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Implementation Jonathan B. Lim Fall 2020 Objectives â— Appeal â— Execution Objectives â— Appeal â— Execution Major selling idea Implementation Appeal Execution The components of implementation MSI “Presentation†“Structure†Major selling idea Appeal Execution Appeal Execution The components of implementation MSI Rational Emotional Appeals Rational appeals Focus: Practical, functional, utilitarian need Goal: Persuade audience that brand is best option to fulfill need Reason: Product has tangible differentiation from competitors Feature, Price Emotional appeals Focus: Social, psychological need Goal: Persuade audience that brand will fulfill them Reason: Product has intangible differentiation from competitors Emotion, Experience Branding The process involved in creating a unique name and image for a product in the consumer’s mind.

Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. Hitting the feels: just plain effective! Sales volume: 23% ⇧ Profit: 31% ⇧ ( ) vs. 16% ⇧ ( ) Food for Thought The power of appealing to the feels Implementation Jonathan B. Lim Fall 2020 Objectives â— Appeal â— Execution Appeal Execution The components of implementation MSI “Presentation†“Structure†Execution Technical evidence Comparison Testimonial Slice of life Personality Technical evidence Rational appeals Effectiveness 1.

Relies on expertise 2. Use of numbers 3. Less “deception†Comparison Rational appeals Effectiveness 1. Relies on expertise 2. Use of numbers 3.

A “winner†must emerge Types of Comparison Superiority “Best phone on the market†Top parity “As good as any phone on the market†“They have to be authentic, believable, and have a real story to tell†Co-CEO Greg Renker Testimonial Rational & emotional appeals Effectiveness 1. Relies on trustworthiness 2. Draws on social proofing 3. Taps into narrative Slice of life Emotional appeals Effectiveness 1. Relies on similarity 2.

Taps into narrative 3. Draws on emotion Personality Effectiveness 1. Relies on attractiveness 2. Relies on familiarity 3. Taps into narrative Emotional appeals Most popular brand mascots...

Food for Thought What image do you project? Food for Thought What image do you project? 1. Read current events 2. Look for ways to connect 3.

Talk to people who are different from you 4. Be a conversational facilitator (Intelligent) (Friendly) (Mature) (Leader) BUS 117 Fall 2020 Assignment #2 Due Date: Friday, 11/20 This assignment is meant for you to apply what you’ve learned from the second part of the course to a popular topic of interest every February: Super Bowl ads. Companies pay big bucks each year for a Super Bowl ad (~ million for a 30-second spot!!!), but we should ask: Is it worth it? Is what they’re doing effective? The following assignment will look at these issues in further depth.

Choose one advertisement from Super Bowl 2020 (wow, it feels like decades ago…). For reference, videos of most of this year’s ads can be found here: Writing Assignment (10 pts) Watch the commercial a few times. Then, think about the following: 1. Planning and Development. (2 pts) A. Which of the two major selling ideas is utilized?

Explain. 2. Implementation. (8 pts) A. What kind of appeal is being used? Explain.

B. Does the appeal align with the major selling idea? Explain. C. What kind of execution technique is used?

Explain. D. Does the execution technique align with the appeal? Explain. 3.

Overall Thoughts. A. Would you have changed anything about this ad in order to give it a stronger overall message? Explain. Write-Up Instructions 3-5* pages, double-spaced, 1†margins, 12-point Times New Roman. Writing should be clear, articulate, and concise.

Paper for above instructions

Super Bowl 2020 Advertisement Analysis: Google’s “Loretta” Ad

Introduction

The Super Bowl is widely known not only for the game but also for its spectacular advertisements. Each year, brands invest heavily to produce compelling ads that resonate with viewers during this high-visibility event. One ad that stood out during Super Bowl 2020 was Google's “Loretta.” This advertisement provided a poignant and emotional narrative focusing on memory and loss, echoing the inherent utility of Google’s services in everyday life. This essay delves into the planning, implementation, and overall effectiveness of this advertisement, highlighting its major selling ideas, the appeals utilized, and their execution techniques.

1. Planning and Development

A. Major Selling Idea Utilized

Google’s “Loretta” ad hinges on an emotional selling idea. The major selling idea in the ad revolves around the concept of memory preservation. The ad showcases how Google’s services—particularly its Assistant—help an elderly man remember and keep alive the memories of his deceased wife, Loretta. As the ad unfolds, the viewers can see the man using various Google features to recall moments spent with Loretta (Lim, 2020). This approach caters to both rational and emotional aspects; it underscores how Google is not merely a search engine but also a repository of cherished memories.

2. Implementation

A. Appeals Used and Explanation

The advertisement primarily uses emotional appeals. The focus shifts to social and psychological needs, specifically the human desire to connect with and maintain the memories of loved ones. Throughout the ad, Google effectively elicits feelings of tenderness and nostalgia as viewers empathize with the protagonist's experience of loss and longing for connection (Kotler & Keller, 2016). Emotional storytelling encourages viewers to consider how they (too) might use Google products to preserve relationships and memories in their lives.

B. Alignment with Major Selling Idea

This emotional appeal aligns perfectly with the major selling idea of memory preservation. By effectively showcasing how Google’s Assistant helps the character remember Loretta’s voice, birthdays, and personal anecdotes, the ad poignantly conveys the message that technology can play a vital role in emotional resilience (Holt, 2016). The emotional undertone enhances Google's brand position as one that not only provides information but also fosters relationships and reinforces connections among individuals.

C. Execution Technique Utilized

The execution technique employed in the “Loretta” ad is primarily narrative storytelling, supported by testimonial elements. The ad uses a slice-of-life approach, situating the viewer in a relatable and realistic scenario that many people may confront (Lim, 2020). As the elderly man interacts with Google Assistant, viewers witness genuine scenarios that evoke empathy, effectively serving as testimonials to the effectiveness of the product. The simple, yet effective, visuals amplify the depth of the message as they illustrate everyday moments that hold emotional significance.

D. Alignment of Execution Technique and Appeal

The execution technique is well-aligned with the emotional appeal. The narrative storytelling creates a relatable atmosphere that humanizes Google's products by illustrating their use in meaningful interactions (Aaker, 2012). Instead of relying solely on abstract capabilities, the ad taps into the human experience—using the imagery of reminiscence and nostalgia to engage the audience’s emotions. This synergy between storytelling and emotional appeal maximizes the effectiveness of the advertisement, ensuring the audience remains connected to the message throughout (Keller, 2001).

3. Overall Thoughts

A. Suggested Changes for Stronger Overall Message

While Google’s “Loretta” ad is powerful and effective, a slight modification could enhance its emotional resonance even further. Adding a brief introduction before the core narrative begins could provide context for viewers who may not immediately grasp the emotional backdrop of the story. For instance, showcasing fleeting moments of joy in Loretta's life before her passing could establish a stronger emotional connection and increase viewer engagement right from the start (Dahlén, 2016). This deeper emphasis on Loretta's life could create a more enriching context for the viewers, allowing them to connect more profoundly with both the character and Google’s products.

Conclusion

In summary, Google’s “Loretta” advertisement from Super Bowl 2020 effectively underscores the power of emotional appeal in advertising. Through its focus on memory preservation, the ad utilizes narrative storytelling as an execution technique, creating an emotionally charged message that resonates with viewers. The ad positions Google as not just a utility for searching information but as a supportive companion in preserving personal histories and relationships. This format not only aligns the appeal with the major selling idea but also contextualizes Google’s role as a meaningful player in consumers' lives. The potential enhancements suggested would only serve to reinforce this profound connection. Therefore, advertisements that convey deep emotional narratives—like “Loretta”—achieve a significant impact in influencing consumer perceptions and establishing lasting brand loyalty.

References

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4. Keller, K. L. (2001). “Building Customer-Based Brand Equity.” Marketing Management, 10(2), 14-19.
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