Advertisers have never had it so hard,with regards to new ideas and innovations in product advertising,they have to keep on out-doing themselves time and time again, the creation of adverts for a product are to install a small piece of information into the consumer mind,whether its through a piece of well known music or a super famous person like Kerry Katona.... Adverts have also now become educational to a point, take a look at these adverts and see the difference in details;
Can you see that one will sell you a box on four wheels and the other is trying to sell you the lifestyle and elegance?
Adverts like the first one will bring back memories for some people as will the advert from 2008 for my generation but the thing is what is it that we really remember? There is a link below to a video that brought back so many memories when i watched it....
Music from the 90's
Kotler's Buyer Decision Process assumes optimisation rather than satisfaction, but in terms of purchasing a product heuristically (buying quickly with not much thought), it is not optimisation that is focused on, but satisfaction of the purchase. For myself a good example would be the fact i buy Cheerios for my cereal because i am satisfied with the product and it means i will keep buying and stick with the product (also because it has the green band it means it has 100% wholegrain) WOW!!! Have i just proved that,that piece of advertising works?
"Learning is the acquisition of knowledge. Memory is the storage of internal representation of that knowledge." Blakemore 1988.
This entire concept relates back to researching into finding out what the target audiences are most likely to take interest in (e.g. humour and simplicity for males and details for women), please read through my other blog "can you really remember what you saw on television or a magazine?" to find a better understanding of this concept.
What can you remember from a smell or a taste....? do certain things mean different things? does the taste of a Chicken and Mushroom Pukka Pie remind you of the last game at the old Wembely Stadium Between England and Germany and Germany won, One to Zip!! If the answer is No then you missed a rubbish game but if the answer is Yes then you enjoyed that atmosphere as much as i did........?!?!?!?!?
Solomon states "Nostalgia has been described as a bitter sweet emotion, where the past is both viewed with sadness and longing."
"When a stimulus is capable of recreating a personal event, even after many years, there often follows a bitter sweet feeling of nostalgia." Du Bois 2000 (research)
The idea of an item bringing back memories either of good time or bad times is just normality i have found a site that allows you to look back at what you may or may not remember... (NOSTALGIA)
By using certain music, a feeling of happiness can be achieved through triggering memories from the particular era. This ultimately creates a link between the nostalgic memories and the product being advertised. Can someone please tell me what happened to the guy that delivered Milk Tray? I have uploaded a collage to show just a few things that role back the years for me.......
Please wacth all these links about memory they will really help you to understand what is going on........
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