A MARKETINGSTRATEGY

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HOW TO DO IT...

ADVERTISEMENTSTHE RIGHT

WAY!

CREATINGMUSIC VIDEO

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WHAT AREMUSIC VIDEOADVERTISEMENTS?

#1.

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Can you guess what is the product

they are promoting?

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WHY USEMUSIC VIDEOADVERTISEMENTS?

#2.

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2. CLASSICALCONDITIONING(MUSIC BACKGROUND)

1. CELEBRITYENDORSEMENTS

3. VISUAL ARTSPILL-OVER

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HOW TOACHEIVE THEIDEAL EFFECT?

#3.9

Celebrity endorsementstandards?

Music selectionstandards for

desired effect?

Visual artstandards for

desired effect?

2. CLASSICALCONDITIONING(MUSIC BACKGROUND)

1. CELEBRITYENDORSEMENTS

3. VISUAL ARTSPILL-OVER

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CELEBRITYENDORSEMENTS

1.

Well-known Well-defined

Goodreputation

Logical fitbetween

product andcelebrity

Source: Keller, 2008 11

Classical conditioning

Impacts consumer

perception ofaffected products

Listening to liked versus disliked

music while being exposed to a product

Source: Gorn, 1982

2. MUSICSELECTION

Directly affects product

preferences

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Artistic elementsto influence consumers

in favorable way

Visual art spill over from the artwork onto products with

which it is associated, leading to more favorable evaluations

of these products

VISUAL ARTSPILL OVER

3.

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Source: Crader and Zaichkowsky (2007)

Source: Hagtvedt & Patrick (2008)

Target audience: Young women aged 17-23

In Korea: Big Bang and 2NE1In China: F(X) and MICMusic attracts 20-30 year olds

1. CELEBRITY

2. MUSIC SELECTION

3. VISUALART

Youthful, catchy, fun, energetic

Full of colour - multi-colouredFashion statement

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In South Korea, LG sold over 700,000 units of LG Lollipop phone!

Music video: No. 1 hiton Korean charts!

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Lollipop China and Lollipop 2

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LG CHINA

OTHERCONSIDERATIONS

#4.18

#1: CULTURALCONSIDERATIONS

#2: ADVERTISEMENTDESIGN/ FOCUS

POINTS TO NOTE

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Congruent with the dominant cultural norms

of a society.Source: Cho (1999); Han & Shavitt (1994)

PERCENTAGE OF ADS WITH

CELEBRITIES?

25%

IN THE US

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Source: Stephens and Rice (1998)

PERCENTAGE OF ADS WITH

CELEBRITIES?

70%

IN JAPAN

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Source: Kilburn (1998)

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Hofstede (1980) identified five dimensions to assist in differentiating cultures:

• Power distance, • Individualism, • Masculinity• Uncertainty avoidance• Long-term orientation

Cultural dimension context : High-context/ Low-context

Source: Taylor, Wilson, and Miracle (1994)

THEORIESCULTURE

High power distanceCollectivismIdol-worshiping Celebrity’s statusHigh-context (emotional

appeal)

Low power distance IndividualismCelebrity’s achievement Low-context

(informational cues)

WES

TER

N ASIA

N

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#1: CULTURALCONSIDERATIONS

#2: ADVERTISEMENTDESIGN/ FOCUS

POINTS TO NOTE

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#1: Match: The products characteristics and the personality of the celebrity be precisely matched

- Define best fit of brands profile and target demographic

#2: Poor connection: the associated image of the celebrity and the associated use or image of the product.

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#3: Over emphasis on the celebrity: e.g. Britney Pink Beyonce - Pepsi Commercial

#4: Misbehavior: A celebrity should know about a product and preferably use it. E.g. Britney Spears

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#5: Lack of specific product meaning: Celebrity overuse, e.g. Michael Jordan

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Poor financial return; Limited purchase intention

Effects of poor celebrity choice and poor message design:

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RECAP#5.LETS DO A

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WHY MUSIC VIDEO ADS?1. Celebrities endorsement2. Classical conditioning and music3. Visual art spill-over

OTHER CONSIDERATIONS1. Cultural differences2. Advertisement design/focus

IMPORTANT LESSONS

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MUSIC VIDEOADVERTISEMENTS

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A MARKETINGSTRATEGYTHE RIGHT WAY

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QUESTIONS?

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REFERENCES• Dobrow, Larry 2006, 'Pepsi stays in sync going with hot celebrity hand', Advertising Age, 20 Febuary,  pS-4-S-4,

view 28 August <http://web.ebscohost.com.ezproxy.library.uq.edu.au/bsi/detail?vid=2&hid=113&sid=3abd3edf-4d 50-4ecf-9e06-bd8b641df28b%40sessionmgr113&bdata=JnNpdGU9YnNpLWxpdmU%3d#db=buh&AN=19881292> Kilburn, D. (1998), "Star power", Adweek (Eastern edition), Vol.39 No. 2, pp.20-1

• Stephens, A and Rice, A. (1998), "Spicing up the message", Finance Week, Vol. 76 No. 26, pp. 46-7• Biswas, S, Hussain, M & O’ Donnell, K 2009, ‘Celebrity Endorsements in Advertisements and Consumer Perceptions:

A Cross-Cultural Study’, Journal of Global Marketing, vol. 22, pp. 212-137• Cho, B, Kwon, U, Gentry, J, Jun, S & Kropp, F, 1999, ‘Cultural values reflected in theme and execution: a comparative

study of U.S. & Korean commercials’, Journal of Advertising, vol. 28, no. 4, pp. 59-73. • Han, SP & Shavitt, S 1994,  ‘Persuasion and culture: advertising appeals in individualistic and collectivistic Societies’,

Journal of Experimental Social Psychology, vol.30, no.4, pp. 326–350.• Hofstede,G 1980, Culture’s consequences; international differences in work-related values. Beverly Hills, CA: Sage

Publications.• Keller, K & Lewi, G 2008, Strategic brand management: building, measuring and managing, New Jersey: Pearson

Prentice Hall.• Gorn, G 1982, 'The effects of music in advertising on choice behavior: A classical conditioning approach', The

Journal of Marketing, vol. 46, no. 1, pp. 94-101.• Hagtvedt, H & Patrick, V 2008, 'Art infusion: The influence of visual art on the perception and evaluation of

consumer products', Journal of Marketing Research, vol. 45, no. 3, pp. 379-89.• Crader, Sumire and Zaichkowsky. (2007), “The Art of Marketing,” in Brick & Mortar Shopping in the 21st

Century, Tina M. Lowrey, ed. Mahwah, NJ: Lawrence Erlbaum Associates, 87–106.• Cho, V, (2010). 'The Endorser's Persuasiveness on the Purchase Intention of High-Involvement Products: A

Comparison Between a Newly Launched Product and a Mature One.', Journal of Global Marketing, Vol. 23, p226-242, 

• Trout, J. (2007), 'Celebs Who Un-Sell Products', 13 September, Forbes.com, viewed 25 August<http://www.forbes.com/2007/09/12/jack-trout-marketing-celebs-oped-cx_jt_0913trout.html> 

• Keller, K.L, (2008), 'Strategic brand management: building, measuring, and managing brand equity', Pearson, New Jersey