-
7/29/2019 Marketing Communication Practical Applications
1/6
MarketingCommunicationAssignment
BirteGrger
PracticalApplications
1.Sexappealsinadvertising
Thiscommercialprovidesanexamplehowsexualappealsareraisingattentionand
createsexualthoughtsintheviewer.Inthiscasethemessageofthemagazineisstill
delivered,becauseitisrelevanttothetopic.
-
7/29/2019 Marketing Communication Practical Applications
2/6
2.SportSponsorships
DepictedhereisSebastianVetteldirectlyafterhewonhis3rdformula1championship.
Thebrandssponsoringhimandhisteam,e.g.thebrandInfinityarealsoprofitingofthis
championship.Thisisanexampleonhowtheimageofafastandwinningcarisdirectly
andindirectlytransferredtothebrandofthecarmanufacturerInfinity,thereisalsoan
imagefitinthiscase.ButsinceVettelendorsesmanybrands,theeffectforInfinityis
weakened.
-
7/29/2019 Marketing Communication Practical Applications
3/6
3.ProductPlacement
ThisisanexampleofaprominentZalandoproductplacementinthepopularTVshow
GermanysNextTopmodelfusioningadvertisingandentertainmentwhichisincreasing
brandawarenessandrecognitiononthetargetgroupofyoung,femaleadults.
-
7/29/2019 Marketing Communication Practical Applications
4/6
4.Comparativeadvertising
Thisbillboardadisanexampleonexplicitcomparativeadvertising.Twobrandsinthe
searchenginecategoryarementionedandthebillboardsaysthatDuckDuckGoisbetter
increasingcognitivemessageprocessing.Itisalsoanexamplethattheeffectincreases
duetothecomparisonofasmallerbrandwiththemarketleaderonrelevantproduct
attributes.
-
7/29/2019 Marketing Communication Practical Applications
5/6
5.ExpertEndorsementinadvertising
ThisTVcommercialgivesanexamplehowexpertendorsementenhancescredibility.We
canbelievethatthewashingmachineisbetterprotectedwithCalgonbecausea
techniciantoldthisintheTVcommercial.
-
7/29/2019 Marketing Communication Practical Applications
6/6
Sources
1.
RetrievedNov25,2012fromhttp://serialthriller.com/post/31398340575/playboy-pleasure-in-your-hands
2.
RetrievedNov25,2012fromhttp://www.spiegel.de/fotostrecke/vettel-holt-wm-titel-in-brasilien-fotostrecke-90158-6.html
3.
RetrievedNov25,2012fromhttp://www.pinkloop.de/gntm-gewinnt-die-lederjacke-aus-dem-zalando-schrank-der-modelvilla/
4.
RetrievedNov25,2012fromhttp://blog.jadopado.com/comparative-advertising-in-the-uae/
5.
RetrievedNov25,2012fromhttp://www.horizont.net/kreation/tv/pages/protected/show-35655.html
