Consumer Motivation:
“Perceptual selectivity means that people attend to only a small portion of stimuli to which they are exposed. This advertising stimulus highlights two important aspects of perceptual selectivity as they relate to consumer behavior: exposure and attention.” [Michael Solomon et all, consumer behavior 3rd edition, FT]. Volkswagen group capitalizes on the perceptual selectivity and make humorous advertisements and billboards to seek consumer’s attention. For an example, when the company launched Volkswagen beetle in the US market, they made banners on “think small” with an intension to create buzz for small cars. Figure – 1
Back in time, this advertisement drew the global attention of potential consumers towards …show more content…
Unlike the olden days, consumers are not dependent on television and radios for entertainment, which was the main medium to reach them. In the changing trends, people are more inclined towards social media platforms and smartphones and hence, company has a need to adapt their strategy in line with such trends.
When Volkswagen was launched in India in year 2007, the low brand recognition was a major concern for the company. Volkswagen started their campaign with 13 advertisement in various leading newspapers (India has 99,800 registered newspapers across the country). Through this media, they explained how the brand evolved over the period of time and their product line. Consequently, they moved to other communication channels and by the time Volkswagen ended the campaign they used 18000 television blocks, 144 insertions in broadsheet dailies, 50 insertions in magazines, 280 out-of-home sites and 23 digital portals. Through this aggressive strategy, they were successful in reaching to the majority of their target customers and made a place in customer’s …show more content…
Through Fun theory, they tried to change the behavior of people towards various general issues by introducing an element of fun in the act. For example, they created “the world’s deepest bin” that generates a deep noise when people use it, Bottle bank arcade machine to dispose bottle in a fun manner by making it a game, speed camera lottery where they rewarded the people who followed the traffic rules and many more. Through this campaign, company was not only successful in bringing desired changed in the people’s behaviors but also in making a positive impact of their
“Perceptual selectivity means that people attend to only a small portion of stimuli to which they are exposed. This advertising stimulus highlights two important aspects of perceptual selectivity as they relate to consumer behavior: exposure and attention.” [Michael Solomon et all, consumer behavior 3rd edition, FT]. Volkswagen group capitalizes on the perceptual selectivity and make humorous advertisements and billboards to seek consumer’s attention. For an example, when the company launched Volkswagen beetle in the US market, they made banners on “think small” with an intension to create buzz for small cars. Figure – 1
Back in time, this advertisement drew the global attention of potential consumers towards …show more content…
Unlike the olden days, consumers are not dependent on television and radios for entertainment, which was the main medium to reach them. In the changing trends, people are more inclined towards social media platforms and smartphones and hence, company has a need to adapt their strategy in line with such trends.
When Volkswagen was launched in India in year 2007, the low brand recognition was a major concern for the company. Volkswagen started their campaign with 13 advertisement in various leading newspapers (India has 99,800 registered newspapers across the country). Through this media, they explained how the brand evolved over the period of time and their product line. Consequently, they moved to other communication channels and by the time Volkswagen ended the campaign they used 18000 television blocks, 144 insertions in broadsheet dailies, 50 insertions in magazines, 280 out-of-home sites and 23 digital portals. Through this aggressive strategy, they were successful in reaching to the majority of their target customers and made a place in customer’s …show more content…
Through Fun theory, they tried to change the behavior of people towards various general issues by introducing an element of fun in the act. For example, they created “the world’s deepest bin” that generates a deep noise when people use it, Bottle bank arcade machine to dispose bottle in a fun manner by making it a game, speed camera lottery where they rewarded the people who followed the traffic rules and many more. Through this campaign, company was not only successful in bringing desired changed in the people’s behaviors but also in making a positive impact of their