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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 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 16, 2:13 AM

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 Sharon Obuobi
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Molson Canadian - The Canadians

Molson Canadian’s recent video advertisement entitled, “ The Canadians”, has caught the attention of marketers for its new approach in celebrating nationalism. The TV commercial features people in Germany, South Africa, Australia, and Japan sharing crazy stories about the Canadian travellers they’ve met. These travellers are described as partiers who dance on tables, wear moose antlers for fun, and have no inhibitions at parties. 

 

Molson Canadian has designed its message to fit in the liking and preference stages of the decision making process. The message is designed to cause viewers to like Molson Canadian through its humorous, fun, portrayal of the Canadian experience. If the advertisement has resonated with viewers and they are truly convinced that Molson’s beer is the best choice, a purchase of Molson beer will then occur. The emotional appeal is particularly important due to the little differentiation of products offered in the beer market. 

 

It can be inferred that the advertisement uses the peripheral route. Cues are used to create an emotional connection with the viewer. These cues include moose antlers, fireworks, campfires, and a party crowd. Furthermore, there is an emphasis on the individuals delivering the message who are shown as popular, fun, cool individuals belonging to close circle of friends.

 

The advertisement uses a combination of the dramatization and fantasy frameworks to narrate the story. The dramatic element is seen in how the story builds to a high intensity of excitement. The fantasy element is demonstrated in the blissful images surrounding Canadians enjoying Molson beers.

 

Submitted by Sharon Obuobi, COMM 335-1

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