DO -(Advertising Strategy) Discussion- Reply to Edward & Claudia's discussion!!!

Advertising Strategy Discussion-

 Look at the different types of advertising shown in Table 4.2 of the  text. Select one product and determine how each type of advertising  strategy would be used. Incorporate concepts and examples from this  week’s lecture in your post. Respond to at least two of your classmates’  posts.  

Edwards Discussion-Reply to this discussion-

In the old spice commercial, the woman is attracted to the man  sitting across the table and his hair is what lured her attention  towards him due to his hair which was courtesy of old spice. “There are  three message executional frameworks: cognitive; affective; and  conative, and how marketers determine which strategy has the highest  probability of producing the desired effect on consumer behavior” (Clow  & Baack. 2012, para. 4). Men who use old spice shampoo will be able  to attract beautiful women is the message that advertisement is trying  to send towards consumers. The old spice commercial is a cognitive ad  because it demonstrates the benefits a man will reap if he uses old  spice shampoo, which will in turn persuade males to purchase it and  females to purchase it for their male companion.

Ordinary shampoo commercials like Head and Shoulders or Denorex  discuss the benefits a person’s head will reap if they use the shampoo.  Those type of ads target people who have dandruff and flaky scalp  problems which is considered a hygiene problem, using those types of  shampoo will create a healthy and clean scalp. “When an organization  promotes a point of view or philosophy it is called advocacy  advertising, a subset of institutional advertising” (Ogden & Ogden,  2014, p. 4.1). The old spice ad is not promoting a healthy head, it is  telling men that their product will make them a magnet towards women. If  I were a single man, I would be influenced to use this product because I  liked the benefits that the commercial presented to me.

References

Clow, K. E., & Baack, D. (2012). Integrated advertising, promotion, and marketing communications. Retrieved from https://ashford.instructure.com/courses/16504/pages/week-3-weekly-lecture

Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more. Retrieved from https://content.ashford.edu';/books/AUOMM615.14.1/sections/sec10.5?search=integration#w125876 (Links to an external site.)Links 

Claudia's discussion- Reply to this discussion-

In our weekly discussion, under the “advertising message” area, it  states that “advertisers work very hard to write messages and music that  will appeal to us and motivate us into action”. This is a part of an  advertiser’s job when it comes to advertising their product. They want  to make it seem as though their product is the best in the world by  boosting the quality of the product. This tells the client about their  product by grasping the attention through different methods of  advertisement.

Our weekly discussion also mentions how “advertisers unfairly  influence us to make us buy items that we do not need, cannot afford,  and will not use”. The product that I have personally used and was  influenced by advertising, was buying a timeshare in Florida. We were on  vacation for spring break and got caught in the middle of the mall by  this beautiful young lady, who was very vibrant and animated. She sold  us a package that we could not resist for the theme park and then put us  in a beautiful resort for two free nights for the remainder of our  stay. All we had to do was go to a meeting in the morning and listen to  “an ad” about her company. This turned out to be a nightmare for my  family. The advertising strategy that they used had the beautiful woman  that was full of energy come to us in a way like we were friends. She  has no problem with talking to an audience and is by no means shy. She  just does not approach just anyone; she targets audiences like families  that are on vacation (buying souvenirs) and spending money in the malls.  Ogden & Ogden mention the use of “one or more of the four ics”  (2014, sec. 4.2), and in my opinion, she used all four strategies to win  us over: geographics, psychographics, demographics, and behavioristics.

Section 4.1 of our texts states that there are two types of  advertising: product advertising and institutional advertising. This  timeshare company has now won me over with their product by advertising  all of the perks of staying in a five star hotel and allowing me to be  attracted to their product and has peeked my interest by increasing the  perception of their value. Now, as a member of the company, I have  become a part of the institutional advertiser because I have to help  with the development of the image of this brand, in order for me to make  money off of the company. 

Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more [Electronic version]. Retrieved from https://content.ashford.edu/ (Links to an external site.)