stco 681 db 1

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681

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Marketing

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Jun 22, 2024

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docx

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This Domino's commercial aligns closely with the research findings on advertising effectiveness as discussed in our text "Consumer Behavior" by Hoyer, MacInnis, and Pieters (2024). One of the main ideas in the book is the power of two-sided messages, which means presenting both positive and negative information to consumers. Research have shown that two- sided messages can be more effective if they meet certain criteria. Negative information should be shared willingly, with an easily understood message, while the positive message should be unique and meaningful to the audience (Cleve, M. (2015). This Domino's commercial meets the criterion of voluntarily presenting negative information. In the ad, Domino's openly admits to past shortcomings in their pizza quality. This approach builds credibility because consumers perceive the brand as honest and upfront about its past issues. By voluntarily disclosing their previous mistakes, Domino's enhances its trustworthiness, which is a critical component of effective advertising. Secondly, the message in the commercial is clear and easy to understand. Dominos acknowledges that their pizza didn't meet customer expectations and then explains the steps they've taken to improve the quality. This clear communication ensures that viewers can fully grasp the message without any confusion. The straightforward narrative helps consumers follow the story of Domino's improvement, reinforcing the brand's commitment to quality. Lastly, the positive message in the commercial is both unique and meaningful. Domino's focuses on the specific improvements they've made to the pizza recipe and ingredients, addressing a major concern for consumers. By highlighting these enhancements, Domino's gives consumers a compelling reason to give their pizza another shot. This positive aspect of the message aligns with the research finding that a positive message must be relevant and appealing to the target audience to be effective ( Dillard, Shen, & Vail,2007 ).

The key to this commercial's success lies in understanding consumer values and preferences, particularly the desire for transparency, authenticity, and quality. Consumer research showed that modern consumers highly value transparency and authenticity from the brands they support (Cleve, M. (2015). By openly admitting past mistakes and showing a genuine commitment to improvement, Domino's aligns with these consumer values. This approach helps rebuild trust and strengthens the brand's reputation. Another important insight is the significance of product quality. The research likely revealed that one of the main reasons consumers were dissatisfied with Domino's was because they perceived the quality to be low. By focusing the commercial on the specific improvements made to the pizza recipe and ingredients, Domino's directly addresses this primary concern. This focus reassures consumers that their feedback has been heard and that the company is dedicated to delivering a better product. Furthermore, the commercial emphasizes that Domino's listened to customer feedback, which is a powerful insight. Consumers want to feel heard and valued by the brands they support. Highlighting that the changes were driven by consumer input makes the improvements more meaningful and personal. This responsiveness to feedback fosters a stronger emotional connection with the brand, enhancing customer loyalty. Finally, the research might have identified the need to create an emotional connection with consumers. By framing the commercial around a narrative of redemption and improvement, Domino's taps into a compelling story that resonates on an emotional level. This strategy not only addresses practical concerns but also engages consumers emotionally, making the brand more relatable and appealing. The principles of transparency, honesty, and redemption in the Domino's commercial can be tied to biblical values. Proverbs 11:3 (New International Version) says, "The integrity of the upright guides them, but the unfaithful are destroyed by their

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