Assignment including 2 part (750 words) talk
Mar 13,23Question:
Background:
Assignment including 2 part (750 words) talk ab analysis of this video: https://youtu.be/8xCqmYbXH9w
1.Analysis of segmentation variables: Identify the segmentation variable (e.g. demographic, geographic, psychological and behavioural variables). Briefly describe the target segments. • 2.Analysis of appeal used: Identify and analyse the appeal(s) used (e.g. utilitarian/functional/cognitive appeal, hedonic/emotional/affective appeal, fear appeal, sex appeal, humour appeal, etc.). You should also explain how these appeals target/influence the target consumer segments identified in the previous section3. Reference:For an academic work, you are required to primarily use models and theories, found in the textbooks, journal articles, and found through your own research to support your argument/analysis – this should be supported by explanation to show your understanding and application of the concepts. At least four relevant non-textbook references are required to satisfy the research component. Don’t forget to reference all information sources (marks will be lost otherwise)! Please also refer to the style guidelines provided below. The assignment must be in a Microsoft Word document and fully referenced using the Harvard referencing style
15%
Analysis of
segmentation
variables
Analysis of appeals 15%
used
Have the students identified the relevant segmentation variables at play
in the ad?
Have the students offered justifications and evidence to support their
identification of the relevant variables at play?
Have the students identified the hedonic and/or utilitarian nature of the
appeal used in the ad?
Have the students identified the cognitive/affective nature of the appeal
used in the ad?
Have the students offered justifications for the identification and
inclusion of these appeals?
Have the students explained how these appeals target the
segmentation variables identified in the previous section?
Identities and
ACO
Idosti
on li
atiana
Answer:
Introduction
Coca Cola Advertisement Analysis
Coca-Cola’s new ‘Share A Coke’ ad of 2018 earmarks the remarkable journey of the company that began decades ago.
Segmentation Variable
Demographic: This advertisement in 2018 brings the campaign to India and is co-created with the Indian consumers to reach out to all the population but specially targeting the youth and connecting them with the older generation. The demographic variables i.e. age, sex, marital status, income, family education , occupation etc are impacted by the Consumer Behavior Theory. For marketing a product it is extremely important to understand the Consumer behavior as this helps the manufacture to read the pulse of the buyer and understand their emotions behind buying a product.
The theory states that the consumers act on the based on their intention to create or receive a particular outcome (Sama, 2019). It is the decision process made by the consumers who purchase the goods for personal purpose and helps the marketers to understand the likes and dislikes of the consumers. Consumer Behavior Theory thus rigorously helps in understanding the demographic of the market as the market segment gets defined.
Geography: The ad is made with the idea to make the product relevant for the Indian market and to penetrate in all sections bridging the age-gap between the generations. The geographical variable is also impacted by the consumer behavior theory. The Consumer behavior theory influences the behavior of the people as per their location as people of certain location have same preferences, choices and habits (Armenski, 2014).
Likewise the people of colder regions would not prefer the consumption of much cold products while it is vice-versa for those coming from the hotter parts of the world. Also the behavior gets determined on the occasion like people travelling or partying would generally prefer some cold beverages. The given advertisement depicts that the father and son are travelling and it is good time to bond with each other by showing some loving gesture.
Behavioral Variable: Not just an aerated drink, with this ad of ‘Share A Coke’ it took the refreshing take on relationships. The ad depicts the significance of relationship between a father and a son and gives people an opportunity to celebrate relations. The advertisement aims at bridging the gap between the father and son by infusing newness in their relations after sharing a bottle of coke. The Social Exchange Theory depicts the behavioral variable of this advertisement as this is the theory of both psychology and economics. It is concern with how society is based on series of exchange between two or more parties or individuals which can be tangible or intangible (Hayes, 2016).
Appeal Used in the Ad
This is the flagship global marketing program of Coke in Indian shores. Forever the advertisements have been leveraging the psychology of the consumer by attracting their attention and persuading them to buy the product (Bogdan, 2014). Different appeals are use in the advertisements to attract the customers, in this Coca Cola Ad emotional appeal has been used to reach out to the consumers. The advertisement has meticulously picked up the sensitive relationship of a father and a son in the present scenario and depicts how the new ways can be adopted to strengthen the relations.
By evoking the emotional appeal the advertisers try to evoke emotional feelings rather than the rational appeal. This advertisement uses pathos rhetorical appeal to persuade the audiences by making them feel certain emotions (Liu, 2014). In this particular advertisement an attempt has been made to strengthen the relationship between the father and the son. The ad shows the change of emotions with the message written on the bottle of coke.
The emotional appeal as made in this advertisement is helpful in reaching out to the audience in a different psychological level. If the advertisement causes emotions of affection and happiness as shown in the given ad the consumers are more likely inclined to buy such products. In a situation like this the consumer not only shows willingness to use the product but also get emotionally connected with the company.
References
Armenski, T., 2014. Consumer behaviour: influence of place of residence on the decision-making process when choosing a tourist destination. Economic Research: Taylor and Francis , 27(1), pp. 267-279.
Bogdan, N., 2014. THEORETICAL FRAMEWORK OF ADVERTISING – SOME INSIGHTS. STUDIES AND SCIENTIFIC RESEARCHES ECONOMICS EDITION, Volume 19, pp. 180-191.
Hayes, J. L., 2016. Brands, Friends, & Viral Advertising: A Social Exchange Perspective on the Ad Referral Processes. Journal of Interactive Marketing , 36(45), pp. 31-45.
Liu, F., 2014. Be rational or be emotional: advertising appeals, service types and consumer responses. Emerald Insight , 48(11), pp. 2015-2126.
Sama, R., 2019. Impact of Media Advertisements on Consumer Behaviour. Journal of Creative Communications, Sage Publications , 14(1), pp. 54-68.
0 responses on "Assignment including 2 part (750 words) talk"