated
interviewee, given its ability to generate deeper insights into the target populations brand name awareness, brand
attribute awareness purchasing behaviour, media consumption habits and creative appeal preferences through
the open-ended and broad natured questions. In total, 8 Undergraduate students aged between 18 – 24 years old
were selected from personal networks to partake: 7 females and 1 male. The findings and limitations will be
discussed in the primary research section of this report. The sample composition follows:
– Interviewee 1: Christina, UTS, aged between 18 – 24 years old.
– Interviewee 2: Christie, UTS, aged between 18 – 24 years old.
– Interviewee 3: Sammi, UWS, aged between 18 – 24 years old.
– Interviewee 4: Mathew, UTS, aged between 18 – 24 years old.
– Interviewee 5: Irene, USYD , aged between 18 – 24 years old.
– Interviewee 6: Mona UTS , aged between 18 – 24 years old.
– Interviewee 7: Lynn UTS , aged between 18 – 24 years old.
– Interviewee 8: Gina, UTS , aged between 18 – 24 years old.
Whilst the quantitative data was collected through the use of Google Forms, given its efficiency by populating
results into graphical visual representation along with the convenience of link sharing via email to respondents.
The link to this survey was forwarded to 13 students belonging in the target population from personal networks,
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and consisted of male and female participants. The findings and procedural limitations will be discussed in the
primary research section of this report.
Methodology
❏ Qualitative Research (In-depth interviews)
The in-depth interview consisted of 13 main questions and 23 probing questions and varied from short
open-ended answers to explanatory questions (see Appendix B for the in-depth interview guide). The
interviews were conducted via a one-on-one phone call where interviewees were asked various
questions and required to provide their responses. Before the commencement of the interview, the
interviewees were informed that the responses provided would remain confidential and used for the
sole purpose of this assignment for consent purposes. The 8 interviews conducted were semi-structured
given that although they all followed the guide format (see Appendix B for the in-depth interview
guide), at times, dependent on the interviewees response, the interviewer had departed from the guide
structure by asking the spontaneous probing questions to uncover and follow-up on any hidden
information see (see Appendix C for the in-depth interview responses).
The questions asked focused on the following themes:
– General Social Media Habits
– General Questions
– Baxter Blue Questions
– Brand Awareness: Unaided Brand Name Recall and Aided Brand Name Recall
– Preferred Advertisement Style and Creative Appeals
The main purpose of this in-depth interview was to provide key findings and answers to the
following:
– Whether Undergraduate students were aware of Light Filter Glasses and the source that
provided this knowledge.
– Whether they could recall the Baxter Blue brand through an aided brand recall probing
question.
– Whether the students had previous interactions with Baxter Blue through purchases and/or
received their promotional campaigns.
– Whether the eyewear department was relevant amongst Undergraduate students.
– Whether social media is an integral part of the students lives and their consumption habits to
determine the most suitable execution style and appeal.
– Whether brand loyalty was applicable to students and if this could be an area of focus for
Baxter Blue.
– Whether a student’s brand and product preference is influenced by external factors.
❏ Quantitative Research (Survey)
– The online survey consisted of 34 questions formatted into various styles inclusive of open-ended short
answers, closed ended questions, multiple choice and ordinal scales (see Appendix A for the online
survey template). The survey was conducted via Google form where respondents were emailed a link to
participate.
These questions were then sectioned to focus on the following categories:
– General Social Media Habits
– General Questions
– Baxter Blue Questions
– Brand Awareness: Unaided Brand Name Recall, Aided Brand Name Recall, Attribute Recall,
Attribute Recognition
– Preferred Advertisement Style and Creative Appeals
The first 3 questions are screening questions in order to determine the respondents eligibility before
completing the survey: an Undergraduate student aged 18-24 years old studying in Sydney (see
Appendix A for the online survey template). Questions 4 – 9 focus on the students’ social media
consumption habits by examining the average time spent on social media, their most and least preferred
platform, along with the content they seek to engage with (see Appendix A for the online survey
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template). Questions 10 – 17 are general questions to identify the importance of the three traditional
selling propositions, the eyewear purchasing behaviour and product awareness from the students(see
Appendix A for the online survey template).
Questions 18 – 34 are brand awareness related in nature (see Appendix A for the online survey
template). Specifically, question 18 is an unaided brand name recall question to examine potential
competitors and whether respondents were able to recall Baxter Blue unassisted (see Appendix A for
the online survey template). Question 19 is an aided brand name recall question to determine whether
students could recall Baxter Blue through the assisted letter (see Appendix A for the online survey
template). Question 20 focuses on brand name awareness, specifically, the brand name recognition of
Baxter Blue amongst students (see Appendix A for the online survey template). Questions 21 – 24
examine the importance of brand name, price, quality, function, and aesthetics during the
decision-making process alongside competitor brands (see Appendix A for the online survey template).
Question 25 is a brand attribute awareness question to identify whether students could correctly guess
the price offering from Baxter Blue (see Appendix A for the online survey template). Similarly,
question 26 is a brand attribute awareness question to determine whether students should guess the
price offering with assistance (see Appendix A for the online survey template). Questions 27 – 30
assesses the students preferred advertising executional style to ensure the campaign is effectively
promoted on a relevant platform for maximised reach and awareness (see Appendix A for the online
survey template). Questions 31-33 aim to identify the students preferred creative appeal/s, in order to
develop a resonating campaign for maximised awareness (see Appendix A for the online survey
template). Finally, question 34 determines whether the students would be willing to purchase the
product in question: Blue Light Filter Glasses.
Data analysis
In order to determine Baxter Blue’s brand awareness amongst Undergraduate students, data will be extrapolated
from the 7 in-depth interviews along with the 13 online survey responses. In-depth interviews were conducted in
order to provide further insight by exploring any potential hidden information that would otherwise be restricted
if only the survey was conducted. Once the results were collated, key findings were extracted from the
qualitative research (in-depth interviews) by analysing common themes and characteristics between the 8
interviewees to provide an overarching picture (refer to Appendix C to view the interview responses). The key
findings and themes will be explored in depth in the primary research section of this report.
In addition, an online survey was conducted to measure and identify trends amongst the students to develop
predictions necessary for the campaign recommendation and conclusion. To extrapolate the data from the
quantitative research (online survey), the responses were coded and calculated to produce a mean in addition to
the graphical results from Google Forms (refer to Appendix D to view the calculations). To better understand
the sample populations brand name awareness, the unaided and aided brand name recall questions were coded
by allocating a ‘0’ for any non-response or incorrect response, a ‘1’ for partially correct answers, and a ‘2’ for
completely correct responses then divided by the number of respondents (see Appendix D (b and c)). When
respondents were asked whether they had heard of the Baxter Blue brand, a ‘0’ was allocated to a no and a ‘1’
was allocated to a yes and divided by the number of respondents (see Appendix D (d)). Similarly, to determine
Baxter Blue’s attribute awareness, the brand attribute recall question was calculated by allocating a ‘2’ to a
completely correct response, a ‘1’ to a partially correct response, and a ‘0’ for an incorrect answer or
non-response then divided by the number of respondents (see Appendix D (e)). Whilst the brand attribute
recognition was coded a ‘0’ to any incorrect or non-response and a ‘1’ to a completely correct response then
divided by the number of respondents (see Appendix D (f)).
Additionally, to determine the most important feature for respondents regarding eyewear purchases, the mean
was calculated by awarding a ‘4’ to the first choice, a ‘3’ to the second choice, a ‘2’ to the third choice, a ‘1’ to
the last choice and a ‘0’ to any non-responses then divided by the total number of respondents (see Appendix D
(h) for the calculated mean). Regarding the likert question and whether students would be interested in
purchasing the product: Blue Light Glasses, the mean was calculated by awarding a ‘1’ to strongly disagree, a
‘2’ to disagree, a ‘3’ to neither disagreeing or agreeing, a ‘4’ to agree, a ‘5’ to strongly agree and divided by the
number of respondents (see Appendix D (i) for the calculated mean). Similarly, to determine the average
engagement with social media advertisements, the mean was calculated by awarding a ‘1’ to very infrequently, a
‘2’ to infrequently, a ‘3’ to neutral, a ‘4’ to frequently, a ‘5’ to very frequently and divided by the number of
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respondents (see Appendix D (a) for the calculated mean). Furthermore, the auto-generated graphs via Google
Forms were examined to determine the importance of brand name, the competitors of Baxter Blue, the discovery
of new brands, the most and least preferred advertising platform, the most and least preferred advertisement
style, and the respondents media consumption habit (see Appendix D (g,j,k,l,n,o and p)). The findings of these
calculations will be explored in depth in the primary research section of this report.
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Secondary Research
Product (Sarah Rossi)
What is Blue Light?
Blue light (HEV) is a natural light emitted from the sun as well as from digital screens. The exposure to blue
light can impact your sleep cycle as well as cause eye strain and more serious macular degeneration. Over
exposure to blue light over many years, especially at night-time when the surroundings are dark, can induce
retina damage, including damage to the photoreceptors (Tosini et al. 2016).
Blue Light Filtering
In order to help prevent eye deterioration and assist in improving sleep schedules (altered by exposure to blue
light), blue light filtering glasses and filtered lenses for prescription glasses have been created as well as the
introduction of “Night Mode” on electronic devices (Smith 2020). This mode eradicates the blue light emitted
from screens and an orange screen is produced. Studies show that filtering blue light, especially in the evening,
improves an individual’s ability to fall asleep (Janku et al. 2019) as well as reduce their risk of potential retina
damage caused by overexposure of blue light (Tosini et al. 2016).
Baxter Blue Glasses
Baxter Blue provides Blue Light filtering glasses,
designed to protect your eyes from the exposure
of HEV light from electronic devices. The aim of
blue light glasses is to filter the light entering the
eyes to assist with sore eyes, headaches, improve
individuals affected sleep schedule as well as
physically protect eyes from premature
deterioration (Baxter Blue 2020).
Brand (Sarah Rossi)
Brand Identity
Baxter Blue portrays a sleek and professional image. Their blue and
white theme across their online presence including their website
and Instagram posts creates a unified image. This also portrays a
level of sophistication that customers associate with the products.
Baxter Blue specialises in blue light filtering glasses first,
separating it from competitors who have added blue light filtering
glasses to their wide range of collections. They also sell many
styles of the eyewear to accommodate for many different tastes as
well as offering lens filters for prescription glasses. While the name
Baxter Blue incorporates a link to the product provided, the logo
consists of orange glasses with the blue triangle, this allows
customers to directly identify the brand (Baxter Blue 2020).
Brand Attributes
The company prides itself on its charity work which involves the donation of a pair of reading classes to a
person in need with every purchase (Baxter Blue 2020). The partnership with RestoringVision proves to be a
significant portion of the brands image aligning themselves as a company that is working towards helping
others. The pricing of products is consistent across their products with every pair of glasses being prices the
same ($89) while also promising high quality. Present on social media such as Facebook and Instagram, the
brand has an online presence reaching out to over 70,000 followers combined. The company engages with
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consumers, replying to comments and reposting customer photos, this in turn builds a relationship with
consumers and a level of trust associated with this.
Key Insights: Baxter Blue has an identifiable brand image; their logo is easily recognisable and their interaction
with their social media followers improves their relationship with customers. Baxter Blue has a high value for
charity work, attracting customers with similar views.
Competitors (Sarah Rossi)
Baxter Blue faces both direct and indirect competitors. Competing brands offering the same products of blue
light filtering glasses and the ability to add this feature onto pre-existing prescription glasses. Baxter Blue also
faces competition from software such as Night Mode and “f.lux” (f.lux n.a.) available on digital devices to alter
the blue light emitted.
Direct Competitors
Brand | Price/Price Range |
Quay Australia | $60 – $75 (Quay Australia 2020) |
Oscar Wylee | $80 (adding the filter to prescription glasses) (Oscar Wylee 2019) |
OPSM | $160 – $210 (OPSM 2014) |
Specsavers | $150 – $260 (Specsavers 2020) |
It should be noted that on both Specsavers and OPSM websites they advise customers that the use of blue light
glasses is not imperative and offer other behavioural alternatives to deal with digital eye strain.
Indirect Competitors
The introduction of ‘Night Mode/Shift’ as well as light altering downloadable features such as “f.lux” on
technology is a free competitor to Baxter Blue. While offering a very different product to glasses they satisfy the
same consumer need. “f.lux” allows you to set times in which you plan to sleep and wake up, it will then adjust
the blue light emitted by your screen to suit your sleep schedule (f.lux n.a.). However, while addressing the
same consumer need, the visual impact of the ‘Night Mode’ deters many users. The altering of the screen colour
to orange is not suitable for individuals in which the digital work they carry out is colour sensitive or for
individuals who simply do not like the colour of the screen.
Key Insights: Baxter Blue’s major competitor is Quay Australia who offer the same product at a cheaper price
point. The introduction of software altering blue light emissions is also an increasing competitor for Baxter
Blue.
Industry (Sarah Rossi)
Baxter Blue is part of the Consumer Goods Sector; this is part of the production process that relates to products
purchased by individuals rather than manufacturers (Chappelow 2020). Further segmentation can place Baxter
Blues products into non-durable goods. This is due to the lifespan of fewer than three years, for example due to
breakage and change in fashion trends (Agarwal 2017).
Key Insights: Baxter Blue is part of the Consumer Goods Sector and is a non-durable good.
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Baxter Blue’s Previous Advertising Campaigns (Saorabh Kadam)
The customers choose a product over their competitors based.
Advertising is an integral factor towards the promotion of products to a target market by satisfying their appeals.
In doing so, it establishes preference amongst competitors via fear appeal to achieve a competitive advantage for
increased brand name awareness and brand attribute awareness. Baxter Blue primarily uses digital marketing as
their marketing channel to influence their target audience; with sponsored advertisements, blogs, videos, website
and search engine optimisation to connect with potential and existing customers.
Baxter Blue uses a combination of paid and owned media to showcase their advertisements. The most prominent
way of communicating to the audience for Baxter Blue is their website as it directly influences their sales as
they showcase their products online. Additionally, Baxter Blue is active across a wide range of social media
platforms including Twitter, YouTube, LinkedIn, Instagram and Facebook. With the help of social media,
Baxter Blue can easily reach a wider audience because their content can be easily shared, they also have many
followers which can help create brand awareness and demonstrate the use of the product and brand attribute.
Social media platforms
Currently Baxter Blue’s Instagram and (52,300
followers) Facebook account (23,495 followers)
have the greatest number of followers and their
Twitter (23 followers), LinkedIn (112 followers)
and YouTube (5 subscribers) accounts have the
lowest number of followers.
Since Baxter Blue’s Twitter followers are not as
high as Instagram, they have begun to direct them
to their Instagram account. They also use
sponsored advertisements across their social
media platforms including Facebook and
Instagram to reach a wider audience.
Search engine optimisation
Baxter Blue also utilises search engine
optimisation with Google for paid searches.
This ensures that they are always at the top of
all the search results for glasses on Google
which makes the probability to click on the
link higher. Therefore, their goal is to
increase user traffic to their website in order
to gain revenue.
Promotions
Another marketing strategy used by Baxter Blue is
sales promotion. Black Friday sales where Baxter Blue
offered 20% off of all their glasses for 24 hours, by
using a promo code called ‘BF20’ (Baxter Blue 2017).
By offering customers a discount via an online coupon
code, it enables Baxter Blue to increase their sales
revenue at a faster rate. This may also assist in
attracting new customers who may consider to
purchase the product due to the discount provided.
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Blogs
Baxter Blue has a blog where consumer’s review articles related to living a healthy life are posted. This assists
Baxter Blue in portraying their brand image as one which focuses on healthy living. This in partnership with
their ‘Pair for a Pair Pledge’ reinforces their corporate social responsibility activity establishing a competitive
advantage over their competitors such as Specsavers and Quay Australia.
Influencers
Baxter Blues’ more realistic marketing campaign works with the help of micro influencers like Katie Parrott
(20.3 K followers) and Gina Rose (10 K followers). These influencers have a large following who lies within
Baxter Blues’ target market making it beneficial to collaborate with them. The influencers do a free giveaway of
their glasses in order to increase brand awareness and gain traffic for the website to generate revenue for the
company due to increased brand awareness.
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Corporate social responsibility promotion
Baxter Blue has been currently running a camping called ‘Pair for Pair Pledge’ which gives a pair of glasses to a
person in need when you purchase a pair of glasses. Campaigns like this help Baxter Blue reinforce the CSR
objective of the company to gain a competitive advantage.
Key finding: Baxter Blue primarily engages in digital media marketing via website, search engine optimization,
social media, blogs and influencers. Additionally, there is an ongoing campaign called ‘Pair for Pair Pledge”
which helps Baxter Blue to reinforce their corporate social responsibility objectives.
Target Market (Saorabh Kadam)
Baxter Blue’s target market is based on undergraduate university students aged between 18 to 24 years old. The
studies conducted by on campus advertising and The Australian Millennial state the social media habits of
undergraduate university students. For comparative purposes, some findings have also been extrapolated from
American Universities (Figure 1) and other findings are based on Australian University students (Figure 2 and
3). Additionally, the finding for the creative appeal is based on journal findings which are related to advertising
research, marketing and management, applied psychology and promotion management.
Media consumption habits in Australia by university students
Figure 1: Time Spent Per Week on Media Formats (On Campus Advertising 2019, p.4).
The figure above reveals a study conducted by On Campus Advertising 2016. The study reveals that 17.1 %
target audience use social media for more than 10 hours and 26.7% use it for 2 to 5 hours which makes social
media the most popular marketing channel. The weakest form of marketing channel listed above is print
magazine and broadcast radio with 1.9% and 1% per 5 to 10 hours respectively.
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Figure 2: The rise of Facebook as a news source (The Australian Millennial report 2019, p.11).
A study revealed that 22.49% of the target market receive their news through Facebook and 18.54% through
TV; which makes online digital media the strongest way of receiving news, and also makes digital media the
optimal marketing channel for Baxter Blue. Within social media there are different platforms which are used by
university students. Facebook remains the most popular with 18.54% active users. Similarly, others receive their
content through online newspapers, twitter and other websites (22.49 + 6.69 + 11.85+ 16.11 = 57.14%).
Figure 3: Internet (The Australian Millennial report 2019, p.108).
The target market primarily uses Facebook 42%, YouTube 35%, Netflix 32%, Instagram 29% and Gmail 25%.
Facebook allows them to follow celebrities as well. Additionally, the graph separates males and females.
In recent years, there has been a massive increase in visual applications on social media like Instagram,
Pinterest, Netflix, YouTube, Snapchat and Tumblr. Additionally, subscription-based services like Netflix,
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YouTube Red and Spotify premium have also gained an increase in popularity (The Australian Millennial report
2019).
Therefore, digital media is the most optimal solution for the target market of 18 to 24 years old Australian
university students while traditional media is the least optimal solution for advertising.
Creative appeal/styles in Australia by university students
For undergraduate university students aged between 18 to 24 years old, one of the most effective creative
appeals is fear. An in-depth secondary research states that the use of shock (fear) in a comedic way is the best
way to create brand awareness; which allows to create a larger attention span and engagement with the audience
(M. Karpinska 2020). Similarly, other creative appeals such as ads which have artistic creativity and a high
value, following ads illustrating corporate social responsibility and also capitalisation based on the nature of the
relationship that the brand has with their consumers (Hoffman 2014; Ace Metic 2014; Nielsen 2017; Grace
2011). Millennials favour brands which showcase their identity (Nielsen 2017).
Studies show, it is clear that there is an escalation towards fear used in a comedic way in advertising targeted to
university students in Australia (David et al. 2013). University students have a great understanding of complex
advertisement, as they tend to understand sarcasm more easily in comparison to an older demographic.
Companies like United Colours of Benetton and Diesel have advertisements which include anti-establishment
images which are surprising and defiant in nature. Therefore, some of the advertisements can be said to be
generating shock or fear in the audience’s mind which is creating brand awareness because they have created a
controversial advertising campaign (Anderson et al; Dahl et al., 2003; Wells et al., 2008). Moreover, the
campaign generates free publicity resulting in high levels of brand awareness internationally and contributes
towards thethe cost-effectiveness of the advertising campaign.
Fear (shock) is effective in capturing attention, making the use of advertisements based on fear increase the
attention span of the audience while also making it easier to recall the advertisement (David et al. 2013).
Moreover, fear is the most effective appeal for university students, but it serves as a peripheral cue which is
more suitable for low involvement products. Therefore, if there is a high involvement product, it may be more
beneficial to incorporate other creative appeals whereby humour or sex appeal may be more significant.
Additionally, companies should be mindful of using violent images for advertising; as some companies have
suggested that exposure to more sexual and explicit images has made people remember the images instead of the
brand name or even the product (Bushman 2007; Bushman & Bonacci 2002; Bushman & Phillips 2001).
However, deciding the most effective creative appeal based on the research conducted may have some recall
depending upon the product and also because of the heterogeneity of the wide age cohort of the research sample.
As a result, by clearly defining the generational group and the product category, along with understanding the
differences between the groups researched, it will assist in developing an effective creative appeal.
Key findings: Digital media is the most effective marketing channel for university students; fear is the most
popular creative appeal; depending upon the product category the creative appeal changes.
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Primary Research
Qualitative Research – In-Depth Interview
Findings (Grace Jeon)
Product Category
Screening questions (question 1 in Appendix B) confirmed that interviewees were undergraduate students ages
18-24years old studying in Sydney. Furthermore interviewee Gina stated that she preferred clear standard
multifocal lens whilst interviewee Lynn preferred wayfarer glass frames (refer to Appendix C). This
demonstrated the vast personal preferences amongst this sample. Main eyewear retailer brands that interviewees
knew of were Specsavers, Oscar Wylee, OPSM, Quay and Raybans. “Would you be able to name any
retailers who sell eyewear glasses?”- Yes: Specsavers, OPSM, Oscar Wylee (Interviewee Irene refer in
Appendix C).
Brand Awareness and Attributes
Questions that reflected on brand attributes were asked to test the awareness of the brand and its promotional
activities (refer to question 6,7,8 in Appendix B). Through the results it was evident that all interviewees were
unaware or had no brand name recall for Baxter Blue and their blue light filter glasses. “The only one she can
remember is Felx Grey” (Interviewee Lynn, see in Appendix C). Additionally interviewees had not encountered
nor received any of Baxter Blue’s direct marketing. “Have you ever received promotional media directly
from Baxter Blue?”- No, I haven’t received any ad recently (Interviewee Irene refer to Appendix C).
Creative Appeals
Questions 13 a,b,c,d (found in Appendix B) explored the different types of creative appeal concepts (questions
with a table of various existing campaign posters. Furthermore creative appeals that interviewees preferred
could be identified. Results showed that 5 interviewees preferred humour appeals and 2 interviewees
correspondingly preferred aesthetic appeals. Humour seemed to be most important as they “lighten up the mood
and make the ad interesting” (interviewee Christina in Appendix C) along with “it helps ads to be easily
accepted” (Interviewee Irene in Appendix C). Likewise the looks and layout of the ad were equally desired as an
interviewee stated that aesthetics were “the most important part to attract and catch people’s eyes” (Interviewee
Mona in Appendix C). Conversely, unclear brand messages and irrelevant advertisements appeared to be least
favoured such as the Burger King ad “I am not sure what is the real meaning” and “there is too much writing
and it’s hard to focus on the key point” (Interviewees Irene and Christina refer to Appendix C). Moreover
participants four out of the seven interviewed suggested that humour appeals should be adapted into Baxter
Blue’s advertisements “adding humour to their ads to grab attention especially our young age group”
(Interviewee Gina refer to Appendix C)
Media Consumption
Questions were directly asked on media consumption habits that identified the respondents shopping behaviour
and interactions on various types of media platforms (questions 9,10 see Appendix B). Online social media was
the most significant platform used and question 9 (see in Appendix B) examined the average hours interviewees
consumed devices. Results showed that the consumption hours ranged between 8-15 hours with lowest time
consumption being 8 hours “use phone 8hrs per day last week” (Interviewee Christie refer to Appendix C) and
highest device consumption time of 15 hours “use smartphone for around 15 hours” (Interviewee Sammi refer to
Appendix C). Results revealed that interacting and engaging with brands online such as Instagram using
influencers and competitions were effective on increasing buying behaviour. “Sponsored posts on Instagram so
it comes up when you’re scrolling” (Interviewee Christie refer to appendix C).Similarly, interview question 10
(see in appendix B) examined if interacting with the brand directly improved engagement with consumers,
influencing their purchasing decisions. Answers confirmed that interviewees had purchased products by
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contributing to brand’s promotions “entered competitions to win vouchers” (interviewee Gina Appendix C) or
through influencers “Yes, bought face halo → would be more inclined to buy products endorsed by celebrities”
(interviewee Mathew refer to Appendix C).
Limitations – (Alison Nguyen)
The primary advantage of in-depth interviews is that they provide much more detailed information than what is
available through other data collection methods, such as surveys. However with advantages it is vital to note that
there have been underlying limitations that hinder the reliability of the results when conducting in-depth
interviews.
To ensure that the results gained are reflective of the target market, 18 to 24 years old undergraduate students,
non-probability sampling techniques were used to select 8 interviewees for the in-depth interview. The selected
8 interviewees were gathered amongst the group member’s friends or family. Although all interviewees fit the
target market criteria, due to the sample size limitations and the use of non-probability sampling, the
information generated may be biased when generalising the whole target market therefore may not be a true
representation of the target population. In addition, majority of the interviewees were female, with only one
male, as different genders have different preferences, it is evident that the data collected has a level of bias and
is not a true representation of the population. Although Baxter Blue targets all non-prescription and prescription
users, the 8 interviewees all wore prescription glasses, thus the sample could be prone to bias, as the
interviewers intentionally selected interviewees who wore glasses. Although Blue Light Filter Glasses do not
require a prescription, this could lead to a biased result which hinders reliability as it is not an accurate portrayal
of the target market.
This can be counteracted by interviewing more interviewees by probability sampling, specifically
random-sampling rather than non-probability sampling, which is more of an unbiased representation of the total
population. However, this may be difficult to achieve due to time restrictions and financial limitations, but
instead result in more reliable data as it would closely resemble the total population.
Furthermore, the interviews were not conducted in person via face-to-face but were either done over the phone
or online due to the current circumstances. As the interviewers were not there in person, behaviour and body
language cannot be observed. This could hinder the effectiveness of the interview, as the interviewers were not
ascertained whether or not the interviewee understood the question or how attentive they are through social
cues. Another issue that could arise, is that the interviewees could have used a browser to seek answers to the
responses, which would hinder the reliability and validity of the results.
The data that has been received has been vital to provide the recommendations given in this report. However, it
is crucial to note that there have been various limitations which have been met throughout the market research
process which must be indicated when making recommendations and coming to a conclusion.
Conclusion – (Alison Nguyen)
It can be concluded from the qualitative data that the target market is unaware of the brand Baxter Blue. The
media usage is high amongst the target market, where interviewees are frequently active on social media
channels,specifically Instagram. The results also reveal that the interviewees first hear about brands through
social media, particarly Instagram, and the majority of them would be influenced by celebrity endorsements
which would increase their buying behaviour. In addition, the interviews also provided insights regarding the
effectiveness of different types of creative appeal where it showed that humour and aesthetic appeals were most
preferred whereas sexual and fear were the least preferred.
Finally, the interviewees suggested that a humour appeal should be adapted into Baxter Blue’s advertisement as
they believe that it would be the most engaging and appeal most to them. It can be stated that the qualitative data
was able to support the majority of the findings for the research objectives in which we can conclude that there
have been common themes where there is a lack of brand awareness and the target market is frequently active
on social media. Therefore it is vital that the advertising campaign focuses on increasing brand awareness and
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brand attribute through social media, particularly instagram by using humour and aesthetic appeal as that would
be the most fitting choice to engage the target market.
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Quantitative Research – Survey – (Alison Nguyen and Linh Tiet)
Sample - (Alison Nguyen)
The survey had a sample of 13 respondents with a combination of male and female participants. These
participants were predominantly friends or family members of the researchers who were mainly undergraduates.
Methodology - (Alison Nguyen)
Quantitative data was gathered through an online survey conducted via Google Forms. The survey consists of 34
questions formatted into various styles inclusive of open-ended short answers, closed ended questions, multiple
choice and ordinal scales that focuses on areas of brand awareness, brand attribution, media consumption,
advertising appeals and influencing attributes upon the purchase of eyewear. The method and procedure of the
survey is further discussed in the Methodology section above.
Findings
Brand Awareness - (Alison Nguyen)
Questions 18-27 were designed to identify and understand the brand awareness of Baxter Blue (see Appendix A
for the online survey template). The questions consist of unaided brand name recall, aided brand name recall,
attribute recall and attribute recognition which specifically examines brand awareness of Baxter Blue. The
question also consists of the influencing attributes during the decision making process such as, brand, price,
quality, function and aesthetics.
In question 18, survey respondents were asked to list as many name brands of eyewear as possible, none of the
respondents were able to mention Baxter Blue as a brand for eyewear (see Appendix D (b)). In the following
question for aided brand recall, respondents were asked if they could mention an eyewear brand starting with the
letter ‘B’ resulting in all respondents saying ‘No’ (see Appendix D (c)). A mean of 0/2 was calculated for both the
unaided and aided brand recall question which clearly demonstrates that there is zero brand recall and poor
brand awareness of Baxter Blue (see Appendix D (b)&(c)).
However, when prompted with the brand name, “Have you heard about Baxter Blue before?”, 84.6% of
respondents said that they had not heard of this brand before, equivalent to a mean of 0.15/1 signifying that
there is almost no brand recall but it is not at absolutely zero (see Appendix D (d)). This does present that the
majority lack brand name awareness and brand recognition even when prompted with the brand name which
further concludes our hypothesis of Baxter Blue lacking in brand awareness..
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Furthermore, from question 21, we could conclude our top competitors are OPSM and Specsavers as both had a
mode of 5 where majority of respondents selected these stores for where they buy eyewear from (see appendix
D (j)). We can see zero respondents selected Baxter Blue, this clearly demonstrates that there is high
competition and that in order to penetrate the market, we must create more brand awareness for Baxter Blue
(see appendix D (j)).
In addition, from questions 22-24 we could conclude that undergraduate students were not always looking at
brand names when purchasing eyewear with 84.6% voting ‘sometimes’ when asked “is brand name something
you look at when you are buying glasses?” (see Appendix D (g)). However quality and function as key attribute
features when purchasing eyewear, where quality ranked 1st and function ranked 2nd as the most important
features, with a mean score of 2/4 and 1.92/4 respectively (see Appendix D (h). From this we can see that
although brand name may affect consumer purchase decisions, quality and function are regarded as the most
important features.
Furthermore, from question 25 respondents were asked to guess the price offering of Baxter Blue’s glasses
unaided where respondents were able to provide a short answer, a mean of 0/2 was calculated which clearly
shows that no brand attribute (price) recognition was present when unaided (see Appendix D, (e).
Similarly, in the next question respondents were asked to guess the price offering of Baxter Blue’s glasses aided,
where respondents had to select a price option through multiple choice. A mean of 0.08/2 was calculated, which
shows that on average respondents were unable to recognise the brand attribute (price) of Baxter Blue, there
were only 1 correct response out of 13 responses. (see Appendix D, (g)).
A 5-point Likert scale (1= Very infrequently , 5= Very frequently) was used to measure participants’ interest in
purchasing Blue Light Glasses at the end of the questionnaire. The results showed that a mean score of 2.62/5
(see Appendix D part i) It is in between ‘disagree’ (2) and ‘neither agree or disagree’ (3), this implies that, on
average, the sample did not generally agree with the statement that they would purchase Blue Light Glasses.
Although all respondents now had brand awareness of Baxter Blue the sample did not generally agree with the
statement, this may pose an issue that we need to overcome which will be further discussed in our
recommendation.
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Creative Appeal - (Alison Nguyen)
Targeting consumer needs with the most effective advertising appeal is critical in advertisement. In order to
maximise reach and generate brand awareness, the right appeal needs to be used which is based on the objective
of the campaign and the type of consumer being targeted. Questions 27 -33 in the survey aim to identify the
students preferred advertising executional style and appeal, in order to develop campaign recommendations to
maximise campaign awareness and engagement .
We can conclude that our respondents often learn about new brands through word of mouth and social media
with each having an even vote of 38.5%, equivalent to a mode of 5 (see Appendix D (k)). Social media ads were
most effective as a type of advertisement that would catch the most attention whereas radio and newspaper were
the least effective (see Appendix D, (l)).
From question 31, 41.7% of respondents selected celebrity endorsement as the most preferred advertisement
style from the five different advertising appeals that they could see (see Appendix D (n)).
In addition, sexual appeal was rated the least preferred with 41.7% of respondent voting, and fear appeal with
33.3% of respondents voting as least preferred (see Appendix D (n)).
From question 33, respondents suggested that Baxter Blue should adopt celebrity advertisements with 46% of
respondents choosing that it would be most appropriate and engaging(See Appendix D (q)). The other 23% were
non-responses and the other 31% were a mix of humour and sexual appeal (See Appendix D (q)). The
quantitative results clearly show that Baxter Blue should use celebrity endorsements as it appeals most to the
target market. The data shows that this would be the most effective to catch the target market’s attention in order
to generate brand awareness and retention. Baxter Blue should also advertise on social media, specifically
Instagram to maximise reach which enables them to generate brand name awareness and brand attribute
awareness to the target market which ultimately would be the most tactical method to reach the communication
objectives.
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Media Consumption - (Linh Tiet)
By identifying the media consumption habits, Baxter Blue is able to deliver the desired message in front of the
right audience at the time that the target audience is most likely to engage. Questions 4-9 in the survey was
designed to get the most data by asking respondents how much time they spend on social media daily, platforms
they use and their most and least preferred platform, along with the content they seek to engage with (see
Appendix A for the online survey template) . As a result, a significant number of 61.6% of respondents admitted
that they use social media 3-6 hours per day (see Appendix D (o)).
Furthermore, while Instagram is the most popular social media platform with approximately 85% of our
respondents currently active users (see Appendix E for question 5), Facebook with 40% has become a platform
with the highest engagement level (see Appendix E for question 6), and Twitter held largest percentage – 30,8%-
of our respondents when they were asked to chose application that they least engaged (see Appendix E for
question 7).
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A 5-point Likert scale (1= Very infrequently , 5= Very frequently) was used to measure the participants’
engagement level with social media advertisements such as commenting, sharing posts and purchasing via link.
The results showed that a mean score of 2.53 (see Appendix D (a) for the mean calculation) is in between
‘infrequently’ (2) and ‘neutral’ (3), which means that on average the respondents do not actively engage with
advertisements that appear on social media.
Key findings:
– 61.6% of respondents admitted that they use social media 3-6 hours per day.
– Instagram is the most popular social media platform
– Facebook is the platform with the most engagement.
– Respondents not frequently active in engaging with advertisements on social media.
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Limitations – (Linh Tiet)
Some of the limitations should be recognised to provide directions for future research.
First of all, there were some levels of bias in the research as the survey was sent to and completed by each group
member’s friends and family or people of close vicinity. Sampling from individuals that were well familiar with
the researchers due to ease of access so that the sampling done was not random sampling since there might have
been interviewer bias and they may have been selected to suit the purpose of this task. Therefore, these sampling
groups may not be a true representation of the total population. This can be fixed by gathering data and samples
from the public, random individuals who have no connection with the group members, but researchers should
consider in choosing the target population that can be linked to further study. As a result, this would closely
resemble the total population and results in more reliable data being collected, however this may be difficult to
achieve a high number of participants due to resource inefficiency such as time and money.
Secondly, a small sample size was another limitation when conducting this research. As in whole only 13
answered surveys were collected, thus may result in data of less quality and may not properly represent the
population as a whole. In addition to potential bias, the data may not accurately depict the general population
holistically due to reliability issues
Thirdly, another potential limitation concerns lack of diversified question formats as it is unable to account for
the broader target audience. By keeping the online surveys short and simple in order to maintain respondents’
interest to complete the survey, it became a barrier for researchers to gain deeper insights and more accurate
reflection of individual’s thoughts towards the study.
Another limitation is that the respondents can use their browser or device to search for answers which
jeopardizes the reliability of the results. For example, for the unaided brand name recall question, while face to
face survey (paper survey) respondents have to provide the answer directly, respondents attending to an online
survey are able to search for the brand or product and then provide responses. Therefore, it might affect the
reliability of the results, this potentially make it more difficult for researchers to get a true impression of the
target audience on the field of the study.
Conclusion – (Linh Tiet)
The findings from quantitative data – online survey – supports the conclusion that relate to several attributes
including brand awareness, creative appeals and media consumption. Firstly, it revealed that Baxter Blue
currently lacks brand awareness due to the extremely low brand recognition from the target market. This led to
responses being unable to recognise the brand attribute (price) of Baxter Blue. Secondly, OPSM and Specsavers
are considered as major market rivals of Baxter Blue since the majority of respondents selected these stores for
where they buy eyewear from. In short, it can be seen that focus on rising brand awareness throughout the target
market is a vital objective for the business at the moment.
The findings also support the conclusion that celebrity endorsement as the most preferred advertisement style
from the five different advertising appeals such as humour, sexual, fear, business and celebrity endorsement.
Therefore, it is suggested that a celebrity endorsement approach is more effective for achieving greater brand
awareness and positive brand perceptions.
Lastly, the findings for media consumption revealed that respondents spend a large amount of time on social
media between 3 to 6 hours per day. Although Instagram was voted as the most popular social media platform,
Facebook is the platform with the most engagement level. Thus, running advertising on social media such as
Instagram and especially Facebook is an optimal approach to get close to consumers.
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Comparison between Primary and Secondary Research - (Linh Tiet)
By determining the gap between primary research and secondary research, the study can obtain the most
accurate market research for Baxter Blue’s Light Glasses to help the business set goals for future target
objectives towards achieving brand name and brand attribute awareness. For that reason, some attributes will be
put in the following comparisons.
Firstly, the findings from both primary and secondary research showed that Facebook and Instagram are the two
most used social media platforms. However, secondary research revealed that the target population uses
Facebook the most, but the in-depth interviews revealed Instagram (see Appendix C), and survey findings
revealed Facebook (see Appendix E for question 6) . Therefore, it can be concluded that the survey findings
confirm the secondary research but the interview findings do not.
Additionally, while secondary research revealed there is 33.3% of respondents that use social media for more
than 5 hours on a daily basis, the quantitative research – surveys – showing a slightly greater percentage of
38.5% (see Appendix (o)). Although in the qualitative research, all 8 interviewees admitted that they spend more
than 5 hours per day on their device (see Appendix C), this findings can not be related to the hours of using
social media because it could not indicate specific activities that interviewees interact with during the time they
use their device.Thus, the findings from the quantitative research – surveys – can be used to confirm the statistics
from secondary research are reliable and lead to the conclusion that the target consumers are spending large
amounts of their time daily on social media, but the qualitative research -interviews- do not have enough
information to be concluded so.
In addition, there is also a noticeable difference in the findings of the most preferable creative appeal of
advertisement. The primary research – surveys – showed celebrity endorsement as the most preferable creative
appeal (see Appendix D (l)), however, results which were obtained from the in-depth interviews revealed that
humour and aesthetic appeals were most preferred (see Appendix C). Furthermore, the findings from secondary
research above mentioned that fear is the most effective appeal for university students who are also in our age
range target. It can be concluded that our primary research findings both qualitative and quantitative data are
unable to represent the secondary research findings. Thus, further research needs to be operated in order to gain
deeper insight that can be used to obtain effective advertising strategy.
Target Market (Findings) - (Hao Chen and Sarah Rossi)
The target market belongs to all undergraduate students aged 18-24 in Sydney, regardless of males or females.
Secondary research showed that creative strategies involving fear appeals are preferred by the target market,
however this conflicts with primary research findings of celebrity endorsement being favoured by the
respondents. Data from both research methods revealed that social media ads was the most commonly
experienced form of advertising, specifically through Facebook and Instagram.
Communication Objectives - (Fiona Truong)
– To create awareness of the eyewear brand name that provides glasses filtering blue light, specifically
Baxter Blue, amongst female and male Undergraduate university students aged between 18-24 years
old in Sydney.
– To create awareness of the price range for glasses filtering blue light, specifically offered by Baxter
Blue, amongst female and male Undergraduate university students aged between 18-24 years old in
Sydney.
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Recommendations and Conclusion - (Hao Chen and Sarah Rossi)
In order to improve brand awareness, the following recommendations have been proposed to Baxter Blue in
respect to future research and advertising campaigns. These recommendations are based on the findings made in
this report.
Research Recommendations
In order to increase the reliability of quantitative and qualitative data, the following recommendations are
advised.
When completing future market research, it is advised that Baxter Blue conducts research involving a large
sample size. This is in response to the collected data being restricted to the limited sample size of the 8 in-depth
interviewees and 13 survey respondents. The use of probability sampling, specifically stratified random
sampling is recommended to ensure a diverse range of respondents and thus improving results reliability. The
use of a large sample size and probability sampling will result in more distinct findings to be made, allowing
Baxter Blue to gain a more complete and wider understanding of the target market. In addition, in order to
eliminate prejudice, which was in the survey with friends or family members, the sampling range should be
expanded and people from different regions and jobs should be selected in the future research.
Advertising Recommendations
The following recommendations are advised in order to Baxter Blue’s to improve their Brand Awareness within
the target market.
The findings made throughout the report reveal the importance of social media within the selected target market
(Appendix D, l). Undertaken primary research shows that Instagram is the most popular form of social media,
and Facebook shows the most engagement amongst users. For this reason, it is recommended that Baxter Blue
continues to improve their online presence on both platforms as well as engage in sponsored advertisements. In
addition to this Baxter Blue is also advised to post content that will engage the target market such as ‘Tag and
Follow to Win’ competitions, this will assist in promoting the brand to individuals who were previously
unaware of the brand through a “word-of-mouth” exchange (Appendix D, k).
While the secondary research shows that fear is the most effective creative appeal, quantitative research findings
show that celebrity endorsement is favoured by the respondents (Appendix D, n). Due to this, it is recommended
that Baxter Blue engages in both styles. Baxter Blue can utilise fear by tastefully explaining, through a series of
posts, the benefits of blue light filtering glasses and the negative effect blue light can have on eye health. The
use of celebrity endorsements can also be utilised through the continuing of sponsoring and partnering with
“famous” social media influencers as well as seeking sponsorship with other celebrities to engage the target
market.
Conclusion
In conclusion, the findings from this report reveal that brand awareness for Baxter Blue amongst undergraduate
university students is low. In order to improve this, primary and secondary research show that the use of social
media particularly Facebook and Instagram would be beneficial in improving brand awareness amongst the
target market. The use of creative appeals such as fear and celebrity endorsements would also be beneficial for
the brands advertising campaign.
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5. Baxter Blue 2020, Improving Lives through our Pair for a Pair Pledge, viewed 21 April 2020,
<https://www.baxterblue.com.au/pages/giving-back>
6. Baxter Blue 2020, The Story Behind Baxter Blue, viewed 22 April 2020,
<https://www.baxterblue.com.au/pages/who-are-we>.
7. Bushman, B.J., 2007. That Was a Great Commercial, but What Were They Selling? Effects of Violence
and Sex on Memory for Products in Television Commercials 1. Journal of Applied Social Psychology,
37(8), pp.1784-1796. https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1559-1816.2007.00237.x
8. Bushman, B.J. and Bonacci, A.M., 2002. Violence and sex impair memory for television ads. Journal
of Applied Psychology, 87(3), p.557. https://psycnet.apa.org/record/2002-01666-014
9. Bushman, B.J. and Phillips, C.M., 2001. If the television program bleeds, memory for the
advertisement recedes. Current directions in psychological Science, 10(2), pp.43-47.
https://journals.sagepub.com/doi/abs/10.1111/1467-8721.00111
10. Chappelow, J. 2020, ‘Consumer Goods Sector’, Investopedia, 27 March, viewed 21 April 2020,
<https://www.investopedia.com/terms/c/consumer-goods-sector.asp>
11. Dahl, D.W., Frankenberger, K.D. and Manchanda, R.V., 2003. Does it pay to shock? Reactions to
shocking and nonshocking advertising content among university students. Journal of advertising
research, 43(3), pp.268-280.
https://www.cambridge.org/core/journals/journal-of-advertising-research/article/does-it-pay-to-shock-r
eactions-to-shocking-and-nonshocking-advertising-content-among-university-students/9899C853E05C
E5ED577F03314E27E01F
12. David S. Waller, Sameer Deshpande & B. Zafer Erdogan (2013) Offensiveness of Advertising with
Violent Image Appeal: A Cross-Cultural Study, Journal of Promotion Management, 19:4, 400-417.
https://www.tandfonline.com/doi/full/10.1080/10496491.2013.817220?scroll=top&needAccess=true.
13. f.lux n.a., f.lux software to make your life better, viewed 21 April 2020, <https://justgetflux.com/>
14. Grace, A. (2011), Creative is king when targeting millennials,” comScore.com (May 10, 2011),
https://www.comscore.com/Insights/Blog/Creative-is-King-When-Targeting-Millennials
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15. Hoffman, M. (2014), Attention brands: This is how you get millennials to like you. Adweek, (October
6), http://www.adweek.com/brand-marketing/attention-brands-how-you-get-millennials-you-160575/
16. Janku, K., Smotek, M., Farkova, E. & Kaprivova, J. 2019. ‘Block the light and sleep well: Evening
blue light filtration as a part of cognitive behavioral therapy for insomnia’, The Journal of Biological
and Medical Rhythm Research, vol. 31, no. 2, pp. 248 – 259.
17. Karpinska-Krakowiak, M. (2020). Gotcha! Realism of Comedic Violence and Its Impact on Brand
Responses: What’s So Funny about that Bloody Ad? The Moderating Role of Disposition to Laughter.
Journal of Advertising Research, 60(1). https://doi.org/10.2501/JAR-2019-004
18. MacSmith, M., & McGillick, T. (2019). The Australian Millennial Report 2019. Millennial Future.
19. Nielsen (2017), “Millennials on Millennials: A Look at Viewing Behavior, Distraction, and Social
Media Stars,” (March 2),
<http://www.nielsen.com/us/en/insights/news/2017/millennials-on-millennials-a-look-at-viewing-beha
vior-distraction-social-media-stars.htm>
20. On Campus Advertising 2016, College Student Media Consumption Survey, viewed 5 April 2019,
<https://www.oncampusadvertising.com/wp-content/uploads/2016/11/College-StudentMedia-Consumption-Survey-Spring-2016.pdf>.
21. OPSM 2014, Blue Light Exposed, viewed 21 April 2020,
<https://www.opsm.com.au/eye-care/blue-light>
22. Oscar Wylee, Blue Light Filter, viewed 21 April 2020,
<https://www.oscarwylee.com.au/blue-light-lens.html>
23. Quay Australia 2020, Blue light, viewed 21 April 2020,
<https://www.quayaustralia.com.au/collections/blue-light>
24. Smith, A. 2020. ‘Why Blue- Light- Blocking Frames Are Smart to Use in the Work-From-Home Era’
Entrepreneur, Asia Pacific, 31 March, viewed 21 April 2020,
<https://www.entrepreneur.com/article/348462>.
25. Specsavers 2020, Blue light, viewed 21 April 2020, <https://www.specsavers.com.au/blue-light>
26. Tosini, G., Ferguson, I. & Tsubota, K. 2016. ‘Effects of blue light on the circadian system and eye
physiology’, Biology and Genetics in Vision and Research, vol. 22, pp. 61 – 72.
27. Wells W, Burnett J, Moriarty SE, Pearce RC, Pearce C. Advertising: Principles and practice.
Englewood Cliffs, NJ: Prentice hall; 1989 Jan.<https://ugeb.pw/19-22-04.pdf>
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Appendices
Appendix A – The online survey template
29
30
31
Appendix B – The in-depth interview guide
1. Please state your first name, current University institution, and confirm whether you belong in the
18-24 age bracket.
2. Would you be able to name any retailers who sell eyewear glasses?
3. Have you heard of Light Filter Glasses that block out harmful HEV light from devices such as
computer screens, tablets, and smartphones?
a. If yes, how? (i.e word of mouth, social media etc)
b. Could you recall a brand starting with the letter B that sells these light filter glasses?
4. What style of frame do you prefer? (Aviator/Cat eyes/Oval/Semi-Rimless/Wayfarer)
5. Do you currently wear prescription glasses?
a. If yes,
i. What’s the prescription of your current glasses?
32
ii. iii. b. If no, |
What lenses do you prefer? (Clear standard/ Custom sunglasses/ transitions) What percentage of thickness of lens do you prefer? (30%/40%/50%) |
i. ii. |
Are you willing to wear non-prescription glasses? What price range are you willing to spend on non-prescription glasses? |
1. If a company is highly involved with a charity, are you willing to spend
more with them compared to a cheaper competitor?
6. Were you aware that Baxter Blue offers Blue light Filter Glasses?
a. If yes, how? (i.e word of mouth, social media etc)
b. If no, would you be open to purchasing the filter glasses from them?
7. Have you ever shopped with Baxter Blue?
a. If yes,
i. ii. iii. |
What have you purchased? Have you ever referred friends and/or family to Baxter Blue? What is your opinion on the range, quality and price of glasses offered at Baxter Blue? |
b. If no,
i. | Do you shop at another competitor store and/or site? (i.e Specsavers, OPSM, Oscar Wylee) – ONLY MENTION EXAMPLES IF THEY DON’T STATE ANYTHING Have you encountered any forms of advertisements from the brands provided recently? |
ii. |
8. Have you ever received promotional media directly from Baxter Blue? (i.e Online social media: FB,
Snapchat, Twitter, Instagram etc), TV advertisements, website banners, radio).
a. If yes, which platform was it and could you recall what the advertisement was about?
b. Which media form would you say is the most effective for Baxter Blue advertisements and
why?
9. On average, how many hours do you spend viewing a device? (i.e computer screens, tablets and
smartphone)
a. Which media platform do you consume most? (i.e FB, Snapchat, Twitter, Instagram etc)
b. What content do you seek the most? (i.e fashion trends, news, memes etc)
10. Whilst on social media, have you ever interacted with a brand directly? (i.e commenting, tagging and
engaging with shoppable content and/or competitions)
a. Have you ever purchased a product advertised in the promotional media?
b. Do you follow any social media influencers/celebrities on any platform?
i. If yes, have you ever purchased a certain product after it’s been endorsed by a
celebrity you like?
11. Typically speaking, how do you first hear about a brand? (i.e. word of mouth, social media influencers,
personal shopping, window browsing)
a. Does this influence the brand and product you select?
12. Have you ever signed up to a brands loyalty program?
a. If yes, did you receive any promotional emails/text messages?
i. If yes, please elaborate on the nature of this interaction? (i.e. Reading the email/text
received, opening a link to an external website, forwarding the content to family
and/or friends)
13. Please examine the following ads:
a. Which advertisement is your favourite and why?
b. Which advertisement is your least favourite and why?
c. Which aspects of the ad stands out to you?
i. Which ad style do you think is the most effective for Baxter Blue to adopt into their
ads? (I.e sexual appeal, humour appeal, fear appeal etc)
d. Do you think Baxter Blue could potentially adopt any of the stand out features?
33
* |
Ap
pendix C – The in-depth interview responses
Member | Interview Responses |
Fiona | 1. Please state your first name, current University institution, and confirm whether you belong in the 18-24 age bracket. – Christina, UTS, Yes 2. Would you be able to name any retailers who sell eyewear glasses? – Yes: Specsavers, OPSM, Oscar Wylee 3. Have you heard of Light Filter Glasses that block out harmful HEV light from devices such as computer screens, tablets, and smartphones? – Yes a. If yes, how? (i.e word of mouth, social media etc) – Advertising on social media b. Could you recall a brand starting with the letter B that sells these light filter glasses? – No 4. What style of frame do you prefer? (Aviator/Cat eyes/Oval/Semi-Rimless/Wayfarer) – Oval rimmed glasses 5. Do you currently wear prescription glasses? a. If yes, i. What’s the prescription of your current glasses? – -3.50 for both eyes |
34
ii. What lenses do you prefer? (Clear standard/ Custom sunglasses/
transitions)
– Anti-reflection, scratch-resistant hard coating
iii. What percentage of thickness of lens do you prefer?
(30%/40%/50%)
– 40% and I always get it made thinner than it would originally be b. If no, 1. If a company is highly involved with a charity, are you willing to spend more with them compared to a cheaper competitor? 6. Were you aware that Baxter Blue offers Blue light Filter Glasses? a. If yes, how?(i.e word of mouth, social media etc) b. If no, would you be open to purchasing the filter glasses from them? – Depends on if they have stores where I can try them on. 7. Have you ever shopped with Baxter Blue? a. If yes, b. If no, i. Do you shop at another competitor store and/or site? (i.e Specsavers, OPSM, Oscar Wylee) – ONLY MENTION EXAMPLES IF THEY DON’T STATE ANYTHING – Yes, from Specsavers, OPSM and Oscar Wylee 8. Have you ever received promotional media directly from Baxter Blue? (i.e Online social media: FB, Snapchat, Twitter, Instagram etc), TV advertisements, website banners, radio). – No, I don’t think so or at least unable to recall any. a. If yes, which platform was it and could you recall what the advertisement was about? b. Which media form would you say is the most effective for Baxter Blue advertisements and why? – Instagram, as sponsored posts between my followed posts catch my attention 9. On average, how many hours do you spend viewing a device? (i.e computer screens, tablets and smartphone) – Roughly 12 hours a. Which media platform do you consume most? (i.e FB, Snapchat, Twitter, Instagram etc) b. What content do you seek the most? (i.e fashion trends, news, memes etc) – News and memes 10. Whilst on social media, have you ever interacted with a brand directly? (i.e commenting, tagging and engaging with shoppable content and/or competitions) – No a. Have you ever purchased a product advertised in the promotional media? – Yes b. Do you follow any social media influencers/celebrities on any platform? i. If yes, have you ever purchased a certain product after it’s been endorsed by a celebrity you like? – Yes |
i. Are you willing to wear non-prescription glasses?
ii. What price range are you willing to spend on non-prescription
glasses?
i. What have you purchased?
ii. Have you ever referred friends and/or family to Baxter Blue?
iii. What is your opinion on the range, quality and price of glasses
offered at Baxter Blue?
- Specsavers
ii. Have you encountered any forms of advertisements from the
brands provided recently?
35
11. Typically speaking, how do you first hear about a brand?(i.e. word of mouth, social media influencers, personal shopping, window browsing) – Window browsing or personal shopping a. Does this influence the brand and product you select? – Not really 12. Have you ever signed up to a brands loyalty program? – Yes a. If yes, did you receive any promotional emails/text messages? i. If yes, please elaborate on the nature of this interaction? (i.e. Reading the email/text received, opening a link to an external website, forwarding the content to family and/or friends) – Read emails about their promotions 13. Please examine the following ads: a. Which advertisement is your favourite and why? The Chatime advertisement because the joke very much appeals to millenial humour. b. Which advertisement is your least favourite and why? Burger King because there is too much writing and it’s hard to focus on the key point. c. Which aspects of the ad stands out to you? Humour aspects as they lighten up the mood and make the ad interesting i. Which ad style do you think is the most effective for Baxter Blue to adopt into their ads? (I.e sexual appeal, humour appeal, fear appeal etc) Humour appeal d. Do you think Baxter Blue could potentially adopt any of the stand out features? Yes |
*
36
Sarah | 1. Please state your first name, current University institution, and confirm whether you belong in the 18-24 age bracket. Christie, UTS, 20 2. Would you be able to name any retailers who sell eyewear glasses? Sunglass hut – in Myer and David Jones Individual stores – Burberry, Zimmermens, Alice McCall Specsavers (later recalled during question 5) 3. Have you heard of Light Filter Glasses that block out harmful HEV light from devices such as computer screens, tablets, and smartphones? No, heard of glasses with protective layer against the sun a. If yes, how? (i.e word of mouth, social media etc) b. Could you recall a brand starting with the letter B that sells these light filter glasses? Burberry? 4. What style of frame do you prefer? (Aviator/Cat eyes/Oval/Semi-Rimless/Wayfarer) Oval – slightly bigger Like to see the frame but not too thick – medium black Thin on the sides 5. Do you currently wear prescription glasses? a. If yes, transitions) Clear Would be open to trying to transitions – didn’t know they existed Picks from optometrist – what brands he offers Thinnest percentage possible b. If no, 1. If a company is highly involved with a charity, are you willing to spend more with them compared to a cheaper competitor? 6. Were you aware that Baxter Blue offers Blue light Filter Glasses? a. If yes, how?(i.e word of mouth, social media etc) b. If no, would you be open to purchasing the filter glasses from them? “Blue Blacks” – could not remember the name when referring to them in her response Open to ordering glasses from them – if they are good quality and are nice Depends on pricing compared to current optometrist 7. Have you ever shopped with Baxter Blue? a. If yes, i. What have you purchased? |
i. What’s the prescription of your current glasses?
-2.5 on both sides
Short sighted – needed for long distance
ii. What lenses do you prefer? (Clear standard/ Custom sunglasses/
iii. What percentage of thickness of lens do you prefer?
(30%/40%/50%)
i. Are you willing to wear non-prescription glasses?
ii. What price range are you willing to spend on non-prescription
glasses?
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ii. Have you ever referred friends and/or family to Baxter Blue? iii. What is your opinion on the range, quality and price of glasses offered at Baxter Blue? b. If no, i. Do you shop at another competitor store and/or site? (i.e Specsavers, OPSM, Oscar Wylee) – ONLY MENTION EXAMPLES IF THEY DON’T STATE ANYTHING Directly form optometrist stores, glasses from different range of brands – different pric ranges Bought current sunglasses from sunglass hut in Myer Not Oscar Wylee Yes for OPSM and Specsavers – not more so recently than over the last few years Classic Specsavers ads – haven’t increased recently 8. Have you ever received promotional media directly from Baxter Blue? (i.e Online social media: FB, Snapchat, Twitter, Instagram etc), TV advertisements, website banners, radio). a. If yes, which platform was it and could you recall what the advertisement was about? b. Which media form would you say is the most effective for Baxter Blue advertisements and why? 9. On average, how many hours do you spend viewing a device? (i.e computer screens, tablets and smartphone) Phone – 8 hours per day last week (isolation also contributing to this) Laptop 8 – 10 hours a day with work a. Which media platform do you consume most? (i.e FB, Snapchat, Twitter, Instagram etc) Netflix/Stan Snapchat, Facebook, Instagram TikTok – recently more than Facebook b. What content do you seek the most? (i.e fashion trends, news, memes etc) “Just funny things, I’m mainly on social media for a laugh” 10. Whilst on social media, have you ever interacted with a brand directly? (i.e commenting, tagging and engaging with shoppable content and/or competitions) Entered competitions – tagged to win (“Never won”) a. Have you ever purchased a product advertised in the promotional media? Yes, takes me to the website – I buy the product and browse the store. b. Do you follow any social media influencers/celebrities on any platform? Liza Koshy, a lot of celebrities i. If yes, have you ever purchased a certain product after it’s been endorsed by a celebrity you like? I won’t look at the products they promote 11. Typically speaking, how do you first hear about a brand?(i.e. word of mouth, social media influencers, personal shopping, window browsing) Advertising – social media when ads pop up, billboards “not on TV” Word of mouth |
ii. Have you encountered any forms of advertisements from the
brands provided recently?
38
a. Does this influence the brand and product you select? “Yes, I think so. If I hear it through word of mouth it influences me to buy it more than a celebrity…I trust friends more” 12. Have you ever signed up to a brands loyalty program? a. If yes, did you receive any promotional emails/text messages? Priceline, local cafes , also use other family members loyalty cards i. If yes, please elaborate on the nature of this interaction? (i.e. Reading the email/text received, opening a link to an external website, forwarding the content to family and/or friends) I forward the information on 13. Please examine the following ads: a. Which advertisement is your favourite and why? “Not sure I like any of them” “The balls one is funny…and Liam Hemsworth” b. Which advertisement is your least favourite and why? Specsavers – it least captures my eye “don’t really know what’s going on there” I’m sure the perfume one is appealing to men Don’t really know what the skeleton one is trying to say c. Which aspects of the ad stands out to you? “Humour is good” Bright colours stand out Celebrities stand out i. Which ad style do you think is the most effective for Baxter Blue to adopt into their ads? (I.e sexual appeal, humour appeal, fear appeal etc) Probably not sexual or humour – glasses are supposed to be professional Could use celebrities Advertise that their glasses are better for your eyes than others Not looking for ads to make you laugh or frisky – want serious Specsavers ads are funny but it works because of their slogan “could for for blue blacks if they had a slogan…they need a slogan” d. Do you think Baxter Blue could potentially adopt any of the stand out features? Yes, probably celebrities. |
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*
Alison | Please note two people were interviewed, one in red and one in blue. 1. Please state your first name, current University institution, and confirm whether you belong in the 18-24 age bracket. Sammi Tran, Female, UWS, Yes Mathew, Male, UTS, Yes 2. Would you be able to name any retailers who sell eyewear glasses? Oscar Wylee, Specsavers, Dior, Rayban, Converse Specsavers, Owndays, Gucci 3. Have you heard of Light Filter Glasses that block out harmful HEV light from devices such as computer screens, tablets, and smartphones? a. If yes, how? (i.e word of mouth, social media etc) Yes, through the optometrist and online advertisements Yes, optometrist advised b. Could you recall a brand starting with the letter B that sells these light filter glasses? None None 4. What style of frame do you prefer? (Aviator/Cat eyes/Oval/Semi-Rimless/ Wayfarer) Square frames Round and Square frames 5. Do you currently wear prescription glasses? a. If yes, i. What’s the prescription of your current glasses? – 6.75 degrees – 6.5 degrees |
40
What lenses do you prefer? (Clear standard/ Custom sunglasses/ transitions) – re-index lens clear standard – re-index lens transition sunglasses-clear ii. What percentage of thickness of lens do you prefer? (30%/40%/50%) – 30% – 30% b. If no, 1. If a company is highly involved with a charity, are you willing to spend more with them compared to a cheaper competitor? 6. Were you aware that Baxter Blue offers Blue light Filter Glasses? a. If yes, how?(i.e word of mouth, social media etc) b. If no, would you be open to purchasing the filter glasses from them? – No, doesn’t trust different brands – Yes would consider buying if it was cheap and looked good 7. Have you ever shopped with Baxter Blue? a. If yes, b. If no, i. Do you shop at another competitor store and/or site? (i.e Specsavers, OPSM, Oscar Wylee) – Specsavers, Oscar Wylee – Nope – Nope 8. Have you ever received promotional media directly from Baxter Blue? (i.e Online social media: FB, Snapchat, Twitter, Instagram etc), TV advertisements, website banners, radio). – No – No a. If yes, which platform was it and could you recall what the advertisement was about? b. Which media form would you say is the most effective for Baxter Blue advertisements and why? 9. On average, how many hours do you spend viewing a device? (i.e computer screens, tablets and smartphone) – 14 hrs – 15hrs a. Which media platform do you consume most? (i.e FB, Snapchat, Twitter, Instagram etc) – Facebook, Snapchat – Instagram, Reddit b. What content do you seek the most? (i.e fashion trends, news, memes etc) -Cooking Videos, News – Memes and News |
i. Are you willing to wear non-prescription glasses?
ii. What price range are you willing to spend on non-prescription
glasses?
i. What have you purchased?
ii. Have you ever referred friends and/or family to Baxter Blue?
iii. What is your opinion on the range, quality and price of glasses
offered at Baxter Blue?
– Warby Parker, Oscar Wylee, OPSM
ii. Have you encountered any forms of advertisements from the
brands provided recently?
41
10. Whilst on social media, have you ever interacted with a brand directly? (i.e commenting, tagging and engaging with shoppable content and/or competitions) – Yes => Giveaways, Competitions, Mecca/Sephora Hauls – No a. Have you ever purchased a product advertised in the promotional media? – Yes → The iconic/clothes – Yes → Phone/games b. Do you follow any social media influencers/celebrities on any platform? i. If yes, have you ever purchased a certain product after it’s been endorsed by a celebrity you like? – Yes, bought face halo → would be more inclined to buy products endorsed by celebrities – Yes, however would not be more inclined to buy products endorsed from celebrities, does not think celebrity endorsement is as trustworthy as reviews 11. Typically speaking, how do you first hear about a brand?(i.e. word of mouth, social media influencers, personal shopping, window browsing) – Window shopping/ word of mouth – Social Media a. Does this influence the brand and product you select? – Word of mouth → more persuasive and trustworthy → would be more inclined to buy product – Social Media → doesn’t influence too much as I just scroll past, however if there is something that he likes, he would read up on the reviews and that would convince him to buy the product 12. Have you ever signed up to a brands loyalty program? – Yes , Mecca, Sephora, Priceline, Iconic, ASOS – Yes, Ikea, Footlocker a. If yes, did you receive any promotional emails/text messages? – Yes, more emails – Yes i. If yes, please elaborate on the nature of this interaction? (i.e. Reading the email/text received, opening a link to an external website, forwarding the content to family and/or friends) – Yes, opens link when there’s a discount code, would screenshot to friends if there was a good deal – Doesn’t interact with emails and sends it straight to spam folder 13. Please examine the following ads: a. Which advertisement is your favourite and why? -Chatime Ad, it has a bit of humour to it and humorous sexual innuendo – OPSM Ad, the advertisement looks aesthetics, it is straightforward, a clean look that makes you want to buy the product b. Which advertisement is your least favourite and why? – Tomford, makes her feel uncomfortable and sexualises women too much. – Sensodyne, doesn’t relate to product, doesn’t want to see skulls during his day and wants to look away from it. It’s too dark and doesn’t grab attention for what the product is. c. Which aspects of the ad stands out to you? – Brightness, Colour, size of image, – Colour, Humour, Aesthetics, how much you can relate to it i. Which ad style do you think is the most effective for Baxter Blue to adopt into their ads? (I.e sexual appeal, humour appeal, fear appeal etc) – Aesthetics and Rational – Classy → should advertise price d. Do you think Baxter Blue could potentially adopt any of the stand out features? |
42
Yes Yes |
|
Jimmy | 1. Please state your first name, current University institution, and confirm whether you belong in the 18-24 age bracket. – Irene, University of Sydney, Yes 2. Would you be able to name any retailers who sell eyewear glasses? – Yes: OPSM 3. Have you heard of Light Filter Glasses that block out harmful HEV light from devices such as computer screens, tablets, and smartphones? – No. a. If yes, how? (i.e word of mouth, social media etc) b. Could you recall a brand starting with the letter B that sells these light filter glasses? 4. What style of frame do you prefer? (Aviator/Cat eyes/Oval/Semi-Rimless/Wayfarer) – Prefer Oval. 5. Do you currently wear prescription glasses? a. If yes, i. What’s the prescription of your current glasses? – -3.0 for both eyes |
ii. What lenses do you prefer? (Clear standard/ Custom sunglasses/
transitions)
– Transitions.
iii. What percentage of thickness of lens do you prefer?
(30%/40%/50%)
43
– 50% b. If no, 1. If a company is highly involved with a charity, are you willing to spend more with them compared to a cheaper competitor? 6. Were you aware that Baxter Blue offers Blue light Filter Glasses? – No, don’t know about it. a. If yes, how?(i.e word of mouth, social media etc) b. If no, would you be open to purchasing the filter glasses from them? – Maybe i will try it. 7. Have you ever shopped with Baxter Blue? a. If yes, b. If no, i. Do you shop at another competitor store and/or site? (i.e Specsavers, OPSM, Oscar Wylee) – ONLY MENTION EXAMPLES IF THEY DON’T STATE ANYTHING – Yes, from Specsavers, OPSM and Oscar Wylee. 8. Have you ever received promotional media directly from Baxter Blue? (i.e Online social media: FB, Snapchat, Twitter, Instagram etc), TV advertisements, website banners, radio). – No, I haven’t received any ad recently. a. If yes, which platform was it and could you recall what the advertisement was about? b. Which media form would you say is the most effective for Baxter Blue advertisements and why? 9. On average, how many hours do you spend viewing a device? (i.e computer screens, tablets and smartphone) – About 10 hours. a. Which media platform do you consume most? (i.e FB, Snapchat, Twitter, Instagram etc) – Instagram/Youtube. b. What content do you seek the most? (i.e fashion trends, news, memes etc) – News and Fashion trends. 10. Whilst on social media, have you ever interacted with a brand directly? (i.e commenting, tagging and engaging with shoppable content and/or competitions) – Yes. a. Have you ever purchased a product advertised in the promotional media? – No. b. Do you follow any social media influencers/celebrities on any platform? i. If yes, have you ever purchased a certain product after it’s been endorsed by a celebrity you like? 11. Typically speaking, how do you first hear about a brand?(i.e. word of mouth, social media influencers, personal shopping, window browsing) – Word of mouth, social media and personal shopping a. Does this influence the brand and product you select? – Yes, it will influence my mind absolutely, and think which brand will be better. |
i. Are you willing to wear non-prescription glasses?
ii. What price range are you willing to spend on non-prescription
glasses?
i. What have you purchased?
ii. Have you ever referred friends and/or family to Baxter Blue?
iii. What is your opinion on the range, quality and price of glasses
offered at Baxter Blue?
- OPSM.
ii. Have you encountered any forms of advertisements from the
brands provided recently?
44
12. Have you ever signed up to a brands loyalty program? – Yes. a. If yes, did you receive any promotional emails/text messages? – Reading emails, opening the link. i. If yes, please elaborate on the nature of this interaction? (i.e. Reading the email/text received, opening a link to an external website, forwarding the content to family and/or friends) 13. Please examine the following ads: a. Which advertisement is your favourite and why? – Boost. b. Which advertisement is your least favourite and why? – Burger King, I am not sure what is the real meaning. c. Which aspects of the ad stands out to you? i. Which ad style do you think is the most effective for Baxter Blue to adopt into their ads? (I.e sexual appeal, humour appeal, fear appeal etc) – Humour aspects, it helps the ad be easier to accept by customers. d. Do you think Baxter Blue could potentially adopt any of the stand out features? |
|
Linh | 1. Please state your first name, current University institution, and confirm whether you belong in the 18-24 age bracket. – Mona, UTS, yes 2. Would you be able to name any retailers who sell eyewear glasses? |
*
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– Yes. Quay, Specsavers, Oscar Wylee 3. Have you heard of Light Filter Glasses that block out harmful HEV light from devices such as computer screens, tablets, and smartphones? – No a. If yes, how? (i.e word of mouth, social media etc) b. Could you recall a brand starting with the letter B that sells these light filter glasses? 4. What style of frame do you prefer? (Aviator/Cat eyes/Oval/Semi-Rimless/Wayfarer) – Wayfaver 5. Do you currently wear prescription glasses? a. If yes, i. What’s the prescription of your current glasses? – -6.5 for right and -6.0 for left – none b. If no, 1. If a company is highly involved with a charity, are you willing to spend more with them compared to a cheaper competitor? 6. Were you aware that Baxter Blue offers Blue light Filter Glasses? – No a. If yes, how?(i.e word of mouth, social media etc) b. If no, would you be open to purchasing the filter glasses from them? – Yes, but maybe have to look for more info about the brand 7. Have you ever shopped with Baxter Blue? – No a. If yes, b. If no, i. Do you shop at another competitor store and/or site? (i.e Specsavers, OPSM, Oscar Wylee) – ONLY MENTION EXAMPLES IF THEY DON’T STATE ANYTHING – No 8. Have you ever received promotional media directly from Baxter Blue? (i.e Online social media: FB, Snapchat, Twitter, Instagram etc), TV advertisements, website banners, radio). – No a. If yes, which platform was it and could you recall what the advertisement was about? b. Which media form would you say is the most effective for Baxter Blue advertisements and why? 9. On average, how many hours do you spend viewing a device? (i.e computer screens, tablets and smartphone) |
ii. What lenses do you prefer? (Clear standard/ Custom sunglasses/
transitions)
– Anti-reflection, scratch-resistant; block UV light coating
iii. What percentage of thickness of lens do you prefer?
(30%/40%/50%)
i. Are you willing to wear non-prescription glasses?
ii. What price range are you willing to spend on non-prescription
glasses?
i. What have you purchased?
ii. Have you ever referred friends and/or family to Baxter Blue?
iii. What is your opinion on the range, quality and price of glasses
offered at Baxter Blue?
- Specsavers
ii. Have you encountered any forms of advertisements from the
brands provided recently?
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– Around 8hrs per day a. Which media platform do you consume most? (i.e FB, Snapchat, Twitter, Instagram etc) b. What content do you seek the most? (i.e fashion trends, news, memes etc) – Random stuffs; memes; news 10. Whilst on social media, have you ever interacted with a brand directly? (i.e commenting, tagging and engaging with shoppable content and/or competitions) a. Have you ever purchased a product advertised in the promotional media? – Yes, clothing b. Do you follow any social media influencers/celebrities on any platform? – Yes, Kylie Jenner i. If yes, have you ever purchased a certain product after it’s been endorsed by a celebrity you like? – Yes, Kylie Lip Kits 11. Typically speaking, how do you first hear about a brand?(i.e. word of mouth, social media influencers, personal shopping, window browsing) – Advertisements pop up on social media; word of mouth a. Does this influence the brand and product you select? – Yes 12. Have you ever signed up to a brands loyalty program? – Yes a. If yes, did you receive any promotional emails/text messages? i. If yes, please elaborate on the nature of this interaction? (i.e. Reading the email/text received, opening a link to an external website, forwarding the content to family and/or friends) – Read emails about their promotions; Open a new link from promotion emails. 13. Please examine the following ads: a. Which advertisement is your favourite and why? – The Tomford one because it look very attractive and interesting b. Which advertisement is your least favourite and why? – Burger King because the food doesn’t look good c. Which aspects of the ad stands out to you? – Aesthetic aspect because it will be the most important part to attract and to catch people eyes. d. Which ad style do you think is the most effective for Baxter Blue to adopt into their ads? (I.e sexual appeal, humour appeal, fear appeal etc) – Celebrity appeal e. Do you think Baxter Blue could potentially adopt any of the stand out features? – Yes |
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Sao | 1. Please state your first name, current University institution, and confirm whether you belong in the 18-24 age bracket. Lynn Nguyen, UTS, 21. 2. Would you be able to name any retailers who sell eyewear glasses? Diff, Quay, Warby Parker, Raybans, Felx Grey and Eyebuydirect. 3. Have you heard of Light Filter Glasses that block out harmful HEV light from devices such as computer screens, tablets, and smartphones? a. If yes, how? (i.e word of mouth, social media etc). Social media (Instagram) b. Could you recall a brand starting with the letter B that sells these light filter glasses? The only one she can remember is Felx Grey. 4. What style of frame do you prefer? (Aviator/Cat eyes/Oval/Semi-Rimless/Wayfarer) Wayfarer 5. Do you currently wear prescription glasses? . If yes, i.What’s the prescription of your current glasses? 0.5 and 1 ii.What lenses do you prefer? (Clear standard/ Custom sunglasses/ transitions) Clear standard iii.What percentage of thickness of lens do you prefer? (30%/40%/50%) 30% a. If no, .Are you willing to wear non-prescription glasses? i.What price range are you willing to spend on non-prescription glasses? 1. If a company is highly involved with a charity, are you willing to spend more with them compared to a cheaper competitor? 6. Were you aware that Baxter Blue offers Blue light Filter Glasses? 7. Have you ever shopped with Baxter Blue? . If yes, .What have you purchased? i.Have you ever referred friends and/or family to Baxter Blue? ii.What is your opinion on the range, quality and price of glasses offered at Baxter Blue? a. If no, |
. If yes, how? (i.e word of mouth, social media etc)
a. If no, would you be open to purchasing the filter glasses from them?
Yes.
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.Do you shop at another competitor store and/or site? (i.e Specsavers, OPSM, Oscar Wylee) -Quay i.Have you encountered any forms of advertisements from the brands provided recently? Yes, on Instagram. 8. Have you ever received promotional media directly from Baxter Blue? (i.e Online social media: FB, Snapchat, Twitter, Instagram etc), TV advertisements, website banners, radio). advertisements and why? Instagram because everyone is aware, and they use it. 9. On average, how many hours do you spend viewing a device? (i.e computer screens, tablets and smartphone) 9 hours Sports 10.Whilst on social media, have you ever interacted with a brand directly? (i.e commenting, tagging and engaging with shoppable content and/or competitions) Yes, commented and tagged. .If yes, have you ever purchased a certain product after it’s been endorsed by a celebrity you like? Kylie lip kits and skin line. 11.Typically speaking, how do you first hear about a brand?(i.e. word of mouth, social media influencers, personal shopping, window browsing) Influencers Yes, she did .If yes, please elaborate on the nature of this interaction? (i.e. Reading the email/text received, opening a link to an external website, forwarding the content to family and/or friends) Opened the link and went shopping using the discount code. 13.Please examine the following ads: b. Which aspects of the ad stands out to you? .Which ad style do you think is the most effective for Baxter Blue to adopt into their ads? (I.e sexual appeal, humour appeal, fear appeal etc) Sexual appeal c. Do you think Baxter Blue could potentially adopt any of the stand out features? Yes |
. If yes, which platform was it and could you recall what the advertisement was
about?
No, she hasn’t received.
a. Which media form would you say is the most effective for Baxter Blue
. Which media platform do you consume most? (i.e FB, Snapchat, Twitter,
Instagram etc)
Instagram and Tik Tok
a. What content do you seek the most? (i.e fashion trends, news, memes etc)
. Have you ever purchased a product advertised in the promotional media?
Yes, clothes.
a. Do you follow any social media influencers/celebrities on any platform?
. Does this influence the brand and product you select?
Yes
12.Have you ever signed up to a brands loyalty program?
. If yes, did you receive any promotional emails/text messages?
. Which advertisement is your favourite and why?
Calvin Klein because of Justin Bieber (favourite celebrity).
a. Which advertisement is your least favourite and why?
The Sensodine ad because it’s dark and creepy.
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Grace | 1. Please state your first name, current University institution, and confirm whether you belong in the 18-24 age bracket. Gina kim, UNSW age 21 2. Would you be able to name any retailers who sell eyewear glasses? Oscar Wylee, Specsavers, Sunglass Hut 3. Have you heard of Light Filter Glasses that block out harmful HEV light from devices such as computer screens, tablets, and smartphones? a. If yes, how? (i.e word of mouth, social media etc) Yes through word of mouth b. Could you recall a brand starting with the letter B that sells these light filter glasses? No 4. What style of frame do you prefer? (Aviator/Cat eyes/Oval/Semi-Rimless/Wayfarer) Cat Eye frames 5. Do you currently wear prescription glasses? a. If yes, 6. Were you aware that Baxter Blue offers Blue light Filter Glasses? |
i. What’s the prescription of your current glasses? -3.5 both eyes
ii. What lenses do you prefer? (Clear standard/ Custom sunglasses/
transitions) Clear standard multifocal glasses
iii. What percentage of thickness of lens do you prefer?
(30%/40%/50%)
Preferably 30%
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a. If no, would you be open to purchasing the filter glasses from them? Yes depending on the price of the glasses. 7. Have you ever shopped with Baxter Blue? a. If no, Seen lots of Ads on Specsavers especially media (TV) 8. Have you ever received promotional media directly from Baxter Blue? (i.e Online social media: FB, Snapchat, Twitter, Instagram etc), TV advertisements, website banners, radio). a. If yes, which platform was it and could you recall what the advertisement was about? No never encountered ad of Baxter Blue b. Which media form would you say is the most effective for Baxter Blue advertisements and why? Instagram because many people use Instagram especially younger age groups so easier to catch their attention. 9. On average, how many hours do you spend viewing a device? (i.e computer screens, tablets and smartphone) a. Which media platform do you consume most? (i.e FB, Snapchat, Twitter, Instagram etc) 5 hours a day on smartphone, uses Instagram and Facebook the most. b. What content do you seek the most? (i.e fashion trends, news, memes etc) Seeks memes and friend’s posts the most 10. Whilst on social media, have you ever interacted with a brand directly? (i.e commenting, tagging and engaging with shoppable content and/or competitions) Entered competitions to win vouchers a. Have you ever purchased a product advertised in the promotional media? Purchased teeth whitening product through Instagram Ad b. Do you follow any social media influencers/celebrities on any platform? i. If yes, have you ever purchased a certain product after it’s been endorsed by a celebrity you like? Purchased beauty products sponsored by model on Instagram. 11. Typically speaking, how do you first hear about a brand?(i.e. word of mouth, social media influencers, personal shopping, window browsing) Either social media or through friends. a. Does this influence the brand and product you select? Yes absolutely, hearing through friends it influences purchasing decisions in a more positive way. 12. Have you ever signed up to a brands loyalty program? Yes only to ones that I have purchased many times from. a. If yes, did you receive any promotional emails/text messages? i) If yes, please elaborate on the nature of this interaction? Yes have received emails from fashion websites on current promotions and new arrivals and sometimes have visited the site to shop for new products. 13. Please examine the following ads: a. Which advertisement is your favourite and why? |
i. Do you shop at another competitor store and/or site?
Shops mainly at Oscar Wylee because it is trendy.
ii. Have you encountered any forms of advertisements from the
brands provided recently?
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The Boost Ad stands out the most as it looks aesthetically pleasing. b. Which advertisement is your least favourite and why? The Burger King Ad as it has too many words and is hard to focus on the brand message. c. Which aspects of the ad stands out to you? The Boost ad shows the recipe/ ingredients of the product which is quite unique especially people that consume Boost are wary of their health. i. Which ad style do you think is the most effective for Baxter Blue to adopt into their ads? Adding humour to their ads to grab attentions especially our young age group. d. Do you think Baxter Blue could potentially adopt any of the stand out features? Definitely can adopt a more pleasing (more representable) or humorous type of image in their Ads to distinguish from other brands. |
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Appendix D – The mean calculations
a. Media Consumption
– Google Form response
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Coding Likert question ( Question 8- How often do you engage with social media advertisements?)
The scale is:
1 Very infrequently – 4 responses voted
2 Infrequently – 3 responses voted
3 neutral – 3 responses voted
4 Frequently – 1 responses voted
5 Very frequently – 2 responses voted
Using above scale:
Mean score:
(1×4) + (2×3) + (3×3) + (4×1) + (5×2) = 33/13 = 2.53
b. Unaided Brand Recall
– Google Form response
– Calculated mean - A was ‘0’was allocated to any non-response or incorrect response, a ‘1’
for partially correct answers, and a ‘2’ for completely correct.
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c. Aided Brand Recall
– Google Form response
– Calculated mean - A was ‘0’was allocated to any non-response or incorrect response, a ‘1’
for partially correct answers, and a ‘2’ for completely correct.
d. Baxter Blue Brand Name Recall
– Google Form response
– Calculated mean - A was ‘0’was allocated to no response and a ‘1’ was allocated to yes
response.
e. Baxter Blue Brand Attribute Recall
– Google Form response
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– Calculated mean - A was ‘0’was allocated to any non-response or incorrect response, a ‘1’
for partially correct answers, and a ‘2’ for completely correct.
f.
Baxter Blue Brand Attribute Recognition
– Google Form response
– Calculated mean - A was ‘0’was allocated to any non-response or incorrect response, a ‘1’
for correct responses.
g. Brand Name Importance
– Google Form response
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h. Ranking most important features
– Google Form response
Calculated mean – Weights are assessed as follows, the #1 choice has a weight of 4, #2 choice a
weight of 3, #3 choice a weight of 2, the #4 choice a weight of 1 and a non-response was allocated a
weight of 0
Price: (4×2)+3+(2×3)+(1×6)/13 = 23/13 = 1.77
Quality: (4×2)+(3×3)+(2×2)+(1×5)/13 = 26/13 = 2
Function: 4 + (3×4) + (2×2) + (1×5)/13 = 25/13 = 1.92
Aesthetics: 4+3+(2×5)+(1×5)/13 = 22/13 = 1.69
i. Baxter Blue Purchase
– Google Form Response
Coding Likert question (Question 34 – “I am interested in purchasing Blue Light Glasses”)
The scale is:
Non-response = 0
Strongly Disagree =1
Disagree=2
Neither disagree nor agree=3
Agree=4
Strongly agree=5
Then using the above scale or code:
Mean agreement score = (1×3)+2+(5×3)+4+(2×5) / 13 where 13, is the number of respondents.
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Mean agreement score = 34/13
Mean agreement score = 2.62
j. Which stores respondents buy eyewear from
– Google Form Response
k. How do you most often learn about new brands?
– Google Form Response
l. Which type of advertisement will catch users attention MOST and LEAST
– Google Form Response
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m. Preferred creative appeal (Qualitative response)
– 4 interviewees selected humour as a stand out appeal out of the 8 interviewees (refer to
Appendix C). Therefore, 4/8 = 0.5 or 50%.
n. Which type of advertisement style do the respondents prefer the MOST and LEAST.
– Google Form Response
o. Hours spent on social media per day.
– Google Forms Response
p. How respondents discover new brands.
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q. Which Ad style do respondents think Baxter Blue should adopt?
– Google Forms Response
Can conclude by counting the mode that 6/13 (46%) responses were ‘Celebrity’ endorsements. Note
that there are 3 non-response answers.
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Appendix E – The complete survey responses
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