Karen Li's Blog – Page 2 – Just another UBC Blogs site

energized yet?

Need to get energized? Hate coffee breath? Energy drinks are an ultimate alternative especially for the teens and athletes. They highly promote their nutritious ingredients which dehydrate and refresh our bodies after playing sports or going through a long day.

This video below is a vitamin water ad campaign cross over with the movie, Eclipse, that was released last summer. I find this video really reflective of what we learnt in class when we analyzed the three videos into three subcategories under the psychological factor (attitude): cognitive, affective and behavioural. Making a video like such is way more effective than a plain poster posted at a skytrain station, for example.

As you can see, the video is targetting teenagers who are fans of the book series – Twilight. How more effective is this video than a normal poster? It definitely influences the attitude for certain people who have never heard about Eclipse or never tried Vitamin Water, especially in this flavour (XXX). First, the video is clearly cognitive because it gives watchers information about their ingredients that can energize one’s body. Knowing that fact, the video leads on about how to go on all night to wait in line to watch “Eclipse” on the first day it’s out. So besides cognitive, this ad is also affective because the companies are using each other to promote both products. Regular drinkers will be informed about the new movie and Twilight fans are now open to a new brand of energy drink, or at least a new flavour. At the end of the video clip, it shows that it is behavioural when the girl said she is “good to go” to line up for the movie with her vitamin water XXX flavour.

Are YOU ready for a long day with your Vitamin Water?

Frequent Flyer

Are you planning for your summer vacation yet? I know I am! Because of school, the only times I get to travel would be during summer or winter holidays. Not only are these seasonal tickets very limited, but they are also very, very costly too…

As a way to keep their passengers loyal, airlines have started a frequent flyer program to ensure customers take the same airline every time they travel to collect points, as known as air miles. In marketing class, we learnt that in the Value Based Era, companies wish to build longterm relationships with consumers in which they turn regular flyers into advocates. This is a similar idea to providing VIP or stamp cards to consumers when we discussed how companies compete with each other.

Ever since I moved here 12 years ago from Hong Kong, my family and I have been flying back and forth during the year. Due to business trips, my Dad was already on the Marco Polo club for the Cathay Pacific air miles collection. As for my Mom, she tries to spend every buck with her credit card, just to earn those air miles just so our family could get free tickets to visit our relatives each year. And when I mean every buck, I mean groceries, gas, eating out at restaurants, coffee…just anywhere that would accept credit card purchases. Before I knew it, after all these years of flying back and forth, my Dad reached the golden membership standing. If our family already had more than enough miles for the year, then why are my parents still trying so hard to get the most out of their purchases? Eventually, I understood that the idea of accumulating air miles was more than pure free tickets, it was the permanent elite standing that really counts.

Some people may think that this is just ridiculous, but if we could just spend while we earn an extra trip, why not?