CCT302H5 Lecture Notes - Lecture 10: Fyre Festival, Cognitive Dissonance, Thematic Relation
26 Apr 2019
School
Department
Course
Professor
Document Summary
People focus on the word body" - backlash by feminist and body positivity movement. Goals: keep the market leader rank and implicate the company"s image. Objectives: promote new line of products, regain former customer, expand the market, increase sales. Target audience: 21-49 (mid-income), middle class; shanghai and london; fashionable and seeking to feel and look sexy, female customers that are confident. Vals framework: strivers (follow trends, influenced by concepts and stories), experiencer (motivated by self-expression, emphasis on new products); young females inspired by the story and they try to emulate people they admire. Advertising platforms: online website - five languages and ships worldwide, in-store ad. Two-step flow theory: most companies choose to invite celebrities to present their products, but instead of paying a lot of money to invite celebrities, vs creates their own spokesperson/opinion leaders: vs angels millions of followers.
