Homework 3 (40 points)
Instructions:
This assignment will contribute up to 20% of your overall grade for homework; answer all the questions as completely and clearly as possible using grammatically correct prose rather than cryptic bullet points.Do your own work. You are allowed to collaborate with your fellow students in contemplating the answers; however, what you submit must be your own work in your own words. Any assignments with identical wording will receive ZERO as grade.You MUST reference all the sources you consulted in completing this assignment. This means that you should use in-text referencing in your answers and conclude the assignment with a section entitled “List of sources” in which you use the Harvard style to reference all your sources, including the prescribed textbook.Use this document to formulate your answers and submit the final version through Blackboard on or before the due date: 30 September 2019 at 11:59pm ET.The Leaf is a compact, five-door-hatchback, electric car
manufactured by Nissan and introduced in Japan and the United States in
December 2010, followed by various European countries and Canada in 2011. More
than 300,000 Leafs have been sold worldwide through January 2018, making it the
world’s all-time best-selling highway-capable electric car. As of December
2017, the United States was the world’s largest market for the Leaf, with
almost 114,827 units sold, followed by Japan with 72,500, and Europe with 68,000.
As an all-electric car, the Leaf produces no tailpipe pollution or greenhouse-gas
emissions when in operation, thereby contributing to reduced dependence on
petroleum. Among its many accolades, the Leaf won the 2010 Green Car Vision
Award, the 2011 European Car of the Year, the 2011 World Car of the Year, and
the 2011–2012 Car of the Year Japan. [Adapted from Wikipedia]
Eight years into the product lifecycle of the
Leaf, you are tasked with developing an advertising campaign to remind the
target audience of the Leaf’s virtues. Design an advertisement that would
achieve this goal based on high cognitive effort.
You may use images harvested from the Internet or draw your own, but any copy
(text) must be your own words. Also, discuss the specific theoretical
concepts and principles you used in compiling your ad. [10]Eight years into the product lifecycle of the
Leaf, you have been tasked with developing an advertising campaign to remind
the target audience of the Leaf’s virtues. Design an advertisement that would
achieve this goal based on high affective effort.
You may use images harvested from the Internet or draw your own, but any copy
(text) must be your own words. Also, discuss the specific theoretical
concepts and principles you used in compiling your ad. [10]Question
2 [20]
The Old
Spice Man Spices Up Brand Marketing
When Isaiah Mustafa appeared in a 2010 Super Bowl commercial
[https://www.youtube.com/watch?v=owGykVbfgUE]
with a towel wrapped around his waist
and a bottle of Old Spice body wash in one hand, he kicked off a long-running
viral marketing campaign that has rejuvenated the brand’s sales. Mustafa, a
former NFL wide receiver, smiled into the camera and addressed women viewers,
saying he was “the man your man could smell like” if they used Old Spice. The
combination of his wryly funny lines, winning delivery, and buff physique made
the commercial an instant YouTube hit. Suddenly, Old Spice, a pre-World War II
brand that zoomed to prominence in the 1960s and 1970s, was an overnight social
media sensation, with Facebook fans, Twitter comments, and consumer-generated
spoof videos stirring up conversation around the world. The Old Spice Man
campaign, created by ad agency Wieden & Kennedy for brand owner Procter
& Gamble, had successfully added a relevancy and an affective appeal that
was attracting and entertaining a younger audience than the brand’s traditional
customer base and boosting sales significantly.
As soon as the first Isaiah Mustafa ad went viral, the agency
followed up with a second commercial in the same humorous vein, again featuring
the bare-chested Old Spice Man. Again, public response was so enthusiastic that
the campaign geared up for a new and unprecedented social media blitz. This time,
Old Spice invited users of Twitter, Reddit, and Digg – including celebrities
and athletes such as Ellen DeGeneres, Demi Moore, and Apolo Ohno – to submit
questions for the Old Spice Man to answer. As hundreds of questions poured in,
consumers voted for the ones they wanted to see answered. Next, in a marathon
three-day studio session, the agency scripted and Mustafa starred in 186 brief
YouTube videos responding to individual questioners in typical wry style. When
Kevin Rose of Digg.com tweeted that he wasn’t feeling well, the Old Spice Man
answered with a “get well” video that Rose immediately mentioned to his more
than 1 million Twitter followers.
The concentrated barrage of targeted, personalized tweets and
entertaining videos stirred up enormous positive word-of-mouth among consumers.
Just as important, Old Spice was the subject of many stories on TV and radio,
in the blogosphere, in newspapers and magazines, and seemingly everywhere on
the Internet where news commentators posted articles, podcasts, or videos. All
the media coverage (for which the brand did not pay) fueled even more consumer
interest in Old Spice. Within days of the Old Spice Man’s answer videos
appearing online, the brand’s Facebook page collected more than 600,000 “likes”
and the online videos were viewed more than 7 million times.
Procter & Gamble supported the social media campaign with
discount coupons and other promotional efforts that reinforced brand awareness
and offered an incentive to buy and try Old Spice products right away. Old
Spice sales quickly skyrocketed, and the brand captured the market-leader
position, despite competition from Unilever’s Axe, Beiersdorf’s Nivea, and
Henkel’s Right Guard brands.
A year later, Procter & Gamble launched a new chapter in the
Old Spice Man story. This time, Fabio – the model and star of many romance
novel covers – appeared in online videos challenging Isaiah Mustafa for the
title of Old Spice Man. This tongue-in-cheek, “mano-a-mano” competition
consisted of 39 back-and-forth videos that drew millions of viewers and tens of
thousands of social media comments. Consumers clicked to vote for the Old Spice
Man they preferred, and after several days of hectic and humorous exchanges,
Mustafa and Fabio appeared in one final video announcing that Mustafa had
retained his title. The big winner, of course, was Old Spice, which gained even
more brand awareness and enjoyed higher sales. Now Procter & Gamble is
taking the Old Spice Man campaign on the road to universities and cities where
consumers can try branded products and have their photos taken in poses
reminiscent of the original Old Spice Man commercial.
CASE
QUESTIONS
How is Old Spice using evaluative conditioning
to influence consumers’ affective attitudes? Explain what evaluative
conditioning is and then identify the conditioned stimulus (CS), unconditioned
stimulus (UCS), unconditioned response (UCR), and conditioned response (CR) in this
situation. [10]What role does the dual-mediation hypothesis
play in the Old Spice Man’s marketing success? Start your answer by explaining
the dual-mediation hypothesis [4]What aspects of the communication source are
involved in influencing affective attitudes toward Old Spice? [4]Do you think consumers will maintain a positive
attitude toward Old Spice if the Old Spice Man campaign suspends messages for
more than one or two months? Explain your answer. [2]LIST OF SOURCES
Hoyer, WD, MacInnis, DJ, and
Pieters, R. 2018. Consumer Behavior.
Seventh edition. Boston, MA: Cengage Learning.
Old Spice Man case
study: Hollie Shaw, “Old Spice
Guy
Beats Fabio
in ‘Mano a Mano’
Contest,” Advertising Age,
July 28, 2011, www.adage.com; Craig Reiss, “Businesses
Can
Learn from the Old Spice Man
Viral Marketing Campaign,” Entrepreneur,
July
18, 2010,
www.entrepreneur.
com; Gary Vaynerchuk,
“Old
Spice Man Marketing, Redux,”
Fast Company,
March 10,
2011, www.fastcompany.com; Jack
Neff,
“Old Spice Is
Killing It
on YouTube
Again, But
Sales Are Down
Double-Digits,”
Advertising Age,
August 4,
2011, www.adage. com;
and Sebastian
Joseph, “Old Spice Man
Tour to Visit
a City Near
You,”
Marketing Week
(UK), October 7, 2011, www.marketingweek.co.uk.
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