If advertisements are successful in creating a feeling beyond the product it increases the likelihood of the advertisers reaching its goal; which is to create brand loyalty or identity.
“Brand loyalty” consists of a consumer's commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service.
Basically, if you constantly buy Nike shoes then you are loyal to Nike products.
Some studies have linked brand loyalty to cult because a cult is a group of people devoted to beliefs or practices. A comparison that I agree with because whether it’s believing in a new deity or only buying Docker’s pants, you have a devotion to a belief or practice.
With brand loyalty is sure to come “brand experiences” and to better illustrate this point let’s use the iPod as an example.
The commercial for the iPod is a silhouette of a guy dancing and having a fun time listening to his iPod. So, the next time you are listening to your iPod and are dancing and having fun to your own music you would have shared in the brand experience.
Beyond brand loyalty and experience the true goal of marketers and advertisers is to create “lovemarks” (objects of devotion). The movie provided the example of Tide laundry detergent becoming the heart of the family, well in my family a Kodak camera would be considered the eye of the family.
My father will only buy Kodak cameras and he takes his camera everywhere with him. Kodak cameras have taken pictures at all of our families’ milestones. From graduations to weddings, my dad always checks the front, checks the back and makes sure its Kodak.
Unfortunately for advertisers not everyone is as loyal to brands like my father, in fact more and more people are dodging the bombardment of advertisements due to the creation of Tivo and DVR.
This has forced advertisers to display their products in television shows and movies in order to been seen. A clear example would be with FedEx in the movie Cast Away.
From the opening scene of the movie we see and hear how FedEx values their shipments and procedures and throughout the movie we see FedEx packages and one of the packages saved Chuck Noland’s life (the main character played by Tom Hanks).
Another example of advertisers trying to replace the lack of viewership from TV commercials is utilizing “webisodes” which are short films designed to be seen on the internet and American Express used this method by creating a story with Superman and Jerry Seinfeld.
Rather it just being a commercial about how low the interest rate is for American Express credit cards it told a story and made the credit card a character or play a role in the story.
American Express is not the only company to use webeisodes as BMW employed a similar tactic to reach internet users. The documentary “The Persuaders” provided an interesting viewpoint on the world of advertising and how much time and dedication is needed to sell a product.
The goal of the advertisers is not just for people to buy the product it is to make people emotionally connect with the product they are trying to sell.
As I previously mentioned this documentary touched on many unknown themes in the advertising world and now I realize how much advertising plays a role in my daily life. What new schemes and ideas can advertisers use to persuade us, only time will tell?
Showing posts with label Persuaders. Show all posts
Showing posts with label Persuaders. Show all posts
Thursday, August 14, 2008
The Persuaders Review Part II
On the contrary, if one really did want to end the “circle of clutter” then the best method would have to involve some form of government intervention which would limit the freeness of the American economy.
Having freedom in the marketplaces allows companies like Song airlines to market however way they see fit, and for them they chose to strongly target females.
I believe that Song Airlines is extremely sincere in the marketing pitch based on the amount of research they put into learning about the female flying experience.
The documentary mentioned how the company conducted countless interviews with women flyers and even created a make-believe woman to further understand the needs of women customers.
However, I do think that Song airlines tended to focus more on flying with their airline as an event not just some regular airline.
Their goal was turn “Song” into an adjective and have people say, “That’s so Song”.
In that respect, I think they lost some of their drive to target the female passenger and tried to emphasize the traveling experiencing.
The technique used by Song Airlines is a classic example of the evolution of advertising.
Instead of focusing on the product advertisements today focus a concept or idea of what that product can do for you.
Referring back to the Song example there are plenty of airlines that will take you from point A to point B, so advertisements have to sell on the potential of what that product can do beyond transportation.
In the movie they showed a Cheerios commercial with a grandma feeding her infant grandchild.
But, rather than talking about nutritional value of the cereal they used each cheerio as a different city of where family members live.
I was able to immediately identify with this because when I eat Fruit Loops cereal, I like to pretend that each different colored loop is a country and I act a war battle as I enjoy my breakfast.
In today’s advertising all of the products are the same and advertistiments need to do more than have a quality product to get consumers to buy their products.
Having freedom in the marketplaces allows companies like Song airlines to market however way they see fit, and for them they chose to strongly target females.
I believe that Song Airlines is extremely sincere in the marketing pitch based on the amount of research they put into learning about the female flying experience.
The documentary mentioned how the company conducted countless interviews with women flyers and even created a make-believe woman to further understand the needs of women customers.
However, I do think that Song airlines tended to focus more on flying with their airline as an event not just some regular airline.
Their goal was turn “Song” into an adjective and have people say, “That’s so Song”.
In that respect, I think they lost some of their drive to target the female passenger and tried to emphasize the traveling experiencing.
The technique used by Song Airlines is a classic example of the evolution of advertising.
Instead of focusing on the product advertisements today focus a concept or idea of what that product can do for you.
Referring back to the Song example there are plenty of airlines that will take you from point A to point B, so advertisements have to sell on the potential of what that product can do beyond transportation.
In the movie they showed a Cheerios commercial with a grandma feeding her infant grandchild.
But, rather than talking about nutritional value of the cereal they used each cheerio as a different city of where family members live.
I was able to immediately identify with this because when I eat Fruit Loops cereal, I like to pretend that each different colored loop is a country and I act a war battle as I enjoy my breakfast.
In today’s advertising all of the products are the same and advertistiments need to do more than have a quality product to get consumers to buy their products.
Persuaders Movie Review Part I
The Frontline and PBS documentary, “The Persuaders”, is a movie about the advertising world and it touched on many themes, concepts, and ideas involved in advertising.
Some of these ideas are: the circle of clutter, the marketing technique used by corporations, the evolution of advertising, “brand loyalty”, product placement, and the power of advertising has on its consumers on a personal level.
To paraphrase the movie from the moment we leave our house we are bombarded with advertisements everywhere we go.
Due to numerous advertisements on television, on the radio, or just walking down the street it leads to more advertisements being created just to be noticed.
This is known as the vicious “circle of clutter”. The question at hand is whether this circle can ever be broken and although you should never use the word “never”, I think that the “circle of clutter” will always remain in free market economies.
The reason why is because there are so many different companies selling the exact same product. For example printers, printers simply print the image/document from the computer, however there are several companies that make and sell printers.
Such as Dell, Epson, Compaq. It is for that reason, multiple companies selling the exact same good or service, that the circle of clutter will not be broken.
Personally, I think that it should continue because competition is always a good thing.
I feel with all of the companies and advertisements competing for my dollar should cause those companies to either lower its price or continue to create better products.
Some of these ideas are: the circle of clutter, the marketing technique used by corporations, the evolution of advertising, “brand loyalty”, product placement, and the power of advertising has on its consumers on a personal level.
To paraphrase the movie from the moment we leave our house we are bombarded with advertisements everywhere we go.
Due to numerous advertisements on television, on the radio, or just walking down the street it leads to more advertisements being created just to be noticed.
This is known as the vicious “circle of clutter”. The question at hand is whether this circle can ever be broken and although you should never use the word “never”, I think that the “circle of clutter” will always remain in free market economies.
The reason why is because there are so many different companies selling the exact same product. For example printers, printers simply print the image/document from the computer, however there are several companies that make and sell printers.
Such as Dell, Epson, Compaq. It is for that reason, multiple companies selling the exact same good or service, that the circle of clutter will not be broken.
Personally, I think that it should continue because competition is always a good thing.
I feel with all of the companies and advertisements competing for my dollar should cause those companies to either lower its price or continue to create better products.
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