For This Week's Discussion: Each Student Will Select A Diffe

For This Weeks Discussion Each Student Will Select Adifferentconsume

For this week's discussion, each student will select a different consumer brand from the Superbowl commercials. Then, using concepts from the textbook, students will create their own "substantive" post and address the following: Based on the ad, describe the target market. (See Chapter 4, if necessary.) For the target market, to which needs does the product or ad appeal? Why? (See Chapter 5, Exhibit 5-4, PSSP Hierarchy of Needs.) Is problem-solving routine, limited or extensive? Justify. (See Chapter 5, Exhibit 5-10, Problem-Solving Continuum.) In addition to the substantive post, students will make at least 2 follow-up replies to others. The criteria of quality, quantity and timeliness apply - review the document under the syllabus tab if necessary.

There are numerous places online to obtain the SuperBowl ads. We will use this list from NJ dot com as the definitive one. A few caveats: Title your substantive post with the name of the brand (e.g., "GoDaddy.") so that anyone viewing the forum will know the brand that you selected without reading the post. Select a brand with an ad targeted to consumers. For instance, the GoDaddy ads are targeted to small businesses, not consumers, and therefore should not be a substantive post.

Your substantive post should be unique. Don't duplicate a consumer brand that another student has already used. Students who post early will have more choice but there's plenty to choose from. Dr B will deal with timing issues as-needed (e.g., posting about the same brand 5 minutes after someone else could be understandable but posting a duplicate brand 5 days after someone else would not be justifiable). Be objective and analytic.

It it tempting to be subjective about the Superbowl ads. For instance, "I like Danica Patrick, so I liked the GoDaddy commercial" is subjective, not objective. Think like a marketer and use course concepts. Please use the Coca Cola commercial from the Super Bowl-- it is on youtube.

Paper For Above instruction

The Coca-Cola Super Bowl commercial is a prime example of effective marketing aimed at creating emotional connections with consumers. This advertisement prominently targets a broad demographic that encompasses families, young adults, and Coca-Cola enthusiasts. The target market primarily includes individuals aged 18-45 who value shared experiences, happiness, and nostalgia, aligning with Coca-Cola's long-standing brand identity as a symbol of refreshment and togetherness (Kotler & Keller, 2016).

Analyzing the ad content reveals that it appeals to a range of needs within Maslow's Hierarchy of Needs framework. Foremost, the commercial appeals to social needs—belongingness and love. The scenes depict diverse groups of people coming together, sharing smiles and refreshment, fostering a sense of community and connection (Schiffman & Kanuk, 2018). Additionally, the ad taps into esteem needs by portraying moments of joy and shared acknowledgment, elevating the brand as an enhancer of positive social interactions. The warm, vibrant imagery and uplifting music further reinforce these emotional appeals, making the viewer associate Coca-Cola with happiness and social bonding (Belch & Belch, 2018).

Regarding problem-solving orientation, the Coca-Cola commercial falls under the category of routine problem-solving. Consumers within the target market are familiar with Coca-Cola products, and their purchasing decisions are habitual; they see Coca-Cola as a reliable choice for refreshment and social occasions (Blackwell, Miniard, & Engel, 2006). The ad does not introduce a novel product or suggest an extensive problem-solving process but instead reinforces existing brand loyalty and positive associations, promoting frequent consumption based on emotional appeal rather than extensive evaluation (Kardes, Cline, & Cronley, 2011).

In conclusion, Coca-Cola's Super Bowl commercial effectively targets a broad demographic composed of social and emotional consumers. It appeals to needs for social belonging and esteem, capitalizing on positive emotional imagery to reinforce brand loyalty. The ad employs routine problem-solving strategies, emphasizing familiarity and emotional connection over complex evaluation, thus supporting Coca-Cola's position as a habitual refreshment choice across diverse consumer segments.

References

• Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
• Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer Behavior (10th ed.). Thomson South-Western.
• Kardes, F. R., Cline, T. W., & Cronley, M. L. (2011). Consumer Behavior. Cengage Learning.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Schiffman, L., & Kanuk, L. (2018). Consumer Behavior (11th ed.). Pearson.