During the Superbowl this year, Turkish Airlines took the opportunity to promote their airline with stars of the new film, Batman VS Superman: Dawn of Justice, Ben Affleck and Jesse Eisenberg. Both gentleman promoting their cities Gotham and Metropolis in the commercial, focusing it on the to-be released movie.
The actors were introduced as their characters, Bruce Wayne and Lex Luthor to mainly focus on the movie and attract further attention. Turkish airlines also used the hashtag #FLYTOGOTHAM to spread the advertisement of the movie as well as the airline onto social media. Turkish Airlines is an official airline partner of Batman vs Superman: Dawn of Justice which is out march 25, here in the UK. As the airline featured their new advert on the Superbowl this year, it caught the attention of a very large audience and their marketing strategy is to attract as many people as possible, widening the audience for the movie.
..and how about you, have you seen the movie or the advert?
Classical conditioning provokes different senses into thinking about a specific product or company. Many adverts that warn against smoking are associated with the risk of death and provoke the sensation. Adverts about car crashes and insurance are related to the sound of breaking which creates a reaction of fear and uncertainty from the audience. Different adverts and product types stimulate different reactions causing different outcomes. Adverts about food usually suggest hunger to attract people to their store using red and yellow colours which also help them attract more people as it stimulates their senses, leaving them thinking of hunger and food. Many companies use celebrities or sportsmen to make their product appear as ''exclusive'' and ''posh''. The use of famous people creates the sensation that the product is high quality and must be worth its price. Classical conditioning can stimulate different responses depending on the nature of the product and its purpose. Pepsi as an example, always uses the thirst noise effect which stimulates the audience's brain to think about things such as heat, dehydration and thirst and this leads to increase in sales as the advertisement marketing method was successful. The thirst sound effect is an unconditioned response which is always proceeded after the conditioned stimulus. After time, the audiences brain will stimulate a response every time their slogan or advert comes on. Another great example of classical conditioning is the use of the word 'SALE'. It creates an unconditioned stimulus as the consumer will think about the needs of buying things which will lead to conditioned stimulus - buying the product. Classical conditioning can be widely used to increase sale, profitability and popularity within the product sector. A product with a slogan or a stimulus can be widely known worldwide if it attracts attention and it used in similarity of the product/service. Classical conditioning is smartly and widely used in advertisements, creating large profits and sales worldwide. So it looks like stimulating senses really does work!
Audi Quattro has been known as one of the best car making companies in the world. Its surely not a secret that every time a car lover sees snow, they think of Quattro. The brand has used snow and bad weather conditions in many of their adverts including the latest one and many before that. Their marketing strategy usually involves humor and extreme weather conditions where the car is shown in its best environment. The fact that some of their adverts include families does create the perception of the cars being ideal for families who are in need of a safe car which will take them for A to B. Many of their latest adverts have included snow and how the car manages to drive through it, focusing on how well it does it too. Because they use situations such as family bonding time in their adverts, the consumer creates an ideal image in their head about the brand being suitable for their life environment and satisfactory needs. Especially when many countries have extreme winters, the brand is doing a great job at targeting an extremely large audience and because not all of their adverts focus on snow, the brand recognition widens with every advert they produce.
