Senior Project Body 2

Senior Project Body 2 - Brown 1 Evan Brown Robert Girton...

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Evan Brown Robert Girton Extended Essay 16 February 2010 Creating Desire The second step business relies on when marketing and advertising products to teens is to create a desire for the product. Desire relies upon a positive brand image and is the next step once inside the consumers head. This step is what gets the consumer on the brand’s side by showing the two are similar and can offer them what the consumer is looking for. To do this, a brand must have a deep understanding of its audience, and know their likes and dislikes (Woods). Knowing the consumer values is vital to success. Those values are reflected onto the products to appeal and spark interest. This is why some brands associate their products with organizations, charities or causes (Woods). Cincinnati Ohio 2009. Web. Notice that Dawn is associating itself with rescuing wildlife, specifically birds. This ad would appeal to those who believe in the well being of animals, which for the most part may be middle aged women. Therefore Dawn would be a top choice in soap for middle aged women (who may be the main consumers of soap), because the brand and the individual have a common interest or belief about wildlife and can do something to help. What is genius about the Dawn ad is that buying the soap will do something to make the consumer feel better about his or her self. This Brown 1
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shows that offering the customer a way to find inner comfort will increase desire. By buying Dawn soap, the consumer can feel at ease because he or she has contributed to the well being of animals. Even though different products attract through different means, finding what the customer lacks, needs, wants, values, desires will appeal to the customer. And offering a solution to that dilemma will attract the customer and create desire. Ads or brands that appeal to offer him or her way to relieve these demands are what persuade teens, just like anyone. But specifically teens have a desire to fit in and stand out at the same time (Zborowski). Teens have their own set of needs, wants, values and desires. Teens are constantly looking for an identity that matches who they are, which is always changing because they do not know yet (Rushkoff). This identity crisis and need for uniqueness is a heavy issue for teens and depending on the severity of it, some teens may be willing to spend more to fix it than others. The teen’s insecurities and spending on clothes have a strong correlation and Megan Zborowski makes sense of why teens buy certain labels when she says: Designer labels have the ability to create a sense of self-worth by association. On a personal level, they can temporarily boost the wearer's self-esteem by creating a connection with a well-known, expensive name. Even though the actual clothing is
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This note was uploaded on 11/05/2011 for the course ENG 111 taught by Professor Patterson during the Fall '07 term at Miami University.

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Senior Project Body 2 - Brown 1 Evan Brown Robert Girton...

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