Seminar Task for Engaging Consumers and Communicating Customer Value by Wei Liu https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y en-us 2018-02-09 14:40:28 UTC 2025-09-20 12:03:57 UTC hello@padlet.com velvet_wei_liu https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230036866 In a small group, select a company and research its marketing communications activities for the past years. Have there been any changes? Has the type of appeal remained the same or not? How would you comment? Create a presentation of your findings. ]]> 2018-02-09 14:42:52 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230036866 NIKE ✔️✔️✔️ https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230521264 2018-02-12 10:27:35 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230521264 McDonald's https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230521801 2018-02-12 10:29:45 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230521801 https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230521862 2018-02-12 10:29:59 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230521862 https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230522032 2018-02-12 10:30:36 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230522032 • Nike reportedly spent just over $3BN on advertisement in the fiscal year of 2016. https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230522251
• This included its advertisements, social media campaigns and promoting their new Nike+ app.

Source: https://www.slideshare.net/mobile/KaranMehta28/integrated-marketing-communications-at-nike]]> 2018-02-12 10:31:24 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230522251 Nikes’ divergent campaigns in 2016. https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230522726 They released their equality camping in early 2017 titled EQUALITY, which brought forth athletes from various sports such as Basketball and football to share one common goal, Equality.

Source:
https://www.google.co.uk/amp/www.adweek.com/brand-marketing/nike-just-released-a-gorgeous-powerful-campaign-dedicated-to-equality/amp/]]> 2018-02-12 10:33:15 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230522726 Ray Ban https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230523414 1.  Focus on individuality and self- definition. Customer can choose from a variety of styles, designs and colours and products that enable them to define themselves. Used to only have green glasses but diversified to attract more customers. The communication was more directed towards the pilots as safe "anti-glare" glasses. Became popular in 1969 when Peter Fonda used them in the movie Easy Rider. More emotional marketing as their motto is "Never Pretend. Never be afraid. Never give up. Never Hide." And people like to feel they can be themselves. Used to promote them in leaflets and newspapers. Have now expanded to vintage looking posters and advertisements on social media such as "banners" on Facebook.
2. Yes it has. People like the feeling of being able to express who they are and to be independent.
3. The changes have occurred because the target market has increased. Before it was only the pilots and celebrities but now it is also aimed at "the girl next door" and generally the younger generation. They want to be approachable for everyone. However, they have stuck with their vintagey style as they want to keep their originality. ]]> 2018-02-12 10:34:53 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230523414 Menu changes https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230523914 McDonald's improve their menu based on countries' wants and needs. For example, in India McDonald's included vegetarian burgers in the menu. ]]> 2018-02-12 10:37:22 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230523914 Apple https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230523978 Direct sales - no normal point of sales with a till - slogan 'think different'
Using social media now as it has become so popular they are using it for advertising which wouldn't have been so popular 10 years ago
in 2015 spending on advertising was 1.8 billion dollars according to business insider.
previously they used Tv adds as a more prominent form for advertising however now they are using the internet and social media ]]> 2018-02-12 10:37:41 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230523978 Nike Equality Campaign 2017 ☑️🏆 https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230524195 2018-02-12 10:38:39 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230524195 Nestle cereals https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230524584 2018-02-12 10:40:00 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230524584 Bayrische Motorenwerke (BMW) https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230524633 -expanded into emerging markets -> requires new marketing communication mix to enhance customer appeal, in order to increase customer loyalty and sales

i) In 2015, BMW started advertising in WeChat a popular messaging app in China with around 550m monthly users 
-Product:  products in the BMW marketing mix are premium sedans, SUVs and sports cars, which offer style, performance and a status symbol. Recently the company added fully electric vehicles, addressing the same target market.
-Price:  luxury pricing to classify itself into the “Desirable” segment of the market 
-Place:  manufacturing facilities in over 10 countries; global network of dealerships 
- Promotion:  aggressive advertising using media channels like TV, online ads, billboards, print ads etc so that it can create a continuous brand awareness 

ii) Appeal has not changed: keep targeting the higher-income population; emotional, desiring message; values of customers stayed the same, therefore appeal remained

iii) Established customer base, high levels of customer loyalty, strong brand image, no need to change appeal
]]> 2018-02-12 10:40:17 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230524633 https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230524732 2018-02-12 10:40:47 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230524732 Pricing https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230525204 McDonald's applied a new pricing strategy to attract middle and lower class people, so they could increase sales. For example, "saver's menu".]]> 2018-02-12 10:43:17 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230525204 https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230525211 Nestle, over the years, has changed the marketing orientation of its product line. Nestle has switched from a company which based its annual profits on the sales of cereal which was high in sugars, saturates and fats. 
Their new marketing strategy has introduced a range of healthier and more nourishing product line. 
This new range of products has been introduced and advertised with collaborations in the fitness and activity sector. Nestle has not used previous tactics, such as the use of mascots and prizes in adverts in order to divert attention from the health hazards in order for people to emotionally appeal to the product due to potential rewards.
Nestle's new approach promotes a healthier lifestyle and the benefits of being fit through the introduction of its fitness line. Therefore the marketing approach aims to orientate people towards the benefits of eating healthily rather than potentially winning material rewards.  Their new strategy shows for a more moral focus combined with the emotional pressure to look fit.
Nestle has been successful in their new venture as it has become the company's main profit source in the cereal department. 

]]> 2018-02-12 10:43:20 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230525211 Appeal https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230525542 Rational appeal in advertising
why do people choose apple?
Reputation
differences in software - different operating system 
quality of the products and packaging
apple was the first to have a high quality screen - retina display
student discount encourages purchase for education 

]]> 2018-02-12 10:44:56 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230525542 NIKE EQUALITY ADVERTISEMENT ✔️✔️✔️ https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230525554 This advert represented that there are no boundaries in sport. Nike definitely has elevated their MORAL message and are trying to be a force in the globe which emphasises on equality. 💎]]> 2018-02-12 10:45:00 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230525554 apple https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230526067 ·         For past 40 years apple has been using print and media advertising 
·         2013 “misunderstood” media advertising won award for the year’s most “Outstanding Commercial.” 

  • “40 Years in 40 Seconds” is a viral video that chronicles  40 years of the company in 40 seconds
  • Uses celebrity endorsements (Aubrey Plaza, Neil Patrick Harris, Drake, and Taylor Swift) 
]]> 2018-02-12 10:47:51 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230526067 McDonald's use 5 promotion tools to integrate marketing communication: https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230526152 Advertising – through  television, hoardings and bus shelters, events, sponsors, billboards.

Personal Selling – personal interaction allows knowing for feedback, serving and communicating face to face.

Sales Promotion – organizing various contest, programmes, free discounts coupons. 

Public Relations – the employees commit themselves to customers and the customers' feelings toward the brand.

Direct Marketing – there are many forms of it: telephone marketing, direct mail, online marketing, home delivery (in some countries).]]> 2018-02-12 10:48:15 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230526152 https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230526153 2018-02-12 10:48:15 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230526153 Apple marketing communication mix Sales promotion (short-term incentives)• Point of sale materials – people can use the products prior to purchase• Free gifts – used to do 12 Days of Free Gifts giveaway during Christmas 2008 but it longer exists since 2014• Loyalty programs & cards – don’t do this as they have a retention strategyEmotional appeal - "Apple wants to make you cry” https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230527492 2018-02-12 10:55:18 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230527492 product range https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230527590 massive expansion of product range - starting with computers then to iPads iPhones and now home pod 
tailoring products around you and what you'd prefer ]]> 2018-02-12 10:55:53 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230527590 First advertisement by Ray Ban hviezda255 https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230527793 2018-02-12 10:56:49 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230527793 Newspaper advertisement from 1939 hviezda255 https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230527957 2018-02-12 10:57:39 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230527957 "Never Hide" motto remaining for ages hviezda255 https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230528309 2018-02-12 10:59:25 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230528309 Used in everyday life hviezda255 https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230528539 2018-02-12 11:00:40 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/230528539 Feedback from Sharmin https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232598087 A decent attempt have been made to answer the question but please note that you need to be careful in constructing your answer in an academic way. Please make sure you avoid simple grammatical mistakes by proof reading your work and using punctuation marks in the proper way.For example, please put full stop after each sentence.
A sample answer is provided below for your attention.]]> 2018-02-17 16:51:55 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232598087 Feedback from Sharmin https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232611294 Good effort  is given in solving the second portion of the task which is related to change in the organization's marketing appeal over the years.

But the first portion has not been answered in an adequate way. You needed to answer the core question of 'Have there been any changes in terms of marketing communications in the recent years?'

A sample answer for the first portion is provided below for your attention.]]> 2018-02-17 18:01:30 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232611294 Feedback from Sharmin https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232614974 A decent attempt have been made to answer the question but please note that you need to be careful in constructing your answer in an academic way. Please make sure you avoid simple grammatical mistakes by proof reading your work and using punctuation marks in the proper way.For example, please put full stop after each sentence.Also, separate different sections of the assignment by proving adequate headings and subheadings.
More justification was required for answering the second portion of the assignment.
A sample answer is provided below for your attention]]> 2018-02-17 18:41:32 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232614974 Feedback from Sharmin https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232617992 Nice work . You have adequately touched upon all the required portions.]]> 2018-02-17 19:11:12 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232617992 Feedback from Sharmin https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232618271 The first portion of the assignment regarding the changes in Marketing communications in the recent years have been answered quite well but the second portion regarding changes in appeal is missing in this answer.

A sample answer for the second portion is provided below for your attention:]]> 2018-02-17 19:15:10 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232618271 Feedback from Sharmin https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232619716 Good effort is given in solving the first portion of the task which is related to 'Have there been any changes in terms of marketing communications in the recent years?'

But the second portion which is related to change in the organization's marketing appeal over the years could have been elaborated more. 


]]> 2018-02-17 19:33:19 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232619716 Feedback from Sharmin for all groups https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232620074 Please include references of the materials (journal articles, books, websites or any other sources) used in your work.

One more thing to mention. The assignment was on marketing communications; not on marketing mix. These two are different concepts. Please go through your lecture materials to understand the difference.]]> 2018-02-17 19:37:55 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232620074 Feedback from Sharmin https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232620431 Though the first portion of the task which is related to 'Have there been any changes in terms of marketing communications in the recent years?' has been answered to some extent, its not complete. Though the marketing communication mix of Mcdonald's has been touched upon but the changes in this area in recent years have not been included in your answer.

But the second portion which is related to change in the organization's marketing appeal is missing in this answer.

A sample answer is provided below for your attention.]]> 2018-02-17 19:43:19 UTC https://padlet.com/velvet_wei_liu/wpxpjr6p8s1y/wish/232620431