Advertising and promotional management
Question one
Subaru is a Japanese automobile (car) manufacturer with global presence. In the UK, the Subaru portfolio includes a range of car models, such as SUV, Crossover and Estate cars. Despite some technical differences (i.e., size or horse power) among these models, they all share the same advanced safety features that are fitted to all Subaru cars as standard. In line with the broader concept of all-around safety, the company aims to eliminate fatal accidents involving Subaru vehicles by 2030. Superior safety is, therefore, the company’s core value and at the heart of their integrated marketing communications (IMC) strategy.
An advertisement from Subaru utilises fear appeals to encourage consumers to consider whether their car is as safe as a Subaru and to think about their family’s safety. More specifically, Subaru launched a campaign called “I’m Sorry” which packs an emotional punch, portraying the moment when a parent receives a phone call that his or her teenager has been in an accident. “I’m Sorry” was successful at grabbing attention and evoking strong feelings, but its overall performance score was driven down because it’s difficult to watch. One female 50+ viewer commented, “I found the ad to be a bit disturbing and depressing, but given the nature of the ad I think that’s not surprising. As a parent, this ad really struck home to my concerns for my children.”
Advertisers use different appeals in their creative messaging. Advertisers can use rational or emotional appeals, humour appeals, comparative appeals, and even fear appeals. Fear appeals are often utilized in advertising to discourage bad behaviours such as texting and driving, drinking and driving, underage drinking, and smoking or vaping. They can also be used to encourage people to do something health or safety-protective such as get a mammogram, have their tires changed or brakes checked, or wear sunscreen.
a. What would Subaru need to consider before deciding to use a fear appeal such as this? Also, please describe how Subaru could have tested the effectiveness of this advertisement and the impact the fear appeal may have had on consumers.
b. Humorous ads are often the best known and remembered of all advertising messages. For example, a Listerine Mouthwash ad pokes fun at a preacher’s bad breath, which drives everyone to the back of the church. Discuss the pros and cons of using humour as the basis for an advertising appeal.
Question two
a. What are the advantages and disadvantages of advertising on radio? Discuss how radio advertising can be used by national versus local advertisers.
b. Discuss why publicity (positive or negative) can be so powerful. Cite examples of both positive and negative publicity’s impact on brands, products, companies etc.
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