individualassignment integrated marketing communications

LO1, 2The Fiesta Movement social media campaign launched by Ford to introduce its new Fiestasmall car model in the US market is a groundbreaking marketing effort and has a great impacton

MKT 304

INDIVIDUAL ASSIGNMENT

Integrated Marketing Communications

Prepared by Thieu Thi Phuong Ly

Student ID HS171109

Class MKT1813

Lecturer Pham Khanh Huyen

I The chapter opener discussed the Fiesta Movement social media campaign used by Ford to launch its new Fiesta subcompact car in the U.S market Discuss the pros and cons of this program and assess the amount of risk Ford took in allowing the agents to use social media to communicate with their friends about the car (LO1, 2) 3

1 Pros 3

2 Cons 5

3 Risk Assessment 6

II Discuss some of the ways marketers can deal with communication problems such as mistranslations when developing advertising messages in different languages (LO1) 6

III Discuss how marketers are using various techniques to generate word-of-mouth discussion and buzz for their brands Discuss the pros and cons of these techniques (LO2) .8

1 Influencer Marketing 8

2 Viral Marketing 9

3 User-Generated Content (UGC) 9

4 Contests and Giveaways 10

5 Buzz Marketing (Creating Mystery) 10

IV Do you agree with critics who argue that many of the younger people who work in the creative departments of advertising agencies cannot develop ads that connect with older consumers because of the age gap Do you think advertisers ignore older consumers? Evaluate both sides of this argument (LO1)……… 12

1 Argument in Favor of Age Gap Challenges 12

2 Argument Against Age Gap Challenges 13

V Discuss how one of the consumer response models presented in Figure 5-3 could be used by a company such as Apple in planning the introduction of a new product such as Ipad 14

1 Cognitive stage 15

1.1 Attention (A) 15

2 Affective Stage 15

2.1 Interest (I) 15

2.2 Desire (D): 16

3 Behavioral stage 16

3.1 Action (A) 16

VI Source……… 17

Ford to launch its new Fiesta subcompact car in the U.S market Discuss the pros and cons of this program and assess the amount of risk Ford took in allowing the agents to use social media to communicate with their friends about the car (LO1, 2)

The Fiesta Movement social media campaign launched by Ford to introduce its new Fiesta small car model in the US market is a groundbreaking marketing effort and has a great impact

on the market This campaign marks a significant shift from traditional advertising methods and leverages the power of social media and peer-to-peer marketing In this analysis, we will evaluate the advantages and disadvantages of this campaign

1 Pros

1.1 Increase brand visibility

“"“Fiesta Movement” which involved enlisting a team of 100 “agents” to drive the new vehicle for six months and participate in monthly challenges that would allow them to share interesting content with their friends through social media .”(Belch & Belch, 2017) The Fiesta Movement significantly increased the visibility and hype around the Ford Fiesta brand It helped the brand establish a strong online presence and appealed to a younger,

tech-advertising channels.

1.2 Authenticity and Credibility

”“Fiesta Movement” which involved enlisting a team of 100 “agents” to drive the new vehicle for six months and participate in monthly challenges that would allow them to share interesting content with their friends through social media ” (Belch & Belch, 2017)

By introducing real individuals, called agents, rather than scripted actors, Ford added authenticity to its marketing efforts Agents shared their real-world experiences with the Fiesta, making the content more relatable and trustworthy

1.3 Cost-Effectiveness

“generate buzz around the redesigned 2014 model with its "Fiesta Movement: A Social Remix" campaign Once again, Ford recruited 100 socially vibrant agents and gave them cars to drive and buzz about on social media (Exhibit 5-5).” (Belch & Belch, 2017) The Fiesta Movement provided a cost-effective alternative to traditional advertising It was budget-friendly because the campaign relied on agents to create content, reducing the need for expensive production and distribution of conventional advertisements Ford's decision to extend the campaign beyond its initial timeframe demonstrates the value they found in this cost-effective approach

1.4 Interactive Engagement

The campaign encouraged direct interaction between agents and potential customers Agents engaged with their followers, answered questions, and shared their daily experiences with the Fiesta, fostering a sense of community around the product

1.5 Social Media Reach

Ford to tap into the vast user bases of these platforms Content could be easily shared and went viral on the campaign's social media, expanding its reach even further

2 Cons

2.1 Risk of negative reviews

By allowing agents to share their honest opinions and experiences, Ford exposed itself to the risk of negative reviews If agents encountered issues with the Fiesta, they could openly share their dissatisfaction, potentially harming the car's reputation

2.2 Lack of Control

Ford had limited control over the content created by agents While this contributed to authenticity, it also meant that messages and tones could vary widely, sometimes not aligning with the carefully crafted brand image

2.3 Misrepresentation

There was a risk that some agents might misrepresent the features, capabilities, or performance of the car intentionally or unintentionally This could lead to consumer disappointment and confusion

2.4 Privacy Concerns

The campaign required agents to publicly share personal information and experiences, raising privacy concerns for both agents and the people they interacted with

2.5 Long-Term Sustainability

The Fiesta Movement was a short-term campaign designed to create initial excitement and buzz The challenge for Ford was to convert this initial enthusiasm into sustained revenue and brand loyalty over time

3 Risk Assessment

Ford undoubtedly weighed the risks associated with the Fiesta Movement campaign The decision to use social media and real people to market the car yielded authenticity and engagement that traditional advertising struggled to achieve While there was a potential for negative feedback, the genuine enthusiasm of the agents mitigated some of this risk Ultimately, the campaign's long-term success depended on Ford's ability to maintain momentum beyond the initial buzz and turn it into enduring brand appeal

The Fiesta Movement was a pioneering marketing campaign that showcased the potential of social media and peer-to-peer support in the automotive industry Despite certain risks, Ford's willingness to embrace these risks was rewarded with brand awareness and excitement, highlighting the power of user-generated content in modern marketing strategies However, the ultimate success of such a campaign hinges on the company's ability to harness initial enthusiasm and sustain long-term appeal

II Discuss some of the ways marketers can deal with communication problems such as mistranslations when developing advertising messages in different languages (LO1)

When developing advertising messages in different languages, marketers may face communication problems such as mistranslations This can be a significant challenge for companies that want to expand their reach to international markets In this essay, we will discuss some of the ways marketers can deal with communication problems such as mistranslations when developing advertising messages in different languages

One way to deal with this problem is to be aware of the connotations of the words, signs, symbols, and expressions brands use as brand names or logos in various forms of promotion Relying on images rather than text or copy is a great way to market consumers with different

cultures and regions and can help decrease mistranslations Communicating the list of attributes describing different product qualities that are relevant to a specific language and culture is another way to avoid misconceptions and have an impact on the intended target audience

Another way is to use translators and native-speakers to help guide marketing for a specific product line as advertising copy, slogans, images, and symbols do not always transfer well into other languages This is essential for maintaining a company’s image/reputation and a brand’s credibility or image It’s important to note that using machine translation tools like Google Translate may not always be accurate and can lead to mistranslations It’s best to use professional translation services or hire native speakers who are fluent in both languages Moreover, it’s important for marketers to understand the cultural differences between countries when developing advertising messages in different languages For example, certain colors may have different meanings in different cultures In China, red is associated with good luck and prosperity, while in Western cultures it’s associated with danger or warning It’s important for marketers to research cultural differences before developing advertising messages in different languages

Communication problems such as mistranslations can be a significant challenge for marketers when developing advertising messages in different languages However, by being aware of the connotations of words, relying on images rather than text or copy, communicating the list of attributes describing different product qualities that are relevant to a specific language and culture, using translators and native speakers, and understanding cultural differences between countries, marketers can overcome these challenges and develop effective advertising messages that resonate with their target audience

discussion and buzz for their brands Discuss the pros and cons of these techniques (LO2)

Word-of-mouth marketing is a powerful tool in today's digital age, as consumers often rely on recommendations from friends, family, and influencers when making purchasing decisions Marketers have recognized the value of generating word-of-mouth discussion and buzz to enhance brand visibility and credibility This will explore various techniques marketers use for this purpose and discuss the pros and cons associated with each

1 Influencer Marketing

Influencer marketing involves partnering with individuals who have a significant online following to promote a brand or product This technique has gained immense popularity in recent years

Credibility: Influencers are seen as experts

in their niches, and their endorsement can

lend credibility to a brand

Reach: Influencers often have a large and

engaged audience, allowing brands to tap

into specific demographics

Authenticity: Well-matched influencers can

create content that feels genuine and

relatable, increasing trust among consumers

Cost: Collaborating with influencers,

particularly those with substantial followings, can be expensive

Authenticity Concerns: Some influencers

may endorse products solely for financial gain, leading to authenticity issues

Limited Control: Marketers have limited

control over an influencer's content, which can pose risks to brand image

2 Viral Marketing

Viral marketing aims to create content that spreads rapidly and organically through social sharing, resulting in heightened brand exposure

High Reach: Successful viral content can

reach a massive audience quickly without

significant advertising costs

Cost-Effective: Viral content often spreads

organically, reducing the need for a

substantial marketing budget

Memorability: Viral content tends to be

memorable and shareable, leading to more

discussions

Unpredictability: It's challenging to predict

what content will go viral, even with well-crafted campaigns

Short-Lived Impact: Viral content often

has a short lifespan, and the buzz may dissipate rapidly

Risk of Backlash: Controversial or

misunderstood viral campaigns can lead to negative discussions and brand damage

3 User-Generated Content (UGC)

UGC involves encouraging customers to create and share content related to a brand or its products

Authenticity: UGC is created by real

customers, providing a genuine perspective

on a brand's offerings

Social Proof: Positive UGC serves as social

proof, influencing potential customers'

decisions

Engagement: Encouraging UGC can foster

customer engagement and build a sense of

Negative UGC: Negative reviews or

content can also spread, potentially harming brand reputation

Inconsistent Quality: The quality of UGC

varies, and brands may not have control over content consistency

Moderation Challenges: Managing and

moderating UGC can be time-consuming

4 Contests and Giveaways

Contests and giveaways involve creating promotional events where participants have the chance to win prizes in exchange for engagement with the brand

Increased Engagement: Contests and

giveaways can boost user engagement as

participants share their involvement and

invite others to participate

Data Collection: Brands can collect

valuable customer data through entry forms

or registrations

New Customer Acquisition: Contests can

attract new customers who might not have

engaged with the brand otherwise

Short-Term Focus: Engagement generated

through contests can be short-lived, and participants may lose interest once the contest ends

Quality vs Quantity: Brands may attract

participants more interested in winning prizes than in the brand itself

Resource-Intensive: Running contests and

managing giveaways can be resource-intensive in terms of time and effort

5 Buzz Marketing (Creating Mystery)

Buzz marketing involves creating anticipation and intrigue around a product or campaign by withholding certain information until a later date

Anticipation: Creating mystery and

suspense can generate anticipation and

excitement among consumers

Risk of Disappointment: If the mystery

doesn't live up to expectations, it can lead to disappointment and negative discussions

finally unveiled, it can lead to extensive

discussions and media coverage

Longer Engagement: A well-executed

mystery campaign can keep audiences

engaged over an extended period

level of mystery without frustrating or confusing consumers can be challenging

Limited Applicability: Not all products or

services lend themselves to buzz marketing through mystery

Generating word-of-mouth buzz is an essential component of modern marketing strategies While these techniques offer various advantages, marketers must carefully consider their pros and cons to choose the most suitable approach for their brand, target audience, and objectives Successful word-of-mouth marketing requires meticulous planning, execution, and monitoring to ensure that discussions and buzz remain positive and align with the brand's image and goals Ultimately, the effectiveness of these techniques lies in their ability to create authentic and engaging conversations around the brand

IV Do you agree with critics who argue that many of the younger people who work in the creative departments of advertising agencies cannot develop ads that connect with older consumers because of the age gap Do you think advertisers ignore older consumers? Evaluate both sides of this argument (LO1)

Advertising plays a pivotal role in shaping consumer behavior, influencing purchasing decisions, and conveying brand messages In this digital age, advertising agencies are increasingly relying on young, creative talents to craft compelling ad campaigns However,