Korean enterprises should do emotional marketing that gives a message.
Every day, people buy things that draw their minds. In the other aspect, enterprises try to sell as many products as they can by marketing their products. In the past, enterprises did marketing by only emphasizing their good aspects and saw the products in the eyes of companies themselves, not in the eyes of consumers. However, People consume things that can best match with their own thoughts and criteria. In this regard, enterprises should be able to read consumers' minds and stimulate their minds in order to make them buy things by changing their past marketing strategy. Emotional marketing , marketing that makes people buy products by sympathizing with consumers through giving a certain message that can make consumers touched, is one of the most desirable ways for enterprises to do. Also, among various ways of emotional marketing, I argue that emotional marketing through giving a certain message is the most effective.
In people's daily lives, they are exposed to many enterprises' marketing products and in reality, enterprises' marketing strategies have an effect on consumers a great deal. Marketing includes a wide range of things and people can not even define what exactly is. In general , marketing is a process of communication between enterprises and consumers for the purpose of selling products. Companies can perform marketing through various ways such as performing advertisements, doing events for consumers, designing stores for consumers and so on, Among various marketing strategies, the most essential part for all policies is to read the consumers' minds and make them buy products by giving a certain message to sympathize with. The most effect way is to do emotional marketing through giving a message.
Emotional marketing is a kind of marketing that strengthens the relationship between companies and customers by attracting customers' feelings and minds. There are a number of kinds of emotional marketing and examples of famous enterprises as well. Firstly, Starbucks, one of the most famous brands that has companies in approximately 50 countries, is a leader of emotional marketing, Starbucks makes customers feel warm and cozy, thereby feeling friendly to the brand itself by affecting their minds through using the whole glass to open the front sight of customers and wood material in general for interior. However, Starbucks' advertisement that gives a message that Starbucks is a place for communication between valuable people was the most effective for increasing the income in reality. Thus, Starbucks is one example of emotional marketing that gives a touched message that makes people feel accustomed to the brand.
Apart from Starbucks, there are numerous Korean enterprises that give a touching message. Bacchus, a restorative drink, delivers a message of ordinary people like fathers and hard working people like young part time workers through advertisements. Through these advertisements, people can feel that Bacchus sympathizes with common people like us, thereby having a good image for the brand and delivering their touching stories as well. Also, Inkroute, an online site for people preparing jobs, recently produces the advertisement that includes a cheering message for people looking for jobs. It not only awakens people of Korean's serious unemployment problem, but also induces numerous peoples' responses.
Like this, giving a certain message to customers can touch people's minds, making them recall the massages later and have good images for certain brands.
The effect of emotional marketing that gives a certain message has a number of advantages as well. Firstly, it awakens people of unnoticed, but important events. We can notice this aspect from the example of World Vision's advertisement. World Vision, a humanitarian donating organization for suffered people all over the world, recently produces the advertisement that makes people touched. In the advertisement, the director made up a untrue audition that casts the child actor seemingly. Then the director suggests the assignment that orders children to drink unclean water, move heavy stones and other things that in reality African children do as usual. At first people who participate in did not notice this thing , but later the director showed the real situation of African children that did such things as usual. This advertisement delivers a message that African children are the same children as their own , thereby please give attention to this serious situation and support them. It touches a lot of people' minds and invokes people's donation as well. As we can see from this example, marketing with a certain message can make people aware of commonly ignored and serious problems of the world and become interested in these events.
Emotional marketing with a message can improve the image of the brand as well. In reality, after Korean snack brand, Chocopie, did a marketing with the Chinese letter 情, people are reported that they got a better brand image according to the statistics targeted for one thousand Korean. Chocopie used the letter meaning the affection in order to emphasize Korean people's attachment with each other and give a message that Korean people who are friendly should be with the product of the company. Through this emotional marketing, Chocopie not only gave a message that the company's goods are essential for Korean people , but also build a friendly image of the brand, thereby increasing the income as well.
Giving a wide range of stories through emotional marketing can help "CSR" of the enterprises. As time goes, enterprises' social responsibility becomes more and more important for success. For example, Hyundai Car repaired some local stores that were almost bankrupted into cleaner, better stores. Apart from this, Hyundai repaired village's playground into safer place and used these events into their advertisements. Through this, Hyundai performed the company's social responsibility that improved the local stores as well as helped local community improve environments.
Like this, giving a touching message that customers can sympathize with has a variety of advantages for companies and other organizations.
People can argue that there are other kinds of marketing strategies. Of course, there were in reality a number of marketing policies of enterprises. However, these strategies only focus on increasing the outcome of the company. That is, their main focus was considered in the eyes of companies, not in the eyes of customers who buy their products. Thus, emotional marketing with a certain lesson will serve a socially responsible role that improves companies and other organizations and serve a commercial role that increases the income by building a better image than before. Furthermore, in reality, according to a survey by NICE, people say that advertisements with a certain message remain in their minds far longer than the ordinary advertisements that only emphasize the good aspects of products. Eventually, emotional marketing allows companies to better sympathize with customers' minds and consider from the viewpoint of customers , leading far better results.
To conclude, Korean enterprises should do emotional marketing that gives a certain message to consumers. Every day, people are exposed to many companies marketing and decide whether to buy or not according to them. In this regard, sympathizing with customers and thinking in the eyes of customers is the most important for marketing. As we can see from various examples, emotional marketing with a message makes people aware of events that are commonly regarded unimportant, but in reality seriously need to know. Also, by giving lessons that people sympathize with, it will improve the image of companies , thereby increasing selling as well. Further, it will serve the company's socially responsible role. To sum up, Korean enterprises should do the most effective , at least for now, emotional marketing with a message for companies themselves.
2014년 10월 26일 일요일
2014년 10월 25일 토요일
conclusion
To conclude, Korean enterprises should do emotional marketing that gives a certain message to consumers. Every day, people are exposed to many companies marketing and decide whether to buy or not according to them. In this regard, sympathizing with customers and thinking in the eyes of customers is the most important for marketing. As we can see from various examples, emotional marketing with a message makes people aware of events that are commonly regarded unimportant, but in reality seriously need to know. Also, by giving lessons that people sympathize with, it will improve the image of companies , thereby increasing selling as well. Further, it will serve the company's socially responsible role. To sum up, Korean enterprises should do the most effective , at least for now, emotional marketing with a message for companies themselves.
refutation and concession
1. What is my thesis?
Korean enterprises should do emotional marketing through giving a message.
2. What is the opposite position?
There are other kinds of marketing
3. What arguments can I anticipate?
A number of kinds of marketing exist in the world.
4. How will I counter those arguments?
Korean enterprises should do emotional marketing through giving a message.
2. What is the opposite position?
There are other kinds of marketing
3. What arguments can I anticipate?
A number of kinds of marketing exist in the world.
4. How will I counter those arguments?
Of course, there are a number of marketing strategies. However, marketing with a message can serve not only commercial roles but also social roles apart from the original marketing strategies that only focus on increasing the outcome of the company. This will make customers more sympathize with the company and lead to better results.
People can argue that there are other kinds of marketing strategies. Of course, there were in reality a number of marketing policies of enterprises. However, these strategies only focus on increasing the outcome of the company. That is, their main focus was considered in the eyes of companies, not in the eyes of customers who buy their products. Thus, emotional marketing with a certain lesson will serve a socially responsible role that improves companies and other organizations and serve a commercial role that increases the income by building a better image than before. Furthermore, in reality, according to a survey by NICE, people say that advertisements with a certain message remain in their minds far longer than the ordinary advertisements that only emphasize the good aspects of products. Eventually, emotional marketing allows companies to better sympathize with customers' minds and consider from the viewpoint of customers , leading far better results.
research 6
source : http://www.newsw.co.kr/news/articleView.html?idxno=466
my topic : Companies should do emotional marketing that gives a message to customers
What I hope to learn from this source
: the development of emotional marketing
Notes : This article says that the enterprise of Korea "Hyundai" was able to overcome its difficulty by focusing on the emotional marketing. Firstly, enterprises did emotional marketing that only used five senses of customers : see, hear taste, feel, smell. It was the simplest and easiest way for enterprises of emotional marketing.
However, using five senses was not the ultimate way to improve the profits of enterprises. Thus, emotion marketing changes and develops as the time goes.The emotional marketing of Starbucks is the example of developed emotional marketing.
Now, enterprises know that the marketing that focuses only on the products and sales is ignored by customers and change their marketing for customers . According to the Forrester Research , the research foundation of markets, showed that 90% of the American enterprises thought that they need changes for their markeing and in reality, American enterprises modified about 70% of the marketing team. It shows the constant efforts of enterprises for better marketing.
In the past, companies held a prominent position in that they knew much information than that of customers. However, the development of the information technology solved the problem of asymmetry of information between customers and companies. Internet allowed customers to get more information of products and companies. Thus, the power of customers improved a great deal and enterprises should manage their products as well as their marketing that can satisfy the customers and touch them. Only the companies focusing on customers will survive.
my topic : Companies should do emotional marketing that gives a message to customers
What I hope to learn from this source
: the development of emotional marketing
Notes : This article says that the enterprise of Korea "Hyundai" was able to overcome its difficulty by focusing on the emotional marketing. Firstly, enterprises did emotional marketing that only used five senses of customers : see, hear taste, feel, smell. It was the simplest and easiest way for enterprises of emotional marketing.
However, using five senses was not the ultimate way to improve the profits of enterprises. Thus, emotion marketing changes and develops as the time goes.The emotional marketing of Starbucks is the example of developed emotional marketing.
Now, enterprises know that the marketing that focuses only on the products and sales is ignored by customers and change their marketing for customers . According to the Forrester Research , the research foundation of markets, showed that 90% of the American enterprises thought that they need changes for their markeing and in reality, American enterprises modified about 70% of the marketing team. It shows the constant efforts of enterprises for better marketing.
In the past, companies held a prominent position in that they knew much information than that of customers. However, the development of the information technology solved the problem of asymmetry of information between customers and companies. Internet allowed customers to get more information of products and companies. Thus, the power of customers improved a great deal and enterprises should manage their products as well as their marketing that can satisfy the customers and touch them. Only the companies focusing on customers will survive.
confirmation
1. What is my thesis?
Korean enterprises should do emotional marketing through giving a certain message.
2. What types of source am I using to defend my thesis?
I am using various examples of enterprises.
3. Are my arguments mostly based on evidence, logic or emotion?
My arguments are mostly based on real examples of enterprises. Also, arguments are based on my own thoughts as well, Thus I think my argument will be logical as well.
The effect of emotional marketing that gives a certain message has a number of advantages as well. Firstly, it awakens people of unnoticed, but important events. We can notice this aspect from the example of World Vision's advertisement. World Vision, a humanitarian donating organization for suffered people all over the world, recently produces the advertisement that makes people touched. In the advertisement, the director made up a untrue audition that casts the child actor seemingly. Then the director suggests the assignment that orders children to drink unclean water, move heavy stones and other things that in reality African children do as usual. At first people who participate in did not notice this thing , but later the director showed the real situation of African children that did such things as usual. This advertisement delivers a message that African children are the same children as their own , thereby please give attention to this serious situation and support them. It touches a lot of people' minds and invokes people's donation as well. As we can see from this example, marketing with a certain message can make people aware of commonly ignored and serious problems of the world and become interested in these events.
Emotional marketing with a message can improve the image of the brand as well. In reality, after Korean snack brand, Chocopie, did a marketing with the Chinese letter 情, people are reported that they got a better brand image according to the statistics targeted for one thousand Korean. Chocopie used the letter meaning the affection in order to emphasize Korean people's attachment with each other and give a message that Korean people who are friendly should be with the product of the company. Through this emotional marketing, Chocopie not only gave a message that the company's goods are essential for Korean people , but also build a friendly image of the brand, thereby increasing the income as well.
Giving a wide range of stories through emotional marketing can help "CSR" of the enterprises. As time goes, enterprises' social responsibility becomes more and more important for success. For example, Hyundai Car repaired some local stores that were almost bankrupted into cleaner, better stores. Apart from this, Hyundai repaired village's playground into safer place and used these events into their advertisements. Through this, Hyundai performed the company's social responsibility that improved the local stores as well as helped local community improve environments.
Like this, giving a touching message that customers can sympathize with has a variety of advantages for companies and other organizations.
Korean enterprises should do emotional marketing through giving a certain message.
2. What types of source am I using to defend my thesis?
I am using various examples of enterprises.
3. Are my arguments mostly based on evidence, logic or emotion?
My arguments are mostly based on real examples of enterprises. Also, arguments are based on my own thoughts as well, Thus I think my argument will be logical as well.
The effect of emotional marketing that gives a certain message has a number of advantages as well. Firstly, it awakens people of unnoticed, but important events. We can notice this aspect from the example of World Vision's advertisement. World Vision, a humanitarian donating organization for suffered people all over the world, recently produces the advertisement that makes people touched. In the advertisement, the director made up a untrue audition that casts the child actor seemingly. Then the director suggests the assignment that orders children to drink unclean water, move heavy stones and other things that in reality African children do as usual. At first people who participate in did not notice this thing , but later the director showed the real situation of African children that did such things as usual. This advertisement delivers a message that African children are the same children as their own , thereby please give attention to this serious situation and support them. It touches a lot of people' minds and invokes people's donation as well. As we can see from this example, marketing with a certain message can make people aware of commonly ignored and serious problems of the world and become interested in these events.
Emotional marketing with a message can improve the image of the brand as well. In reality, after Korean snack brand, Chocopie, did a marketing with the Chinese letter 情, people are reported that they got a better brand image according to the statistics targeted for one thousand Korean. Chocopie used the letter meaning the affection in order to emphasize Korean people's attachment with each other and give a message that Korean people who are friendly should be with the product of the company. Through this emotional marketing, Chocopie not only gave a message that the company's goods are essential for Korean people , but also build a friendly image of the brand, thereby increasing the income as well.
Giving a wide range of stories through emotional marketing can help "CSR" of the enterprises. As time goes, enterprises' social responsibility becomes more and more important for success. For example, Hyundai Car repaired some local stores that were almost bankrupted into cleaner, better stores. Apart from this, Hyundai repaired village's playground into safer place and used these events into their advertisements. Through this, Hyundai performed the company's social responsibility that improved the local stores as well as helped local community improve environments.
Like this, giving a touching message that customers can sympathize with has a variety of advantages for companies and other organizations.
narration
My persuasive argument thesis is:
Korean enterprises should do emotional marketing that gives a certain message.
Korean enterprises should do emotional marketing that gives a certain message.
1. What do people already know about my topic?
2. What research has already been done about my topic?
http://youtu.be/enSN5mQ4A2s - emotional marketing of starbucks
http://youtu.be/e5DluM4vEWY - an ad that gives a message of people who are preparing jobs
http://youtu.be/e5DluM4vEWY - an ad that gives a message of people who are preparing jobs
http://youtu.be/rQUG1_O6b_E - making people aware of children of the third world
3. What are the implications of my argument (What if I'm right? What if I'm right and people ignore me?)
Through giving a certain message, enterprises can sympathize with consumers' minds and increase their product selling through making them touched, Also, enterprises can get a good brand image by considering stories that people can sympathize with. If enterprises can not read consumers' minds and give a touched message, they will fail to sympathize with consumers and decrease their selling products.
In people's daily lives, they are exposed to many enterprises' marketing products and in reality, enterprises' marketing strategies have an effect on consumers a great deal. Marketing includes a wide range of things and people can not even define what exactly is. In general , marketing is a process of communication between enterprises and consumers for the purpose of selling products. Companies can perform marketing through various ways such as performing advertisements, doing events for consumers, designing stores for consumers and so on, Among various marketing strategies, the most essential part for all policies is to read the consumers' minds and make them buy products by giving a certain message to sympathize with. The most effect way is to do emotional marketing through giving a message.
Emotional marketing is a kind of marketing that strengthens the relationship between companies and customers by attracting customers' feelings and minds. There are a number of kinds of emotional marketing and examples of famous enterprises as well. Firstly, Starbucks, one of the most famous brands that has companies in approximately 50 countries, is a leader of emotional marketing, Starbucks makes customers feel warm and cozy, thereby feeling friendly to the brand itself by affecting their minds through using the whole glass to open the front sight of customers and wood material in general for interior. However, Starbucks' advertisement that gives a message that Starbucks is a place for communication between valuable people was the most effective for increasing the income in reality. Thus, Starbucks is one example of emotional marketing that gives a touched message that makes people feel accustomed to the brand.
Apart from Starbucks, there are numerous Korean enterprises that give a touching message. Bacchus, a restorative drink, delivers a message of ordinary people like fathers and hard working people like young part time workers through advertisements. Through these advertisements, people can feel that Bacchus sympathizes with common people like us, thereby having a good image for the brand and delivering their touching stories as well. Also, Inkroute, an online site for people preparing jobs, recently produces the advertisement that includes a cheering message for people looking for jobs. It not only awakens people of Korean's serious unemployment problem, but also induces numerous peoples' responses.
Like this, giving a certain message to customers can touch people's minds, making them recall the massages later and have good images for certain brands.
introduction
Korean enterprises should do emotional marketing that gives a certain message..
1. Attention grabber -
I attracted the audience by describing people's daily lives that everyday they consume products of various enterprises. When they buy products, they decide what to buy according to their personal criteria. Like this, enterprises should read customers' minds. In other word, enterprises should consider everything based on consumers' criteria, not based on companies' own criteria. Thus, it is important to read and sympathize with consumers' minds. Marketing, one of the most important factors for enterprises' success, should follow this rule as well. That is, company's marketing should be made based on people's minds and in this regard, the best way for companies to do this is to do emotional marketing though there are many ways of marketing. Like this, I suggest the material "emotional marketing" by explaining its importance. Also, among various ways of emotional marketing, I argue that giving a certain message is the most important.
2. Explains the topic -
In the attention grabber I introduce the material that i will write about , emotional marketing.
3. My thesis -
I thought the argument "enterprises should do emotional marketing" was too broad and nobody would dispute it. I changed it to a better argument, Korean enterprises should do emotional marketing that gives a certain message.
Every day, people buy things that draw their minds. In the other aspect, enterprises try to sell as many products as they can by marketing their products. In the past, enterprises did marketing by only emphasizing their good aspects and saw the products in the eyes of companies themselves, not in the eyes of consumers. However, People consume things that can best match with their own thoughts and criteria. In this regard, enterprises should be able to read consumers' minds and stimulate their minds in order to make them buy things by changing their past marketing strategy. Emotional marketing , marketing that makes people buy products by sympathizing with consumers through giving a certain message that can make consumers touched, is one of the most desirable ways for enterprises to do. Also, among various ways of emotional marketing, I argue that emotional marketing through giving a certain message is the most effective.
1. Attention grabber -
I attracted the audience by describing people's daily lives that everyday they consume products of various enterprises. When they buy products, they decide what to buy according to their personal criteria. Like this, enterprises should read customers' minds. In other word, enterprises should consider everything based on consumers' criteria, not based on companies' own criteria. Thus, it is important to read and sympathize with consumers' minds. Marketing, one of the most important factors for enterprises' success, should follow this rule as well. That is, company's marketing should be made based on people's minds and in this regard, the best way for companies to do this is to do emotional marketing though there are many ways of marketing. Like this, I suggest the material "emotional marketing" by explaining its importance. Also, among various ways of emotional marketing, I argue that giving a certain message is the most important.
2. Explains the topic -
In the attention grabber I introduce the material that i will write about , emotional marketing.
3. My thesis -
I thought the argument "enterprises should do emotional marketing" was too broad and nobody would dispute it. I changed it to a better argument, Korean enterprises should do emotional marketing that gives a certain message.
Every day, people buy things that draw their minds. In the other aspect, enterprises try to sell as many products as they can by marketing their products. In the past, enterprises did marketing by only emphasizing their good aspects and saw the products in the eyes of companies themselves, not in the eyes of consumers. However, People consume things that can best match with their own thoughts and criteria. In this regard, enterprises should be able to read consumers' minds and stimulate their minds in order to make them buy things by changing their past marketing strategy. Emotional marketing , marketing that makes people buy products by sympathizing with consumers through giving a certain message that can make consumers touched, is one of the most desirable ways for enterprises to do. Also, among various ways of emotional marketing, I argue that emotional marketing through giving a certain message is the most effective.
2014년 10월 24일 금요일
research 5
source : http://youtu.be/e5DluM4vEWY
Note :
Inkroute is the enterprise for the person who is preparing a job. These days , people who are preparing jobs increase year and year and the number is enormous in the world that many people suffer from unemployment. Thus the enterprise "inkroute" prepares the advertisement for people preparing a job. It is the advertisement that progresses as a way of a hidden camera and makes candidates for ad as well as people who see the advertisement cry. It delivers the cheering message through this advertisement that people preparing jobs and their own parents appear. This advertisement induces numerous people's sympathy.
my topic : Companies should do emotional marketing that gives a message.
What I hope to learn
: The emotional strategy of inkroute
Note :
Inkroute is the enterprise for the person who is preparing a job. These days , people who are preparing jobs increase year and year and the number is enormous in the world that many people suffer from unemployment. Thus the enterprise "inkroute" prepares the advertisement for people preparing a job. It is the advertisement that progresses as a way of a hidden camera and makes candidates for ad as well as people who see the advertisement cry. It delivers the cheering message through this advertisement that people preparing jobs and their own parents appear. This advertisement induces numerous people's sympathy.
research 4
Source : http://youtu.be/rQUG1_O6b_E
my topic : Companies should do emotional marketing that gives customers a message.
What I hope to learn :
The emotional marketing of World Vision
World vision's advertisement also gives the message through using the Korean actor Kim Bo Seung. In the advertisement, the director selects the background of the audition that casts the child actor seemingly. The driector then suggests the assignment that orders children to drink unclean water, move heavy stones and other things that in reality African children do as usual. The Korean children and their parents are embarrassed and give up many things. Then the director shows the reality of African children in the end of the audition and says that African children are the same children as their own children , this please give attention to these children and keep supporting them. It touches a lot of people's minds and records many 'like' on sns.
research 3
Source : http://www.seri.org/kz/kzPgdaV.html?no=6948&ucgb=KZPGDA
My topic : Companies should do emotional marketing that gives a message
What I hope to learn : the development of emotional marketing of Bacchus
Note :
The Korean enterprise "Bacchus" constantly does emotional marketing .
The earliest advertisement of "Bacchus" was not that different from other advertisements.
It was a common advertisement that only introduces the material that they sells.
However, in 1990s, the advertisement of bacchus starts to change into the advertisement that talks.
It tells us the companionship between labor and management through drinking bacchus.
Also it tells us the exertion of the young in order to live in the competitive world.
These days, it gives us the message that can sympathize with the college students who have to live fiercely in this world and employees.
Recently, it uses that series "bacchus is something". The topic of advertisement changes and delivers various stroies that deal with a number of people such as a daughter with a father that has a labor job, or the Korean part time worker. Through this advertisement , people can feel that bacchus can sympathize with various people in this world. It also makes people feel funny , impressive and touching.
My topic : Companies should do emotional marketing that gives a message
What I hope to learn : the development of emotional marketing of Bacchus
Note :
The Korean enterprise "Bacchus" constantly does emotional marketing .
The earliest advertisement of "Bacchus" was not that different from other advertisements.
It was a common advertisement that only introduces the material that they sells.
However, in 1990s, the advertisement of bacchus starts to change into the advertisement that talks.
It tells us the companionship between labor and management through drinking bacchus.
Also it tells us the exertion of the young in order to live in the competitive world.
These days, it gives us the message that can sympathize with the college students who have to live fiercely in this world and employees.
Recently, it uses that series "bacchus is something". The topic of advertisement changes and delivers various stroies that deal with a number of people such as a daughter with a father that has a labor job, or the Korean part time worker. Through this advertisement , people can feel that bacchus can sympathize with various people in this world. It also makes people feel funny , impressive and touching.
research 2
Sorce : http://youtu.be/enSN5mQ4A2s
MY topic : Companies should do emotional marketing that gives a message
What i hope to learn
: emotional marketing of starbucks
Note :
Starbucks can be regarded as a leader of emotional marketing. Starbucks use the whole glass to open the front sight of customers and use the wood material in general in order to make customers feel warm and cozy. Except these things, starbucks use the advertisement that can affect customers minds as well.
http://youtu.be/enSN5mQ4A2s
This is the advertisement that is used by Starbucks. It emphasizes that people can interact and sympathize with each other in the cafe named starbucks, thereby emphasizing the reason of existence of starbucks as a place to sympathize with each other. In reality, the logo of starbucks is " a place for conversation and a sense of community ".
MY topic : Companies should do emotional marketing that gives a message
What i hope to learn
: emotional marketing of starbucks
Note :
Starbucks can be regarded as a leader of emotional marketing. Starbucks use the whole glass to open the front sight of customers and use the wood material in general in order to make customers feel warm and cozy. Except these things, starbucks use the advertisement that can affect customers minds as well.
http://youtu.be/enSN5mQ4A2s
This is the advertisement that is used by Starbucks. It emphasizes that people can interact and sympathize with each other in the cafe named starbucks, thereby emphasizing the reason of existence of starbucks as a place to sympathize with each other. In reality, the logo of starbucks is " a place for conversation and a sense of community ".
research 1
Source : http://www.entrepreneur.com/article/205240
My topic : Enterprises should do emotional marketing that gives a message
What I hope to learn
: the importance of emotions of customers for marketing
Note :
It is important to appeal to consumers' emotions when crafting marketing messages. Think about how you feel when you hear marketing messages and how those feelings affect your own buying decisions. Just like you're moved to action by an emotional response to marketing messages, so are all consumers. It should make consumers feel something, and it should make them act on those feelings.
Once you identify the target audience for your marketing messages, you need to consider which emotional triggers you can connect to those messages.There are 10 common emotional triggers that you can use in your marketing messages
Fear: Fear is an emotion that can be used in a wide variety of marketing messages. Insurance companies often appeal to the emotion of fear with messages like You will die without this insurance
Guilt: Consumers are easily affected by messages that trigger emotions of guilt. Nonprofit organizations use the guilt trigger effectively in copy such as "Don't let them suffer anymore..
Trust: Trust is one of the hottest trends in marketing, and every company seems to be trying to jump on the trust bandwagon in their marketing messages. Financial companies are leading the way with messages like "no hidden fees."
Value: Value is another hot trend in marketing, and many promotions appeal directly to the emotional trigger of getting a good deal. For example, promotional messages that say "If you find a better price for the same product, we'll match it" are effective in piquing feelings related to value.
Belonging: Few people truly want to be alone. Human nature dictates that most people want to feel like they belong to a group, and customers often purchase products in an attempt to feel part of a specific group. Many companies effectively appeal to consumers' desires to belong, using copy like "You're part of the family."
Competition: Many consumers are affected by a competitive desire to feel equal to or better than their peers. Copy like "Make them drool" is a great example of a message that elicits feelings of competition.
Instant Gratification: We live in a world where people expect instant gratification in all aspects of their lives. Messages that cater to a sense of urgency are well-received by consumers who already desire instant gratification. Use words like now, today, in one hour or less, within 24 hours, and so on to appeal to the emotional trigger of instant gratification.
Leadership: A lot of consumers want to lead the way in trying new products, and this audience responds strongly to marketing messages that appeal to their feelings related to leadership. Messages that make them feel like they're first or in control are powerful for this audience. Phrases such as "Be the first on your block" effectively appeal to the emotional trigger of leadership.
Trend-setting: Many consumers want to feel cool or trendy, so appealing to those emotions in copywriting is fairly standard. Variations of "all the cool kids are doing it" are commonplace in copywriting and can be used to market a wide variety of products and services to an even wider audience. The famous Gatorade ad featuring Michael Jordan and the copy "Be like Mike" is a perfect example.
Time: In the 21st century, people are busier than ever. As such, they desire more free time to pursue personal interests, spend time with family and friends, and so on. Marketing messages that appeal to that desire for more free time are extremely effective, such as "Cut the time it takes to vacuum your house in half."
articulation
Korean enterprises should strengthen "emotional marketing"
1) My argument Write your argument in one sentence. Then, spend some time explaining it.
The marketing strategy of enterprises becomes one of the most important parts for success. Thus numerous enterprises exert themselves in improving their marketing strategies and enterprises can perform marketing through various ways. However the most important factor for marketing is reading and sympathizing with customers' minds. Therefore, I want to emphasize this point through suggesting the desirable strategy of marketing , emotional marketing.
2) How I found my argument Explain how your research helped you find your argument. Or, in other words, how did your research evolve into your argument? Start with your research question.
My first research question was , how can enterprises perform the best marketing through reading customers' minds ? As I research this question, I realize that there are many ways for enterprises to sympathize with customers. For example, enterprises can do marketing for customers through telling stories that customers can sympathize with, which is so- called "story telling marketing". However, this marketing is limited to certain kinds of customers. Thus I research other kinds of marketing strategies and among various kinds, I think that emotional marketing , which induces customers to have senses of closeness to enterprises through using emotional factors that affect customers' minds such as designs, interior, colors or scents. Also, there are a number of enterprises that use customers' minds and I will use these examples to strengthen my argument.
3) New research questions What do you still need to know? What is your research plan?
I have several questions that need to be resolved.
a. What are the examples of emotional marketing ?
b. How can enterprises strengthen their emotional marketing ?
c. What are effects of emotional marketing ?
I'll continue browsing the internet and looking for interesting articles and keeping track of my research with blog posts.
4) Connections to the Harvard Sampler How is your argument connected to the Harvard Sampler? ANY CONNECTION IS VALID. Please focus on choosing a good argument first, then think about how it is related to the Harvard Sampler. I will help you think of the connection if necessary.
When we see the first chapter of Harvard Sampler, it shows a number of parts that use customers' minds. Thus I can relate my research question to Harvard Sampler.
1) My argument Write your argument in one sentence. Then, spend some time explaining it.
The marketing strategy of enterprises becomes one of the most important parts for success. Thus numerous enterprises exert themselves in improving their marketing strategies and enterprises can perform marketing through various ways. However the most important factor for marketing is reading and sympathizing with customers' minds. Therefore, I want to emphasize this point through suggesting the desirable strategy of marketing , emotional marketing.
2) How I found my argument Explain how your research helped you find your argument. Or, in other words, how did your research evolve into your argument? Start with your research question.
My first research question was , how can enterprises perform the best marketing through reading customers' minds ? As I research this question, I realize that there are many ways for enterprises to sympathize with customers. For example, enterprises can do marketing for customers through telling stories that customers can sympathize with, which is so- called "story telling marketing". However, this marketing is limited to certain kinds of customers. Thus I research other kinds of marketing strategies and among various kinds, I think that emotional marketing , which induces customers to have senses of closeness to enterprises through using emotional factors that affect customers' minds such as designs, interior, colors or scents. Also, there are a number of enterprises that use customers' minds and I will use these examples to strengthen my argument.
3) New research questions What do you still need to know? What is your research plan?
I have several questions that need to be resolved.
a. What are the examples of emotional marketing ?
b. How can enterprises strengthen their emotional marketing ?
c. What are effects of emotional marketing ?
I'll continue browsing the internet and looking for interesting articles and keeping track of my research with blog posts.
4) Connections to the Harvard Sampler How is your argument connected to the Harvard Sampler? ANY CONNECTION IS VALID. Please focus on choosing a good argument first, then think about how it is related to the Harvard Sampler. I will help you think of the connection if necessary.
When we see the first chapter of Harvard Sampler, it shows a number of parts that use customers' minds. Thus I can relate my research question to Harvard Sampler.
research question
What is my current topic?
My topic is that Korean enterprises should perform "emotional marketing". I will suggest the effects of emotional marketing and various examples of emotional marketing as well to strengthen my essay.
What are my guiding questions?
I want to know what emotional marketing exactly is and different points of emotional marketing from other kinds of marketing. Also, i want to know the examples of emotional marketing and the following effects through realistic examples.What are my current thoughts?
I want to persuade that reading and sympathizing with customers' minds is the most important part for enterprises to do marketing.
What is the opposition?
Many people believe that sympathizing with customers' minds is relatively not that important compared with other strategies that are directly related to the outcomes of enterprises. Also, opponents can say that other marketing strategies are more effective than emotional marketing.
My topic is that Korean enterprises should perform "emotional marketing". I will suggest the effects of emotional marketing and various examples of emotional marketing as well to strengthen my essay.
What are my guiding questions?
I want to know what emotional marketing exactly is and different points of emotional marketing from other kinds of marketing. Also, i want to know the examples of emotional marketing and the following effects through realistic examples.What are my current thoughts?
I want to persuade that reading and sympathizing with customers' minds is the most important part for enterprises to do marketing.
What is the opposition?
Many people believe that sympathizing with customers' minds is relatively not that important compared with other strategies that are directly related to the outcomes of enterprises. Also, opponents can say that other marketing strategies are more effective than emotional marketing.
brainstorming
Effects of emotional marketing.
Small-business owners can use emotional marketing to increase the effectiveness of their marketing campaigns. The key is to develop an advertising concept that speaks directly to the consumers you plan to target, capitalizing on the emotions they are likely to be feeling at this stage of their lives. The content and aesthetics of your marketing campaign should work together to create a cohesive message in line with the emotional appeal you hope to make.
Many factors determine the effectiveness of emotional marketing. Variations in consumers’ value systems, for example, might cause your advertisement to stimulate different emotions in various consumer groups. People’s wishes and desires also change significantly as they move through the stages of life. For instance, an advertisement that stimulates an emotional response in adolescents might have little effect on 40-year-olds and no effect at all on senior citizens. In other words, for your emotional marketing to be effective, you must understand the needs and emotions of the consumer groups you plan to target.
The right emotional appeal can touch people’s cores, making it easier for them to recall your sales message later. New parents are protective of their families, for example, so an automobile manufacturer could appeal to this consumer group with a series of television commercials featuring real-life customers discussing how the car’s safety features protected their families during dangerous accidents. These stories could have a significant impact on new parents, convincing them to choose that brand of car over its competitors.
emotional marketing of Hyundai
http://youtu.be/UlpgNAjDzO8
피드 구독하기:
덧글 (Atom)