Marketing in Motion
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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 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 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 paul choi
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Patriotism feels forced on loyal NFL spectators - The National

Patriotism feels forced on loyal NFL spectators - The National | Marketing in Motion | Scoop.it

What do the NFL logo, halftime show and pre-game kickoff have in common? They all relentlessly stuff American patriotism down viewers’ throats. For us non-Americans, all this nationalism probably seems excessive, even making some feel sick to their stomach. If this abundance of symbolism seems cheesy to many people, why does the NFL insist on putting the American logo on every canvas? If anyone has ever attended a sporting event, they will know that they play the national anthems of each respective team. During the anthem a strong sense of unity and pride is invoked throughout the entire arena. Using memorable experiences like this create an indirect emotional appeal is an affective tactic that the NFL has used for generations.

 

These symbolic references really help position the brand and company image to attract believers who have a preference for North American products, and divert them away from competitor sporting broadcasts like “football” (soccer), which has a much stronger global presence. By invoking strong feeling and emotions in their consumers, the NFL has become the most successful sports associations in the globe.

 

Paul Choi, 05988997, Comm 335-2, Campaign, Affective tatics, Emotion

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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 Sharon Zhang
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Target's mascot wants to be your neighbour in Canadian ad debut

Target's mascot wants to be your neighbour in Canadian ad debut | Marketing in Motion | Scoop.it

Target, an iconic American retailer, launches its first Canadian advertisement during the Oscar telecast February 24th, 2013. The company plans to expand to Canada, with ambitions of opening up to 200 new stores in 2013. The ad featured the Target's mascot, the bull terrier Bullseye, riding in a motorcycle sidecar in a neighborhood setting, passing through notable Canadian landmarks such as a lighthouse, hockey players, and totem poles. Featured in the ad is also a rendition of Mister Rogers’ song “Neighborhood,” covered by the Canadian band Dragonette. Target seems to be targeting the emotions of its Canadian consumers by playing on the neighbor-aspect of the ad, and showing Canadians, who might feel uneasy about an American corporation coming on Canadian soils, that they have recognized the Canadian identity and are inviting to it. Target is getting to know their Canadian consumers and trying to build a relationship with them through emotional engagement, but also showing Canadians what sort of a company they are and how they differentiate themselves compared to other retailers. 

 

(Sharon Zhang, 06240962, Comm335-2, branding, emotions, identity, article)

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