Identification of the advertisement, product involved and the general advertising appeal

Question:

Discuss About The Essential Highlights Could Be Perceived?

The following report is intended to describe the insights pertaining to a product advertisement on YouTube. Some of the essential highlights that could be perceived in the following report include the identification of the advertisement, product involved and the general advertising appeal involved in the advertisement. The analysis of the consumer behaviour issues which could be reviewed in context of the advertisement of Apple’s product, iPhone 7, presents a formidable interpretation of the significance of the consumer behaviour issues in moderating the advertisement campaign (Batat, 2018).

The analysis of consumer behaviour issues is responsible for providing viable inferences for identifying the unaddressed issues in the current campaign. The report also describes the consumer behaviour insights and its application for improving the marketing of Apple’s iPhone 7. Another profound element of the report is observed in the critical reflection of teamwork dynamics and the experience involved in completion of the assignment (Carter & Yeo, 2016).

The advertisement identified as an example for the following report is that of Apple’s new product, the iPhone 7. The iPhone 7 is one of the latest inclusions in the iPhone product line of Apple which is characterized with unique features such as Retina HD display, display zoom, dual-domain pixels for wide viewing angles. The Apple iPhone 7 is also known to be first of its kind to be waterproof which is a profound indicator of marketing advantage for the brand. The product could be classified in the electronics products category which indicates the product class (East, et al., 2016).

The general type of advertising appeal that is explicitly observed in the advertisement refers to personal and brand appeal. Since the brand reputation of Apple is formidable in the electronics products categories, the brand appeal of the advertisement is clearly evident. On the other hand, Funk, Alexandris & McDonald said that the implications for the personal appeal could be profoundly observed in terms of the personal emotions of Apple product enthusiasts which act as motivation for purchases (Funk, Alexandris & McDonald, 2016). The characteristic outcomes which could be perceived in the general appeal of the advertisement refer to happiness, pleasure, self esteem, pride and stimulation.

The smartphone industry has been rapidly expanding with profound references to the introduction of artificial technology and the evolving demands of customers. The development of technology has not only created distinct opportunities for product development but has also provided credible insights into the radical changes in customer preferences related to technology. The product positioning of Apple as compared to its competitors is not accountable as an issue albeit with the differentiation factor used for premium pricing of Apple’s products could be assumed as a prolific influence on the behaviour of consumers (Garcia & Ruiz, 2016).

Analysis of the consumer behavior issues in moderating the advertisement campaign

On the contrary, emotional appeal of the advertisement is largely derived from the brand reputation of Apple in the domain of electronics products. The emotional appeal is largely observed in personal appeal wherein the individuals purchasing the products could obtain the benefits such as self esteem, happiness and pleasure. The emotional appeal of purchasing an Apple iPhone 7 is also reflected in the social aspect with the explicit outcomes such as respect, affiliation, acceptance and recognition.

As per Godey, et al, decision making prompts could be anticipated in the advertisement through emphasis on the new features integrated in the product such as the new flash which is emphasized by the narrator in the advertisement. So the audience is more likely to be emphasizing on the specific parts of the advertisement which strike them and justify the efficiency of the new features (Godey, et al., 2016). The primary objective of advertisement initiatives of every brand are directed towards transition of potential customers of Apple to actual buyers. Therefore, the advertisement of Apple succeeds in presenting the favourable indications related to the product which also play a considerable part in determination of consumer decision. Consumer motivation aspects with respect to the case of Apple could be explicitly observed in the factors of economic circumstances of customers and lifestyle preferences of customers of Apple.

The advertisement could be critically associated with limitations for customers belonging to median income levels. Furthermore, the emotional association of customers with the brand of Apple could be assumed as a major insight for determining the consumer behaviour (Halvorsen, et al., 2013). The examples of customers waiting in queues for getting their hands on the first new Apple product could be accounted as notable implications for considering the favourability of consumer behaviour towards the enterprise. The decision making process that would be probably followed by customers should also be reviewed as a crucial dimension of consumer behaviour. The decision making process could be largely observed to be associated with different stages which are characterized with distinct outcomes. It is essential to perceive the foremost stage of the decision making process which could be associated as a major objective of the video advertisement (Hawkins, Mothersbaugh & Best, 2013).

The video advertisement on YouTube should be able to help the audience in determining the need for purchasing the Apple iPhone 7. The next step in the decision making process refers to the collection of information related to the product which could be facilitated to a certain extent by the advertisement. According to Lantos, the evaluation of alternatives is the next stage involved in the decision making process of customers which also requires involvement of the alternative sources of advertisements and concerns of competition (Lantos, 2015). The successful completion of the above stages leads to the final purchase of the product by customer. Therefore, the advertisement could be associated as a profound determinant of the customer purchase decision.

Consumer behavior insights and its application for improving the marketing of Apple’s iPhone 7

The analysis of the different consumer behaviour aspects as observed in case of Apple could be considered significant since the evaluation of pitfalls in consumer behaviour could result in reforms in marketing approaches (Martin & Woodside, 2017). The specific consumer behaviour issues such as product positioning, decision making prompts, consumer motivation and decision making process could be effective for resolving the pitfalls in outcomes from advertisements of Apple. The identification of consumer behaviour issues could be a formidable input for changes in the advertisement content.

It can be imperatively observed that the advertisement of Apple’s new product iPhone 7 has been able to depict the features of the product alongside imposing a formidable emotional appeal for the customers. The advertisement campaign is liable to address the different ethical issues that could be identified in the commitments of Apple (Nica, 2013). The company is explicitly dedicated to preservation of product quality, privacy and sustainability which have been depicted considerably over the years and contributed to the brand reputation of Apple. However, the existing advertisement campaign depicts profound limitations in terms of addressing the ethical issues of communicating the pitfalls of privacy. User privacy is a major cause of concern for Apple and the data collection mechanism adopted by the company is liable for drawing ill reputation for the organization especially in terms of ethics. The advertisement campaign does not emphasize on the protection of privacy of data on customer devices and neither does it take any specific considerations for communicating this factor to customers in the advertisement (Pappas, 2016).

While the organization has taken substantial measures to integrate information about its CSR activities and efforts to reduce environmental impact of its facilities in its advertisement campaign, it has refrained from interactions pertaining to the allegations against it for unwarranted data collection practices. Therefore Apple could be subject to a profound ethical issue that could affect customer behaviour in the long term. Another consumer behaviour issue that has not been addressed by the advertisement refer to the lack of references to a benchmark in order to determine the alternatives in decision making process. While the lack of any potential references to competitors could be credible initiatives, it would not be plausible to ignore the existence of substitutes that facilitate products at lower costs. Another promising factor that could be anticipated as a consumer behaviour issue which has not been addressed in the advertisement is the determination of a social identity of customers (Radionova & Praude, 2016).

Critical reflection of teamwork dynamics and the experience involved in completion of the assignment

The advertisement has not provided a specific indication towards the physical or social attributes of customers that leads to ambiguities related to identity of target consumer segment which subsequently creates insufficiencies in ethical and consumer behaviour contexts. The advertisement also fails to provide a detailed impression of the sources from where customers could access the new Apple iPhone 7 which is a major customer behaviour issue reflected in the consumer environment for the organization (Stephen, 2016).

Consumer behaviour was not a major element of research in business management until the recent decade which was characterized by customers buying to fulfil their needs and requirements from a limited assortment of choices. However, as times have progressed, the domain of business has seen a vast turnaround in which the customers have gained power of businesses and they dictate the product designs and approaches for product pricing. Therefore, it is essential for business organizations to recognize the significance of consumer behaviour and the factors influencing it in order to acquire the necessary competitive advantage.

As per Stephen, the profound developments observed in service related sectors as well as industrial domains have led to the proliferation of unique competences that could enable organizations to address customer requirements flexibly (Stephen, 2016). Therefore, consumer behaviour data acquired by a brand could help it in ascertaining its reach in the market alongside obtaining a credible impression of the areas where it is lacking behind competitors such as product quality or customer service.

The outcomes of consumer behaviour analysis could be implemented by an organization to address major concerns in terms of marketing, segmentation, targeting and positioning of the product. The primary benefit of obtaining customer behaviour insights is noticed in the form of proven data on the trends which influence customer behaviour the most. For example, Apple can use customer behaviour data acquired from the usage statistics of different apps on their iPhones to determine the user preferences for the particular apps or features.

This would help the organization to implement development routines for the apps preferred by higher number of users which would be improvised in the next designs of Apple iPhone. It is also imperative to consider the factor that these measures could be applied in the current marketing campaign. The use of data acquired from customers from a pilot study prior to launch of advertisement and product could be helpful for resolution of minor glitches in the product (Vinerean, et al., 2013).

The identification of the unique features of the iPhone 7 and its classification in the electronic products category

Consumer behaviour insights are also helpful for depicting valid insights into the existing economic circumstances and the purchasing trends among customers. Therefore, an organization could anticipate customer purchasing behaviour for changing prices according to customer demands. However, this factor could be reflective of urgent requirement for review of financial resources and opportunities for reforms in production schedules.

The requirement of a comprehensive analysis of the video advertisement of Apple and its new product the iPhone 7 was indicative of the basic necessity to implement teamwork dynamics. The cases of teamwork dynamics could be identified flexibly in the case of our initiatives for completing this assignment (Martin & Woodside, 2017).

While the involvement of every member was productive for the assignment, the refraining attitude of one of the team members negated his involvement in the discussion on theoretical aspects of consumer behaviour. On the other hand, I should also critique my incapability as a team member as I should have encouraged the team to motivate the member for expressing his opinions and contribute to the completion of the assignment. The aspect of communication observed in the teamwork dynamics for completion of this assignment could also be classified as a major addition. Communication among the team members was ensured through verbal and non verbal channels involving formal references to the team meetings and casual interactions between members.

Conclusion:

The report presented an identification of a video advertisement of YouTube and aimed to illustrate the product class type and the advertisement appeal evidently observed in it. The report also emphasized considerably on the consumer behaviour issues that were derived from consumer behaviour analysis in context of Apple i.e. the chosen company. Thereafter, the report depicted formal references to the identification of ethical issues that have not been addressed by the current advertisement campaign. The above section of the report was directed towards discussing the significance of consumer behaviour insights in the improvement of marketing outcomes for a product or service. Finally, the report depicts a critical reflection on the teamwork experience involved in completion of the project.   

References   

Batat, W., 2018. Experience Marketing: Consumer Behaviour and Customer Experience. Routledge.

Carter, S. and Yeo, A.C.M., 2016. Mobile apps usage by Malaysian business undergraduates and postgraduates: Implications for consumer behaviour theory and marketing practice. Internet Research, 26(3), pp.733-757.

East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer behaviour: applications in marketing. Sage.

Funk, D.C., Alexandris, K. and McDonald, H., 2016. Sport Consumer Behaviour: Marketing Strategies. Routledge.

Garcia, J.A. and Ruiz, B., 2016. A Systematic Review of the Role of Time in Consumer Behaviour. INTERNATIONAL JOURNAL OF MARKETING COMMUNICATION AND NEW MEDIA, 4(6), pp.29-47.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), pp.5833-5841.

Halvorsen, K., Hoffmann, J., Coste-Manière, I. and Stankeviciute, R., 2013. Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway. Journal of Global Fashion Marketing, 4(3), pp.211-224.

Hawkins, D.I., Mothersbaugh, D.L. and Best, R.J., 2013. Consumer behavior: Building marketing strategy. McGraw-Hill Irwin.

Lantos, G.P., 2015. Consumer behavior in action: Real-life applications for marketing managers. Routledge.

Martin, D. and Woodside, A., 2017. Learning consumer behavior using marketing anthropology methods.

Nica, E., 2013. Marketing implications of consumer behavior. Economics, Management and Financial Markets, 8(1), p.124.

Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.

Radionova, E. and Praude, V., 2016. Relationship marketing: consumer behaviour comparison in the traditional and online trade markets. New Challenges of Economic and Business Development–2016, p.586.

Stephen, A.T., 2016. Consumer behavior in digital and social media marketing: A review of recent findings and directions for future research. Current opinion in psychology: Special Issue on Consumer Behavior, forthcoming.

Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, pp.17-21.

Vinerean, S., Cetina, I., Dumitrescu, L. and Tichindelean, M., 2013. The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), p.66.