Persuasion Outcomes
The messaging campaign refers to the means, which the company or an organization communicates to its target audience. The components of a campaign or marketing message mainly target to sell products, which consist of information about the product and what it does. The messaging formulation comprises of a position statement and points that second or supports it. This paper discusses the marketing of a car model, Hem, which can transport cargo and effective for use by a middle-class family in America. The car has a capacity of seven passengers, in which the back can get transformed to cargo space during transit.
The message of the Campaign; Buy A Hem, Gets You Travelling. Home Safe
The advertising medium has transformed over the past few years with the introduction of social media platforms. The social media platform has progressively captured attention from the projected customers making it difficult for them to notice the traditional forms of advertising such as billboards. Because of the change in technology and the shift towards increased online presence makes online advertising the primary medium to promote the car’s advertisement. According to Boerman et al. (2017), “Over the past decennia, marketers have been witnessing a downward trend in consumers’ trusting perceptions towards traditional advertising” (p. 82). However, the campaign targets to use other mediums such as billboards during sports and major games across America. This form of advertising manages to reach the thousands of football fans in the stadium and others who watch the games across Television.
A reliable marketing outcome relies on the effective application of behavioral and cognitive outcomes. The advertising company has decided to apply behavioral targeting due to its various formats available on the internet. The different formats consist of banners with texts from web pages such as MSN or Dictionary.com, chosen in ways that reflect the user’s interest (Chen and Stallaert, 2010, p. 430). The advertisements appear on the bottom of videos or before the videos start playing in major visual platforms such as YouTube or ESPN3 (Chen and Stallaert, 2010, p. 430). The behavioral targeting campaign also uses cookies stored in the user’s computer to determine the frequency customers engage with our advertisements, which later appears when the user visits various online websites for further persuasion. This form of advertisement should present an effective outcome due to increased engagement with potential customers, which translates to increased purchases of the car.
The advertising team has also applied humor in the advert to influence cognitive outcomes. A study by Eisend (2010) has indicated that humor influences attitudes towards adverts and attitudes towards the brand, which translate into positive effects on the marketing of the car. Besides, humor minimizes negative effects towards a particular product or a company. The inclusion of humor in an advert has a high ability to attract the customer’s attention. According to Eisend (2010), If the message offers positive information, which applies to most advertisements, positive cognitions related to the ad and the brand outweigh negative ones, “(p. 116). The application of humor influences the customers to develop a favorable attitude towards the brand and positive attitudes towards adverts. As a result, humor results in high and effective cognitive outcomes during the advertisement of this car brand leading to high sales.
References
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017). “This post is sponsored.” Journal of Interactive Marketing, 38, 82-92. https://doi.org/10.1016/j.intmar.2016.12.002
Chen, J., & Stallaert, J. (2010). An economic analysis of online advertising using behavioral targeting. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1787608
Eisend, M. (2010). How humor in advertising works: A meta-analytic test of alternative models. Marketing Letters, 22(2), 115-132. https://doi.org/10.1007/s11002-010-9116-z
As a result, consumers develop more favorable AAD and ABR. Another cognitive explanation is based on the insight that humor can distract consumers from processing counterarguments. Consumers may generate counterarguments when they face a persuasion attempt, which is usually the case when they are exposed to advertising (Krishnan and Chakravarti 2003; Nelson et al. 1985). The reduction of counterarguments positively influences AAD and ABR.