Marketing Strategy Advertising Appeal and Celebrity Endorser

Question: Discuss about theMarketing Strategyfor Advertising Appeal and Celebrity Endorser. Answer: Creation of Intended Message through Slogan: Bhakar et al (2016) stated in the context of advertising that the primary objective of creating slogan is to connect to the prospective consumers of the product in an enhanced manner. The slogan concerning a certain product requires to be consumer focused and thereby slogan that do not tend to connect with the consumers are construed to be ineffective or, in certain cases, counter-productive. In terms of the current case pertaining to Breyers ice cream, the slogan requires resonating of the features of the products and thereby requires containing appetizing messages that are aimed at enhancing the appeal of the product. Primarily ice cream companies or companies dealing with the different set of consumer good focus primarily upon the features of the product or the goodness that is entailed in the product. In the previous campaigns of Breyers, the slogans, pertaining to the product were its way beyond ice cream So good, it must be Breyers (Breyers 2016). Thereby the company focused u pon the deliverance of its products that are rich in quality. In case of Thailand market, the Breyerss slogan should be Flavours that cherishes every moment, this can in turn facilitate in associating the ice cream with celebration and festivities. In comparison, the slogan of its competitors such as Haagen Dazs Even the names tastes good or made like no other focuses solely upon the product (Haagendazs.us 2016). On the other hand, the slogan pertaining to Breyers resonates in terms of both displaying the quality of the product and relating the experience of having Breyers ice cream with celebrating each moment. Creative Appeal Strategy: Guvremont Grohmann (2013) stated that the sub consciousness of consumers play a significant role in terms of determining the decisions that they undertake in preferring one product over that of other. Moreover, it can be inferred that consumers do not have full control over their sub consciousness. Thereby, the preferences tend to be those that rely upon instincts and emotional appeal as opposed to rational decision-making. In the current case pertaining to Breyers, it can be construed that emotional appeal is more suitable that rational appeal. It is owing to the fact that the product that Breyers deal with, which is ice creams, tend to attract consumers based upon the attractiveness and features such as deliciousness and tastes. Such features appeal to consumer on an emotional level rather than on a rational level. This is owing to the fact that ice creams does not fall under basic necessities but rather can be construed as having characteristics similar to that of luxurious products. Moreover, consumption of certain product tends to elevate the lifestyle of individuals and Breyers ice cream can be construed to be included in the same category. Consumers tend to feel enthusiastic when consuming products such as ice creams as they rejoice or feel happy after consuming such product. Thereby, as far as Breyers ice cream is concerned, it is pertinent to note that emotional appeal works best. References and Bibliography: Bhakar, S., Dubey, A., Mittal, M., Singh, S., Nigam, A., Singh, N., Sharma, A. (2016). Impact of Advertising Appeal and Celebrity Endorser on Attitude Towards Advertisement and Purchase Intention.RESEARCH TO MANUSCRIPT, 169. Blackhurst, J. P., Abbott, R. L., Hamilton, A., Shahda, F. A. (2016).U.S. Patent No. 20,160,042,387. Washington, DC: U.S. Patent and Trademark Office. Guvremont, A., Grohmann, B. (2013). The impact of brand personality on consumer responses to persuasion attempts.Journal of Brand Management,20(6), 518-530. Lee, S., Kim, K., Choi, Y. K. (2016, July). Effects of image closeness on the Persuasiveness of Advertisement. In2016 Global Marketing Conference at Hong Kong(pp. 741-741). Haagendazs.us. (2016). Haagendazs.us. Retrieved 6 December 2016, from https://www.haagendazs.us/ Breyers. (2016). Breyers. Retrieved 6 December 2016, from https://www.breyers.com/