Week 5 - Reflection

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Feb 20, 2024

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Juniper Business Use Only Amshu Lakshmeesh Week 5 – Reflection This week's reflection involved a thorough study of Chapters 11, 12, and 13, focusing on advertising messages and marketing communication, integrated marketing communication and media selection, and social media, respectively. Chapter 11 delved into essential concepts surrounding advertising, emphasizing its significance, objectives, distinct formats, and methods to gauge its effectiveness. Advertising serves as a primary means for companies to convey information about their products, brands, and market position to their customers (Iacobucci, 2018). While television commercials and print ads constitute a substantial portion of typical advertising spending, businesses extend brand promotion to all aspects of their operations. Consequently, many experts prefer the broader term "Integrated Marketing Communications" (IMC), encompassing various media such as public relations and direct marketing. IMC underscores the need for a cohesive, consistent, and complementary message across all media and executions. The repercussions of advertising, both short-term and long-term, were underscored by the author. In Chapter 12, the authors discussed comprehending critical aspects related to media decisions, including understanding the strengths and weaknesses of advertising mediums, evaluating advertising media's effectiveness, and acknowledging non-advertising components within integrated marketing communication. IMC emphasizes that a company's diverse advertising endeavors should convey a unified narrative across all customer touchpoints. Organizations determine their communication budget through one of three methods: 1) a percentage of the previous year's sales, 2) competitive spending assessment, or 3) reverse calculation from a strategic advertising goal (Iacobucci, 2018).

Juniper Business Use Only Lastly, Chapter 13 explored the dynamics of social media, social networks, return on investment, key performance indicators, and web analytics relevant to social media. Social media involves individuals engaging and connecting with others through online platforms or electronic access technologies like smartphones. The chapter emphasized the shift where customers actively participate in dialogues with marketers or brands through social media. Reference: Iacobucci, Dawn. (2018) Marketing Management. Cengage Learning. Graduate Response Question 1 - Imagine you were designing an ad for a (choose one): car, laptop, health clinic. What would your ad look like if you were targeting: a) old people, b) kids, c) super rich people, d) What celebrity would you have endorse your brand? Why? a) Targeting Old People: If I were designing an ad for a car aimed at older individuals, my focus would revolve around safety, comfort, and reliability. The ad would showcase the car's advanced safety features, easy-to-use controls, spacious interiors, and highlight how the vehicle caters to their desire for a smooth and secure driving experience. b) Targeting Kids: When targeting kids, the ad would need to be vibrant, engaging, and fun. Incorporating lively colors and perhaps a beloved cartoon character, the aim is to make the ad appealing. The car would be depicted as an adventure companion, emphasizing features like spacious backseats for friends, entertainment systems, and safety measures for worry-free family travels. c) Targeting Super Rich People: For the super-rich demographic, the ad would be all about luxury, exclusivity, and status. It would showcase sleek designs, state-of-the-art technology, bespoke options for personalization, and a lifestyle that resonates with their affluent status.

Juniper Business Use Only d) Celebrity Endorsement: In selecting a celebrity for endorsement, the choice would depend on the brand's image and the target audience. I would choose someone like Elon Musk, known for innovation and a futuristic approach, aligning seamlessly with a brand that emphasizes cutting- edge technology, sustainability, and innovation in the automotive industry. Question 2 - Create a press kit that will be sent to customers and the media announcing a new product launch. EcoDrive EV Launch Press Kit Introduction: Welcome to EcoDrive’s official press kit for the highly anticipated launch of our latest product, the EcoDrive EV. This press kit provides a comprehensive insight into the EcoDrive EV, highlighting its features, benefits, and its significant role in shaping the future of sustainable transportation. Contents Press Release: An in-depth overview of the EcoDrive EV, showcasing its cutting-edge technology, sustainability focus, and how it is set to transform the electric vehicle market. Product Fact Sheet: Quick and essential facts about the EcoDrive EV, its specifications, performance, and sustainability features. Product Images: High-resolution images showcasing the EcoDrive EV from various angles, its interior, and lifestyle shots.

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Juniper Business Use Only Quotes: Statements from key executives expressing excitement about the EcoDrive EV and its potential impact on the automotive industry. Customer Testimonials: Testimonials from early adopters and potential customers expressing their anticipation and excitement for the EcoDrive EV. FAQs: Answers to frequently asked questions about the EcoDrive EV, its features, charging, availability, and pricing. Contact Information: Media contact information for inquiries and interviews related to the EcoDrive EV launch. Press Release Headline: Introducing EcoDrive EV: Revolutionizing Sustainable Transportation Summary: The EcoDrive EV represents a significant milestone for [Your Car Company], showcasing our dedication to providing eco-friendly and innovative transportation solutions. With advanced technology and a sustainable focus, the EcoDrive EV is set to redefine electric mobility. For the complete press release, please refer to the attached document. Product Fact Sheet Key Features: Advanced Technology: [Description of advanced tech features] Sustainable Design: [Description of sustainability features] Impressive Range: [Description of range capabilities]

Juniper Business Use Only Specifications Battery Range: [Range in miles/kilometers] Charging Time: [Charging time for various charging options] Acceleration (0-60 mph): [Acceleration time] For more details, please refer to the attached fact sheet. Product Images Image 1: Exterior of EcoDrive EV Image 2: Interior of EcoDrive EV Image 3: EcoDrive EV in urban setting Quotes [CEO/Founder Name], [Title], [Car Company]: "The EcoDrive EV is a testament to our commitment to sustainable and innovative mobility. We believe it will redefine the future of electric vehicles, providing an eco-friendly option for a cleaner, greener world." [Head of Product Development], [Title], [Car Company]: "We are confident that the EcoDrive EV's advanced technology and sustainable design will make a significant impact on the electric vehicle market, addressing both environmental and performance concerns." Customer Testimonials

Juniper Business Use Only "I can't wait to get behind the wheel of the EcoDrive EV and contribute to a more sustainable future. The features and range are exactly what I've been looking for." - [Customer Name] FAQs [A list of frequently asked questions related to the EcoDrive EV launch and detailed answers.] Contact Information For media inquiries and interviews, please contact: [Media Contact Name] [Title] [Email] [Phone] Conclusion Thank you for your interest in the EcoDrive EV. We're excited to share this eco-friendly and innovative electric car with the world, and we believe it will make a lasting impact on sustainable transportation. Question 3 - Use the Internet to research and identify 10 ads that have used subliminal messages, prepare a report about these ads. Is it very easy for consumers to identify these hidden messages? What effect do they have if any? If not, why do you think advertisers use them? 1. Coca-Cola "Ice Cubes" Ad (1950s): Allegedly contained hidden images of the word "sex" in the ice cubes.

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Juniper Business Use Only 2. Marlboro "Man's Man" (various years): The rugged image of the Marlboro Man has been purported to contain phallic symbols or sexual innuendos. 3. Camel Cigarettes "Sex in the Smoke" (1990s): Some claimed that the arrangement of the camel's fur spells out the word "sex." 4. Tostitos "Party Bag" (2000s): Allegedly contained hidden faces and sexual imagery within the design of the bag. 5. Baskin-Robbins "31" Logo (various years): Some suggest that the "31" in the logo subliminally suggests the idea of having ice cream every day of the month. 6. FedEx "Arrow" (1994): The FedEx logo has an arrow hidden between the "E" and "x" to subtly convey speed and precision. 7. KFC "Herbs and Spices" (2010s): Claims have been made that the KFC logo subtly includes images resembling the founder's face and torso. 8. Disney "The Lion King" (1994): A controversial claim suggests that the word "SEX" is spelled out in the dust when Simba lies down. 9. Pepsi "Cool Can" (1990s): Allegedly, the design on the Pepsi can contained hidden sexual imagery. 10. Lays "Noise" Ad (2008): Claims were made that the ad contained sexual imagery and subliminal messages. Identifying subliminal messages in advertising is not straightforward. Consumers often lack conscious awareness of these hidden messages. Without prior knowledge or specific guidance, it

Juniper Business Use Only is challenging for individuals to readily identify and interpret subliminal stimuli within advertisements. Their subtlety and rapid presentation contribute to this difficulty. The effects of subliminal messages in advertising remain uncertain and largely unsupported by empirical evidence. While some studies suggest that subliminal cues can influence attitudes or behavior to a minor extent, the magnitude and consistency of these effects are debated. In many cases, the purported effects of subliminal messages may result from expectancy effects, suggestion, or a placebo effect rather than genuine subconscious influence. Advertise Advisors may utilize alleged subliminal messages for several reasons such as - Curiosity and Controversy: Subliminal messages generate curiosity and controversy, attracting public attention and enhancing the advertisement's memorability. Enhanced Engagement: The intrigue surrounding subliminal messages may increase viewer engagement, encouraging discussion and sharing of the advertisement. Memorability: Incorporating alleged subliminal elements may make an advertisement more memorable, enhancing brand recall and recognition. Perceived Subconscious Influence: Even if the direct impact of subliminal messages is unproven, the perception of subconscious influence can subtly shape consumer beliefs and attitudes towards a brand or product. In conclusion, the use of subliminal messages in advertising is a complex and controversial topic. Consumers typically find it challenging to identify these hidden messages without prior knowledge or specific guidance. The actual effects of subliminal messages remain inconclusive, and their alleged influence might be more attributable to perceptual biases or suggestion.

Juniper Business Use Only Advertisers may employ subliminal elements to enhance engagement, generate controversy, or influence perceptions, even if the empirical evidence supporting their effectiveness is limited. Ethical considerations in advertising should remain paramount, ensuring that advertising practices respect consumer rights and preferences.

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Week 5 - Reflection

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