How The Ads Try To Persuade Consumers Using Creative Message Strategies : Management Assignment

Internal Code : MAS4034

Management Assignment

Advertisements Change behavior by inducing anxiety British-Dutch multinational consumer goods brand Unilever’s Rexona Tattoo international campaign has used as modifying behavior by inducing anxiety objective. O’Guinn (2014) defined that what the marketers expect to attain by changing behavior by inducing anxiety is to get customers to make a decision to buy for their anxieties. Naturally, human beings try to prevent and stop their anxiety to occur. Main purpose of the anxiety ads is to show them existing anxious problem, and then give them an idea to avoid this problem is to buy the advertised product or service. Resolve social disruption and cultural contradictions Procter & Gamble’s Always brand has used the objective of resolution social disruption and cultural contradictions in its “Like A Girl” campaign as well as tying their brand to social and cultural movement method in that ad in 2014. Using the advertising message objective of the leverage social disruption and cultural contradictions are very sophisticated and difficult method. Most advertisers tend to avoid that objective in its ads. Since, advertisers must to know well what types of target consumers are conflicted about in the present time and how to attune and offer them a brand as a solution, even minority one (O’Guinn, 2014). Just few brands use successfully that objective in the ad such as Mountain Dew “Disaffected Gen-X”, Pepsi “1960’s youth revolution”, Volkswagen “Think Small” and Always“ Like A Girl”. Also, O’Guinn (2014) defined in the textbook that what advertisers expect to get by attaching the brand to social and cultural movement is to resolve disruption and cultural contradictions in the society to the brand’s benefit. Gain consumers to see the brand as an approach to overcome with these pressures and contradictions. Questions : 1.How do ads persuade you? 2.Will you buy this product in the near future or next shopping?