Mkt621 Assignment No. 2 solution
Tuesday, April 19, 2011 Posted In Mkt Edit This“Advertising & Promotion (MKT621)”
Assignment No. 02 Marks: 10
Being a marketing manager in a multinational firm, you have been assigned a task of advertising a new product in global market. What factors you would keep in mind while studying the cross cultural differences for developing cross cultural advertising campaign?
Important Tips
1. This Assignment can be best attempted from the knowledge acquired after watching video lecture no. 1 to lecture no 34 and reading handouts as well as recommended text book).
2. Video lectures can be downloaded for free from www.youtube.com/vu.
Schedule
Opening Date and Time January 18, 2011 At 12:01 A.M. (Mid-Night)
Due Date and Time January 21, 2011 At 11:59 P.M. (Mid-Night)
..........Solution:
What is the effect of advertisement with and without celebrity endorsement? (10 marks)
Answer:
Approval of a brand by a star fosters a sense of trust for that brand among the target audience. This is especially true in case of new product Celebrities ensure attention of the target group by breaking the clutter of advertisements and making the advertisement and the brand more noticeable. A celebrity's preference for a brand gives out a persuasive message and hence, because the celebrity is benefiting from the brand, the consumer will also benefit. There is a demographic and psychographic connection between the stars and their fans. Demographic connection establishes that different stars appeal differently to various demographic segments i.e. age, gender, class, geography etc., while psychographic connection establishes that stars are loved and adored by their fans. Some stars have a universal appeal and therefore prove to be a good bet to generate interest among the masses. Another invaluable benefit from celebrity endorsements is the public relation opportunities.
Brands have been leveraging celebrity appeal for a long time. Across categories, whether in products or services, more and more brands are banking on the mass appeal of celebrities. As soon as a new face ascends the popularity charts, advertisers queue up to have it splashed all over. Witness the spectacular rise of Sania Mirza and Irfan Pathan in endorsements in a matter of a few months. The accruement of celebrity endorsements can be justified by the following advantages that are bestowed on the overall brand:
Establishment of Credibility: Approval of a brand by a star fosters a sense of trust for that brand among the target audience- this is especially true in case of new products. We had the Shah Rukh-Santro campaign. At launch, Shah Rukh Khan endorsed Santro and this ensured that brand awareness was created in a market, which did not even know the brand.
Ensured Attention: Celebrities ensure attention of the target group by breaking the clutter of advertisements and making the ad and the brand more noticeable.
PR coverage: is another reason for using celebrities. Managers perceive celebrities as topical, which create high PR coverage. A good example of integrated celebrity campaigns is one of the World’s leading pop groups, the Spice Girls, who have not only appeared in advertisements for Pepsi, but also in product launching and PR events. Indeed, celebrity-company marriages are covered by most media from television to newspapers (e.g. The Spice Girls and Pepsi)
Higher degree of recall People tends to commensurate the personalities of the celebrity with the brand thereby increasing the recall value. Golf champion Tiger Woods has endorsed American Express, Rolex, and Nike. Actress Catherine Zeta-Jones is used by T-Mobile and Elizabeth Arden. 007 Pierce Brosnan promotes Omega, BMW, and Noreico.
Associative Benefit: A celebrity’s preference for a brand gives out a persuasive message because the celebrity is benefiting from the brand, the consumer will also benefit.
Mitigating a tarnished image: Cadbury India wanted to restore the consumer's confidence in its chocolate brands following the high-pitch worms controversy; so the company appointed Amitabh Bachchan for the job. Last year, when the even more controversial pesticide issue shook up Coca-Cola and PepsiCo and resulted in much negative press, both soft drink majors put out high-profile damage control ad films featuring their best and most expensive celebrities. While Aamir Khan led the Coke
fightback as an ingenious and fastidious Bengali who finally gets convinced of the product's `purity,' PepsiCo brought Shah Rukh Khan and Sachin Tendulkar together once again in a television commercial which drew references to the `safety' of the product indirectly.
Psychographic Connect: Celebrities are loved and adored by their fans and advertisers use stars to capitalise on these feelings to sway the fans towards their brand.
Demographic Connect: Different stars appeal differently to various demographic segments (age, gender, class, geography etc.).
Mass Appeal: Some stars have a universal appeal and therefore prove to be a good bet to generate interest among the masses.
Today's consumer is a totally different than the consumer of even five years ago, meaning that what was effective and influential five years ago is not necessarily so today, as today's consumer is more likely to be influenced by someone in their social network than a weak celebrity connection. Today's consumer is informed, time compressed, and difficult to impress, and they are only influenced by ads that are relevant and provide information. They don't want to have products pushed at them, even from a celebrity. In fact, the data show that relevance and information attributes were key missing ingredients from most celebrity ads.
When we see this image the first thing that comes in our mind is beauty. This image gives us a message that if we use this blush we become beautiful like this famous Pakistani model Iman Ali.
The first thing comes in our mind to see this advertisement is that the company produced a new and very unique food. This advertisement emphasizes the audience to try this new and very special item.
Another Solution:
In cross culture advertisement we have to consider these points in mind:
1)Slogans which used are suitable for that culture
2)They are good sign for them
3)Language should be understandable
4) Evaluate the people that which medium they are using , use that
media maximum.
5) Use their country ideal celebrity.
6) Symbols does not have any bad image in that culture
7) use appropriate styles
8) Communication should be effective
9) Respect their cultural values and avoid any kind of confliction.
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