...different from older generations” (Olson, 2007). Messages have to appeal to them at multiple levels invoking them to want to know more about the brands and prompting them to engage in online research and peer input to solidify their thoughts and opinions. A unique blend of media vehicles – both traditional and alternative – must be utilized to reach the targeted audience through the clutter to optimize engagement. This brief will discuss the appropriate appeals, message themes and media vehicles necessary to reach Gen Y and propel the Chevrolet brand above its competitors. Appeal Engaging Gen Y’s attention will require a combination of appeals to resonate brand messaging as they have collectively begun to tune out traditional advertising (Carter, 2010). Successful brands have strategically used humor, emotion and music to appeal to Gen Y’s individuality thus allowing the brand to grow (Carter, 2010). Chevrolet’s goal is to establish a following with members of Gen Y and build upon this following via peer referrals (word of mouth). Humor will engage and capture their attention allowing for better recall of the message and brand (Clow, 2012). The ads will contain quirky, ironic humor and have a sense of truth to make them believable. Humor will relay the Chevrolet brand as fun and entertaining and Gen Y’ers will respond to a brand that does not take itself too seriously. While humor will be the main appeal, an emotional response will also be created so that Gen Y can...
Words: 2004 - Pages: 9
...Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement Hye Jin Yoon Southern Methodist University, Dallas, Texas, USA Spencer F. Tinkham University of Georgia, Athens, Georgia, USA 2010) or ads that ridicule nonusers of the brand (Voss 2009), but these studies researched “humor types” and should be distinguished from humor effects studies in threat persuasion ads. By looking into both the humor and threat persuasion literature, we set out to understand how humorous threat persuasion works in advertising and for whom it may be most effective. Threat persuasion, otherwise known as fear appeal in advertising, deals with critical issues that might have negative consequences for the consumer or the public (e.g., health and environmental issues) (Freimuth et al. 1990). In the ad, threatening information presents the problem, and attitudinal or behavioral suggestions are given as solutions. Threat information is valuable in that it can help protect us from harm but is negative in valence and out of the ordinary in our daily lives. Such substantive yet negative and out-of-the-ordinary information is known to be unpleasant and cognitively arduous to process (e.g., Rozin and Royzman 2001; Schimmack 2005). When humor accompanies threat information, it can function as a buffer. By providing a positive surface cue that attenuates the negative thoughts and emotions and facilitates processing, humor can make a threat persuasion ad more pleasant...
Words: 10093 - Pages: 41
...success, leading Burger King to gain 'cool status' in many peoples' eyes and to achieve strong growth. • Burger King's focus since being sold has been in targeting the Superfan, that is the 18–35 year old male who enjoys fast food. Company marketing efforts have focused on appealing to this consumer type, using both traditional and new media as a means to gain their attention. • Burger King's marketing has often been controversial, with two 2008 efforts standing out. The Whopper Virgins documentary, in which members of remote communities were given burgers to try for the first time, was deemed offensive and patronizing, while a Facebook application that encouraged people to delete friends for burgers was perceived as against Facebook policy and disenabled. However, such innovative marketing successfully appealed to the Superfan's sense of humor and desire for novelty. • Burger King has only recently addressed health issues, as it firmly stands by the belief that the Superfan values taste above everything else. However, new...
Words: 4416 - Pages: 18
...Lynskey has a greater use of reasoning and logic. Further, the evidence in “Kapow” depicts greater arguments. It makes use of various definitions, theories, opinions, examples of real life, scientific facts, as well as sources from other scholars to show how females have been used as secondary and dependent. For examples Ann Nocenti in “Kapow! Attack of the Feminist Superheroes” says, “Females characters are absolutely seen as secondary,” she says. I can’t tell I was just oblivious to sexism and misogyny”. (Lynskey) In that quote Necenti, one of Claremont’s editors’, tells how it made her feel to be a female in the comics. This example coming from a professional and being her real life experience shows a good use of Aristotelian appeals. Since it ensures and maintains credibility, trust of the author by relying on ethics and morals of the society. The manner in which “Kapow! Attack of the Feminist Superheroes” portrays women is of great Aristotelian...
Words: 1061 - Pages: 5
...Chapter 1 1. Describe the interrelationship between consumer research, market segmentation and targeting, and the development of the marketing mix for the manufacturer of HDTV sets. Consumer research describes the process and tools used to study consumer behavior. Broadly speaking, there are two theoretical perspectives that guide the development of consumer research methodology: the positivist approach (objective and empirical causal research) and the interpretivist approach (qualitative and based on small samples). The focus of the marketing concept is consumer needs. Three elements for creating a strategic framework for discovering and analyzing those needs are market segmentation, market targeting, and positioning. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics. Because most companies have limited resources, few companies can pursue all of the segments identified for the company to pursue. Market targeting is selecting one or more of the segments identified for the company to pursue. Because many companies have adopted the marketing concept, the marketplace is filled with many products and services claiming to satisfy consumer needs. Positioning is developing a distinct image for the product or service in the mind of the consumer, an image that will differentiate the offering from competing ones and squarely communicate to consumers that the particular product or service will fulfill...
Words: 3888 - Pages: 16
...Chapter 1 1. Describe the interrelationship between consumer research, market segmentation and targeting, and the development of the marketing mix for the manufacturer of HDTV sets. Consumer research describes the process and tools used to study consumer behavior. Broadly speaking, there are two theoretical perspectives that guide the development of consumer research methodology: the positivist approach (objective and empirical causal research) and the interpretivist approach (qualitative and based on small samples). The focus of the marketing concept is consumer needs. Three elements for creating a strategic framework for discovering and analyzing those needs are market segmentation, market targeting, and positioning. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics. Because most companies have limited resources, few companies can pursue all of the segments identified for the company to pursue. Market targeting is selecting one or more of the segments identified for the company to pursue. Because many companies have adopted the marketing concept, the marketplace is filled with many products and services claiming to satisfy consumer needs. Positioning is developing a distinct image for the product or service in the mind of the consumer, an image that will differentiate the offering from competing ones and squarely communicate to consumers that the particular product or service will fulfill...
Words: 3888 - Pages: 16
...Communication Plan for Google TV Marketing MKT/571 Introduction Team B’s objective is to initiate a successful launch of Google T.V. In an effort to achieve success, we must develop effective communication with our domestic and international markets. Advertisements and promotional programs must be attention capturing and expressed in a way which is impressive to the customer. Our form of technology must be innovative in a way that will appease our targeted audience. These objects will be discussed thoroughly throughout this paper, and communication strategies will be compared for domestic and international markets. Developing and managing an effective marketing communications plan According to Kotler & Keller (2007) communication channels deliver and receive messages from target buyers, and include newspapers, magazines, radio, television, mail, telephone, billboards, posters, fliers, CDs, audiotapes, and the Internet. Effective communication is important to the success and failure of Google TV. Google TV has collected demographics, assessed the need of its services, identified issues, and opportunities, segmented its target market, and established the distribution channel. Google TV is ready to define measurable goals, its message, a budget, and a means to monitor, and evaluate the results. Google TV also needs to identify its form of media and develop a strategy. A goods strategic plan will help Google TV to manage cost and stay within its marketing budget...
Words: 1990 - Pages: 8
...marketing C) advertising D) personal selling E) public relations Answer: C Diff: 2 Page Ref: 430 Skill: Concept Objective: 15-1 2) A company's total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) the communications method B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing Answer: C Diff: 1 Page Ref: 428 Skill: Concept Objective: 15-1 3) According to the opening scenario, GEICO has become the fourth-largest insurance company by ________. A) integrating humor and creativity into its minicampaigns B) targeting a niche market of people with exceptional driving records C) offering cost savings directly to customers without sales personnel D) marketing its product through creative print ads in major magazines E) creating a website that is appealing to both young and old drivers Answer: A Diff: 3 Page Ref: 428 Skill: Concept Objective: 15-1 4) All of the following are important decisions during the process of developing an advertising program EXCEPT ________. A) setting advertising objectives B) setting the advertising budget C) developing advertising strategy D) selecting a target market E) evaluating advertising campaigns Answer: D Diff: 2 Page Ref: 430-431 Skill: Concept ...
Words: 9285 - Pages: 38
...your history, attitudes, interests and creativity; it gives a sense of your values and goals. What admission officers are doing is creating a community…looking to see how you would fit in that community, what would you bring to that community and what sets you apart. How the essay is evaluated • • • Is your writing mechanically sound? Is your writing style comfortable? Can you write a good sentence? Can you write a good paragraph? Do you address the question asked? Can you form a thesis? Can you discuss a theme? Is your argument logical? Can you get in and out of the essay with some finesse? Do you write with style, nuance and creativity? Do you write with a distinctive voice? Choosing a topic Choose the essay topic that appeals to you most. The topic is less important than your delivery Remember: there is no right or wrong answer. The college just wants to know who you are and how your mind works. Bad essay topics - there are bad essays, not bad topics; but be careful about the following: • • • • • • • • • • • Winning or losing the big game. Death of a pet. Friendship problems. Religious or philosophical epiphanies. Telling troubles to a journal. Anything that suggests that you don’t see the world beyond high school. Simple solutions to world problems. Essays in poor taste. Parent-bashing. Cynicism almost never plays well....
Words: 876 - Pages: 4
...University Dear Sir, In this Project of “Bringing the Life Back In The Zoo”, we have tried to implement our learning from this course. We would like to thank you for offering the opportunity to work on this topic. Despite many limitations, we have tried my best to make this analysis accurate and reliable. If you have any further enquiry concerning any additional information, we would be very pleased to clarify that. Thank you. Sincerely yours, Executive summary: This report analyzes on how to create an effective IMC plan for the Dhaka Zoo. Dhaka zoo is largest zoo in Bangladesh situated in Mirpur, Dhaka. Because of some shortcomings such as mismanagement and frequent deaths of rare animals Dhaka zoo has started to loss its appeal. As a result Dhaka zoo is losing its visitors and its revenue is decreasing frequently. By creating an IMC plan, this paper aims at identifying and analyzing the factors that will motivate visitors for visiting Dhaka Zoo. First of all, we have created a mission and vision statement and also a catchy tagline for the Dhaka zoo. Then we have set our strategic goals and objectives in which the main objective was to regain the lost glory of the Dhaka zoo. We did a market analysis and tried to do the positioning of the Dhaka zoo in a effective way. Our target market is mainly the children between the ages of 5 and 15 as well as their families (by association). Then we have set our communication and marketing objectives which include creating...
Words: 6710 - Pages: 27
...it takes----------------------------------------------------------- 10-11 Why bey2ollak is such a success-------------------------------------------------- 11-12 Bibliography---------------------------------------------------------------------------------13 Abstract The frustration caused by everyday traffic in Egypt’s biggest cities such as Cairo and Alexandria made people wish if they only knew that the road they are planning to drive thru is blocked they would have probably took another route to where ever they hoping to go.Bey2ollak nowadays is helping to achieve such wish throughout all Egypt. With almost one million trusted users and more than two thousand active monthly users. This five years old application is now an award-winning mobile application with its every day updated ideas and creativity of its user interface What is bey2ollak and how it all started are two of the topics that will be covered and explained in this paper. Also to know how bey2ollak is such a huge success some of their success factors will be presented and explained. Introduction Cairo is counted as one of the worlds most populated...
Words: 2689 - Pages: 11
...information about your history, attitudes, interests and creativity; it gives a sense of your values and goals. What admission officers are doing is creating a community…looking to see how you would fit in that community, what would you bring to that community and what sets you apart. How the essay is evaluated • • • Is your writing mechanically sound? Is your writing style comfortable? Can you write a good sentence? Can you write a good paragraph? Do you address the question asked? Can you form a thesis? Can you discuss a theme? Is your argument logical? Can you get in and out of the essay with some finesse? Do you write with style, nuance and creativity? Do you write with a distinctive voice? Choosing a topic Choose the essay topic that appeals to you most. The topic is less important than your delivery Remember: there is no right or wrong answer. The college just wants to know who you are and how your mind works. Bad essay topics - there are bad essays, not bad topics; but be careful about the following: • • • • • • • • • • • Winning or losing the big game. Death of a pet. Friendship problems. Religious or philosophical epiphanies. Telling troubles to a journal. Anything that suggests that you don’t see the world beyond high school. Simple solutions to world problems. Essays in poor taste. Parent-bashing. Cynicism almost never plays well. Remember, be sure to answer the question! The...
Words: 876 - Pages: 4
...Unit 18: Advertising and Promotion in Business LO1: Understand the scope of marketing communications 1.1 explain the communication process that applies to advertising and promotion The communication process specific for advertising is known as Advertising Communication Model. There are following stages in this communication process which include, the sender presents the idea and what he wants to accomplish (to an advertising agency), encodes the idea as a message in advertising media, and then message is transmitted via communication channels (media mix). The last step is the receiving step where the target audience encounters the advertisement with the message and reacts giving a feedback. 1.2 explain the organisation of advertising and promotion industry The major components of the advertising industry are: 1)Advertisers: businesses and product makers wishing to promote 2)Advertising and promotional Agencies: encode messages, produce adverts and campaigns 3)Media: offers channels and broadcasting services to place adverts 4)Consumers: target audience 5)Government regulators: control advertisements’ placement and content according to laws and to protect the public interest 1.3 assess how promotion is regulated Advertising is regulated through: * Self-Regulation: by advertisers and promotional agencies to maintain consumer trust and confidence * Local Authority Regulation: for display boards and local events * Country/Federal...
Words: 1508 - Pages: 7
...Yanhao Li Digital Campaign & Logo : Tan Wang Television Campaign : Mohammed Babiker BRIEF OVERVIEW Whether you are trying to expand your new business or fill an employee spot or two in your current business, you will need to create recruitment advertisements to target your potential employees. In this campaign we are recruiting new Transit officers to the public transport sector. Being a Transit officer is not for everyone and not everyone who sees him or herself being able to be an officer. In this recruiting campaign we want to vouch new officers on the team who are looking for a new career that is challenging and yet rewarding. In order for this campaign to be effective we have come up with creative advertising appeals and strategies to attract and or influence the new recruits to join the team. In order for this campaign to work we must attract attention (from appropriate job-seekers who are the Transit officers); attract relevant interest (by establishing relevance in the minds of the ideal candidates); create desire (to pursue what looks like a great opportunity), and finally provide a clear instruction for the next action or response. We as a team we have come with ideas to...
Words: 2008 - Pages: 9
...FINAL DISSERTATION Emotional Branding: Investigating the Role of Emotions in Advertising and Branding SUBMITTED BY Usama Shahzad BITE ID : 35163 Submitted in partial fulfillment of the requirement for the MBA Innovative Management in collaboration with Coventry University and British Institute of Technology & E-commerce August 2007 -1- The intuitive mind is a scared gift and the rational mind is a faithful servant. We have created a society that honors the servant and forgotten the gift. Albert Einstein -2- Acknowledgments First of all, I would like to thank my research supervisor Dr. Gordon Bowen for his support and advice throughout this dissertation. His critical comments always managed to solve arising problems and helped me understand the subject. I would also like to thank the MBA programme co-ordinator Mr. Innayath for his enormous encouragement and inspiration throughout my course. Also I wish to thank all the respondents who participated in the interviews for providing me with valuable information. And finally, I wish to thank my family for their moral support and blessings. Without them none of this would have been possible. -3- Table of Contents Table of Figures ..............................................................................................................- 6 Abstract ...........................................................................................................................- 7 Chapter 1...................
Words: 21075 - Pages: 85
