Sony laptop

American core value- Material Comfort- Sony is a very well-known brand. Good quality. HD screen "baller-status!"

Achievement and success-If you have this laptop, you are successful. "You deserve it."

Target Market:
Females/Males from 18-25
Income- Middle to high class. Most likely college students and business workers.
Lifestyle- Busy and stressful. Uncoordinated.

Behavior Variables:
Benefit sought- Consumer needs space and the laptop helps the consumer to be organized. Convenient
Product End Use- Consumer gets built-in Camera and Microphone. Easy to carry.
Product Usage- Laptop
Brand Loyalty- Sony VAIO

Product Attributes:
Benefit- Convenient. Stores all of consumer's data
Features- Camera, Microphone, Adapter, Additional battery, and 15.4" display
Quality- XBRITE-ECO LCD (sharp details)
Brand Name- Sony

Financial Risk- Reduce because it is worth it.
Functional Risk- Increase because there will be better and more advanced technology

Physical Risk- N/A

Social Risk- Socially accepted because you are carrying a "cool" laptop.

Goal of Advertisement
Operative- The ad is saying that if you purchase this laptop you will be guaranteed satisfaction.

Classical- they use sony's slogan "like no other." The viewer automatically knows that is is Sony.


I saw this advertisement in Best Buy and it caught my attention. Sony was in a bigger font than the rest which makes it very noticeable. It is very effective because there were other people around me looking at the laptop also. It was very useful that the product (laptop) was right next to the ad which makes it an easier access to occupy with the product.