The Meaning of Marketing Revolution, Research Paper Example
Words: 6581Research Paper
Advertisement presentations are expected to attract the attention of the people and from it create profit-defined results. Through the years, five of the most effective ads that were produced to attain the interest of the people are collected into this research to create a distinct presentation on how marketing procedures impose to create ads that are based on human psychology. It could be analyzed that through time, there is one specific element that builds up the manner by which an ad affects the market, the interest of the people. Being able to spur the interest of the people successfully shall indicate a better definition on how well developed and victorious is their campaign to put the organization’s name in the map of successful operating business entities. Advertising shall notably continue to flourish through the years. Companies dedicated to market the products and services they offer to the public are also dedicated to making sure that they know what their market wants and demands for. Having products that might not be as basic nor as necessary for human survival, there is a constant need for the producers manufacturing the said choices of products to keep the interest of the market intact thus allowing them to gain attention and loyalty from the buyers they serve. In this research, five of the most successful ads of all time shall be given specific attention to. Within the discussion, assessing the elements that made these ads successful through time and how they constitute the revolutionary formation of marketing principles shall be given attention to. Relatively, Such explanation would be highly focused on how marketing actually conforms with the basics of human psychology thus gaining control and influence on the market’s thinking and reaction about the product that the businesses offer to the general public. For the context of this discussion, five primary appeals shall be discussed alongside the five wonders that are to be presented. This shall lead into a distinct indication on how marketing basically use the aspects of psychology to gain the attention of the public and mandate higher rates of profit for the businesses in the industry.
The first ad aims to present a distinct use of appeal to status quo. What would a product give its buyer; how would it affect the image of the one who wears, eats, drinks or utilizes the product? This is an important question that marketers need to answer when they produce advertisements that are supposed to create an appeal to social status quo (Bittlingmayer, 211). In a way, gender definition also falls under this category of marketing influence. The ads that promote gender status between men and women often create an appeal to the definition of womanhood and manhood respectively (Koc, 255). The line “a diamond is forever” has been first coined under the administration of Harry Oppenheimer of DeBeers. In Silverman’s (190) report, it has been noted that the “NWA&S Company was in dire search of a tagline that would serve as the punch line for their television commercial that would specifically promote manufactured jewelries based from diamonds” (120). Given that diamonds are particularly expensive, the company needs to have a specific campaign that would assure a distinct indication on a higher rate of profit from the market that they tend to serve. In 1947, “one of the copyrighters of the company presented the administration with a line that she has long been using” (Koc, 257). “She wrote the lines ‘a diamond is forever’ in an image of couples that she drew a long time ago” (Koc, 257). When she was asked, she noted that such line indicated the fact that diamonds are more durable than gold thus making them more suitable to represent a love that is meant to remain forever. The administrators of the company they realized how appealing the message was especially to couples during the said time. The era of 1970s could be noted as one of the” most flourishing years that specifically celebrate human relationships” (Statt, 133). The connection between human individuals [especially couples] has been well recognized during this particular year. Notably, such condition of human living during the time specifically served a great sense of opportunity of the company to catch the attention of the market. The administration then defines their target market to be young couples who see life together as somewhat ‘forever’ (Martin, 249). Such belief and desire of staying together became the symbol of diamonds. Silverman (1970) noted that as a result to the campaign, “the popularity of diamond jewels during the time increased from 36% to 56% compared to gold and silver jewelries” (121). Additionally, “sales reports reflect a leap of 39% compared to the revenues gained from the same industry during the late 1960’s” (Silverman, 123). Relatively, this means that the entire application of the campaign was able to get the attention of the public and create sales revenues out from such attention and influence.
The market that was targeted by the campaign grew even larger in scope. While the women are the main targets, the men are the ones who are to respond to the call for such campaign [as they are the ones to buy the said items]. “Women were noted to respond accordingly to the call” (Altstiel, 182). Their demand for higher respect and relating such an idea to being given a piece of diamond jewelry has placed the pressure on men to work harder thus enabling them to buy the demands of their women. On the other end, for the men, such capacity to buy diamond-based jewelries served as a status quo. Back in the days, status quo was somewhat a distinctive element that defines human individuals as well as their capacities to survive the hardest pressures of the market (Ademola, 543). In a way, not being able to buy what their women ask for marked the men undesirable (Ademola, 544). At times, even when the women do not ask for it, the men feel compelled to follow within the trend thus motivating them to work further to find a way to buy the said jewelry sets not only to please their women but to please themselves as well.
From then on, diamond’s value gained more attention from the market. The members of the society began to embrace the fact that diamonds serve as a symbol of unending connections and relationships that people share. Accordingly, the said meaning evolved towards becoming a symbol for timeless beauty (Ademola, 540). At present, the sales of diamond jewelries continue to rise especially in consideration with the fact that there are already women who can buy diamonds for themselves. “Collecting exceptionally designed diamond jewelries continue to remain as a sense of status quo” (Littlejohn, 19); a matter that defies a person and what sector of the global economy that particular individual belongs to. Considerably, in relation to this case, it could be realized how marketing approaches appealing to status quo and gender role definition specifically indicate a great impact on how the world thinks. Observably, back before the presentation of the campaign of the imposition on diamonds being the symbol of ‘forever’, they were merely considered by the majority of the members of the market as mere unnecessary luxury that only the rich ones could and should buy. Because of the campaign, such a vision changed and specifically created a distinct impact on how the acceptance about diamonds have changed from then up to these days; making the industries related to diamond production and crafting to grow even much stronger. At present, diamond industries share at least 40% of revenues from the general industries directed to creating and manufacturing jewelries. Distribution stores around the globe specifically report a relative 36% of sales every year, just a little bit lower that gold for at least 8% more (Statt, 232). With a higher rate of appreciation for diamonds, the tagline that was used in the 1970’s to represent the said gem continues to entice the interest of the society at present.
The next ad tries to present how the appeal of comfort is used. What could bring in comfort and convenience to the market served? Who does not want to relax; creating an advertisement that could promote relaxation especially among people who are mostly tired most of the time, would create a great impact on the thinking and perception of the said individuals towards a particular product being promoted (Koc, 256). What constitutes the promotion of comfort is the creation of an idea that a particular product could give one the experience of being comforted even when the person is not on vacation (Holbrook, 544). Utilizing metaphorical images in the advertisements that promote such idea even make the message more appealing and convincing to the market. This could be seen through the ad released by McDonald’s in the early 1970s.
The culture of the ‘busy days’ began during the 1970s introduced a new culture for food consumption. The desire to have good fast food served hot to the people who are always ‘on the go’ slowly affected the modern trend in eating (Statt, 123). McDonald’s was already an established organization then. Serving fast food to over 56% of the overall population in the United States; McDonald’s has already captured the hearts of the American market (Altstiel, et al, 36). However, it could be noted that as years pass, the company is bound to meet with several competitors along the way. With the rise of fast food chains like KFC and Wendy’s, it was evidently necessary for McDonald’s to be able to coin their new campaign immediately (Statt, 131). During the process of choosing the right campaign to bring their company to the market, the administrators of NHS [Needham, Harper and Steers] thought of who they want to serve in the market (Altstiel, et al, 34). Relatively, the base root of a campaign would be dependent on who are supposed to take an interest on the ads that are presented by the company. The first taglines created specifically addresses the needs of people in the city wanting to take a break; hence developing a message as follows: “McDonald’s: Island of Pleasures” (Martin, 145). Being a bit double-ended when it comes to the message it serves the market with, the administrators found it necessary to create a more respective tagline, a message that would actually define the reputation of the organization and the type of service and product that they want to render to their clients. Instead of the term ‘pleasure’, the administrators found the word ‘comfort’ more fitting in defining their primary goal of business operation (Holbrook, 545). Hence, from such point, McDonald’s administrators finally came up with an idea of sending the public a message about the comfort that they are able to give after a long day of tiring work; thus coining the lines “You, Deserve a Break Today” (Altstiel, et al, 54). Utilizing the appeal of conviction and the appeal of comfort, this particular ad from McDonald’s strongly suggest a distinct indication on how a company would be able to strongly suggest to the public on how their products should be accepted with ease. The term ‘today’ even made the campaign gain immediate reaction from the target market (Holbrook, 544). Along with this commercial ad is a viral song and dance routine that the company produced hence making a culture out from their campaign that applied to most of their loyal customers. As a result, the rate of competitive standard of McDonald’s against Wendy’s and KFC rose to at least 13% respectively (Littlejohn, 143). Sales revenue from the time of the release of the campaign increased to at least 23% to 31% in each branch (Littlejohn, 144). With such indication of success, McDonald’s tried to use the same approach to their marketing process up to these days; creating a tagline and getting something viral to accompany it to be able to reach the attention of the target market and get them interested in becoming more enticed to buying the product menus prepared by the company.
Overall, it could be noted how the entire campaign created a new mark for McDonald’s in the face of fast food industries and how they tend to carry on their responsibilities of responding to the needs of the people especially when it comes to ‘good comfort food’ (Bittlingmayer, 111) that they deserve to have after having the time to spend at work, at school or any other areas of work that makes them deserving of what McDonald’s is ready to offer them with. The different choices in the menu of McDonald’s have been proven to be among the most distinct choices of food that people on the go needed to have. Are they healthy? Not really; but they are fast (Altstiel, et al, 233). And fast food, during the said era, was the best way to go. It does not necessarily respond to the health needs of the people, but it does respond to the vital role of food to fill in the need due to the existence of hunger (Ewen, 45). Notably, this could be accounted as one of the most important aspects of the appeal that McDonald’s used for their campaign. This particular presentation of the food chain’s menu continues to attract the market at present due to being fast and comfortable in nature (Silverman, 121). True to its sense, this approach of the company to getting the attention and consideration of the market for product appreciation continues to prove its effectiveness at present.
For the next ad, the use of the promotion of self-statement is applied in the marketing approach accordingly. Identity is an important aspect that creates satisfaction among human individuals. It could not be denied that in most of the advertisements examined for this project, the promotion of self-statement was included in small or large portions of the presentation of message and enticement options representing the products being campaigned for (Holbrook, 544). Relatively, the need to be identified accordingly based on what he buys proves to be a good use for one’s money, a sense of satisfaction that every business needs to respond to when it comes to serving their customers in the market (Martin, 122). Marlboro is one remarkable product that has survived through the years with the use of one specifically epic character. Addictive as their product’s nature is, LeoBurnett Co knew that when they get to the right market, they would have the right loyalists that would go on for years. The company however needed something to entice their audience with. They needed a message, a presentation that would make the people believe with the Marlboro brand. Among the campaigns released by the company was to target women with the liens “Mild as May” as they promoted their filtered cigarettes specifically made for women (Silverman, 119). The men, although they are considered as regular buyers of the product already, still needed to be attracted more. The aim is to get their attention, get them to buy and likely make the product a part of their life. Because of this aim, the Marlboro Man was born. Depicting a classic southern American man in all his cowboy suit doing all things in a cowboy way, the Marlboro Man captured the idea of being a survivor, a masculine man, a tough guy, a cool, strong and good looking individual (Umiker-Sebeok, 122).
Men who saw the advertisements immediately respond to the message (Statt, 45). It specifically appealed to their gender. Notably, the company embraced the possibility of engaging in the desires of their clients to be free and strong willed at the same time. Cowboys of Southern America specifically depict such a distinct character which the company aims to present alongside their product. Up to the current years, it could be understood that the constancy of the use of the Marlboro Man has become a successful pattern for the company. The administrators’ understanding of the situation and the way they handle the need to influence the market is relatively important in making sure that the image they used in one time would become something remarkable to the market; and they were right as the market continue to support the campaign of the Marlboro Man, specifically gaining attention from the market at a rate of 45% compared to other brands such as Philips [in the field of international market] (Bittlingmayer, 45).
There were however some controversies that accompanied such campaign. Several models of the company as the Marlboro Man were reported to have developed cancer through the years therefore depicting a jeopardizing presentation of the actual message of the campaign (Holbrook, 544). Nevertheless, it did not put a stop to the popularity of cigarette brands [particularly Marlboro] not only in the United States but also in other parts of the world. Today, Marlboro remains to be at the top rating brands of cigarettes appreciated by most buyers in the market (Koc, 201). Amidst controversies and health risks that the product itself imposes, the campaign of the Marlboro Man could be considered effective as it continues to bring in a high rate of 78% of sales rate to the overall operation of the LeoBurnett Co. at present (Altsiel, et al, 122).
It could not be denied that even though there are risks, people continue to embrace cigarette smoking as a habit or perhaps even a distinct source of ‘stress relief’ as many smokers might justify. No matter what the reason they have, no smoker can deny the fact that the Marlboro Man affected so much of the way they perceive cigarette smoking and how his image sticks into their mind as they puff every smoke as they take their chance of experiencing the freedom and the masculinity that the Marlboro Man represents (Bittlingmayer, 233). Being ‘the man’ was the idea that the Marlboro Man preserves (Martin, 248). The southern cowboy image does provide an indication of a survivor; a person who is tough and is ready to face the odds of life no matter how the challenges may be presented to the individual (Ewen, 179). This particular presentation of the being of a good and model person attracted so many individuals that they begin to believe that cigarette smoking is more than just a habit, but a distinct act that says so much about who they are, what they can do and what they stand for as free individuals (Ewen, 188).
Social trend is another aspect of marketing that has been proven effective many times, and one of example is that of Nike’s advertising approach. What is most accepted at present, what idealisms are in? Relatively, knowing what the current trend in the market is, gives a particular business the best edge when it comes to creating an appeal that would be socially acceptable to the general public. This is important especially if a business tries to target a particular social group only (Holbrook, 434). Researching on what that sector of the market wants could pay great returns especially when the products are already out for distribution and consumption. An appeal to the inspiration of humans in becoming more sporty as a means of status quo shall be examined in line with this particular ad from Nike. Relatively, this ad aims to involve people [specifically the sports enthusiasts] to take a dive and consider their status quo and how it defines their being and personality apart from the others. It was more of a self-statement than just the idea of wearing something ‘cool’ and ‘courageous’. During the years between 1970 towards the early 1980s, it was evident that the leading company in the field of apparel sales was that of Reebok (Altstiel, et al, 221). Their campaign towards health and athletics allowed them to gain the attention even that of the women who wanted to keep fit. It was as if Reebok tried to develop a campaign more than just towards the product they actually offer (Altstiel, et al, 222), but towards the attitude that they want to create among their loyal customers which includes staying fit and healthy. With this campaign, they tried to affect at least 60% of the overall market (Altstiel, et al, 222). Nike needed to bounce back if it wants to come back within its top notch position in the industry. How so? The administrators of Nike knew that they have a lot to accomplish to be able to gain the attention of the market that Reebok already serves (Umiker, 112). They have to work from the outside circle of the market towards the inside sections that have already been saturated by their competitor. Doing so would include the need to get the attention of the ‘less fit’ members of the community. They include the less athletic individuals, those who would rather prefer to engage in less tiring activities than to regularly exercise; each person has his own individual reason as to why he choose such a kind of life. But whatever the reasons of the individuals are, Nike should be able to capture their attention. The question is how?
The tag line ‘Just do it’ was coined by the company to impose a sense of freedom on every person who wants to use Nike products and apparel (Martin, 143). They wanted to point out that no matter what the lifestyle of a person is, he deserves the best clothes for the people with the best intentions in life (Umiker-Sebeok, 239). For instance, even though a person is not literally athletic in nature, he becomes cool enough to wear something athletic and present himself much better than what he really is. This campaign broke the barriers that Reebok established. The apparel did not serve any status quo, instead it allowed everyone else to be ‘part of the group’ (Umiker-Sebeok, 240); as if pointing out that when someone likes Nike, he need not be anyone neither does he need to have any title, he just needs to love what he is and love what he wears (Littlejohn, 144). Considerably, such an approach to the campaign made it easier for Nike products to catch the attention even of the almost lethargic individuals. The culture of athleticism brought about a new light to these people who would rather sit down and watch televisions (Martin, 271); it seems like as if the comfort that the apparel gives them, pushes them to do more for their health than the usual life practices that they embrace. Unknowingly, Nike is able to create a new way of inspiring people through their campaign ‘just do it’ (Martin, 273). The approach of the company was a reverse of what Reebok took into account.
As a result to the efforts applied by the organization the cool wear advertising produced a leap between 18% to 48% increase in sales (Littlejohn, 214). During the 1990’s the said rate of sales even increased further as individuals stuck in the offices working at least 8 hours a day 6 times a week found several apparels and product choices of Nike comfortable for them to fit in for a whole day affair (Littlejohn, 25). At least 78% of the buyers of Nike apparels buy the said products not because they need the items, but because they love what they represent and they love how they fit. The sales of the company exploded up to $800 million per year towards $900 million as the year 1999 ends (Statt, 221). Breaking the barriers of limitation and status quo that Reebok established for their pattern of campaign proved to be a worthwhile approach for Nike as it was able to get the attention of the market that the other company did not serve and double its sales when they were also able to get the attention of the people that Reebok used to control. Turning the approach of the competitor upside down made a great impact on how Nike took back its topnotch position in the industry.
Another remarkable advertising campaign that Nike released was the one that features Michael Jordan and John McEnroe. These athletes brought back the original market of Nike that was already tackled through by Reeebok. After dealing with the capacity to bring the anti-athletic members of the community into being enticed into buying Nike products, it was now the time to bring in the original sector of he market that Nike was supposed to serve ever since it started out in the industry, the athletes and the sports enthusiasts (Statt, 222). In this advertisement company also come up with a new tag line for Nike Air shoes for athletics “Revolution in Motion” but the use of catchy music is the idea with which Nike and its advertisement agency Weiden & Kennedy come up with. The advertisement uses the song of the Beatles 1960’s classic song “Revolution” to boost the company shoes sell. Media strategy of Nike is always to attract “To attract more young and middle-age audience with more emotional communication”(Deng,pp.103).The most powerful medium for advertisement for any company now a days is TV commercials. “Television is always the most powerful medium for Nike to attract consumers with humorous, innovative sight and sound.” (Deng,pp.104) TV commercials have its impact on the audience and it creates demand in the mind of audience. TV commercial must have some traits like it should be innovative, humorous and it can reach the maximum audience at the right time. Brand personalities used by retail manufacturers have its impact on the sale of the product and it always give boost to the brand. The manufacturers of brands knows the importance of the effective product launches and they fully comprehend the use of ongoing advertisement is critical for the success of the product. The use of sports personalities for gaining optimum benefits is one of the key elements in the success of the brands. The increase in the use of sports personalities for brand promotion is enormous in last couple of decades. Marketers are always looking for those sports personalities who can boost their sales and if manufacturer choose right personality the impact of it is enormous on the sales of the product.
“Retailers often have little input into whom a manufacturer chooses to endorse a product. The upside is that when the manufacturer chooses correctly (e.g. Tiger Woods), the retailer benefits indirectly through increased demand for the product. When the manufacturer chooses unwisely, the retailer may be able to drop the product from its assortment and replace it with another. This type of action directly influences how a manufacturer handles problem situations with endorsers.” (Lear, Runyan, Whitaker, pp.317).
The use of two celebrities’ Jordan and McEnroe by Nike for the ad of 1987 has big impact on the sales of Nike and its impact was so much that the corporate sales of Nike products crosses $1 billion mark (Lear, et al, pp.317). The Nike revolution ad was one of the 100 business events of the 20th century, which is revealed by thestreet.com a business oriented website (Lear, et al, 317. It is the one of the top 50 NBA featuring commercial of all time by Nike (Deng, 104). At this point, it could be noted how Nike was able to evolve its marketing approach from being subtle to becoming more aggressive in pointing its campaigns towards the population in the market that the business actually wants to serve. Going around circles against its rivals such as Reebok specifically allowed Nike to reign the sports apparel industry up to these days (Statt, 123).
The last ad presents how appeal to what the audience wants is utilized in creating successful ads for trendy products in the market. “With iPod, Apple has invented a whole new category of digital music player that you put your entire music collection in your pocket and listen to it wherever you go,” it is said by Steve Jobs on the launch of first iPod in 2001. iPod changed the way we listen to the music. The apple has created lot of cultural images with the marketing of their products. The most memorable campaign was launched for the iPod by using silhouette figures advertisement during the first few years of the 21st century. This campaign has effected its audience in a large way and it has not only revolutionized the music industry but also impacted advertisement industry. The most notable thing about the iPod silhouette ads is its impact on the culture, fashion and coolness. The images of free-spirited dancers in the advertisement of iPod help to imprint the Apple way throughout the world. The advertisement of silhouettes campaign for iPod starts in the fall of 2003. “This ad was developed by Apple’s ad agency TBWA/Chiat/Day”. (Ian 153).
The ad of iPod is with different people with different colors and wearing the iPod in different ways. The man who is running have iPod in his armband. The lady in green has iPod in the necklace, while other women in blue has iPod in her belt. The tag line of the ad is “Where do you wear your iPod?” (Mathilde11) it creates impact on the human minds to where to put their iPod. The Magazine Publisher of America awarded US $ 100,000 Prize Kelly Award to ad agency of Apple for this ad. The impact on culture by iPod impact has changed the way people listen to music and the young generation change the way they listen to the music and they add color to the life of the young people. Before that Walkman come into the life of new generation where man can hear music through walking into the bus or on the road, then come CD player which is only change to CD from cassettes. “iPod is an example of a tool made for pleasure, for people living in a busy world – wanting to enjoy time the most. It is possible to listen to music whenever you want, wherever you want, and you can listen to what music you want. It fits into the overall expression of modern people wanting to have several opportunities all the time” (11).The change of culture which is brought by iPod is that people hear whatever they want and it gives modern man a life which he wants to life and the advertisement of iPod gives a new way of life to the modern man. Apple spend a lot of money on the advertisement of iPods. “Between 2001 and 2005, Apple spent over $200 million on advertising iPod, outspending Sony, iRiver, and Creative, combined by more than 20 times.” (Lustgarten154). So it can be estimated that how much Apple gives importance for the success of their product on seeing their huge investment on the advertising.
The Apple iPod advertisement can be regarded as one of the most successful ads by the company so far which have its impact on the consumer’s mind. “The most famous iPod advertisements feature silhouettes dancing to music against brightly colored backgrounds, with the white of the iPod emphatically standing out”. (Kadwani12)The impact of advertisement should be on the mind of the people whom it want to attract. iPod is the product which is for primarily targets the young segment of the society. The ad of iPod which uses silhouettes, is not only show the style of the young people but also bring colors to the life of young people. The young people can take style of freedom by taking iPod which this ad of Apple shows to audience. “One of the basic messages that this campaign puts forward is a promise of music freedom. While perhaps not as well pronounced as in the two previously mentioned campaigns, the iPod silhouettes promote individuality and freedom in much the same vein”. (Francis33). The dancing characters with iPod’s in their hands make a fashion statement which changes the style for the young people. The advertisement and product should paint the traits of the young people, so that they can link the product with their personalities. “Young people must be emotionally engaged. A brand will not succeed unless young people connect with the brand emotionally, allowing them to trust it.” (Ian154). The advertisement of iPod give consumers young consumers a thing which they can relate with their personalities and they trust the name of Apple which is associated with it. This ad by the Apple for iPod does not presents any features of the product but only represents the atmosphere where a person can think about using that product. “Television and print advertisements for the Apple iPod MP3 player in 2003 communicated nothing about the features of the product but instead simply featured slick, modern graphics (the black silhouette of various users of the product with the product, featured in white, the only item visible), accompanied (in the television ads) by hip, cutting-edge music”. (Heymann207). The iPod is one of the hottest selling product in the music world and in between 2005-2011 the Apple sold 20 Million or more iPods a year. The ad by Apple have played a crucial role in sending Apple rocketing message to the young world. The silhouette ad of iPod gives the product a distinct point of brand recognition which creates huge demand for the product. “Recognition is an important branding component. Whether it is the distinctive design of a Cadillac, the Nike “swoosh,” or the stylized silhouette of the Apple iPod billboards, recognition is a precursor to triggering motivating brand memories.” (Hollis26) The iPod ad make a positive impact on the consumer minds and make this product a success, the sole success cannot attributed to the product itself but the way Apple carry out its advertisement and branding campaign also helps in its success. Relatively, the iPod ad make customer aware of the fact that if people are downloading music in the proper way then they are killing the music industry, so this ad also gives a new boost to the music industry which is looking for solution for the stealing of music. The ad by Apple not only helps the company to promote its product but also provides a distinct platform for reviving the music industry.
To conclude, in the field of marketing, it is realized through this research that marketers use different types of appeal to get the attention of the consumers. The consumers’ response to the ads defines whether or not the campaigns are successful enough to entice the public’s interest. Through examining these particular aspects of marketing, a distinction on how marketers try to influence the minds of the buyers through appealing to their demands and concerns have been proven accordingly. It has been observed that these options of influence were effective enough to bring in buyers to business products through the years, thus defining the pattern of revolution in the field of classic and modern marketing strategies. Studying the behavior of the market and utilizing their attitudinal pattern to promote a product has become one of the strongest points of modern marketing approaches allowing businesses to thrive in success within the industries they are enjoined in. In the field of marketing, consumer appeal is important. The companies featured in this particular project used different points of appeal depending on who they want to serve in the market. Gender role issues were constructive enough to fuel the campaign of diamonds, while issues of comfort were used by McDonald’s in their campaign. Other products featured in this project specifically provide a distinct indication on how consumer response plays a great role in determining whether or not a particular campaign is successful. For instance, Nike tried to get the attention of their market through utilizing celebrities and manifest a distinct concern for how their buyers define themselves with the product that the business offers. Marlboro branding depended so much on how the constitution of self-identity is established with the utilization of a particular product that would create an appeal to the consideration of the people with regards how they define themselves accordingly.
Meanwhile, Ipod and Debeers tried to create a distinct appeal on how consumers define their desires and how such desires define them as individuals. Creating trend alongside the launching of new products is highly essential in introducing new products or reintroducing old yet still workable products in the market hence fueling the possibilities of increasing sales rate for the businesses involved. At present, new waves of marketing are developed, nevertheless, the basic course of promoting products remain the same, entice the market through their interests and make relative sales out from the campaigns. The process is still basic, although the approaches used today are much more complex than before.
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