MKT2CBE | Consumer Behaviour Issues

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Questions:

(a) Identify the advertisement, the product, product class and the general type of advertising appeal used.

(b) Analyse in a detailed and structured way (in a logical report format) the consumer behaviour issues involved, their relevance and why they are important. 

Answers:

Identifying the advertisement, the product, product class and the general type of advertising appeal used

The advertisement is known to be a super bowl advertisement. This super bowl advertisement is the commercial played during the super bowl event which invite huge Viewership in the United States. The advertisement is about two products one is a cold drink named mountain dew and the other is the snacks product named Doritos. It seems to be that both the products has been combined promoted through the advertisement.  It has been very effective appeal made by the company to consumers one of the effective things that can be noted in this advertisement strategy is the approach of the company. Famous actors have been chosen for the advertisement and effective pop songs are played to attract viewers of super bowl to the products (Ahmed, 2016). As it can be said the choosing two famous actors as influencers is major stride in attracting majority of population which are there fans. Pop music is in the culture of the Americans hence the company has used the following to attract the consumer towards the product. It is to be mentioned that both of the product belong to the same parent company Pepsi co. that has used a significant platform like super bowl events to display their advertisements and promote their products efficiently. The elements of appeal used by the company is fan base of actors, pop music and super bowl event to derive high amount of viewership for their ads which will be ideal to influence them and promoting the company's product (Bienstock and Stafford, 2015).

Analyzing in a detailed and structured way (in a logical report format) the consumer behavior issues involved, their relevance and why they are important

From the above evaluation of key elements within the advertisement the key issue that the company targeted for resolving through their advertisement is Emotional appeal. It can be said that emotional aspect of consumer related to products plays an important role in buying a product promoted through advertisements. In the advertisement laid at as super bowl advertisement it can be said that through interventions of two famous actors the company has tried emotional influence doverse range of fan base which the two actors have in the the country. It can also be seen that the company used pop music and culture as an instrument to connect with the viewers emotionally. It can be said that through the emotional aspect the company has tried and influence a large number of viewer through famous sport event plat like Super Bowl. Hence it can be said that the company has tied to resolve the problem of emotional appeals through using emotional traits which are connected to the actors and pop culture (Vortman et al. 2015). This stated that the company has used emotional appeal in their advertisement to properly connect with the viewer and promote the product through and efficient use of culture and celebrities within there advertising program.

References

Ahmed, A., 2016. Issues in the Branding and Advertising Strategies with Application to Kingdom of Bahrain. International Journal of Business and Statistical Analysis, 3(02), pp.55-60.

Bienstock, C.C. and Stafford, M.R., 2015. An Investigation of Effective Advertising Strategies for Recruiting Long Haul Truck Drivers. In Ideas in Marketing: Finding the New and Polishing the Old (pp. 338-340). Springer, Cham.

Vortman, Y., Safran, R.J., Brodetzki, T.R., Dor, R. and Lotem, A., 2015. Expression of multiple sexual signals by fathers and sons in the East-Mediterranean barn swallow: are advertising strategies heritable?. PloS one, 10(2), p.e0118054.