Marketing Videos Analysis Final paper

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Business Finance

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here are 20 course videos available for you to watch.

Choose 2 videos to review. You may also include your own videos from YouTube if you prefer. Use care when selecting your videos. They should both represent a similar product, service or idea.

Write a 2-3 page paper, including a summary, analysis and relation to course topics. Compare and contrast these videos. Explain if the desired message was delivered (or not). Relate these to the appropriate course topics. Reference the text and other sources. At least proper 2 citations, beyond the text, are required. Be sure to follow the course Rubric.

Include a complete heading as well. A rubric is included in the content section of D2L.

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Second Video To watch

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John Mitrogiannis Principles of Marketing Fall 2017 Course Videos Analysis Marketing is the management process through which products and services move from ideas to the customer. This concept includes the marketing mix, or the four P’s which are: product, price, place, and the promotion strategy. (1)(2) These elements play a crucial role in the way that marketers use them to sell a product or a service to the public. This paper focuses on the promotion strategy, which includes target market strategy in terms of demographics and psychographics. The videos analyzed, Honda Ridgeline (from our course selections) and Hyundai Genesis (from the 2016 Super Bowl ads) are promotional in nature, as they market automobiles to a specific targeted segment of consumers. 1. Summary/Analysis of Videos: The Honda Ridgeline ad depicts numerous vehicles carrying different materials including wood, gravel, and dirt used for building purposes. Given the ample room for hauling these materials and space for stowing tools, this advertisement initially focuses on individuals often associated with construction or “DIY” (do it yourselfers). After the builders finish their production of what appears to be a family recreation center, the pickup trucks are now hauling meat intended for grilling. This appears targeted toward families that are outdoor-orientated and need extra room to haul those necessary items that keep the family well-stocked in their adventure. The rapid changes throughout the ad depict the versatility and practicality of the vehicle as well. In general, Honda’s focal demographic segment is most likely aimed at age and occupation, while its psychographic segment focuses on lifestyle, interests, and needs. The marketing is aimed toward the active individual or family who desires a pickup, but does not want to sacrifice luxury. In contrast, Hyundai has a different idea in mind with the launch of their advertisement during the recent Super Bowl for their Genesis sedan. (6) Hyundai also stays one step ahead by hiring Kevin Hart (a celebrity) to play the role of the “concerned dad.” The commercial depicts a young man ready to pick up Hart’s daughter for a date. Hart, concerned for his daughter manages to “anticipate” where the couple will go by offering the young man his new Genesis. (This car contains a new car tracker application.) Through this, Hart follows his daughter during the evening to make sure she is safe and her date is well-behaved. There are several flags that marketers include to market via demographics and psychographics. The sporty look of the vehicle appeals to not only middle/upper-aged men and women, but teenagers as well. In addition, the opening of the advertisement depicts a rather nice home, suggesting that this car is intended for middle to upper class individuals. When considering psychographics, the carfinder is a great feature to attract those families that want to regulate their children’s routes and make sure they are safe and truthful about where they are going. Finally, the song used throughout the ad (Another One Bites the Dust by Queen) is a psychological cue aimed at attracting those individuals who may be familiar with and relate to that music. 2. Relation to Course Topics: In a review of target marketing in terms of demographics and psychographics--target marketing strategy is, “dividing the total market into different segments on the basis of customer characteristics, selecting one or more segments, and developing products to meet the needs of those specific segments.” (4) This means that in order to target a specific cohort, marketers must break the overall market into different segments to please the consumer based on their needs. A segment of target marketing is demographics, which is, as described in the text, “statistics that measure observable aspects of a population, including size, age, gender, ethnic group, income, education, occupation, and family structure.” (3) Another segment of target marketing is psychographics, which is, as described in the text, “the use of psychological, sociological, and anthropological factors to construct market segments.” (7) This ultimately means that psychographics describe an individual’s lifestyle, interests, and needs. Marketers focus specific advertisements to appeal to people within a certain cohort. By doing so, marketers hope to further the sales of the product or service. In relation to car advertisements, demographics and psychographics are an excellent strategy to appeal to particular segments of people based on their wants and needs. This is exactly what Honda had in mind with the launch of the advertisement based on the pickup truck named, “Ridgeline.” (5) 3. Was the desired message delivered (or not)? Both videos used target marketing in terms of demographics and psychographics. Honda was targeting busy working families and professionals. Hyundai targeted young and middle to upper middle class families. While the two vehicles differed from each other, they also offered notions that they were both family cars. The high speed, frenetic action in the Honda Ridgeline ad implies that one can accomplish almost anything with the right vehicle. In addition, one can assume that the car was designed for the family, the individual on the go, or a professional. The Honda offers the ruggedness of a pickup truck, with the functionality of a family vehicle. The Hyundai Genesis ad is a bit less frantic, but still is quick paced with a good sound track. The ad implies that the car has the look and feel of a sporty car, but has many safety features (car finder gadget, etc.) making it suitable for a family car, as well. After review of both of these videos, the desired messages were well delivered by their ad agencies to their target audiences. Works Cited 1. Marketing. http://www.businessdictionary.com/definition/marketing.html. Nov. 18, 2017 2. Michael R. Solomon. Greg W. Marshall. Elnora. W. Stuart. Real People Real Choices. Marketing’s tools. Pages 31, 32. Nov 11, 2017. 3. Michael R. Solomon. Greg W. Marshall. Elnora. W. Stuart. Real People Real Choices. Segment by Demographics. Page 186. Nov. 18, 2017. 4. Michael R. Solomon. Greg W. Marshall. Elnora. W. Stuart. Real People Real Choices. Target Marketing Strategy: Select and Enter a Market. Page 184. Nov. 18, 2017 5. 2017 Honda Ridgeline Commercial https://www.youtube.com/watch?v=2_8XOOd6dOQ. Nov. 18, 2017 6. First Date – Hyundai Super Bowl 2016 Commercial Kevin Hart. https://www.youtube.com/watch?v=KwUUdl22mkA. Nov. 20, 2017 7. Michael R. Solomon. Greg W. Marshall. Elnora. W. Stuart. Real People Real Choices. Segment by Psychographics. Pages 194, 195, 196. Nov. 20 2017 Rubric: Final Project-Course Videos Analysis (100 pts) There are 20 course videos available for you to watch. Choose 2 videos to review. You may also include your own videos from YouTube, if you prefer. Write a 2-3 page paper, including a summary, analysis and relation to course topics. Compare and contrast these videos. Explain if the desired message was delivered (or not). Relate these to the appropriate course topics. Reference the text and other sources. At least 2 proper citations beyond the text are required. Include a complete heading, as these papers may be printed. Criteria Excellent 20 points Good 16 points Content (Integration Paper fully discusses Paper somewhat discusses the topic of Course Material) the topic using course material. using course material. Fair 12 points Poor 4 points Paper relates to the topic but does not reflect course material. Paper does not relate to the topic and does not reflect course material. Content (Accuracy of Facts) All supportive facts are accurately reported using proper sources. Almost all of the Some supportive supportive facts are facts are reported reported accurately. accurately. Facts are either inaccurately reported or not reported at all. Quality (Writing Style) Information is very neat and organized. The paper is extremely well written and very easy to follow. Information is neat and organized. Paper is fairly well written and easy to follow. Information is not very organized. Paper is not well written and is hard to follow. Information is very disorganized. Paper is poorly written and very difficult to follow. Format (Grammar, Headings, Etc.) The paper has proper headings. There are no typos, grammatical or spelling errors. Paper may have proper headings. There are a few typos, grammatical or spelling errors. Paper is missing proper headings. There are several grammatical and spelling errors. Headings are missing. Spelling and grammar issues affect the quality of the paper. Citations and Submission Date The text and three additional sources are identified. These are all accurately cited. The paper was submitted within the designated time frame to D2L. The text and two additional sources are identified. These are all accurately cited. The paper was submitted within the designated time frame to D2L. The text and one additional source are identified. These might not be accurately cited. The paper may have been submitted after the D2L due date. The paper does not contain any sources or citations. Work is based only on the opinion of the writer. The paper is completed after the D2L due date. Overall Score Level 4 90 or more Level 3 80 or more Level 2 70 or more Level 1 0 or more
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