The product selected for studying the advertising and promotional strategies is the Oral B. Oral B is available at Woolworth’s stores in Sydney. Oral B is a well-known brand for oral hygiene; it is available in many small retails and supermarkets like Woolworths and Coles. In Woolworths, it is sold under Health and Beauty section (Behance.net, 2017). The owner of the brand is Procter & Gamble, United States. The products of the brand includes tooth brushes, tooth pastes, electric tooth pastes mouth washes and dental floss.
Marketing campaign of Oral B in Australia
One of the most popular marketing campaigns of Oral B in Australia is “Rob the Dentist” Rob is a popular television character in the ads of Oral B that featured in 1980s, it was included in its facebook campaign for promotion of Oral B Tooth brushes. Under the facebook campaign the audiences has to decide and tell where Rob has been since 1980s. The best entries were to win $10,000. The advertisement campaign was successful because Rob was a well known character in Australia in 1980s (Schill et al. 2017).
Marketing campaign in Kenya
The second marketing campaign was basically a promotional campaign launched in Kenya. The aim of the Dental Care campaign was to raise awareness about the dental care in Kenya. According to reports only five percent of the Kenyans have access to dental care, so a campaign was run to educate the people about the importance of oral health care (Behance.net 2017).
Marketing Campaign in Malaysia
The third marketing campaign was an promotional campaign in Malaysia, the name of the campaign was “Complete Oral Care for a confident Smile” a face book contest was held to find out the brightest smiles of Malaysia the campaign targeted people of all ages. The aim of this campaign was to create awareness about Oral B that it the best remedy for a perfect smile. (Behance.net, 2017).
Marketing Campaign in India
The fourth marketing campaign was an advertising campaign of Oral B in India. The advertisement was published in Times of India and on the Sunday edition of the news paper an old news was given to the readers published on the first half of the advertisement, which was a jacket advertisement. In that, news of Indo China war was given, the paper looked liked the newspapers of 1960s, in the second half of the advertisement a dentist was holding a red unbranded tooth paste. The catch line for the advertisement was, “You wouldn’t want yesterday’s newspaper. Why would you want yesterday’s toothpaste?” (Verlegh Fransen and Kirmani 2015).
The cross cultural aspects that can be seen the advertisement and promotional campaign in the second marketing campaign of Oral B it is seen that Indians are very patriotic in nature and anything related to their history makes them happy, so adding an old piece of news from the past can easily grab their attention. Therefore, for the Indian audience the campaign run mentioned the Indo Chinese war.
The Cross-cultural influence is used is advertisements is the way the write or print the messages. There are two types of context cultures, high context culture and low context culture. In high context culture images, graphics and bright colors are used. Countries like India, Japan, and china are high context cultures. In low context, culture to the point and minimum language is used, countries like USA, France and Scandinavia are low context cultures where the very less language is used in the messages. In one of the promotional campaigns of Oral B
“Complete Oral Care for a confident Smile” In the marketing all the relevant information is very clear and the language used here is very simple. This message is used for a high context culture where the message has to be completely clear. Malaysian people belong to the category of high context culture and hence the message cannot be vague it should be clear by providing all the relevant information (Bai 2016).
In the marketing campaign for Kenya the brand is not promoted because the marketers know that people there do not have the awareness about oral health and hence they firstly are needed to made aware about oral and dental health and the the products can be promoted (Bai 2016).
Apart from the Cross-cultural aspects found in the advertisement campaigns of Crest toothpaste there were also other theories that were found in the advertisement campaigns. One such theory is Psychoanalytic theory. Sigmund Freud, Austrian founder of psychoanalysis, proposed the theory. He did not give consumer-buying theory but he gave a very impressive theory for human behavior. According to him, even human beings do not understand their own behaviors because there are lot of unconscious psychological factors that influence the behavior of an individual. Strong urges and desires take very important space in the unconscious minds of the human beings that they generally hide because it might cause guilt and shame. The cross-cultural aspect is very important while running advertisements, so is the concept of high and low context cultures. The advertisers needs to run the campaign accordingly because if the message is communicated in a wrong way then it might not be able to fulfill the objective for which it has been made much interested in the advertisements. Their buying decision will also be influenced so the message needs to according to the context culture of that particular country (Brosekhan Velayutham and Phil 2013).
According to his Psychoanalytic theory, consumers react to the symbolic elements it like they react to the economics and the function. He says that external factors like age gender, income arte not fully responsible for the consumer decision-making but there are motivations that lie within the psyche of human beings, sometimes the emotional appeals made in the advertising messages are more effective than the rational appeals made on the advertisements. In the fourth advertisement campaign, the emotional appeal was used to tell the audience that just as if they do not read old newspapers they should not use old toothpastes. (Monga and Williams 2016).
It is very evident from the advertisements that emotional appeal largely has a role to play in influencing the public. So the emotional appeal was used in the fourth and the second campaigns emotional appeal has been used, in the second marketing campaign the people of Kenya are appealed to get educate themselves to have a good oral and dental health in the fourth advertisement campaign the emotional appeal was to stop the using the old toothpastes. (Hoplamazian and Appiah 2013).
Another theory that is evident in the advertisements is the
Russians psychologist Ivan Pavlov gave this theory. In one of of the experiments of Ivan Pavlov offered food to a g dog after ringing a bell, he repeated this activity again and again, offered food to the dog after ringing the bell. Sometime later, he found out that only after ringing the bell the dog used to salivate. It started to expect food at the ring of the bell. From the experiment, Pavlov concluded that human behavior is similar and are results of conditioned responses (Liu and Thao 2013). The theory of Pavlov is largely accepted by the marketers. This information is used by the marketers change and influence the behavior of the consumers. Customer behavior depends on their previous experiences, this forms the base for application of this theory on the advertisements campaigns. In all the advertisement campaigns of Oral B toothpaste this theory can be applied, because the consumers based on their experiences will buy the products repeatedly (Hoplamazian and Appiah 2013).
Economist Thorstein Vebeln gave this theory, according to this theory human beings are social creatures who act according to certain standards of culture and and subgroups to which they are associated. The actions of human beings are according to their group membership. The theory focused on the leisure class of the society, where the use for the product does not depend upon utilitarian need fulfillment. The theory is very useful for the marketers because it suggests that it is important for the marketers to understand the social influence on the consumer behavior. In all the advertisement, the social value is very important because the opinion leaders who can be anyone influence the consumers. This is the reason celebrities are often seen in advertisements promoting the products because they have significant influence on the people and when the opinion leaders suggests that this product is good and can be used than the customers get convinced and buy the products (O’guinn et al. 2014).
Another important theory is Marshalian theory, which was given by Economist Alferd Marshall. According to this theory, consumers buy those goods and services that offer them most satisfaction. This theory has given the marketers some important hypotheses that are
If the products have a low price then there will be more sales. If there is any substitute of the product, if the price of the original product is high and the price of the substitute is high then the demand for the substitute will be increased. When the income of the consumer is increased then the price of the demand for the product also increases (Cahuc, Carcillo and Zylberberg 2014).
If the price of Oral B is increases then the demand for the product is increased. It can be concluded that only those consumers will buy Oral B products who think that the price of the products are affordable. Those customers who get maximum satisfaction from this product will also buy this product (Toman 2013).
Mr. Edwards gave this theory in 1954, it affects the buying decision of the consumers. In the production era this theory was put forward. This theory is the pioneer theory on consumer behavior since then it became important to focus on consumer behavior The business men in those era were more focused on their production and not on the wants of the consumers what the customers wanted. So some of the smart businessmen decided on the needs of the consumers. According to theory, many beliefs and values affect the consumer buying decision. The analysis of the behavior of the consumers can be done by focusing on the beliefs of the consumers. If the marketers could influence the beliefs and the values of the consumers they could influence the behavior of the consumers as well and make them buy the products. This concept formed the basis of this theory. Another idea generated from the theory that if the customers are given choices and alternatives they will judge the choices and the alternatives according to the perception they have regarding the product. The consumers look into before making a buying decision many factors. These factors affect the consumer buying behaviors; these factors are tastes, preferences, values, beliefs, personality, perceptions and attitude. Based on the perception, personality and behavior individuals select products. Those individuals who think that the toothpaste in no way harms or disrespects their social norms will choose Oral B toothpaste. For example certain people prefer toothpastes that have less chemical content, is herbal or mostly vegetarian. Therefore, those customers will look for such kind of toothpastes (Singam 2014).
There are many objectives behind advertisements. Advertisements aim at communicating with the public who are also potential customers, it also includes convincing the customers to buy a particular product, and it aims at creating the interest of the consumers towards the product. When the customers see or read the advertisements, repetitively it puts an impact on their heads and it is retained for a very long time, usually people see or read so many things and our mind can only retain few things (Hamilton, Bodle and Korin 2016). In order to create a long lasting impact the advertisements need to be interesting so that it influences the customers. This is the main reason why the advertisements are designed so beautifully and the taglines should be unique so that it can draw attention. The advertisements firstly need to be interesting enough to draw the interest of the consumers and the second thing is that it should be convincing so that it can influence the consumer buying behavior (Pappas 2016).
This theory focuses on the distinctiveness theory, according to this theory distinctiveness is uniqueness of any advertising. Distinctiveness is very important for interest generation. If the customers see the similar kinds of advertisements then the impact will be very less and the advertisement campaigns will fail to communicate a different idea to the customers. The core concept of advertisements is that it should be able to make a different impact and communicate a new idea the customers. In the fourth advertisement, campaign a unique and interesting way was used for drawing the attention of customers. Humor is the element that is liked by people and in this advertisement the indo Chinese war new was smartly compared with the old toothpaste brands it’s time for them to have a change in their lives by changing the toothpaste they are using (Sharma 2014).
The aim of advertising campaigns is to influence and persuade the customers into buying the products. If the advertisements are successful in creating a persuasive approach then, they can make the customers buy their products or at least create an interest among the customers into the buying behavior. The customers will enter the stages of the consumers buying behavior and they will start collecting information or do required research (Solomon 2014).
The Elaboration Likelihood Model is a model of persuasion; this model shows two different ways of persuasion, these are attitudes that occur at different levels of process of evaluation. The two routes are central and peripheral route (Fox, Rinaldo and Amant 2015). In the central route attitudes are formed by a method of evaluation of logical arguments. This route is similar to formation of attitude with the help of reasoned actions. In the peripheral route the attitude formation is done by the non argument based messages, like mood, attractiveness and other illogical messages (Rescorla 2014).
According to this model, when people have motivation and ability that helps in processing of a message that is present in any persuasive communication then there is high level of likelihood of message elaboration. On the other hand, if there is low level of likelihood of the message elaboration then people will have less motivation or the ability to process the information (Riemer et al. 2014).
References
Bai, H., 2016. A Cross-Cultural Analysis of Advertisements from High-Context Cultures and Low-Context Cultures. English Language Teaching, 9(8), p.21.
Behance.net.(2017). Behance.[online]Available at: https://www.behance.net/gallery/17386417/Crest-Toothpaste-Concept [Accessed 24 Jul. 2017].
Brosekhan, A.A., Velayutham, C.M. and Phil, M., 2013. Consumer buying behaviour–a literature review. IOSR Journal of Business and Management, 9, pp.08-16.
Cahuc, P., Carcillo, S. and Zylberberg, A., 2014. Labor economics. MIT press.
Fox, G.L., Rinaldo, S.B. and Amant, K.S., 2015. The Effects of Rhetorical Figures and Cognitive Load in Word?of?Mouth Communications. Psychology & Marketing, 32(10), pp.1017-1030.
Hamilton, J.F., Bodle, R. and Korin, E. eds., 2016. Explorations in Critical Studies of Advertising (Vol. 97). Taylor & Francis.
Hoplamazian, G.J. and Appiah, O., 2013. Viewer responses to character race and social status in advertising: Blacks see color, Whites see class. Journal of Current Issues & Research in Advertising, 34(1), pp.57-76.
Liu, J. and Thao, L., 2013. Intertextual techniques in advertisements. International Journal, 21, pp.11-19.
Monga, A.S.B. and Williams, J.D., 2016. Cross-cultural styles of thinking and their influence on consumer behavior. Current Opinion in Psychology, 10, pp.65-69.
O’guinn, T., Allen, C., Semenik, R. and Scheinbaum, A.C., 2014. Advertising and integrated brand promotion. Nelson Education.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
Rescorla, R.A., 2014. Pavlovian Second-Order Conditioning (Psychology Revivals): Studies in Associative Learning. Psychology Press.
Riemer, H., Shavitt, S., Koo, M. and Markus, H.R., 2014. Preferences don’t have to be personal: Expanding attitude theorizing with a cross-cultural perspective. Psychological review, 121(4), p.619.
Schill, M.J., Schill, M.J., Lentz, D., Lentz, D., Schill, M.J. and Schill, M.J., 2017. The Procter & Gamble Company: Investmentin Crest Whitestrips Advanced Seal. Darden Business Publishing Cases, pp.1-12.
Sharma, M.K., 2014. The Impact on Consumer Buying Behaviour: Cognitive Dissonance. Global Journal of Finance and Management, 6(9), pp.833-840.
Singam, G.D., Karunagaran, P., Pandiyan, T.S.D., Subramanian, T. and Govindan, S., 2014. Creative Advertising Impact on Customer Acceptance of Fast Food Restaurant. Academic Research International, 5(5), p.308.
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle River, NJ: Prentice Hall.
Toman, W., 2013. An introduction to psychoanalytic theory of motivation. Elsevier.
Verlegh, P.W., Fransen, M.L. and Kirmani, A., 2015. Persuasion in advertising: when does it work, and when does it not?. International Journal of Advertising, 34(1), pp.3-5.
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