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Hong Kong Ad Campaign   Term Paper ID:43452 Click to get this paper

Essay Subject: Describes how Motorola is advertising its cell phones in Hong Kong.... More...

8 Pages / 1800 Words 16 sources, 20 Citations, APA Format $32.00 Return to List of Papers

Paper Introduction: Marketing Cell Phones A Hong Kong Ad Campaign Regardless of where a market might be located or the culture in whichit is positioned many companies have come to the conclusion that brandsare vital to their marketing efforts and that brands are ubiquitous as alocus for advertising The case for brands At issue in this reportis an analysis of a recent advertising campaign in Hong Kong a campaignundertaken by telecommunications company Motorola Inc which seeks toincreases the firm\'s market share of cell phone Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. In additionto the airport campaign, Motorola is positioning a number of its productssuch as Ming or Z as fashion accessories, specifically targeting youngerconsumers who expect stylish and entertaining phones. p. She wears a stylish red dress and a designer handbag on her left sidewhile sporting a red dominatrix outfit on the right. Brandweek, 49(28), 18.Madden, N. (1997). Current Health, 25(8), 6-12.Fraim, J. Farrington (1999), in a discussion of how advertisements impact oncertain attitudes and behaviors among younger consumers, makes the casethat many advertisements glorify unattainable body ideals or promotelifestyle and purchase choices that are either beyond the reach of youngerconsumers or are inappropriate for those consumers. (2 8). Marketing Cell Phones: A Hong Kong Ad Campaign Regardless of where a market might be located or the culture in whichit is positioned, many companies have come to the conclusion that brandsare vital to their marketing efforts and that brands are ubiquitous as alocus for advertising (The case for brands, 2 1). (1997). (2 ). In J. 9+.Chang, T.C. In choosing to make itsadvertising campaign in the Hong Kong Airport an interactive digitalcampaign, Motorola was taking advantage of the attractiveness of thisparticular approach to engaging consumers that has emerged throughout Asia. At issue in this reportis an analysis of a recent advertising campaign in Hong Kong, a campaignundertaken by telecommunications company Motorola, Inc. Nevertheless, it isbest to think of this strategy as a synergistic one which couplesinteractive engagement of consumers with a strong and focused ad message.DuGay (1997) suggests that synergistic advertisements are those that movebeyond integrating brand attributions with a message to create meaningfulrelationships between the product being promoted and the consumer. Digital Diversions: Youth Culture in the Age of Multi-Media. This is an excellent use of technology and a cleverstrategy for directly engaging consumers in an activity that will bond themto the company. It emphasizes thetechnological superiority of Motorola products, including LCD screens whilemaking a soft pitch based on "saying goodbye" which is the thematic messageof the campaign. which seeks toincreases the firm's market share of cell phone purchases in the importantHong Kong market and, in fact, throughout China (Madden & Slania, 2 6).Madden and Slania (2 6) pointed out that determined to regain the lead incell phone sales from major rival Nokia Corp., Motorola launched bold adspositioning its trendiest products as fashion accessories and engaging in acombination of hard and soft selling in order to achieve its goals andobjectives. Sefton-Green (Ed.). On Screen Asia.com. (2 2). This isparticularly significant because in advertising its Ming and Razr products,Motorola has also used online advertising to compete with a number ofrivals including Nokia and Samsung (Yin, 2 7). Far from being a miracle product that sells risky behavior, theseads focus on healthy behaviors such as communicating with loved ones.Unlike the advertisements described by Farrington (1999) which promoteunhealthy choices, the Motorola advertisements are meant to promoteeffective communication strategies while also advancing the brand itself. London: Sage.Yin, S. Media: A Journal ofMedia and Culture, pp. In P. Fun and games are serious business. Airline passengers are encouraged totake a photograph of themselves using cameras on their cell phones, uploada farewell message, and then send the photograph and message to liquidcrystal display (LCD) monitors located throughout the airport's terminals.This "just say goodbye" strategy has apparently resonated with consumers inthe Asian market and driven phone sales for Ming up (Say goodbye with...,2 8). By engagingcustomers in this manner, Klara (2 8) argues that ordinary people becomepart of an ad campaign and consequently are more likely to buy into thatcampaign than those who simply respond to celebrities. Media, a Journal of Media and Culture, March 9, p. The Economist, September 6. Motorola's primary brand is the Razr and it is this mobile phonethat tended to predominate in the Hong Kong and greater China market untilthe emergence of the new Z-phone and Ming, a Motorola with state-of-the-artChinese handwriting recognition. The free opportunity to useany cell phone to take a picture and then send that picture to a large LCDscreen in a heavily populated airport is driving consumers to purchaseMotorola phones. The dream of synergy: More than integration. Available at www.mobiadnews.com/?p=1842. Since the image can be transmitted by cell phone withMotorola's brand logo and name on it, both sender and receiver areconstantly reminded of who made this activity possible. The company wants tomake Motorola wearable and it seems likely that China will be an excellentmarket for this strategy. Accessed online May 6, 2 9.Nixon, H. It literallybranded Motorola's Ming and Razr as relevant to the Hong Kong/Chinesemarket. Today, savvy media companies are looking,according to Fraim (2 ), for more ways to make money and to engageconsumers in the process of advertising itself. Suchproducts are being positioned not only as necessary communications orentertainment devices, but also as fashion accessories that add directly toone's appeal, performance, and presentation of self as fashion-forward.Grossman and Cuthbert (1996) noted that some companies have tended to focusadvertising campaigns on specific communications messages emphasizing, forexample, a feminist interpretation of identity. (1997). Asian Branding. Over the course of theentire year, online advertising in Hong Kong accounted for HK $724 withmore than 1, advertisers using online advertising campaigns which nowaccount for a substantial portion of all ads done in the country. Media, 18.Batey, I. (2 9). (2 1). (2 6). The ads target youngconsumers who spend the most on fancy headsets and lucrative non-voiceservices. This was underscored in a recent article in On Screen Asia.com (2 9)in which it was noted that spending on online advertising in Hong Kongpeaked in 2 8 at HK $2 8 million (US $26.8 million in the fourth quarter),a 33 percent increase over the third quarter. & Cuthbert, D. Samsung launches networking Web site. The Motorola advertising campaign that is the focus of the presentstudy seems to be targeting cell phone users of all ages although it may bemost directly appealing to younger cell phone users. This report has discussed this advertising campaign whichemerges as marketing Motorola cell phones to a broad array of consumerswhile simultaneously the firm maintains traditional ad campaigns forspecific segments. Crain's Chicago Business, 29(17), 14.Motorola's 'say goodbye' campaign at Hong Kong Airport. Nixon (1997), in contrast,suggests that when technological products like cell phones are beingmarketed in an advertising campaign, there are fewer variations in terms ofgendered marketing efforts than is the case with respect to clothing assuggested by Grossman and Cuthbert (1996). Hong Kong is clearly a consumer culture in which technology productsare becoming increasingly important (Madden & Slania, 2 6). (2 8). The objective of this campaign was to secure a high frequency trafficdigital site at zero cost, to enable Motorola to showcase both Razr andMing in an interactive, fun, engaging manner with the phone at the centerof the dialogue, to incorporate celebrity endorsements from such figures asDavid Beckham and Jay Chow and to showcase Motorola and its products asinnovative and on the cutting edge (Motorola's say goodbye campaign...,2 8). Certainly, one of the basic principlesthat any student learns in advertising courses is that people respond tobrands and sign values that directly engage them in the values orlifestyles represented by the product. This is particularly interesting as noted by Fraim (2 ) whosuggests that beginning in the 195 s, advertisements acquired a morecomplex and subtle personality and began straying outside of their familiarmedia neighborhoods. It also recognized what Chang (1997) characterized as a highlyurban imaging strategy that capitalized upon a captive audience at anairport - individuals with a potentially substantial amount of downtime whowere likely to have a cellular phone and to be attracted to this kind ofinteractive and self-promoting activity. (2 8). As Fraim (2 )might suggest, this means that everyone is becoming an ad or at least aparticipant in advertising campaigns. ReferencesAcxsiom eyes Asian digital expansion. With this in mind, itbecomes quite clear that Motorola's Hong Kong Airport campaign is anexceptional act of near genius. Consumers respond to both hardselling and soft selling and the Motorola advertisement is an excellentexample of both. 4: Text messaging gets big (very big). Singapore: Prentice Hall, pp. 151-175.The case for brands. Overall, as this essay demonstrates, Motorola has seized a uniqueadvertising opportunity to combine hard and soft selling while capturinggreater market share among cell phone users. Culture Studies, 1 (3), 43 -448.Hong Kong's online advertising reaches US $26.8 million in Q4 2 8. As noted by Nixon (1997), hand-held devices including video games andthe new generation of cell phones being produced by firms like Motorola andNokia are designed to appeal to members of the youth culture. & Slania, J.T. As Batey (2 2) suggests, this kind of campaign worked because itwas specific to the Hong Kong market and employed both mechanisms andimages that resonated well with the intended audience. In addition, Motorola's campaign, according to Klara (2 8), utilizestext messaging and billboards at the Hong Kong International Airport tocapture attention from consumers. Body shopping Maternity and alteritiy in mamatoto. 84-87.Farrington, J. Accessed online May 6, 2 9.Klara, R. Companies like Motorola are thereforepositioning their brands to become prominent and attempting to convincecustomers to pay more for a brand simply because it seems to represent away of life or a set of ideas (The case for brands, 2 1). 1-6.Grossman, M. (2 7). Available at www.bizzia.com/behindthebuzz/say-goodbye -with-motorola-in-..., Accessed online May 6, 2 9.Wernick, A. In the case of theMotorola campaign, the message that is being affirmed by having pictures ofordinary men and women displayed on LCD screens throughout the airport isthat everyone matters and everyone can be, in effect, the star of their ownlife. Motorola, in this particular advertising campaign, is clearlycognizant of the growth of digital marketing that is taking place in Asia(Acxiom Asian digital expansion, 2 8). DuGay (Ed.). The growing ubiquity of advertising, or what happens when everyone becomes an ad. According to Madden and Slania (2 6),the new ads for this phone depict a woman with a vertically divided outfit. What isparticularly significant about the Hong Kong Motorola advertisement is thatit is reaching out to travelers who are then encouraged to promotethemselves as part of the firm's advertising message. Bright idea No. Are ads making you sick? Available at www.onscreenasia.com/print.asp?id=45 2. Madden and Slania (2 6) pointed out that of the1.4 billion cell phone subscribers in 2 6 around the world, more than 33 million were in China. (1994). (2 8). It is very much an ad campaign that grabs the attentionof consumers in a forceful and direct manner. From 'instant Asia' to 'multi-faceted jewel': Urban imaging strategies and tourism development in Singapore." Urban Geography, 18(6), 542-562.DuGay, P. (1999). London: Sage, pp. Asia is a region of the world where technology is being embracedefficiently and rapidly, giving rise to a culture that in and of itself isbeing shaped and informed by digitization, thus strongly supporting theimportance of using digital and even interactive technologies to reach suchan audience. (1996). 11. While 6 million new customers enter China's mobilephone market every year, less than 3 percent of the country's totalpopulation has a cell phone today. Provocative ads for Moto in China. The Motorola market share of the cell phone sector in China fell frommore than half in 2 to 12.8 percent in early 2 5, rebounding to alittle over 14 percent in the first quarter of 2 6 (Madden & Slania,2 6). Promotional Culture. Subliminal advertising techniques became popular inthe second half of the twentieth century just as advertising itself becamemore and more ubiquitous. Some 15 years ago, Wernick (1994) pointed out that the culture inwhich most people live is becoming increasingly oriented toward brandpromotion and even self-promotion. London: University College London Press.Say goodbye with Motorola in Hong Kong Airport. What better way to get the attention of aconsumer than allowing that consumer to photograph the self or a loved oneand then to display the image on a huge LCD screen for thousands of otherpeople to see? Branding a country. Production of Culture/Cultures of Production. If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.