Marketing

Communication Assignment Birte Grger

Practical Applications
1. Sex appeals in advertising

This commercial provides an example how sexual appeals are raising attention and create sexual thoughts in the viewer. In this case the message of the magazine is still delivered, because it is relevant to the topic.

2. Sport Sponsorships

Depicted here is Sebastian Vettel directly after he won his 3rd formula 1 championship. The brands sponsoring him and his team, e.g. the brand Infinity are also profiting of this championship. This is an example on how the image of a fast and winning car is directly and indirectly transferred to the brand of the car manufacturer Infinity, there is also an image fit in this case. But since Vettel endorses many brands, the effect for Infinity is weakened.

3. Product Placement

This is an example of a prominent Zalando product placement in the popular TV show Germanys Next Topmodel fusioning advertising and entertainment which is increasing brand awareness and recognition on the target group of young, female adults.

4. Comparative advertising

This billboard ad is an example on explicit comparative advertising. Two brands in the search engine category are mentioned and the billboard says that DuckDuck Go is better increasing cognitive message processing. It is also an example that the effect increases due to the comparison of a smaller brand with the market leader on relevant product attributes.

5. Expert Endorsement in advertising

This TV commercial gives an example how expert endorsement enhances credibility. We can believe that the washing machine is better protected with Calgon because a technician told this in the TV commercial.

Sources
1. Retrieved Nov 25, 2012 from http://serialthriller.com/post/31398340575/playboy- pleasure-in-your-hands 2. Retrieved Nov 25, 2012 from http://www.spiegel.de/fotostrecke/vettel-holt-wm- titel-in-brasilien-fotostrecke-90158-6.html 3. Retrieved Nov 25, 2012 from http://www.pinkloop.de/gntm-gewinnt-die- lederjacke-aus-dem-zalando-schrank-der-modelvilla/ 4. Retrieved Nov 25, 2012 from http://blog.jadopado.com/comparative-advertising-in- the-uae/ 5. Retrieved Nov 25, 2012 from http://www.horizont.net/kreation/tv/pages/protected/show-35655.html