Liking is essentially classical conditioning — liking for the object (i.e. brand) develops following consistent and long term association with the execution. Likeable advertisements work well for big established brands, imbuing them with interest, appeal and status.
Being a soft measure that can easily be influenced through creative treatment, likeability is particularly popular with advertising agencies. It is also one of the hallmarks of online advertising. Popular and effective commercials on the internet are good at linking the ad’s message with the brand, through an entertaining storyline.
Apple’s 1984 commercial (Exhibit 22.4) is an example of an advertisement that is widely liked, well remembered and highly acclaimed. The Clio Awards added it to its Hall of Fame, and Advertising Age placed it on the top of its list of 50 greatest commercials.
The ad was an example too of the use of symbolism in advertising. Alluding to Gorge Orwell’s Nineteen Eighty-Four, the heroine in the ad represented the coming of the Macintosh, and IBM was depicted as “Big Brother”.
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Marketing has changed. More so in practical terms, and marketing education is lagging.
The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.
That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.
MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.
The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.
Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.
But be careful. There are plenty of toys that masquerade as simulators.
Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.
While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.