Media outlook in December 2006 | |||
Hooked by emotions
Today's domestic consumer is not hungry, he purchases foreign clothes, has a private banking account, insured his car and is somewhat surfeited. He does not just need good beer, which would correspond to his social status. This concerns other products as well. The advertising companies, in their turn understand the situation and get use of the growing capabilities of the market in order to surprise, amaze and inspire the consumers to buy. A good example of a competent emotional positioning is the first advertising campaign of TNK-BP launched in 2006, the main aim of which was to support the promotion of the Program of Corporate Social Responsibility. The billboards in 10 regions of Ukraine had three topics with working names: Pregnant woman, Family, Airplane, which transmit correspondingly social responsibility, ecological safety and international business-standards.
Source: Marketing Media Review