Marketing From Me to You
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Marketing From Me to You
A collection of articles and campaigns demonstrating trends in the marketing communications industry.
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Rescooped by Madeline MacKenzie from Marketing in Motion
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2014 Jeep® Grand Cherokee "Chip Away" OFFICIAL COMMERCIAL

The use of celebrity spokespeople is extremely risky, as the endorser may do something to tarnish the associated brand. This has contributed to the declining use of celebrity endorsements.

 

A recent ad for the Jeep Grand Cherokee uses an affective tactic, evoking feelings of motivation and triumph among consumers. Jeep has utilized Al Pacino’s famous speech from the film "Any Given Sunday", in which he plays a football coach. In this peripheral route to persuasion, Jeep exploited the “familiarity effect”, knowing that repetition often creates positive attitudes.

 

Using characters as pseudo-celebrity spokespeople mitigates the risk that real-life spokespeople may, in the future, act against the best interests of an associated brand. Though the source may not be considered equally credible, I would argue that, depending on the character, consumers’ emotional bonds to the spokesperson may be strong enough for them to be equally effective.

 

Madeline MacKenzie, 06046885, COMM 335- 001- campaign, message design, familiarity effect, affective tactic, spokespeople


Via Joachim Scholz, PhD
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Super Bowl Viewers Will Vote On How Coke and Audi's Ads End

Super Bowl Viewers Will Vote On How Coke and Audi's Ads End | Marketing From Me to You | Scoop.it

 

 

Madeline MacKenzie's insight:

This year, Super Bowl XLVII is all about you! Both Coca-Cola and Audi are asking for your direct impact in the content of their ads during the biggest TV event of the year. For Coke, this means that viewers can vote for 1 of 3 possible endings to its ad via any major social media site, in an attempt to meet the viewers “where they are”.

 

Coke’s arch rival, Pepsi.Co, is using a similar strategy to engage viewers during its Halftime Show starring Beyoncé. During the show, fans will be brought on stage to dance alongside the pop idol, and an array of fan photos will be used in an ad to introduce the performance.

 

Though Coca-Cola, Audi, and Pepsi seem to be the pioneers of this new trend towards viewer involvement, other brands including Toyota and Doritos have jumped on board. The increase in viewer involvement seems to be an attempt to build wider influence networks, giving loyal consumers the opportunity to have their voices heard. 

 

Madeline MacKenzie 06046885, Comm335-002, #article #socialmedia #crossplatformintegration #consumerinvolvement #influencenetworks

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The Future of the Fashion Show - Topshop Unique AW13

TopShop’s digital marketing campaign “The Future of the Fashion Show” took its past year’s campaign to a whole new level. It was focussed on content marketing, utilizing video diaries and a “Model Cam” which allowed viewers to experience the catwalk at London Fashion Week from the model’s perspective. Topshop’s Google+ app “Be the Buyer” even allowed consumers to create their own collection.

 

The campaign applied the brand’s perception as being innovative in product and experience to its marketing communications. The campaign’s goal was to scale TopShop’s UK popularity globally. Utilizing digital marketing was crucial to the campaign’s success as the typical TopShop consumer is digitally inclined, allowing increased targetability.

 

The campaign also allowed for multi-directional interactivity, giving TopShop insight regarding consumer wants. However, in an industry which is dependent on constant innovation, it is important TopShop limit consumer input, to ensure they are not simply creating “faster horses”—Henry Ford. 

 

- Madeline MacKenzie


Via Joachim Scholz, PhD
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