Propose A Type Of Message Appeal To Be Used In The Advertise ✓ Solved

Propose a type of message appeal to be used in the advertising, making sure to explain the rationale behind the appeal

For this assignment, you work for the marketing manager of an organization that is going to launch a new line of personal care products in the U.S. market. The proposed target market will be males, between 18 and 35 years old, and price points will cover income ranges from lower to mid-level. Distribution is planned to take place in drugstores, grocery stores, and stores such as Wal-Mart and Target, with the primary retailer carrying the full product line being drugstores. You have been tasked with a consumer behavior analysis to help make marketing decisions. Write a four to five (4-5) page paper in which you: Propose a type of message appeal to be used in the advertising, making sure to explain the rationale behind the appeal.

Analyze the different cultures this product will appeal to and make recommendations on which three (3) would be the best choice. Decide which microcultures and additional demographics should be targeted. Suggest ways to utilize group influence in the marketing of the product. Create a plan to address need recognition, search behavior, and getting the product into the consumers' consideration set. Use at least two (2) quality references.

Note: Wikipedia and other Websites do not qualify as academic resources. Your assignment must follow these formatting requirements: This course requires the use of new Strayer Writing Standards (SWS). Please review the SWS documentation for details. The format is different than other Strayer courses. Your paper should be typed, double-spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow SWS. Include a cover page with the title, your name, your professor’s name, the course title, and the date. The cover page and references are not included in the page count. Consult your professor for any additional instructions. The course outcome is to formulate a profile of likely purchasers of a new product and strategies for bringing the product into consumers’ consideration set.

Sample Paper For Above instruction

Introduction

Launching a new line of personal care products requires a comprehensive understanding of consumer behavior and strategic marketing planning. For the target demographic of males aged 18 to 35 with lower to mid-income levels, selecting an effective message appeal, understanding cultural influences, and leveraging group dynamics are key factors for successful market entry. This paper addresses the necessary components including advertising appeals, cultural segmentation, microtargeting, and consumer decision-making processes.

Choosing an Advertising Message Appeal

An effective advertising message appeals to the core motivations of the target audience. For young men aged 18-35, a 'masculinity and self-improvement' appeal is likely most impactful. This appeal aligns with their desire for self-expression, confidence, and social recognition (Kotler & Keller, 2016). For instance, advertising campaigns can emphasize themes such as strength, resilience, and modern masculinity, resonating with their aspirations and peer influence. The rationale is rooted in the fact that young men often associate personal grooming products with enhancements to their masculinity and social status (Solomon, 2017).

Cultural and Microcultural Analysis

The product is expected to resonate across diverse cultures in the U.S., which is known for its multicultural landscape. The major cultural groups include African Americans, Hispanics, and Asian Americans, alongside the mainstream European-American majority. Among these, African American, Hispanic, and Asian cultures represent vibrant microcultures with distinct preferences and values. For example, African American consumers might prefer products that emphasize unique grooming styles and community endorsement, while Hispanic consumers may value family-oriented marketing messages. Asian Americans, often receptive to technologically innovative products, may respond well to campaigns promoting modernity and efficacy (Cavazos-Rehg et al., 2014).

Targeting Microcultures and Demographics

Given these insights, the three best target microcultures are African Americans, Hispanics, and Asian Americans. These groups are sizable, influential, and demonstrate specific media consumption habits. Microculture targeting might include advertisements featuring culturally relevant themes, language customization, and celebrity endorsements from respected community figures. Additional demographics such as urban dwellers, college students, and young professionals should also be targeted, as they often influence wider social circles and are receptive to new products (Smith, 2019).

Utilizing Group Influence

Group influence can be harnessed through social proof strategies, including testimonials, influencer partnerships, and peer group endorsements. For example, engaging social media influencers within these microcultures can facilitate peer validation, which is critical among youth-oriented demographics. Creating campaigns that foster community involvement or user-generated content can further amplify word-of-mouth marketing and foster trust (Hennig-Thurau et al., 2013).

Planning for Consumer Decision-Making Process

Addressing need recognition is essential; promotional efforts should highlight common grooming challenges faced by young men and position the product as a solution. Search behavior can be facilitated through targeted digital advertising, SEO optimization, and informative content about product benefits. To succeed in bringing the product into the consumer's consideration set, strategic placement in high-traffic stores like drugstores and retail chains, coupled with point-of-purchase displays and sampling initiatives, will increase visibility and trial. Additionally, educational campaigns and online reviews will influence consumers during their search and evaluation stages, leading to purchase decision (Blanchette & Bruggen, 2017).

Conclusion

Launching a new personal care line aimed at young men requires multifaceted marketing strategies encompassing compelling message appeals, cultural insights, microtargeting, and consumer behavior understanding. Applying these insights will enable the organization to position its product effectively within the competitive landscape and foster consumer engagement and loyalty.

References

• Blanchette, S., & Bruggen, G. H. (2017). Effectiveness of Consumer-Generated Advertising: A Meta-Analysis. Journal of Business Research, 80, 28–34.
• Cavazos-Rehg, P. A., et al. (2014). Cultural Influences on Health Behaviors: A Transcultural Perspective. Cultural Diversity and Ethnic Minority Psychology, 20(4), 460–469.
• Hennig-Thurau, T., et al. (2013). The Impact of Social Media on Consumer Behavior. Journal of Interactive Marketing, 27(4), 253–261.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Smith, J. (2019). Microcultural Marketing Strategies for Millennials. Journal of Consumer Marketing, 36(2), 165–174.
• Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson.