Answered: DISCUSSION QUESTIONS CS 4-3 Do you…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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CASE STUDY Three Mobile Reimagines History to Assert that Phones are Good
Mobile phones, one of the most powerful inventions, have
deeply impacted and changed our lives around the world.
As the popularity of cell phones increases, they continue
developed about the negative effects of phones. Many argu-
ments have been put forth in this regard, including a general
rhetoric about the damaging effects of phones on people's
physical, social, and mental lives. Operators try and come up
with ways to overcome this threat and minimize the impact of
the arguments against cell phone usage. Thus, Three launched
its campaign “Phones are Good" to challenge the debate that
"phones are bad". The campaign depicted how events in the
past could have had different and better outcomes had there
been smartphones.
present day smartphone features and apps. Three partnered
with apps like Instagram, Deliveroo, Snapchat, LinkedIn,
Tinder, and Google Maps. Each app had a featured event
linked to it, and its utility through smartphones was estab-
lished. Samsung was the overall campaign partner.
The advertisement begins with a typical present-day
scene of a woman scrolling through her phone when she is
bombarded with messages that phones are bad. The voice-
over then questions if life was better without phones and
the visuals present a series of reimagined historical events.
The first event narrates the tale of the Titanic, and how it
to become more intrusive in nature. There has been a ris-
ing criticism about the excessive use of mobile phones and
how they have taken over people's lives. Nonetheless, the
number of service providers continue to increase globally,
and the competition is stiff.
In the United Kingdom, there are many mobile phone
operating companies with the main players being EE, 02,
Three, and Vodafone, along with other service operators linked
to these four. The most popular company is EE, which has the
maximum number of operators linked to its network. Three
provides its network to iD Mobile. Three UK started its ser-
vices in 2003 and is strongly focused on providing its custom-
ers with superior Internet experience. Three carries over 40
percent of the United Kingdom's mobile data traffic and was
the first company to offer unlimited data. At the 2017 uSwitch
Mobile Awards, Three was voted as the United Kingdom's
Best Network for Data.139 More laurels were won by Three at
141 These historical events were linked to
the uSwitch Broadband and Mobile Awards, 2018. It was voted
as the most popular mobile network in the United Kingdom as
well as the best network for roaming. 140
Mobile phone companies not only face stiff competition
from each other, but also from the media narrative that has
could have been saved if the captain had used Google maps
on his phone to navigate. Using the app, he could have
avoided collision with the iceberg and thus, saved lives.
This reinforces the argument that “Phones are Good." The

Transcribed Image Text:second scenario shows cavemen being saved from starva- tion in extreme cold as they are able to order pizza through Deliveroo. It is followed by the depiction of Henry the VIII, and how the lives of many of his wives could have been saved if he were able to choose the ladies using Tinder on his phone. With a humorous twist, the fourth instance presents how Eve resists the invitation of the serpent to eat the forbidden apple. Since she is busy eyeing Adam on Instagram, she is not interested in the apple and avoids committing the sin. The fifth scenario shows the Roman Empire being saved as people are able to appoint a leader through endorsements received on LinkedIn by using their the audience's long-term stored memories of the past events to current propositions and beliefs about negative publicity of mobile phone usage, and the audience's familiarity with present-day popular apps. The duration of the advertisement was for two-and-a- half minutes and it was rolled out in cinemas and YouTube, and 30-60 spots were broadcast on the television. The cam- paign also used out-of-home media involving exhibitions of historical paintings redone with mobile technology. The company declared the best aspect of the campaign was that at a certain level, everybody could relate to it, whether it was for ordering food online or using Google Maps for directions. Phones have made life easier and simpler, which is what the message of Three was for its target audience who are heavy data users. Although it was a fun and humor- ous campaign, Three also maintained an element of gran- diose in the depictions through its production efforts. This was because Three wanted to target the more mature audi- ence, which its research had shown would better respond to premium production values and which would help build brand preference. smartphones. The last event shows how Moses parts the Red Sea with his shaft and a follower from the crowd starts to film it on Snapchat. The follower declares that through his snapchat story people would get to see the miracle and believe that it truly happened. To reinforce the message that "Phones are Good," Three has creatively used those narratives from the past that have made an indelible mark on the audience's mind. It is interest- ing to note how the campaign used various aspects of infor- mation processing: from using pictorial cues to stimulate 142 DISCUSSION QUESTIONS CS 4-3 Do you think using popular apps like Instagram, Snap chat, and others helped in creating more familiarity with the target audience, and did it help to build brand preference for Three? CS 4-1 What is the role of pictorial cues in this campaign in increasing the recall and comprehension of the message? CS 4-4 Think of other ads that have used historical events CS 4-2 Based on the information processing theories, what other methods could mobile phone companies use to or stories to communicate their message. Comment on the ad's effectiveness in encouraging information processing techniques. fight back against the negative publicity about the use of phone?

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