Uncategorized – Page 2 – Marketing Blog

Hi everyone,

This is my first marketing blog! so far, marketing class has been very interesting. No can can fall asleep in the class as we are constantly engaged in the classroom discussions and providing feedback back and forth. I think all professors should adapt this teaching style!

A quick intro about myself: I graduated from Winston Churchill in Vancouver. Currently, I intend to major in finance. I enjoy playing basketball and doing kickboxing during spare time.

Backing to marketing, today we discussed about the 3 factors that affect consumer attitudes. These are: Cognitive, Affective, and Behavioral. With these concepts in my mind, I found an interesting advertisement of Steven Nash with a milk moustache. As you may have imagined, this is an ad of the well-known Got Milk marketing campaign. With some research, advertising agency Goodby Silverstein & Partners created this campaign on behalf of California Milk Processor Board in 1993 to promote the consumption of milk.

I’ve been a basketball fan for a long time, and immediately I felt connection to the ad. Any fan of NBA, if not sports, will know Steven Nash, and his status as one of the top Canadian athletes. Essentially, Silverstein promoted to consumers by nuturing the affective component of their attitudes, because as soon as people see the ad, they feel admiration for the athlete, and might think that whatever Nash eats or drinks, I could do so as well if I were to become as good as him. The Got Milk campaign also aims to influence consumer through people’s behavioral component of people’s attitudes. In the ad, Nash has jumped off the ground and is making a fancy ball pass. This combination of movements encourage consumers go out and be active. Silverstein is encouraging people to start drinking milk to enhance their agility and reflexes in sports.

Before taking marketing, all these thoughts were processed at a sub conscious level, if not processed at all. Now with the aid of COMM 296, these concepts begin to substantiate. This process definitely enhances the understanding of marketing for targets and users of marketing strategies.