I watched “The Persuaders” in its entirety. Things I learned from it are: advertising that appeals to emotions must be done carefully, it is a popular trend in advertising to appeal to emotions, and collecting data for what consumers want is an interesting and in-depth process.
The video used an example of a new airline called “Song” that was all about appealing to women of a specific financial status. Though the overall concept of creating a brand identity did not seem like a bad idea, it seemed as though “Song” did not market that identity in a very clear way. By seeing their example and how long it took for consumers to not only recognize it as a company but also as an airline, it shows that emotional appeals in marketing can be risky. It also shows that actual appearance of a product is good for consumer recognition.
“The Persuaders” talked a lot about how emotional advertising works. It also made it seem like, since the 90s, this has been a popular form of advertising. The emotional appeal is marketers attempts to cut through the “clutter” of all of the advertising around, and it seems to be effective only maybe half of the time. It was also interesting to note that some advertisers attempt to market through entertainment, which proves good for getting their name out there, but not necessarily for getting consumers to want to use the product/service being advertised.
Along with this, the process of collecting data from focus groups is interesting, if not a little weird. Some of the questions seemed pretty out there, but the overall process seemed to turn back decent results most of the time.
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