Monthly Archives: March 2013

Promotion is about getting the right message to the right audience and Obama’s promotion team definitely used integrated marketing communication in their promotion video. After learning in-class that the Obama Biden campaign won both the Titanium and Integrated Grand Prix in Cannes, I went to the Cannes Lions International Festival of Creativity website to browse other award-winning promotion videos. I came upon the 2010 Grand Prix winner video by Old Spice and it instantly captured my attention because the official UBC LipDub video has a similar concept.

Before taking Comm 296, I would have simply thought that the Old Spice video was interesting, but I wouldn’t be able to go any deeper than that. However, now I am able to tell that the Old Spice promotional video used a selective demand instead of a primary demand approach because it is persuading its viewers to purchase their product (body wash). I also believe that carefully followed the AIDA model.  Using an attractive male model in the video will first capture viewers’ attention and interest. Combined with the tech savvy effects of the video and what the model is conveying through his speech, consumers will generate the desire for the product, which will eventually lead them to purchase the product.

After watching the Old Spice video, I can fully understand why so many of my first year friends came to UBC after seeing the promotional video. I’ve always enjoyed the video and knew that it was helping to promote UBC, but I finally understood the concept behind the it.

Batman is a hero for many people, whether young or old, and it is not a surprise that Lamborghini branded itself as the Batmobile. Lamborghini offers one of world’s most luxurious sports cars so why not brand itself with a world hero? Hence, when people think of Batman, they will think of Lamborghini. What better way to increase value in their brand than to associate it’s powerful, and agile sports cars with an unconquerable figure like Batman?

Lamborghini’s main target market is affluent individuals who want a taste of speed and adventure. It is different from other sports car brands as mentioned in Cody Malloy’s blog, which target mainly “classy” men because most Lamborghinis look flamboyant with their bright colors and doors that open to look like wings.

As a female and a huge fan of Batman, I am no-doubt crazy about his Batmobile. Every since I watch the movies, I fell in love with Lamborghinis. I may not be Lamborghini’s primary target market, but I can associate myself being in one, either driving or in the passenger seat. It is totally reasonable for Lamborghini to price their sports cars so high because they provide top-quality products and created value for their brand. In class, we discussed that brand equals trust and I believe that by product placing its sports cars in Batman movies, Lamborghini is promising their customers at a deeper level.

Packaging plays a vital role in marketing for manufacturers, retailers, and consumers. Each group has different concerns. For example, manufacturers would care about how the product looks and whether the packaging was practical or not. As for retailers, they would emphasize more on issues such as how to avoid theft and whether the packaging is disposable. Consumers, on the other hand, would care more about how disposable or convenient is the packaging. Manufacturers package its products in hard plastic that is difficult to open for various reasons. Firstly, it prevents theft but most importantly, it avoids fragile products from breaking. As I read an external blog post that debates about the pro and cons of having such hard-to-open packaging.

Personally, I have purchased numerous products, from scientific calculators to toys for my cousins, where I experience huge problems trying to open the packaging. My scissors nearly broke from trying to cut the strong plastic open. After I successfully slit the packaging, I had to force it open with my hands. As a consumer, I like to see fancy and secure packaging when I am purchasing a product because it gives me a sense that the product is in good condition and is high quality. However, after I attempt to open them, I experienced a bit of buyer’s remorse because there were a couple of times where I injured my hand. Therefore, I would not purchase the same product in the future.