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One of the key factors of the success of Morgan Spurlock’s “POM Wonderful: The Greatest Movie Ever Sold” was the implementation process. It had a specific goal and it was focused on all audiences, being universal and accepted worldwide.
The slogan that “He’s not selling out, he’s buying in”, simply means that there is nothing being offered, the advertisement campaign is so great that businesses themselves will come running, wanting to participate in such a unique and productive commercialization. The key feature is the universal nature of the advertisements, but more importantly movies, it’s the appeal to all audiences and the use of both originality and humor.
Visual appeal is a target area that the documentary has used to better the response from the public. In implementing the advertisement world in the movie, it is critical to make sure that the advertisement does not use any negativity towards social aspects and does not predispose the campaign to any unwanted judgment. There are several factors that went into the making of such a documentary, linking advertisement and entertainment.
The movie wanted people to know that the world is well aware of the needs of consumers and needs of organizations to sell, and presented new ideas that people would be impressed by. The general style of commercials and advertisements gives people new perspectives on everyday things. It is to provide a specific style to the consumers, as it represents individuality, as well as the knowledge of the current market. Appeal to people’s wants and needs is united with humor and wit.
“POM Wonderful: The Greatest Movie Ever Sold” demonstrates several techniques of promotion, they are: personal selling, sales promotion, advertising and public relations and direct marketing. In movies, personal selling is rather obvious. Morgan Spurlock has become a well known figure in both the social world and the movie industry. He has shown the ability to get into people’s thoughts and illustrate what is really wanted. The reality is made to be humorous but, at the same time, true.
He goes from one business representative to another, has meetings in most strange places and gives people a chance to see that what he is doing is not trying to sell, but to offer a chance for others to participate in this enormous project he has thought of, which will give both himself and the participating businesses a lot of success. Sales promotion is also accomplished in a flashy and interesting way. Morgan Spurlock is able to capture the attention of the viewer and allow for closer and more personal connection with the products.
He promotes with such originality that people want to try out something new, thus becoming the proof of the pitches that are done on each take. Public relations and advertising are strengthened by the open nature of the context and the advertisement industry. People are presented with the structure of the businesses that are leaders in the field of advertising.
The “hands-on” approach has shown to be very effective in engaging people and imitating the real behavior that everyone has come in contact with before. Direct marketing is the communication that can be seen throughout the movie, as the businesses and Morgan Spurlock address the viewers directly. People appreciate and respect the fact that they are included in the advertisement and find it a must to respond positively.
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