Advertising Appeals

Every successful ad has some sort appeal to customer. The seven most popular appeals are fear, humor, sex, musical, rational, emotional and scarcity appeal. The best ads have a combination of appeals.

A humor appeal is a popular way to connect with consumers. Humor is usually linked to positive moods, which is appealing to people. There is a risk though that the viewer won’t find the joke funny making the ad unsuccessful. Old Spice came out with an ad campaign that went viral. The ad was directed at women who wanted their men to smell good, by using Old Spice. An attractive man tells them that by using this product it could lead to their man becoming better and being something they always wanted. This use of humor appealed to both men and women. This current ad has well over 24 million views on YouTube and has proved to be a successful campaign for the company.

http://www.youtube.com/watch?v=uLTIowBF0kE

An emotional appeal is also a common approach with advertising. It creates an attachment between the viewer and the brand. Nike came out with a series of ads during the London summer Olympics that was based on “Find your Greatness”. This ended up being a successful campaign for them. They used the ad to connect personally to their consumers by explaining that everyone can be great and find greatness in themselves. This resonated with viewers and worked especially well since the ads were released during the Olympics, which display the best athletes in the world.

http://www.youtube.com/watch?v=_hEzW1WRFTg

There has always been that notion that “sex sells”. This is usually true when it comes to advertising by using sexual suggestive material. In our current society, using sex in advertising doesn’t resonate the same shock value as it used too, but works when done well. Dentyne ice commercial, “practice safe breath”, used sexual suggestiveness to sell their gum. They linked their gum like they were selling condoms. “Practice safe breath” is suggestive of “practice safe sex”. They used buying and using gum into a sexual innuendo.

http://www.youtube.com/watch?v=zgtLlOpMlZg

Anchorman 2: The Legend Continues Revolutionary Marketing Campaign

The marketing campaign for the sequel, Anchorman 2: The Legend Continues has help make more money for the movie in the first two weeks, than the original one did the whole time it was in theaters. Paramount Pictures has taken marketing for movies to new level by using widespread use of different social media outlets.

One of the most successful avenues of the marketing scheme is the movie’s Tumblr. There are huge amount of GIFs and meme’s that are created, and are then shared on a larger scale on Twitter or Facebook. Through different forms of social media, a contest to “Join Ron’s News Team” has been created. Fans can post videos of doing newscasts can submit it online. Participants can submit videos for the different positions, such as weatherman or sportscaster. The video is posted with the hashtag of the character that plays it in the movie like, #TeamRon. These videos, which are posted from people around the world, then allow fans to vote for their favorites. This form of advertising gets the audience involved. Paramount Studio is using social media to reach audiences at a global scale. For example, in one video Will Farrell addressed the recent election in Australia while holding a newscast. This creates publicity while focusing a real life topic in that country.

http://www.youtube.com/watch?v=Uu7A7l6svAo

I think that the marketers of this movie have done a great job marketing this movie. They have taken movie advertising to a new level by using multiple outlets of social media. This form of marketing is very reliant on fan participation. The GIFs and memes that are created on Tumblr are shared on social media, which is perpetuated by fans. Participation in the contest requires the audience’s involvement for making and sharing the videos and voting on which ones are their favorites. This interactive advertising and expansion of marketing across different platforms is a really effective way to create buzz for this movie and I think change the way movies are marketed.

http://www.adweek.com/news/advertising-branding/will-ferrell-s-anchorman-2-changing-way-movies-are-marketed-154076

http://www.theverge.com/2013/11/25/5143208/anchorman-2-targets-the-social-web-with-more-than-50-short-videos

http://www.thewrap.com/anchorman-2-paramount-ron-burgundy-resurrection-will-ferrell

Airlines using Twitter for customer service

With the complications that can from flying, customers can become frustrated quickly with airline companies. The recent polar vortex made traveling a huge problem, which meant even bigger problem for airlines. As another avenue to deal with customer service, airlines used twitter as a resource. A lot of people use twitter to vent about airlines when traveling, so using twitter to acknowledge these customers I think is a brilliant idea. By connecting with customers on twitter you make create better customer service since tweeting is usually fast pace, also you make the customer feel valued by reaching out and recognizing their problem. I think that using twitter is a great way to reach out to customers and provided customer service.

         As it was mention in the article, American Airlines was sending out a huge volume of tweets and had a team of people designated to deal with this job. With that much focus on that one sector of customer service, they were able to respond to tweets fast, which made it more effective. Other airlines took much longer to respond to tweets. For example, United took on average over two hours to respond to tweets. By not having a fast response time, the use of social media is diminished because quick sharing of information is a main objective of social media. American Airlines has done a great job using social media for customer service. In another blog about American Airlines using twitter for customer service, the author shares his experience with the airline. Through twitter, the airline was able to hear the customer’s need and help get him what he needed while he was in flight. This positive experience prompted the man to share how helpful the airline was, creating value for the airline. Overall, using social media to connect with customers is a good way to keep them informed and happy.

http://skift.com/2014/01/07/how-airlines-are-using-social-media-to-deal-with-this-weeks-weather/#1

http://www.huffingtonpost.com/alan-w-silberberg/american-airlines-nails-t_b_3631918.html