Free Sample: The old spice case – marketing communication analysis paper example for writing essay

The old spice case – marketing communication analysis - Essay Example

He links the product to the smell of adventure which makes the quality of the product stand out. This is because the smell of fresh air when you’re on an adventure is no better than anything else. He also mentions that if your man uses spice it will be the best nigh of your life. That is an exaggeration to prove that the product Is of good quality and worth your money. Product attributes This Involves promoting a unique attribute that Is superior or different from the competition. In the old spice case they use “The man your man could smell like”.

The spokesperson has linked himself to the product and the audience. He catches the women’s attention by telling them wouldn’t you want your man to look like me. And he starts the commercial by saying look at your man and now, look at me. If you are a huge fan of this former NFG player you would probably run to the store and buy this product for your man. This way he has made his customers men and women because the man would want to buy It and the woman would want to buy It for his man. It’s now a vast population.

Benefits This is what a customer receives after buying the product. So the benefit in this case is that your man will smell like him. And it will be the smell of fresh air. Appeal This commercial has a sense of humor. One moment he is in the bathroom then he is n a boat and then he ends on a horse. It can’t help but make someone laugh. The other appeal he uses Is a sex appeal. First of all he Is shirtless and he Is very muscular so obviously the women will be very attracted to the man and to the commercial and will never forget it.

Values Value is not just a single element (price); it encompasses a range of attributes of your goods and services for which customers are willing to pay. Value is provided by a good’s or service’s low cost, by its highly differentiated features or by a combination of low cost and high differentiation, compared with competitors’ goods or services. Value can be separated Into seven components: ; service – response – variety – knowledge – quality – price In this case value is referred to as how your man could smell like.

He will end up smelling like the former NFG player and it is definitely worth your money. So in this situation the price of the product is not the case. PART 2 -Emotional advertising In this advertisement they make use of affective strategies to entice the customer to buy Old Spice Shampoo. The advertisements key message is that Old Spice will make you become manlier, thus focusing on the feeling that men want to be manly, or ore so then they are now. They do the same for women, who allot of the time buy shampoo for their men. Women want their men to be real men, masculine men.

The Old Spice campaign, featuring an attractive muscular man who tells them that their man could at least smell like him, gives them the impression that they too can have a man that’s as manly as the actor in the commercial. They entice the consumer to buy their product by linking a feeling of masculinity to their product. How leverage is created The benefit of smelling like a man ties in to the personal values off man. The gasoline body of the actor reminds the viewer of their want to be manly. Smell like a manly man, be manlier then before and show others that you have a sense of humor by using the Old Spice product.

The leverage point in the commercial helps the consumer link the products benefits of Old Spice shampoo to the personal value of self-respect, self-fulfillment and perhaps even from the inner-peace derived by the previous two. PART 3 The spice man commercial used a fantasy executioner framework. In this commercial, it starts with a ‘hello ladies’, and goes on to ask audiences several questions about heir men. Cutting rapidly from scene to scene indicating all of the things that he does that their men might not, but maybe could at least smell like he could do if he used Old Spice.

The things in the commercial make female fantasy about their men are: a guy who looks fantastic, who buys tickets to the things you love and showers you with diamonds, who can build a kitchen and bake a cake, who takes you on picnics after rowing you in a boat and who takes you on luxurious vacations. The tagging is ‘anything is possible when your man smells like an old spice man’ Part 4 – Traditional MIMIC tools Social media and television has been used in this campaign. The reason why they use television is this MIMIC tool has high reach, high frequency potential and low cost per contact.

A single advertisement can reach millions. Television also has high addition, commercial can be creative in design such as visual images and sounds. Part 5 – Description of the used E-active MIMIC tools in the given campaign E active marketing is the term used to describe the two major components of digital marketing, which are e-commerce and interactive marketing. Both are used very successfully by old spice in their campaign. E commerce focuses on selling goods and services over the internet. Old Spice created an online commercial featuring a well-known athlete, Isaiah Mustard, which was launched prior to the 2010 super bowl.

The agency participated and promoted across many social media channels and networks including Faceable, Twitter and Youth. They used these social media channels to spread the brand message, by publishing the commercial on-line as well as off-line making the video searchable and able to be viewed on demand. Old Spice did this very affectively by creating their own Youth channel where all their videos could easily e watched. Making their campaign the number one most viewed sponsored channel on Youth. However, what sealed the campaign as more than one video was the integrated marketing that Old Spice incorporated after the viral success.

Old Spice took the opportunity from their spot in the public eye to fuel discussion and interaction with their customers on social media sites. The best example of the integrated marketing they incorporated was the “Old Spice Man Internet Responses”. Media users, on multiple sites, had the chance to post a comment, request, or question that would be spooned to by Isaiah himself. The reason it was successful is not only that they had positive interactions with their users, but they made sure that they were interacting with the users that had the most online social experience (Cataracts, Telethons, Apollo Non, etc… . Thus increasing their viral coverage even more, and having those valuable conversations with their customers on a personal level. This is exactly what interactive marketing is about. The idea behind this is to engage consumers with a brand by creating interplay between them and the business; in this case with the Old Spice Guy. Part 6 – Description of the used Alternative MIMIC tools in the given campaign Buzz- marketing 0 Getting people to talk about their campaign due to their viral success The people are promoting the videos because A. They’ve democratically voiced their opinion that they are funny as hell and worth watching and B. ) Because the ad geniuses realized if we Just had Isaiah talk directly to these users on twitter, Feb. etc. Then of course they are going to tell all of their friends to watch it, causing this massive explosion of free viral promotion the likes that this world has never seen before Old Spice created the most discussed viral video campaign of 2010 that made history with the 183 individual video responses to fans’ questions posted on social channel attracted more than 180 million total upload views.