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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Suggested by Gael Robin
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Genius ideas might come from the past Free wallet from Burger King

Genius ideas might come from the past Free wallet from Burger King | Marketing in Motion | Scoop.it
Randy and I were having lunch in downtown Orlando today when someone appeared to have dropped their wallet. People shouted out to the person who dropped the wallet and Randy ran over and picked it ...
Joachim Scholz, PhD's insight:

Another good example how communications can be a powerful way to reach consumers. It does not have to be TV all the time, and not billboard either. Burger King sent out a horde of people who dropped their wallets at busy places, just to be found by other people to "reward" them with coupons and other collectibles. 

 

This simple guerilla tactic does the trick just nice, creating excitement, surprise, joy and gratitude that can be connected to the brand.

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Suggested by Paulo H. Pedrão
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Heineken - The Switch

I’ve always been fond of beers campaigns since their focus is usually the humour. This on the other hand attracted me by another reason. In a very creative way, the campaign demonstrates how much the Heineken beer can change basically everything that you have been experiencing so far.

 

In the beginning the friends arrive in this awful bar, simply looking for a beer to share together. After the bartender starts to serve them everything changes: the environment turns from ruins to a party/fancy place; the bartender and all the people there becomes more attractive; the music makes the environment “more happy”.

 

Either because those are the values that the company cheer or because that’s how you feel after a couple of drinks the campaign is very precise in using the emotional appeal in a very convincing way. Just take a look at the guys at the end of the video.

 

Paulo Henrique Pedrão, 10083167, COMM 335 001; #EmotionalAppeal #FitIn #Campaign 

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Suggested by Orietta Mukeza
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Sexy "Housekeeping"

Even though not a single word is said in Emporio Armani’s “Housekeeping” advertising spot, the message is very clear. The full-length video advertises the Armani Jeans brand by featuring Christiano Ronaldo, an attractive Portuguese football star, walking around his hotel room. The commercial opens with a freshly showered Ronaldo wearing nothing but tight Armani briefs emerging from the washroom and slowly putting on a pair of Armani Jeans while a hotel housekeeper looks on through the corner of her eye. Once he realizes his T-Shirt is not in his room, he starts looking for it, walking half-naked from one room to the next. Enjoying the view, the housekeeper finds his shirt but decides to hide it under a sofa cushion. This advertisement is an excellent example of a brand relying on sexual appeal to catch viewers’ attention. This tactic is quite common for clothing designers who use well-known sex icons like Ronaldo as decorative models. Though the spot’s sexual theme effectively attracts the attention of both male and female audiences, it may also become an undesired distraction. Instead of remembering the Emporio Armani brand name briefly shown at the end of the scene, those who view the commercial will more likely remember the sexy storyline and Ronaldo’s eye-catching body.

 

(Orietta Mukeza, 06056792, COMM335-1, Message Design, Emotional Appeal, Sex, Decorative Model, Campaign)

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Julia Mia Raye's curator insight, May 20, 2013 9:30 AM

Excellent advert!!!

Suggested by Brittany Cooper
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Graphic Anti-Smoking Ads motivate people to quit

The Centers for Disease Control and Prevention (CDC) launched their campaign Tips From Former Smokers in March 2012. The campaign features former smokers sharing their stories about the health effects they have experienced from smoking. The advertisements use hard-hitting graphics to display the severity of these diseases, which include cancer, stomas, paralysis, limb amputations and heart attack. The majority of the population is aware of the dangers of smoking, as anti-smoking advertisements and educational campaigns have been promoted for decades. However, this campaign provides smokers with further knowledge surrounding the immediate health damage caused by smoking. 

 

The CDC employs tactics of fueling fears to induce people to quit smoking through using shocking videos.  The campaign uses real people, not actors, which makes the message they are presenting more powerful because it is honest and truthful. Not only does this message encourage people to quit smoking, it will help prevent people from starting in the first place as they want to avoid suffering from severe illness and disability, like those who appear in the campaign. Research has shown that advertisements that illustrate the impact of tobacco use, as well as encouragement and information about how to quit, motivate people to quit smoking and save lives. These advertisements are particularly effective because they make people feel that this could happen to them, as the experiences shown are of ordinary people. This stimulates emotions such as fear, as people sympathize for those who are suffering and become afraid of this happening to them.

 

(Brittany Cooper, Comm 335-1, campaign, fueling fears, anti-smoking)

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Suggested by Jessica Louie
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CocaCola China - Chok! Chok! Chok!

As one of the top 10 brands in the world, Coca-Cola fails to disappoint with their 2012 "Chok" TV ad campaign in Hong Kong. Chok (擢樣) means “to forcefully make oneself look more handsome”. The word presumably has the onomatopoetic connotation of flinging or “chucking” objects, which is the basis of the interactive campaign. The Chok ad campaign accurately analyzed the psychographic and media habits of Hong Kong teenagers and was able to creatively link the Coke TV commercial with a mobile app that lets you score discounts on products and services. Coca-cola's success in this campaign is twofold as it not only effectively culturally appeals to the teenage population in Hong Kong, but it also turned a traditional TV ad into an innovative and interactive TV gaming promotion reaching 380,000 mobile app downloads in one month and 9 million total views for a television commercial. The use and benefit of cross-platform marketing is that it synergies the strengths of different digital marketing mediums to create a strong brand recall value. By meeting consumers at different mediums, there is a higher reach and delivery, better frequency planning and optimization through integrated ad effectiveness. It is evident that with a well thought out media strategy and a selective media schedule, a simple TV ad campaign can become one of Hong Kong's most successful Coke Promotion and TVC in 35 years.

 

(Jessica Louie, Comm335-01, Cross-platform Marketing Integration, Television Advertising, Mobile Application, Interactive Gaming Promotion)

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Suggested by Brandon Vaters
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I Am Canadian, and so are they: Molson’s new nationalist pitch

I Am Canadian, and so are they: Molson’s new nationalist pitch | Marketing in Motion | Scoop.it

Molson Coors Brewing Co.'s newest advertisement in their series of national pride campaigns is introducing you to "The Canadians". Since 1994 they have been using patriotism to create an emotional appeal for their products, beginning with the slogan "I Am Canadian". They have created a strong brand awareness with their advertisements that require very low motivation on the part of the consumer to understand, and often use humour in their campaigns to appeal to the common beer drinker. Molson Coors Brewing Company is holding contests in this campaign, asking consumers to share their stories of a time when they left an impact on another land. This contest is run across multiple multi-media platforms including Facebook and Twitter. The winner receives a trip to Dublin. This campaign focuses heavily on the emotional appeal to consumers, and targets the conviction stage of the Hierarchy Effects Model. 

 

Brandon Vaters - National Pride, Emotional Appeal, Low Motivation, Multiple Platforms, Conviction

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Suggested by Charlotte Gadon
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Capital One - "How To Protect Yourself From Fraud" - Citizen Optimum

Capital One - "How To Protect Yourself From Fraud" - Citizen Optimum | Marketing in Motion | Scoop.it

This video advertisement was created by Capital One and Citizen Optimum to encourage fraud avoidance and prevention. It features an actor on the street in a city who approaches strangers to ask them for personal information and to find out how much they would be willing to reveal to someone they didn't know, depending on what incentive is offered. The scene ends with the following statement:  " You wouldn't fall for this on the street. Careful not to fall for it online."  The video uses an emotional appeal through its use of  humour to communicate the message of privacy and online safety. The interviewer acts in an exaggerated manner while pretending to be a person attempting to commit  fraud. This video effectively targets consumers at the liking and preference stages of the Hierarchy of Effects model  by offering a message that is seemingly altruistic and unrelated to a purchase. The humor used and the perception that the company cares for the consumer by educating them about risks regardless of purchase aims to create brand loyalty. 



(Charlotte Gadon, 06248989, COMM335-1, Hierarchy of Effects, Emotional, Liking, Campaign)

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Suggested by alexandra marinelli
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Molson Canadian - The Canadians

Molson Canadian is known for making their commercials very patriotic. This commercial specifically focuses on people around the world telling stories about their memories from the night before. All of the stories included a memorable evening due to a Canadian. Molson is positioning the beer as a cultural symbol. The beer is symbolic of Canada and the pride one has to be Canadian. This advertisement appeals to emotions by creating an emotional bond between the customer (Canadians) and the brand. The commercial portrays happiness, fun and friendship based on the stories that are being told. Additionally, this advertisement takes an affective tactic by once again, evoking feelings to match the brand. Beer is a highly competitive market; therefore by Molson focusing on emotions and a cultural symbol, it allows the brand to differentiate itself from other similar products. The commercial also provides a demonstration tactic of the product in action. By showing “what happens when Canadians get together” this commercial portrays that drinking a Molson Canadian beer and hanging out with Canadians is the best way to have a memorable (or not so memorable depending on how many beers they drink) night. 

 

Alexandra Marinelli- COMM 335-001 
Campaign, Message Tactics, Communication Appeals, Message Design  

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Suggested by Rille Markgren
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Honda is trying to reach a broader segment

This advertisement for the new Honda Civic tries to use two different perspective about value of a car. Some people buys a car because they need it for their family, so the car need to be roomy, safe and should also have a high grade of comfort. Others want their car to have the latest performance features, with high technology and great power. Honda claims that their new Civic has both, and this shows in their advertising by using a 180 degree turn to show the car advantages from both of these perspectives. In order to strengthen this argument the voiceover says "Power or practical? Agile or efficient? Why does it have to be one or the other? Why can’t you just have both?”. In advertising, they also want to point out that the car is modern in that it is fuel efficient and in this way the company shows that they think about the environment. Many competitors in the car industry wants to have a specific niche of their products, but Honda tries to view for the audience that you can buy Honda Civic both if you want the latest technology or if you want a safe car for your family.

 

The decision-making process for cars contains both emotional and rational components. You can use a rational appeal in all the levels in the Hierarchy of effects model: Awareness, knowledge, liking, preference, conviction and purchase. (Clow, K. et. al. 2013.) In this commercial for Honda Civic they use a rational element on the knowledge level. In the commercial the consumers get knowledge about the product (the car) both through pictures and by the voice-over. The voice-over also try to give the audience preferences about the product and in this way convict the audience that Honda Civic is a good alternative for purchase. The way that they show all the great features the car has is something that Clow et. al. (2013) call Performance appeals.

 

The commercial has also an emotional appeal. The commercial is trying to build up a trust that the car has a good security for the people who will travel in it. The commercial also shows a person driving the car who looks happy with his car, and this is a good way to get the audience to get good feelings about the brand.

 

Rickard Markgren, 10083119, COMM 335-1, Campaign, Rational appeal, Emotional appeal, Hierachy of effects.

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Suggested by Chelsea Broderick
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Skoda Yeti - Park Assist System

Typically I find that direct marketing doesn’t catch my attention. The number of times I receive a handout and actually read it is very low. This is why I found Skoda’s direct marketing idea very clever.

 

At the Bologna Motor Show, a postcard was distributed to promote the new Park Assist System. This wasn’t a typical handout but on the postcard there was a little car that you took off one side and placed on the other. When you attempted to stick it to the designated spot, magnets guided the car into a tight parking spot. Not only does this postcard show the benefit of the new feature but it also adds an interactive aspect to capture consumers’ interest.

 

Often direct marketing provides customers with too much information that it is overwhelming. This tactic of having a fun postcard makes customers aware of the new feature while encouraging them to seek out more information on their own. After seeing the video of this idea, the first thing I did was go onto the company’s website.

 

One thing that needs to be considered is that these cards would be fairly expensive to produce, so it wouldn’t have been possible to reach as many consumers as they could have with another form of marketing. That being said, Skoda was very lucky that this idea received lots of positive publicity online so people, like me, who were not at the event, were still able to see the postcard as a video.

 

Chelsea Broderick, 05994009, Comm335-1, Direct Marketing, Campaign 

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Suggested by Thuy Anh Nguyen
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The closet: a cock-and-bull story

Canal Plus is a French premium pay television channel. This commercial called “The closet” is showing a half-naked man justifying his presence in the closet of his mistress by telling an incredible story, being an author for Canal +.

 

Canal+ wanted to emphasize their specificity which differentiates them from the other channels: they are more than just a simple buyer of TV programs, they are a creative channel. This explains the idea of featuring people who have a unique know-how to create programs and imagination, to tell great stories.

This commercial illustrates very well some technics described in the message design process, the emotional appeals being the ones which are importantly used here. The beginning of the video creates a lot of astonishment at first because the viewer might not realize right away that he is watching a commercial; then it generates curiosity, suspense and interrogation. Canal+ creative team also used feelings like fear and worry, which at the end help in providing a humoristic punch line. It can be even funnier to the French audience as “The closet” is inspired from a classic of the French vaudeville: the lover in the closet.

The final words which complete the punch-line scene are “Lucas G. Screenwriter for Canal+” when all his subterfuge finally makes sense to the viewer.

 

Thuy Anh Nguyen, 10081293, COMM335-002, The Closet, funny commercial, fear, humor, creative

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Suggested by Kate Corcoran
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Back to the Start

With consumers becoming more and more health conscious, fast food companies are jumping on the band wagon to provide healthier food choices for consumers. But are they actually healthy for you?

 

Chipotle is one of the few fast food companies out there that cooks their food fresh daily and sources more local produce and sustainably raised meat than anyone else. This content driven marketing platform, “Cultivate,” was designed to emotionally engage customers in Chipotle’s journey to create a more sustainable future. This is the animated short film on the state of the food industry called, “Back to the Start.” This film ignited a national conversation and was tweeted more than 10,000 times with almost unanimously positive reviews. This ad had the largest impact on the competition; the day after the launch of the ad, McDonald’s announced it was ending its inhumane practices.

 

Katharine Corcoran COMM 335-002, campaign, advertising, branding, emotional appeal

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Suggested by Kayla Crnic
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Tim Hortons - Roll Up The Rim To Win - Home

Tim Hortons - Roll Up The Rim To Win - Home | Marketing in Motion | Scoop.it

It’s that time of year Canada… Tim Horton’s 27th annual RRRoll-Up-The-Rim contest is back! The time of year for hopeful coffee drinkers to test their luck and try to beat the odds in winning one of the millions of prizes available. RRRoll-Up-The-Rim is easily one of Canada’s most popular contests, hosted by one of Canada’s most loved brands.

 

Although sales promotions can threaten the integrity of a brand, RRRoll-Up-The-Rim proves to help, rather than hurt, the brand image. The cash and food prizes available are incentive for customers to choose Tim Horton’s as their on-the-go coffee destination. Stores see an increase in sales during this time of year, with customers either increasing their consumption or changing their preference for where to purchase their hot beverages. Moreover, in-store redemption of prizes forces customers to return.

 

The RRRoll-Up-The-Rim experience allows customers to develop an emotional connection with the brand. Anticipation builds moments before customers roll up the rim. Even more, the excitement upon discovering a winning cup leaves customers on an emotional high. It is this emotional connection, created by Tim Horton’s, that results in the campaign’s success. Customers are initially attracted by the extrinsic value in winning one of the prizes, but develop a liking and preference for the brand by the intrinsic value created in the experience.

 

Kayla Crnic, 0619 5034, Comm335-002; campaign, brand equity, emotion, sales promotion, liking, preference

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Suggested by Kate Corcoran
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Mouse Trap Survivor Cheese Commercial

This advertisement starts off nicely with soft music playing in the background and a mouse nibbling on some cheese. We all know what’s going to happen, yet it still shocks us. The poor mouse is caught in the trap, breathing what appear to be its last breaths until it begins doing pus-ups. Odd thing for a mouse to do. This ad is great because it doesn’t tell us what it is advertising until the very end, so it keeps the viewers intrigued and wondering what this ad is all about. This ad is a roller coaster of emotions from content, to frightened, to sad, and finally humour. Viewers will remember this ad because it is witty and entertaining. It aims at the emotional appeal of consumers in order to draw them in to the advertisement.

 

Katharine Corcoran COMM 335-002, campaign, advertising, emotional appeal, brand awareness, liking

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Suggested by Sonya Gleeson
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My Tide TV Commercial - Tide Dad Long Version

In 2011, Proctor and Gamble took a bold approach to marketing the new Tide plus Boost laundry detergent. This product is a line extension onto the already widely successful Tide brand, which has traditionally been targeted towards women. However, with more men than ever staying at home with kids and a clear fundamental change in gender role stereotypes, P&G leveraged a unique consumer insight to target this particular campaign at the stay-at-home father. This campaign used humour to bridge an emotional connection with consumers. Household packaged goods have traditionally taken a rational approach to marketing, in which the benefits of the product are conveyed in an attempt to convince consumers of some superior product quality, however this type of message has turned these products into somewhat of a commodity. By utilizing an emotional connection to build liking and preference for the brand, P&G has been able to provide a message that will create a deeper connection with the brand and prevent it from being anything but a commodity. 

 

Sonya Gleeson -335(2) -06024420

"Dad-vertising", emotional marketing, targeting, liking and preference

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Suggested by Paulo H. Pedrão
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Megan Fox Super Bowl Ad For Motorola 2013 [HD]

For the past couple of years Motorola has been losing space in the market of cell phones to brands such as Apple and Sony, for instance. With the goal of changing that situation they came up with this campaign towards its new product which was very creative by mixing rational appeal and humour.

 

The campaign shows different situations after Megan Fox demonstrates how it works: from teenagers in puberty, gay couples facing sexual orientation doubts maybe, a wife angry at the husband’s attitude, workers damaging public and social property, friends forgetting about their friends and all because of what?

 

No, not because Megan Fox is beautiful and desired by many people (she is though and had a huge influence on what happened) but because the Motorola cell phone is so good, with such new devices with good quality and power that your data can be spread through the internet and social media in a blink. For those who like to be connected almost every time it may be a good choice. The target audience involves all different types of people which make the campaign even funnier.

 

Paulo Henrique Pedrão, COMM 335 001; #RationalAppeal #Funny #SexAppeal #Motorola #Campaign 

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Suggested by Charlotte Multon
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McDonald’s : Behind the scenes

McDonald’s has recently been trying to reposition its brand as greener and healthier. This video matches this shift of image McDonald’s attempted to initiate few years ago. It shows why there is such a big discrepancy between the appearance of the food offered in the restaurants, and the one displayed on their advertisings.

This effort to be transparent is a really good marketing strategy. It answers growing customers’ concerns about the quality of the food sold in fast food chains. The video is aimed at reassuring them about the quality of the food McDonald’s offers. It shows that the products used are the same in the advertisings as in the shops. It reminds us of a documentary and employs rational appeal. Since McDonald’s already benefits from a high awareness amongst customers, we can assume that this video is meant to increase consumers’ preference for McDonald’s products over other fast food items they can find on the market. The message is that McDonald's is only good but genuine.

This video is part of the bigger project “behind the scenes”: people can post questions on a YouTube channel and McDonalds provide an answer to their concerns with a video.

The Internet and social medias are perfect medias for such a campaign, as it allows a strong interaction with the client. In order to create preference, McDonald's attempts to build a strong and loyal relationship with its customers.

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Suggested by Brandon Vaters
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Target's advertising legacy so far

Target's advertising legacy so far | Marketing in Motion | Scoop.it

Target is beginning a marketing push to establish their brand in the Canadian market place. They just released their first television advertising campaign in late February, and they hope to have the same success in Canada as they did in the US. Target will not be able to compete with brands like Walmart on price alone, as they simply will not be operating at the same scale. Instead they have positioned themselves as a brand of slightly higher quality, and in turn at a higher cost point. In their new campaign, target is focusing on their well known logo - their red bull's-eye. Target's campaign is focusing on the conviction phase of the hierarchy of effects model, and their advertisement approach combines both rationality and an emotional appeal. Both messages are present across the entire ad campaign meant to bring consumers through the decision making process. 

 

Brandon Vaters - Emotional Appeal, Rational Appeal, Market Penetration, Conviction, Branding

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Suggested by Antonio Guimaraes
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Uncle Drew Pepsi Commercial

 

Pepsi’s Uncle Drew commercial was broadcasted in 2012, this campaign was very well know in social medias and became viral few days after it was launched. We almost can’t see any pepsi logo during the commercial, we even can say that this can be considered as a mix between product placement and branded entertainment. The complete advertisement has more than 4 minutes of duration, that means, it couldn’t be showed on TV. All we can see about Pepsi in this commercial is, sometimes, someone drinking a Pepsi. We can easily say that this campaign was one of the most successful viral of 2012. All was recorded in a court in LA, and the crowd watching the game thought that the camera was there for a documentary about street basketball. The success of the  campaign was so great that Pepsi also requested the production of two other chapters, and the Uncle Drew commercial is already in part 3.

 

Antonio Guimaraes, COMM 335-1, Branding, Product Placement, advertisement, video 

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Suggested by Maryam Pazirandeh
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Southwest Airlines Spring Campaign: Welcome Aboard

Southwest Airlines has launched a spring advertising campaign with a new approach compared to their previous campaigns. The airline is making changes in how it presents itself to its current and potential new customers.

The company has replaced their traditional approach of using humour as the emotional appeal in their ads. They are now focused on increasing awareness of the airline’s status as the biggest domestic carrier. The first spot in the series is called “Welcome Abroad” and it features a baby, a basketball player, a business women and a ballerina. The ad creates a sense of patriotism by focusing on the “American Dream” and focuses on values and themes such as ambition. The commercial ties Southwest Airlines to patriotism to create a positive image of the company among American consumers. In addition the ad focuses on consumer values such as personal accomplishment and success to further create a positive linkage with Southwest for consumers. Finally the ad taps into the evaluation of alternatives stage in the purchase decision making process by stating that Southwest is like nobody else and America’s largest domestic airline. 

 

Maryam Pazirandeh, 06334361, COMM335-1, campaign, emotional appeal, awareness, brand image

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Suggested by Josh Climans
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Mastercard baseball commercial

This commercial from MasterCard continues the company’s long running theme of commercials in which products can be purchased at a certain price, but one underlying feeling cannot be bought. In this commercial, a father takes his son to a baseball game. The father pays for things like hot dogs, popcorn, sodas, and souvenirs for his son and all of these items’ prices are shown. However, the ability to have a real conversation while spending time with your son is “priceless”. This commercial uses affective tactics of appealing to the emotion of a father’s relationship with his son, and demonstrates a common bonding experience in life in which a father spends time with his son by going to a baseball game. The commercial also does an effective job at promoting the product by saying that some things in life like a father-son relationship cannot be purchased, but for everything else, a MasterCard can be used. This indicates that whenever a person wants to purchase something with an actual price, he or she can resort to his or her MasterCard to make the purchase. Also, for encouraging awareness, the commercial says that MasterCard is accepted at baseball parks around the country. This ties in with the theme of the commercial and shows that the target audience of fathers can use a MasterCard at any baseball park. These tactics attempt to engage the customers ease of recall by associating using a MasterCard in different purchasing situations.

 

Josh Climans, 05995759, COMM335-2, campaign, father-son relationship, emotion, priceless

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Suggested by Sean Connacher
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Old Spice’s Wild Collection Introduces New Scents

Old Spice’s Wild Collection Introduces New Scents | Marketing in Motion | Scoop.it

Communicating more than just a scent, Old Spice’s Wild Collection markets the man! P&G’s advertising campaign for their new line of Old Spice scents aims to show men that not only will the Wild Collection make you smell great, but also invoke immeasurable confidence, offering success and sex appeal. The available TV advertisements utilize a “Fantasy” executional framework to lift consumers out of the real world and appeal to ones emotions. The advertisements show men winning poker matches through intimidation or confidently whisking a woman off her feet at a gala. Using a peripheral route to persuasion, the campaign plays heavily on the sex appeal ones deodorant offers and is specifically targeted at men ages 18 to 24. Moreover, unlike other deodorant brands, Old Spice wants to inspire confidence among an age group that is now trying to figure out life, not just girls, as they progress through college and into their careers. The ultimate objective though is to effect preference and conviction among their target audience to influence their evaluation of alternatives and purchase decision. Deodorant consumers have such an array of options that brands must differentiate themselves and fill unmet needs both within their own lineup of scents, but in comparison to other brands as well. Despite this challenge, The Wild Collection campaign is on its way towards effectively meeting the needs of consumers who have previously been unable to find a scent that met their needs and did not remind them of their grandfathers or their pre-pubescent selves. 

 

Sean Connacher | 0599-5347 | COMM 335-2 | Article, Advertising, Old Spice, Emotion, Fantasy 

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Radhika's curator insight, March 15, 11:13 PM

Old spice effectively tries taking on central routes of persuasion as they approach the needs of their consumers, appealing to their insecurities and trying to connect with their feelings offering a mature solution.  

Suggested by Yvonne Chung
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2013 Budweiser Super Bowl Ad — The Clydesdales: "Brotherhood"

Budweiser tugged the heartstrings of millions with a poignant Super Bowl 2013 commercial featuring a horse breeder raising a baby Clydesdale horse and then reuniting with him many years later, under the soft lullaby of Fleetwood Mac’s Landslide. It is ranked the No. 3 most shared Super Bowl ad of all time and has immediately garnered 1.5 million shares the next day (Monday morning).

 

Although in the entirety of the ad, it does not feature the product at all (informative executional framework), and barely had any brand name placement until the end, the message design was brilliantly executed.  It heavily used an emotional appeal, creating a strong bond that resonates powerfully between the customer and the brand. Anyone who watches this ad can reflect back to the milestones in their own life when they had to leave their comfort zone for better things, or experience a loved one depart from them. Budweiser had cleverly spun a real tear-jerker story, evoking heartwarming and positive emotions (love, loyalty, etc) that will definitely transfer towards the brand when the viewer purchases their next beer, developing a liking and preference for the brand. They used an affective > cognition > conative approach to persuade the customer.

 

Budweiser further engaged the viewer in a contest by asking its viewers to name “help name the baby Clydesdale seen in this commercial” by tweeting a name using the #Clydesdale hashtag. It leveraged the exposure of traditional advertising towards the digital platform, changing its message delivery with one campaign. This expanded its buzz and success online, further sparking engagement with the Clydesdale campaign, driving its virality. 

 

(Yuen Kuk Chung (Yvonne) , 06303534, COMM335-1, article, message design, message delivery, affective, emotion, liking)

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Suggested by Christine Wu
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Coldwell Banker— we believe in home

http://www.youtube.com/watch?v=83dqHZojW7Q

 

As a real estate company, Coldwell Banker released a commercial showing all the little things which they believe that make a home “home”:  Children’s drawing attached on the fridge, neighbor’s BBQ smell, Friday night sleepover, Sunday morning sleeping in, men watching sport on TV, woman possessing her own walking closet…etc. Basically, a mix of little dreams of each member of a family were shown, everyone can find a moment of themselves in the video.

 

This commercial uses emotional appeal to reach its target audience, which are the middle age mom and dad that dream to have a wonderful settled family life or anyone who dream to have a sweet home. This marketing campaign simply raises the “Awareness” of the Hierarchy of Effects. By positioning the company as one that believes in helping you realize your dream home, it leaves a deep impression to the consumers and successfully make people aware the company. Even though most people won’t necessarily remember the company, they’ve left enough messages for people to search for it when they are willing to.

 

Christine Wu, 10082196, COMM335-1, Awareness, Brand Positioning, Emotional Appeal

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Suggested by alexandra marinelli
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Molson Canadian - The Canadians

Molson Canadian is known for making their commercials very patriotic. This commercial specifically focuses on people around the world telling stories about their memories from the night before. All of the stories included a memorable evening due to a Canadian. Molson is positioning the beer as a cultural symbol. The beer is symbolic of Canada and the pride one has to be Canadian. This advertisement appeals to emotions by creating an emotional bond between the customer (Canadians) and the brand. The commercial portrays happiness, fun and friendship based on the stories that are being told. Additionally, this advertisement takes an affective tactic by once again, evoking feelings to match the brand. Beer is a highly competitive market; therefore by Molson focusing on emotions and a cultural symbol, it allows the brand to differentiate itself from other similar products. The commercial also provides a demonstration tactic of the product in action. By showing “what happens when Canadians get together” this commercial portrays that drinking a Molson Canadian beer and hanging out with Canadians is the best way to have a memorable (or not so memorable depending on how many beers they drink) night. 

 

Alexandra Marinelli
Comm 335-001- #Campaign #Message Design #Emotional Appeal #Affective tactics 

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