Q. Imagine that you are a marketing consultant and a client hires you to launch a new energy drink. Propose a spectacle you could engineer that would attract potential customers to want to learn more about your product. Your goal is to sell your client on this idea, and explain why this would be successful.
Product involvement is a consumer’s level of interest in a particular product. As a rule, product decisions are likely to be highly involving if the consumer believes there is perceived risk.
Message involvement refers to the influence media vehicles have on the consumers. Print is a high-involvement medium while television tends to be considered a low-involvement medium.
Print still matters for marketers. Some of the benefits include the following: maximize reach; trigger a positive emotional response; there are publications for every category with specific interests for readers; we take longer to read a magazine than we do reading a website (no annoying pop ups and clickbait).
Why Print Still Matters for Marketers https://medium.com/@ennyman/why-print-still-matters-for-marketers-945871dbe0a. (Links to an external site.)<<Read this
(Links to an external site.)
Situational involvement takes place with a store, website, or a location where people consume / purchase a product or service. One way to increase this kind of involvement is to personalize the messages shoppers receive at the time of purchase, via promotions, discounts, etc.
Chapter 5 notes that marketers continue to push the envelope to create spectacles that will increase consumer involvement with their messages:
A British show broadcast a group of skydivers who performed a dangerous jump to create a human formation in the air that spelled out the letters H, O, N, D, and A.
Honda built a musical road in Lancaster, PA; grooves in the cement create a series of pitches that play the William Tell Overture when a car drives over them.
A New York campaign for Jameson Irish Whiskey projects an ad onto a wall—an operator scans the street for pedestrians who fit the brand’s profile and inserts live text messages directed at them into the display.
To promote the 25th anniversary of the Michael Jackson album Thriller, which featured zombies dancing in a music video of the title song, Sony BMG staged a performance in the London Underground. A group of “passengers” suddenly burst into a zombie-like dance before they disappeared into the crowd, and this videotaped scene was posted online. The video inspired similar performances in other countries, and within a week more than a million people had downloaded these videos. In a similar stunt for T-Mobile, several hundred commuters at the Liverpool rail station broke into a dance; more than 15 million people watched the performance on YouTube in the following weeks. These (not so) spontaneous flash mob spectacles have become increasingly common.
Can you brainstorm a spectacle that will impact consumer behavior and stimulate sales?
Don’t forget the reflection piece of this assignment.
– I have attached chapter notes below
– Name of textbook – Solomon, Michael R., Consumer Behavior: Buying, Having and Being (2019) 13th Edition
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