TOPIC 2: How does Nostalgia shape Schema? Identify a brand and explain how you h

Question

TOPIC 2: How does Nostalgia shape Schema? Identify a brand and explain how you have realized that you have a good deal of Nostalgia embedded within the pieces of LTM for the brand. Describe with some detail the schema surrounding the brand. TOPIC 3: By looking at the traditional 5 levels of Maslow's Hierarchy (see content are from the pyramid pictorial), we can see that Motivations are fueled by both primary and secondary needs. Identify one product category or brand that represents each of the traditional Maslow's Motivation levels and explain why their is a fit (a separate brand/product category for each level) or explain how they are tapping into the specific level to capitalize on that specific level's motivation. Embed an example of a still ad that demonstrates each of the specific brand or product category from above. Do not repeat peer responses in terms of specific brands. TOPIC 4: Hopefully you had the opportunity to watch TV or were exposed to some promotions (radio, billboard or magazine) when you were younger. Share with the class, one ad, jingle or promotion that you remember from youth. Sum up in a couple of sentences why you believe this promotion had such a lasting impact on your memory (utilize memory concepts to support).

Explanation / Answer

Nos­tal­gia has grow to be an increas­ing­ly pop­u­lar means for brands to con­nect with con­sumers as they tap into the prior with liked actual-life fig­ures, mas­cots, tagli­nes and prod­ucts, however incor­po­expense the­se ele­ments in new methods to con­nect with more youthful audi­ences as good. No mat­ter what the era, nos­tal­gia enables con­sumers to relive mem­o­ries and, if performed cor­rect­ly, cre­ates pos­i­tive manufacturer asso­ci­a­tions. However how effec­tive is it, actual­ly? And why are so many brands flip­ing to it at this second in time? And the way can your manufacturer ben­e­fit?

Within the annals of adver­tis­ing his­to­ry, 2014 may just very good be remem­bered as the yr of Nos­tal­gia.

Elec­tron­ics retail­er RadioShack kicked things off with a 30-sec­ond super Bowl spot supposed to shed out­dat­ed per­cep­tions of the company for con­sumers wanting a rein­tro­duc­tion with 80s icons like Hulk Hogan, Mary Lou Ret­ton, child Play and ALF.

We're using the tremendous Bowl as the plat­kind to get peo­ple to rethink RadioShack, mentioned Jen­nifer battle­ren, senior vice pres­i­dent and chief mar­ket­ing offi­cer at RadioShack, in a state­ment. This ad is supposed to grab atten­tion, make view­ers giggle, and let peo­ple comprehend, it's out with the historic and in with the brand new RadioShack.

The move labored as a minimum in the brief time period. The company used to be vast­ly tout­ed as some of the huge win­ners of the 2014 super Bowl, receiv­ing nods from out­lets just like the Wall road Jour­nal. In addi­tion, RadioShack inventory went up 7 per­cent fol­low­ing the huge game.

Auto man­u­fac­tur­er Hon­da, too, is incor­po­rat­ing toys and automobile­toon char­ac­ters like Stretch Arm­powerful, Gum­by using, Jem and The Holo­grams, Lit­tle Peo­ple, mag­ic 8-Ball, Skele­tor, Straw­ber­ry quick­cake, and G.I. Joe in its sea­son­al Hap­py Hon­da Days cam­paign, which entails six television spots and [pays] homage to pop­u­lar toys via­out var­i­ous many years, the brand says, now not­ing the mag­ic of the­se cherished toys has been delivered to lifestyles with stop-movement ani­ma­tion as an alternative than com­put­er-gen­er­at­ed imagery to authen­ti­cal­ly cap­ture how the­se toys got here to life by means of play.

With con­sumers inun­dat­ed with hol­i­day ads dur­ing the hol­i­day sea­son, our intention is to break by way of the clut­ter by way of aid­ing peo­ple relive favourite youngster­hood mem­o­ries of a toy they loved dur­ing the hol­i­days and asso­ci­at­ing that with a first-rate deal on a new Hon­da, said Susie Rossick, senior man­ager at Hon­da.

And, for its part, quick ser­vice chain Wendys has tapped a num­ber of nos­tal­gic musi­cal favorites in its #Pret­zelLoveSongs cam­paign, includ­ing R&B crew Boyz II men.

we all know Mil­len­ni­als are pas­sion­ate about 90s nos­tal­gia, music and humor and Boyz II guys deliv­ered on all three in its ren­di­tion of #Pret­zelLoveSongs, said Wendy Chief Mar­ket­ing Offi­cer Craig Bah­n­er in a state­ment. We part­nered with Boyz II guys when you consider that the crew and its mem­bers are legends and it looks like our Pret­zel Bun is becom­ing one, too.

The brand has additionally labored with Lat­in artist Jon Secada in a pret­zel-bun-themed remix of his 1992 hit, simply Anoth­er Day and dad-celebrity-became-tv-Lachey, as good because the recent Prince of Bell Air alum and latest Danc­ing with the celebs champ Alfon­so Ribeiro and the Karate kid him­self, Ralph Mac­chio, on a extra latest bar­be­cue cam­paign.

And then there's insur­ance com­pa­the big apple Geico, which up to date­ly enlist­ed hip hop trio Salt-N-Pepa to do a spin of its hit Push It in its lat­est ad.

Imply­whilst, oth­er brands are rather seem­ing to cap­i­tal­ize on the nos­tal­gic val­ue of their own inter­nal belongings.

Salt company Mor­ton Salt, for exam­ple, noticed 2014 as an oppor­tu­ni­ty to refresh its company iden­ti­ty while cel­e­brat­ing its long-time Mor­ton Salt lady mas­cot, who grew to become a hundred this yr. The refresh involves an updat­ed brand with a recent and friend­ly font, includ­ing an R that vehicle­ries a mild kick to mim­ic the Mor­ton Salt woma step, and a Moton Salt woman with smooth­er, sim­pli­fied linework, the brand says.

We con­stant­ly lis­ten to con­sumers to be certain that we con­tin­ue to meet their chang­ing wishes, said Chris­tian Her­rmann, Mor­ton Salt CEO, in a state­ment. through our lat­est mar­ket study, we know that the Mor­ton Salt girl is syn­ony­mous with the company and her time­much less, clas­sic appear nonetheless res­onates with con­sumers in these days. How­ev­er, we additionally knew there was an oppor­tu­ni­ty to make the company appear and think extra mod­ern and strategy­ready.

Oth­er manufacturers cel­e­brat­ing delivery­days this year incorporate Gen­er­al Mills cere­al Cin­na­mon Toast Crunch, which grew to become 30 and marked the occa­sion partially with a weblog submit chron­i­cling the evo­lu­tion of its Chef Wen­dell char­ac­ter, and material­ing retail­er ancient Navy, which cel­e­brat­ed its twentieth beginning­day by means of ask­ing lovers to sub­mit self­ies in its #Self­iebra­tion cam­paign.

Like Mor­ton Salt, cat meals brand 9Lives sought to cap­i­tal­ize upon a recognized inter­nal asset and tapped dig­i­tal agen­cy Evo­lu­tion Bureau to convey again its icon­ic spokescat, Mor­ris. Accord­ing to Evo­lu­tion Bureau, the brand tasked us with doing it in a method that appealed to nos­tal­gic Mor­ris fans at the same time intro­duc­ing the icon­ic orange cat to a new younger mil­len­ni­al audi­ence.

Ergo, Evo­lu­tion Bureau says it cre­at­ed Cats Eye View, an inter­ac­tive video expe­ri­ence that lets fans advisor Mor­ris with cus­tom wear­equipped tech­nol­o­gy. And, to broaden engage­ment, Evo­lu­tion Bureau says it seed­ed the website online with orig­i­nal 9Lives com­mer­cials.

Anoth­er cat meals brand, Meow mix, asked fans to remix its icon­ic jin­gle in the Its Meow Time cam­paign, spurring recre­ations through artists like Ash­worth, Hip­ster Orches­tra and J.R. Moore.

The Psychology of Nostalgia
In a report from inbound mar­ket­ing gentle­ware plat­kind Hub­Spot, con­tent strate­gist Erik Devaney explained that even as nos­tal­gia may be trig­gered via neg­a­tive emo­tions like lone­li­ness, the­se mem­o­ries are gen­er­al­ly hap­py and nos­tal­gia can there­fore have psy­cho­log­i­cal ben­e­suits like more desirable temper, diminished stress, and accelerated self-esteem and feel­ings like life has imply­ing and pur­pose.

There­fore, if mar­keters can cre­ate con­tent that makes con­sumers consider nos­tal­gic, it is going to additionally get them consider­ing excellent with the aid of exten­sion, Devaney wrote. And in relation to develop­ing a loy­al fol­low­ing of humans who love your busi­ness, cre­at­ing con­tent that makes them think excellent seems like a win­ning strat­e­gy.

In addi­tion, per a BBC file, a sequence of inves­ti­ga­tions by way of psy­chol­o­gist Con­stan­ti­ne Sedikides observed nos­tal­gia could act as a resource that we will draw on to con­nect to oth­er peo­ple and events, in order that we are able to transfer for­ward with much less worry and larger pur­pose.

The Time is proper
For her phase, email mar­ket­ing strat­e­gy con­sul­tant Jean­ne Jen­nings notes the cur­hire polit­i­cal and eco­nom­ic cli­mate is marked with the aid of some upheaval includ­ing shifts in pow­er after mid-term elec­tions and numer­ous chal­lenges on the inter­na­tion­al front, which may indi­cate con­sumers consider some­what unset­tled and the time is right for mar­keters to use nos­tal­gia.

And Kristin Kovn­er, pres­i­dent of mar­ket­ing strate­gies firm ok-Squared Strate­gies, notes that while nos­tal­gia mar­ket­ing has his­tor­i­cal­ly been pop­u­lar when con­di­tions are uncer­tain and con­sumers lengthy for the good old days, at present it appears mar­keters are utilising nos­tal­gia so that you could construct authen­tic­i­ty and claim a real, long-time rela­tion­ship with con­sumers. In a technique, nos­tal­gia mar­ket­ing is the nat­u­ral exten­sion of authen­tic­i­ty mar­ket­ing, espe­cial­ly dur­ing the hol­i­days.

Whats more, Kovn­er notes nos­tal­gia mar­ket­ing is just ­ing to take keep for mil­len­ni­al mar­keters, since mil­len­ni­als are simply reach­ing the age of becom­ing nos­tal­gic.

The pop­u­lar­i­ty of Throw­back Thurs­days, Buz­zFeed lis­ti­cles of 90s ref­er­ences, and the reemer­gence of My Lit­tle Pony all show how this audi­ence is ready to seem back and rev­el prior to now includ­ing the brands and manufacturer mes­sages that formed their baby­hoods, she said. As this audi­ence begins hav­ing youngsters of their possess, there an oppor­tu­ni­ty to reen­gage par­ents in order to construct a rela­tion­ship with this subsequent gen­er­a­tion.

The Proof Is within the Pudding
And study seems to indi­cate nos­tal­gia is, correctly, an effec­tive mar­ket­ing tool.

Con­sumers are more like­ly to spend mon­ey when they are think­ing nos­tal­gic, accord­ing to a be trained in the Jour­nal of Con­sumer research. Correctly, the authors con­duct­ed six exper­i­ments that determined, partially, con­sumers asked to consider about the previous were will­ing to pay extra for a set of prod­ucts than con­sumers who had been asked to consider about new or future mem­o­ries, and con­sumers had an increased will­ing­ness to provide extra mon­ey to oth­ers after remember­ing, replicate­ing, or writ­ing a few nos­tal­gic past existence event.

We located that after peo­ple have high­er lev­els of social con­nect­ed­ness and suppose that their needs and needs can be achieved by means of the help of oth­ers, their abil­i­ty to pri­or­i­tize and hold con­trol over their mon­ey becomes much less press­ing, the authors say in a unlock.

Plus, nos­tal­gia makes it possible for manufacturers to rapid­ly con­nect with their audi­ences when time is of the essence.

since peo­ple are now con­sum­ing increasingly of their media on mobile devices, it's get­ting a lot more challenging for manufacturers to con­nect with customers in a median­ing­ful method due to small reveal sizes and capped video lengths of 15 sec­onds, mentioned Rob Gross­berg, CEO of mobile gam­ing com­pa­new york Tre­Sen­sa. Nos­tal­gic mar­ket­ing cam­paigns are effec­tive

Related Questions

Navigate

• Browse (All)
• Browse T
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.