In the context of marketing advertising, consumers are known as the target of assorted persuasion endeavors from marketers such as adverts, personal selling, and product positioning. In response to this, consumers have developed their specific knowledge to interpret the persuasion information, detect the main motives and goals, and judge how practices are being used.
One of the key marketing issues is understand the device of consumers' persuasion knowledge and for this several ideas have been developed over time. In this report, a built-in model known as persuasion knowledge model (PKM) will be further created and hired as a framework to demonstrate how these theories can be employed to a Television commercial.
Libra Invisible Pad "Think about Guy Man" Commercial- A Brief Overview
SCA Health Australia has launched a "Think about Guy Man" TV commercial in February, 2010, promoting Libra Invisible Pad-a female attention product. A funny slice-of-life story in line with hilarious operating created a comedy-like yet convincing scene telling the subject matter that Libra Invisible Pad can "stay static in place" with the body, in spite of any varieties of motions.
Together with an regrettable coincidence in the end, meeting the girlfriend's parents with Question Guy Man outfit on-works to reinforce the humorous impact. The success of the commercial is it gives people such an interesting experience yet can combine the brand name naturally and properly into the history by the girlfriend's complaint, "Got mum and father. . . and you have my Libra Invisible Pads. "
To commence with, having a bored young man exclusively in the living room; discovering a new way to use a female sanitary product, this commercial will try to take a casual and light-hearted angle to see this relatively forbidden topic-this provides this brand a relatively unique image among the clutter. Moreover, the commercial concentrates on the funny acting and facial expressions of the male actor, to amuse the views, which helps visitors to pay attention and thus boosts the brand consciousness.
Secondly, the pads are attached just about everywhere on the man's clothes, arms, and brain when he mimicking a "Wonder Guy Man" in the fiction. Rather than straightforwardly praising the new features or explaining in detail the design of the pad, this commercial uses an indirect theme as a man discovering a new usage of the pads, to show the product is of good quality so that it can stay there when you play.
Most notably, the functional advantage and the unique brand image of the female product is effectively conveyed and vividly shown by an untraditional yet easy to simply accept; bold yet engaging approach, making even some of those male audiences feel at a certain level attached to this TV advertisement. In short, this commercial is entertaining, innovative, educational and convincing.
Persuasion Knowledge Model-Concept and Application
According to Friestad and Wright (1994), the persuasion knowledge model includes both functions in the market- the buyer as the target and the marketing consultancy as the agent, and focuses about how consumers' persuasion knowledge influences their response to agencies' persuasion attempt in the persuasion shows. What activates the exercise of knowledge is the actual fact that consumers have their own goals to attain, plus they recognise to achieve this they have to strategically connect to marketers since marketers have their own goals as well.
Campbell and Kirmani(2008) further claim that cognitive resources, ease of access of motives, and persuasion experience are necessary for consumers to employ their persuasion knowledge effectively. Quite simply, consumers need sufficient mental capacity to think (e. g. not overwhelmed by noisy music at the store), adequate reasons to help expand detect the concealed motive (e. g. sales staff too strongly recommend a certain brand), or accumulated life experience (e. g. mature in age), to trigger their own PK and put it to use confidently through the persuasion episode. Plus the practice of persuasion knowledge could cause favourable or unfavourable attitudes, judgements and decisions to the realtors/marketers.
Meyers-Levy and Malaviya (1999) have launched a built-in PKM proposing three types of possible strategies in using persuasion knowledge-systematic, heuristic, and experiential-depending on how much cognitive resources allocated(ELM theory) or feeling generated. Implications of this theory in mass media selection and visible element consumption in each kind are introduced. In addition, the impact of relevant/irrelevant picture placement in printed advert as persuasion attempt was analyzed and measured by its appropriateness and relevance. (Miniard et al. 1991)
PKM depicts a consumer's persuasion knowledge which shapes their coping behavior includes three types of knowledge-persuasion, agent, and topic, which is discussed at length by following areas.
Persuasion knowledge can be described by the consumers' beliefs about marketers' motives, marketers' methods and their own coping strategies, success of marketers' practices, appropriateness of marketers' tactics, marketers' goal and consumers' goal. For instance, a consumer may understand the underlying motive for price discount is because the retailer is eager to eliminate the inventory of old generations before the kick off of latest one. Then she or he may assess if this price advertising is persuasive enough to cause them to become take this offer. After this, this customer may evaluate the retailer's persuasion goals-appearing to be the main one offering the best deal around and maintain its own image in this promotion without showing any insincerity or sceptical motives, and his own coping goals-maintaining the most rationality and not falling for any selling tricks. And finally, does consumer believe that it is right or wrong, quite simply, if it is honest to dump those almost immediately outdated inventory to consumers with unreasonably good deal.
Evidence of the are available in Libra's commercial. In such a ad, the young man-a likable and amusing character, the exaggerative performing and hilarious looks, forming a funny event in life to evoke psychological reactions and get the interest of consumers. In my point of view, the deliberate agreement of demonstrating a sanitary product with a funny male actor can be seen as a vivid, fresh and satisfactory way to its aim for audiences. Yet this ad may be regarded as indecent, offensive-inappropriate to another conservative TV viewers. Then the audience may infer the actual advertiser wants to accomplish by this commercial, and how well is this intension achieved. My opinion is usually that the brand is aimed at building a casual and close-to-life image by this funny and slice-of-life ad, wanting to make itself look slightly different among lots of other brands with similar function. To me, this effect is very successful since Libra is just about the only brand I can recall after this commercial. Finally, the consumer's personal coping goal is usually to manage the understanding about the strategies of humorous appeal ads, to revise their impression to Libra, or the experiential advantages from watching this commercial-simply desire to be amused between Television programs.
Topic knowledge identifies consumers' understanding of the relevant content and area, such as their specific experience in the product or subject matter being talked about or promoted. For example, a consumer who works as a professional photographer will hold much wider subject matter knowledge about digital cameras than others knowing merely about how precisely to press the button and shot. If this Libra commercial is observed by the male audience, who imagine to acquire neither experience in using nor purchasing the pads, thus to some extend his matter knowledge is more limited by participate in the coping behaviours in the persuasion episode-the Libra pad commercial. He might need extra initiatives to accumulate this knowledge so as to fully appreciate the techniques being used. Alternatively, the topic understanding of adult female viewers can be gathered from personal experience and from familiarity of the includes a pad may have.
Finally, the agent knowledge specifies consumers' basic comprehension about the marketers, such as their impression of the brand or the advertiser, the identified reputation and familiarity of the business, the characteristics and personal marriage with the salesperson. For instance, a consumer who works in a famous consumer brand company may obtain specific agent understanding of it since the brand is specially familiar to him. A consumer who has heard about the bribing scandal may perceive an over-all unfavourable impression, thus develops some level of negative agent knowledge toward that specific loan company. A Consumer observing Libra pad commercial may have the developed knowledge that Libra is a well-known international brand, the company that manufactures the product is one hundred percent Australian-owned and emphasises CSR (company communal responsibility), the agent who made this commercial is Clemenger BBDO Melbourne, also an Australia-based company under BBDO Worldwide-right after he has done a substantial analysis for a marketing communication assignment.
One of the fundamental jobs for today's market communicators is to comprehend how a consumer's persuasion, theme, and agent knowledge interact to influence one's own coping behavior. By drawing on a Libra pad TV commercial, this report gave a short launch of the ideas regarding persuasion knowledge model, and additional illustrated how persuasion knowledge was turned on and exercised by a consumer in the process of an persuasion tv show.
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