Please answer the following questions Activity Assignment Three: Nostalgia Marke
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Question
Please answer the following questions Activity Assignment Three: Nostalgia Marketing and Consumer Behaviour Your text book authors note that nostalgia is, “… a mental yearning to relive the past, produces emotions of longing. Often nostalgic memories are tagged with product and brand associations. Products from Coca-Cola to the Hudson Bay blanket rely on nostalgia to make them more appealing.” (Babin, Harris and Murray, 2017, p. 73.)This two-minute Target commercial is based solidly on a nostalgia sell; check it out: https://www.youtube.com/watch?v=5JcCnMaymCY
In this activity assignment, you are asked to do the following: A. Go online and locate a consumer print ad that uses the concept of nostalgia as part of the ad’s promotional messaging. (I.e., Ensure that one of the ad’s key intentions is to trigger feelings of nostalgia by ad viewers.) (Note: Nostalgia ads can be found readily through key word search terms such as “nostalgia ads”)
B. While you are online, locate another consumer print ad for the same product that does not use the concept of nostalgia to promote the product.
C. Interview one person about these two print ads. First find out if the interview subject has purchased this product. Then show the ads to the interview subject, one at a time as follows: After the interviewee has had approximately 30 seconds to look at the first ad, ask them to offer their general thoughts on the ad (E.g., is it appealing, what feelings does it create?) and does it cause them to be interested in the product in some way (E.g., to find out more about the product, to talk about it more, to purchase it etc.) Make note of the interviewee’s comments. Repeat this process for the second print ad. Ask the interviewee if he/she has ever been swayed to purchase a consumer product based on an advertisement that uses/used nostalgia in its promotional messaging. (If so, ask for more information.) Be sure to thank the interviewee for their time.
D. Answer the following questions for submission in a 400 – 600-word assignment document. Include your experiment observations, your own informed opinions (after reading the course chapter etc.) and reliable third-party research about the impact of nostalgia marketing on consumer behaviour. Include a minimum of two reliable third-party research sources in your document. Be sure to use APA format and referencing.
Please note: For research ethics purposes, please do not use your interview subject’s real name in your question responses. Question One: Hubspot blogger Karla Cook referred to nostalgia marketing as “… the advertising equivalent to comfort food.” (Cook, July 28, 2017, n.p.) What does Cook mean in this definition and do you agree? Relate her quote to the use of nostalgia in advertisements, including commentary from your experiment and reliable third-party research. (10 marks) Question Two: Is nostalgia marketing any more compelling than other types of well-executed persuasive promotional pitches in print advertising? Support your response with information from the experiment you conducted for this assignment, your informed opinion, and reliable third-party research. Question Three: Some marketing trend analysts are claiming that the Western millennial generation is highly receptive to nostalgia marketing promotional pitches. (Some analysts have gone so far as to claim that the Western millennial generation’s positive response to nostalgia marketing is stronger than that of other contemporary generations.) Do you agree or disagree with these two claims? Support your response with reliable third-party research and your informed opinion. (Note: I have deliberately not provided my sources for Q3 … I will provide them in the assignment debriefing information.) Please answer the following questions Activity Assignment Three: Nostalgia Marketing and Consumer Behaviour Your text book authors note that nostalgia is, “… a mental yearning to relive the past, produces emotions of longing. Often nostalgic memories are tagged with product and brand associations. Products from Coca-Cola to the Hudson Bay blanket rely on nostalgia to make them more appealing.” (Babin, Harris and Murray, 2017, p. 73.)
This two-minute Target commercial is based solidly on a nostalgia sell; check it out: https://www.youtube.com/watch?v=5JcCnMaymCY
In this activity assignment, you are asked to do the following: A. Go online and locate a consumer print ad that uses the concept of nostalgia as part of the ad’s promotional messaging. (I.e., Ensure that one of the ad’s key intentions is to trigger feelings of nostalgia by ad viewers.) (Note: Nostalgia ads can be found readily through key word search terms such as “nostalgia ads”)
B. While you are online, locate another consumer print ad for the same product that does not use the concept of nostalgia to promote the product.
C. Interview one person about these two print ads. First find out if the interview subject has purchased this product. Then show the ads to the interview subject, one at a time as follows: After the interviewee has had approximately 30 seconds to look at the first ad, ask them to offer their general thoughts on the ad (E.g., is it appealing, what feelings does it create?) and does it cause them to be interested in the product in some way (E.g., to find out more about the product, to talk about it more, to purchase it etc.) Make note of the interviewee’s comments. Repeat this process for the second print ad. Ask the interviewee if he/she has ever been swayed to purchase a consumer product based on an advertisement that uses/used nostalgia in its promotional messaging. (If so, ask for more information.) Be sure to thank the interviewee for their time.
D. Answer the following questions for submission in a 400 – 600-word assignment document. Include your experiment observations, your own informed opinions (after reading the course chapter etc.) and reliable third-party research about the impact of nostalgia marketing on consumer behaviour. Include a minimum of two reliable third-party research sources in your document. Be sure to use APA format and referencing.
Please note: For research ethics purposes, please do not use your interview subject’s real name in your question responses. Question One: Hubspot blogger Karla Cook referred to nostalgia marketing as “… the advertising equivalent to comfort food.” (Cook, July 28, 2017, n.p.) What does Cook mean in this definition and do you agree? Relate her quote to the use of nostalgia in advertisements, including commentary from your experiment and reliable third-party research. (10 marks) Question Two: Is nostalgia marketing any more compelling than other types of well-executed persuasive promotional pitches in print advertising? Support your response with information from the experiment you conducted for this assignment, your informed opinion, and reliable third-party research. Question Three: Some marketing trend analysts are claiming that the Western millennial generation is highly receptive to nostalgia marketing promotional pitches. (Some analysts have gone so far as to claim that the Western millennial generation’s positive response to nostalgia marketing is stronger than that of other contemporary generations.) Do you agree or disagree with these two claims? Support your response with reliable third-party research and your informed opinion. (Note: I have deliberately not provided my sources for Q3 … I will provide them in the assignment debriefing information.) Please answer the following questions Activity Assignment Three: Nostalgia Marketing and Consumer Behaviour Your text book authors note that nostalgia is, “… a mental yearning to relive the past, produces emotions of longing. Often nostalgic memories are tagged with product and brand associations. Products from Coca-Cola to the Hudson Bay blanket rely on nostalgia to make them more appealing.” (Babin, Harris and Murray, 2017, p. 73.)
This two-minute Target commercial is based solidly on a nostalgia sell; check it out: https://www.youtube.com/watch?v=5JcCnMaymCY
In this activity assignment, you are asked to do the following: A. Go online and locate a consumer print ad that uses the concept of nostalgia as part of the ad’s promotional messaging. (I.e., Ensure that one of the ad’s key intentions is to trigger feelings of nostalgia by ad viewers.) (Note: Nostalgia ads can be found readily through key word search terms such as “nostalgia ads”)
B. While you are online, locate another consumer print ad for the same product that does not use the concept of nostalgia to promote the product.
C. Interview one person about these two print ads. First find out if the interview subject has purchased this product. Then show the ads to the interview subject, one at a time as follows: After the interviewee has had approximately 30 seconds to look at the first ad, ask them to offer their general thoughts on the ad (E.g., is it appealing, what feelings does it create?) and does it cause them to be interested in the product in some way (E.g., to find out more about the product, to talk about it more, to purchase it etc.) Make note of the interviewee’s comments. Repeat this process for the second print ad. Ask the interviewee if he/she has ever been swayed to purchase a consumer product based on an advertisement that uses/used nostalgia in its promotional messaging. (If so, ask for more information.) Be sure to thank the interviewee for their time.
D. Answer the following questions for submission in a 400 – 600-word assignment document. Include your experiment observations, your own informed opinions (after reading the course chapter etc.) and reliable third-party research about the impact of nostalgia marketing on consumer behaviour. Include a minimum of two reliable third-party research sources in your document. Be sure to use APA format and referencing.
Please note: For research ethics purposes, please do not use your interview subject’s real name in your question responses. Question One: Hubspot blogger Karla Cook referred to nostalgia marketing as “… the advertising equivalent to comfort food.” (Cook, July 28, 2017, n.p.) What does Cook mean in this definition and do you agree? Relate her quote to the use of nostalgia in advertisements, including commentary from your experiment and reliable third-party research. (10 marks) Question Two: Is nostalgia marketing any more compelling than other types of well-executed persuasive promotional pitches in print advertising? Support your response with information from the experiment you conducted for this assignment, your informed opinion, and reliable third-party research. Question Three: Some marketing trend analysts are claiming that the Western millennial generation is highly receptive to nostalgia marketing promotional pitches. (Some analysts have gone so far as to claim that the Western millennial generation’s positive response to nostalgia marketing is stronger than that of other contemporary generations.) Do you agree or disagree with these two claims? Support your response with reliable third-party research and your informed opinion. (Note: I have deliberately not provided my sources for Q3 … I will provide them in the assignment debriefing information.)
Explanation / Answer
Whether or not it's an ancient song or a retro fashion pattern all people likes to experience a blast from the previous.
In terms of advertising, nostalgia can do more than just raise a smile. A study by means of the Journal of patron study observed that nostalgic sentiment can result in an expanded willingness to pay for preferred objects.
In the meantime, up to date information from Google shows that 75% of persons aged 35-fifty four probably watch YouTube videos involving prior hobbies or people. So, why precisely does nostalgia have such an outcomes on customer behaviour? Here are a few causes, together with examples of manufacturers which have capitalised on it.
Combatting patron fatigue
From fb advertisements to product packaging, purchasers are bombarded with a couple of advertising messages on a day-to-day foundation. Actually, it's been predicted that americans may also be exposed to whatever between 4,000 to 10,000 commercials on any given day.
Due to this overload, consumers are naturally fitting numb to advertising messages not to point out ever more cynical meaning they're less more likely to make an emotional connection to a brand.
Nostalgia can flip this concept on its head, with study displaying that it might probably counteract loneliness and anxiousness and even aid us to navigate worrying lifestyles transitions simpler. Brands which can be synonymous with distinctive time durations are consequently able to build on this, tapping into the fond memories of purchasers, and utilizing it to re-interact with an viewers.
Nokia is a first-rate illustration, not too long ago revamping its classic 3310 as part of the companys comeback. And whilst there's reportedly nothing designated about the telephone itself, excitement surrounding its liberate has been palpable, naturally stemming from people who once owned the normal product.
Alongside this, Nokia has been equipped to cleverly construct on the proposal that modern day science possibly doing us more harm than excellent. Via harking back to a less complicated time when an SMS and a game of Snake was the height of technological innovation it is competent to place a positive (and nostalgic spin) on the products shortcomings.
Selling authenticity
When humans romanticise or consider sentimental a few distinctive period in their existence, similar to childhood or institution days, it is typically since they are considering of a time after they felt notably comfortable, comfy or care-free. Unsurprisingly, brands most commonly try to recreate these optimistic feelings by means of nostalgia, aiming to in flip expand optimistic company perception.
In a similar way, nostalgia can also be used in advertising and marketing to indicate a long historical past or feel of subculture again by harking back to a happier or easier time which is able to instil a sense of believe in customers.
Final year, Pepsi re-launched Crystal Pepsi a product that first launched in 1992 complete with a 90s themed advertising crusade. It even created its possess variant of The Oregon trail a preferred video game that incorporated references to Tamagotchis, pagers, and floppy disks. No longer most effective did it conjure up childhood reminiscences, however the campaign additionally reminded buyers of Pepsi's long-standing presence in pop tradition as a whole.
That being stated, at the same time Pepsi's crusade might had been brilliantly nostalgic for millennials, a confined body of reference might have potentially put off younger or older buyers an important observe for marketers to consider.
Developing shareable content material
As well as serving to to ease stress, emotions of nostalgia may additionally make persons think extra socially connected to others and even expand the enjoyment of an additionals organization. This explains why manufacturers customarily use nostalgia to drive social content material, capitalising on the customers traditional instinct to share it with neighbors and household.
Buzzfeed is a exceptional example of this. Alongside important verticals like information, meals and politics, it even has a rewind class. Described as a digital time computer, it most effective creates content that harks back to moments and area of interest topics inside mainstream media.
Combining the earlier and gift
whilst nostalgia is naturally an mighty software for taking pictures customer curiosity, it may be much more amazing when it is mixed with innovation. The popularity of Pokémon Go flawlessly demonstrates this.
no longer handiest did the game resurrect a much-cherished childhood phenomenon, however with the aid of inserting it in the context of day-to-day ultra-modern existence and merging it with actual-time augmented truth purchasers have been ready to experience it in an utterly new means.
Trend and attire brands are inclined to additionally use this technique, in most cases hanging a decidedly trendy spin on a retro or traditional development. Footwear brand LA gear, which as soon as labored with the likes of Michael Jackson and Paula Abdul, relaunched in 2015 with a collaboration with rapper Tyga.
Lastly, we've additionally obvious the likes of Adidas and Doc Martens revamp beforehand fashionable merchandise for the brand new customer.