Campaign Project 4 COM 318 Dr. Jennifer Hoewe John Hu ✓ Solved

CAMPAIGN PROJECT 4 COM 318 Dr.Jennifer Hoewe John Hu

Theories of persuasion are essential components of the sunscreen and coral reefs campaign project. Persuasion theories refer to mass communication approaches that explain how a message changes the values and attitudes of the audience. These theories also explain why people are persuaded to accept a particular message and change their behavior. Some of the common theories of persuasion include social judgment theory, the elaboration likelihood model (ELM), and reasoned action theory. Crucially, understanding the framework of persuasive messages will help in designing a successful campaign project.

Social judgment theory (SJT) is a critical persuasion theory. This persuasion approach states that individuals make a judgment about the content of the message by considering the point of the anchor on the topic (O’Keefe, 2004). Considerably, social judgment theory proposes that persuasion occurs at the end of the process where the audience compares the message with the anchor’s position. SJT dwells primarily on the audience's attitude, which is categorized into the latitude of acceptance, rejection, and non-commitment (Atkin & Smith, 2008). For instance, when delivering the campaign message, the anchor will establish their stance on sunscreen pollution.

The anchor should advocate that sunscreen pollution is a threat to marine biodiversity and coral reefs. Having this standpoint will persuade the audience to adopt acceptance latitude. The theory of the elaboration likelihood model also applies to the campaign project. ELM theory states that elaboration occurs when a persuader presents a message to the audience (Geddes, 2016). It also posits that the audience uses reasoning and motivation to accept or reject a campaign message.

For instance, an audience with high-level elaboration tends to use central route processing to scrutinize the message because they experience high motivation (Geddes, 2016). On the other hand, the audience who experience low-elaboration level use peripheral route processing and do not scrutinize the message because they do not have adequate information about the topic. As a result, when designing the campaign project, the message should be clear and informative to elicit a high elaboration experience among the audience.

Consequently, the campaign content design should be captivating and appealing to distract and persuade the audience with low elaboration and motivation levels. Overall, theories of persuasion play a crucial role in mass communication. They help in explaining how a message can be delivered to the audience successfully. Understanding attitudes, values, reasoning, and motivation of the audience is core in designing campaign content that will persuade them to change their behaviors.

Paper For Above Instructions

As globalization continues to transform the automotive industry, brands such as BMW, Rolls-Royce, and MINI must navigate complex markets and consumer preferences worldwide. The case of these three iconic brands presents interesting questions about how BMW integrates its various unique brands into a cohesive global strategy. Understanding how these brands operate and communicate can provide insights into their success and the challenges they face in a global marketplace.

First, BMW’s integration of its distinct brands into a global framework is a critical aspect of its international strategy. BMW has deployed a multi-faceted approach that emphasizes brand differentiation while maintaining a unified corporate identity. This is evident in how each brand caters to specific customer segments—BMW is associated with performance and luxury, Rolls-Royce epitomizes ultimate luxury and craftsmanship, while MINI targets a more youthful and urban demographic. By clearly defining the value proposition of each brand, BMW creates a comprehensive portfolio that appeals to diverse consumers across different markets (Hill & Hunt, 2019).

From a strategic perspective, the collaboration and synergy between these brands contribute to a shared innovation capability, driving advancements in technology and design that benefit the overall brand portfolio. For instance, technologies developed for BMW vehicles can be adapted and refined for the MINI and Rolls-Royce lines, ensuring that each brand maintains its competitive edge while leveraging shared resources. This strategic integration has allowed BMW to establish a strong market presence globally, enhancing brand visibility and customer loyalty.

Second, my reaction to the BMW brand is one of admiration for its commitment to quality and performance. The BMW brand conjures images of precision engineering and a dynamic driving experience, qualities that resonate deeply with consumers looking for both functionality and status. Seeing BMW vehicles on the road instills a sense of aspiration, as they symbolize a lifestyle that many consumers strive to achieve. BMW has successfully positioned itself as a premier brand, capitalizing on the emotional resonance of its marketing campaigns and brand messaging (Hill & Hunt, 2019).

In contrast, the Rolls-Royce brand builds an image of exclusivity and unparalleled luxury. The painstaking attention to detail, craftsmanship, and heritage articulated by Rolls-Royce creates a narrative that enhances its appeal among affluent consumers. This focus on perfection bolsters the perceptions of quality across the BMW portfolio but also poses challenges when managing brand equity. Rolls-Royce's position as the pinnacle of luxury may risk overshadowing the more accessible offerings from BMW and MINI, which could dilute their brand identity if not managed carefully. Thus, the Rolls-Royce brand can significantly enhance the prestige of BMW while also presenting a potential challenge regarding market positioning (Hill & Hunt, 2019).

The MINI, on the other hand, occupies a unique space within the BMW group, focusing on innovation and urban mobility. The brand's distinctive designs and clever solutions cater to a younger demographic that values individuality and practicality. The MINI brand promotes a sense of fun and vibrant urban living, encouraging customers to see it not just as a mode of transport, but as a lifestyle choice. This clear targeting strategy has allowed MINI to carve out its niche within the competitive automotive market, distinguishing itself from both BMW and Rolls-Royce. Evidence suggests that this strategy is effective, as MINI continues to achieve favorable growth in urban markets worldwide (Hill & Hunt, 2019).

In conclusion, the campaign project highlights the necessity for understanding each brand's unique identity and market position within the Globalization context. BMW’s integration of its brands showcases a delicate balance between differentiation and uniformity. As a case, it illuminates the strategies companies must adopt to thrive in diverse international marketplaces. The dynamic interactions among BMW, Rolls-Royce, and MINI reflect broader themes of identity, consumer behavior, and brand management in an increasingly globalized economic landscape. Ultimately, understanding these relationships is vital for sustaining brand equity and driving future innovations in the automotive sector.

References

• Hill, C. W. L., & Hunt, T. M. (2019). Global Business Today. 11th Edition.
• O’Keefe, D. J. (2004). Theories of persuasion. The SAGE handbook of media processes and effects.
• Geddes, J. (2016). Elaboration Likelihood Model Theory – Using ELM to Get inside the User’s Mind. International Design Foundation.
• Atkin, C. K., & Smith, S. W. (2008). Social Judgment Theory. The International Encyclopedia of Communication.
• Smith, R. (2020). The Impact of Globalization on the Automotive Industry. Journal of International Business Studies.
• Morrison, A. J., & Rothwell, M. (2019). Global Brand Management: The Ultimate Guide. Business Expert Press.
• Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
• Czinkota, M. R., & Ronkainen, I. A. (2013). International Marketing. Cengage Learning.
• Chik, A., & Wang, F. (2021). Marketing in a Globalized World. Contemporary Marketing Review.
• Duncan, T., & Moriarty, S. (1998). A Communication-Based Marketing Model for a New Era. Journal of Marketing.