“The Persuaders” Report on documentary for marketing class Essay Example

with a small group of individuals discussing specific topics, and product placement in movies and TV shows for advertising purposes. These issues are analyzed in relation to marketing and business theory as well as relevant literature. Furthermore, the appropriateness of the strategy being utilized is evaluated. Nonirritating, a popular approach, allows marketers to send personalized messages tailored directly to individuals based on information gathered from sources like credit cards and personal interviews conducted through mailings by companies such as Axiom.

It is highly suitable as it enables marketers to filter messages and provide consumers with only the information they want to receive. A person's perception of a product determines their attitude towards it. The documentary begins by focusing on Song, a subsidiary airline of Delta Air Lines, which aimed to establish a unique culture within the airline industry. To understand people's attitudes towards their product, they used word association. They discovered that women were being overlooked in the airline business, so they attempted to establish a genuine connection with female customers. Song is more than just a company; it embodies a distinct attitude. They searched for individuals who possessed the characteristic trait they referred to as "song," as if someone could embody being "song." Job applicants auditioned by demonstrating this attitude, which not only represented their product but also became the product itself. The ingenious approach of aligning their marketing with the desired consumer attitude was not just appropriate but genius. Their objective was to create something that resonated with individuals on an emotional level rather than purely appealing to logic.When attempting to emotionally brand someone, it is necessary to appeal to the feelings and

causes that evoke an emotional response, leading to brand loyalty. Brands offer a gateway into a new way of life and strive to transcend through spiritual significance. According to Kevin Roberts, chief executive officer of the advertising agency Isaacs and Isaacs, any product can be transformed into an object of devotion. This process, known as emotional branding, establishes brand loyalty. Roberts refers to these particular products as "Lovers," describing them as items that possess intimacy, mystery, sensuality, and hold an iconic place in one's heart. An example of emotional branding is represented in a Cheerios commercial where a baby and grandma use Cheerios as props while telling a story. This commercial taps into our emotions by highlighting the theme of family, creating meaning for most people and effectively establishing branding through an emotional connection. Another example is Polaroid, which is not simply a camera but more so a social lubricant. By adopting this type of slogan, products and companies can avoid marketing myopia. For instance, Polaroid's focus is on entertainment, family and friends, and memories rather than just photographs. This concept allows the breadth of product usage to be broadened in the eyes of consumers, enabling them to attach emotions to its use rather than narrowly defining it.Frank Lunch, a marketing theorist, has utilized focus groups to uncover the key to understanding consumer preferences. According to Lunch, it is essential to communicate what the public wants rather than what one wants to convey. Over the years, he has collaborated with the Republican Party to effectively articulate issues. Instead of focusing solely on the issues themselves, Lunch concentrates on crafting language around these issues. Through conducting

focus groups, he identifies words that elicit emotional responses and motivate action. Lunch seeks out words that enhance policy persuasion, recognizing that a well-chosen name can significantly boost the appeal of a policy—for instance, renaming "estate tax" as "death tax." Similarly, he advises rebranding the war in Iraq as the "war on terror" and labeling global warming as "climate change." Employing such word associations alters connotations and makes various ideas seem more reasonable. The invaluable insights gained from focus groups are instrumental in Lunch's marketing strategies. Furthermore, the film highlights the concept of product placement, showcasing how brands are incorporated into movies as prominent figures. In films like Cast Away, brands like Fed Ex are portrayed as heroes, creating a positive and lasting impression on viewers. This practice of subtly integrating products into movies is effective when executed seamlessly and in a manner that feels natural to the storyline.5) Recommendations for the future indicate a clear trend towards narrower ads. In the coming years, messages will be customized and targeted towards individuals rather than mass audiences. This applies to both consumer and political advertising.