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Jonathan Mildenhall mentions that “open happiness” is a call to action and into emotions. How do the two things blend?
In his lecture, Jonathan Mildenhall described the story of developing a Coca-Cola promotional campaign and devising a last line for the advertisements. The slogan “Open happiness!” can be considered to be both a call to action and a call into emotions. On the one hand, it urges the potential clients to open the bottle of the drink; thus, it is a call to action. On the other hand, it is an appeal to emotions, because it produces in consumers an association between the product (Coca-Cola) and happiness. The call to emotions and actions might be considered a very effective mix. This is because when consumers choose a product to purchase, they very often tend to follow the call of their emotions and even momentary impressions or whims; these, in turn, can in many cases be affected by an image or slogan that they saw or heard previously and that captured their attention. Also, individuals tend to better remember things that are associated with strong emotions (both positive and negative); as a consequence, an advertisement that appeals to emotions is likely to be better remembered by potential consumers. Thus, an appeal to emotions, when mixed with a call to action, may lead to a situation when potential consumers better retain this call to action because it includes an emotional component, which, ultimately, is likely to better stimulate them to purchase the product in question.
How did Raquel open your eyes to the tools of online analytics and their usefulness?
In her lecture, Raquel made a significant focus on the analysis of online communication tools such as social media, describing their great potential of being used as a source of valuable information that pertains to the trends in consumer tastes and preferences. Nowadays, vast numbers of individuals utilize social media to obtain a certain degree of online presence, which creates a considerable opportunity for companies to make use of that presence to additionally expose their brands to the public. Furthermore, social media contain a large amount of information that can be employed to understand the desires of the consumers and their preferences. The lecture opened my eyes to the tools of online analysis by letting me comprehend that statistics can be collected that reflect the degree to which a particular brand, product, or even statement is attractive to the public, and using that information for promotional purposes in the future; and that the popularity of a product or brand can be tested by using the social media if one observes and analyzes the reaction of potential consumers on that product or brand.
Which speaker did you find revealed more useful information? Please outline two things that you found useful. One from each or two from one speaker.
While the information provided by each of the speakers was helpful and could be utilized for advertisement in the future, the lecture of Jonathan Mildenhall appeared to be more useful. When naming several ideas which were useful in his lecture, it is possible to mention him saying that creativity is capable of causing reconsideration, and explaining that in the Coca-Cola company, it is, in fact, impossible to modify almost anything about the product – because the product, the design of the bottle, the logotype of the brand, and so on, all need to remain unchanged so as not to cause the protest of clients from all over the world; so, instead, the image of the brand and its representation need to be changed. This leads to an important conclusion that, when attempting to promote a product, its high quality is rarely enough to ensure its success, and that, on the other hand, even a product of mediocre quality can sometimes be successful if it is represented and advertised effectively. Another useful idea coming from Jonathan Mildenhall was that one needs to be consistent with their brand; for if a brand is successful, it means that it is capable of satisfying the desires of clients, so it is important to occupy the given niche and to capitalize on that ability to further satisfy the needs and desires of that (type of) consumer.
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