Marketing Music Video Advertisements - how to do it the right way. This was a presentation done for a Marketing Communications class at the postgraduate level in the University of Queensland.

1. A MARKETING
STRATEGY
1

2. CREATING
MUSIC
VIDEO
ADVERTISEMENTS
HOW TO THE RIGHT
DO IT... W Y!
A 2

3. #1.T ARE
WHA
MUSIC
VIDEO
ADVERTISEMENTS? 3

4. 4

5. Can you guess what
is the product
they are promoting?
5

6. 6

7. #2.USE
WHY
MUSIC
VIDEO
ADVERTISEMENTS? 7

8. 1. CELEBRITY
ENDORSEMENTS
2. CLASSICAL
CONDITIONING
(MUSIC BACKGROUND)
3. VISUAL ART
SPILL-OVER
8

9. #3.TO
HOW
ACHEIVE THE
IDEAL EFFECT? 9

10. 1. CELEBRITY Celebrity
endorsement
ENDORSEMENTS
standards?
2. CLASSICAL Music selection
standards for
CONDITIONING
(MUSIC BACKGROUND)
desired effect?
3. VISUAL ART Visual art
standards for
SPILL-OVER
desired effect?
10

11. 1.
CELEBRITY
ENDORSEMENTS
Well-known Well-defined
Logical fit
Good between
reputation product and
celebrity
Source: Keller, 2008 11

12. 2. MUSIC
SELECTION
Classical
conditioning Source: Gorn, 1982
Impacts Listening to liked
Directly
consumer versus disliked
affects
perception of music while
product
affected being exposed
preferences
products to a product
12

13. 3.
VISUAL ART
Artistic elements
SPILL OVER to influence
consumers
in favorable way
Source: Crader and Zaichkowsky (2007)
Visual art spill over from the
artwork onto products with
which it is associated, leading
to more favorable evaluations
of these products
Source: Hagtvedt & Patrick (2008)
13

14. Target audience:
Young women aged 17-23
1. CELEBRITY In Korea: Big Bang and 2NE1
In China: F(X) and MIC
Music attracts 20-30 year olds
2. MUSIC Youthful, catchy, fun,
energetic
SELECTION
3. VISUAL Full of colour - multi-coloured
Fashion statement
ART
14

15. 15

16. In South Korea, LG sold
over 700,000 units
of LG Lollipop phone!
Music video: No. 1 hit
on Korean charts!
Lollipop China and
Lollipop 2
16

17. LG CHINA
17

18. #4.
OTHER
CONSIDERATIONS
18

19. POINTS TO NOTE
#1: CULTURAL
CONSIDERATIONS
#2: ADVERTISEMENT
DESIGN/ FOCUS
19

20. Congruent with the
dominant cultural norms
of a society.
Source: Cho (1999); Han & Shavitt (1994)
20

21. IN THE US Source: Stephens and Rice
(1998)
PERCENT AGE OF
ADS WITH
CELEBRITIES?
25% 21

22. IN JAPAN Source: Kilburn (1998)
PERCENTAGE OF
ADS WITH
CELEBRITIES?
70% 22

23. 23

24. CULTURE
THEORIES
Hofstede (1980) identified five
dimensions to assist in
differentiating cultures:
• Power distance,
• Individualism,
• Masculinity
• Uncertainty avoidance
• Long-term orientation
Cultural dimension context :
High-context/ Low-context
Source: Taylor, Wilson, and Miracle (1994)
24

25. WESTERN
ASIAN
Low power distance High power distance
Individualism Collectivism
Celebrity’s achievement Idol-worshiping
Low-context Celebrity’s status
(informational cues) High-context (emotional
appeal)
25

26. POINTS TO NOTE
#1: CULTURAL
CONSIDERATIONS
#2: ADVERTISEMENT
DESIGN/ FOCUS
26

27. #1: Match: The products
characteristics and the personality of
the celebrity be precisely matched
- Define best fit of brands profile and
target demographic
#2: Poor connection: the associated
image of the celebrity and the
associated use or image of the
product.
27

28. 28

29. 29

30. #3: Over emphasis on the celebrity: e.g.
Britney Pink Beyonce - Pepsi
Commercial
#4: Misbehavior: A celebrity should know
about a product and preferably use it.
E.g. Britney Spears
30

31. #5: Lack of specific product
meaning: Celebrity overuse,
e.g. Michael Jordan
31

32. Effects of poor celebrity choice
and poor message design:
Poor financial return;
Limited purchase intention
32

33. #5.
LETS DO A
RECAP 33

34. IMPORTANT LESSONS
WHY MUSIC VIDEO ADS?
1. Celebrities endorsement
2. Classical conditioning and music
3. Visual art spill-over
OTHER CONSIDERATIONS
1. Cultural differences
2. Advertisement design/focus
34

35. MUSIC VIDEO
ADVERTISEMENTS
35

36. A MARKETING
STRATEGY
THE RIGHT W Y
A
36

37. QUESTIONS?
37

38. REFERENCES
• Dobrow, Larry 2006, 'Pepsi stays in sync going with hot celebrity hand', Advertising Age, 20 Febuary, pS-4-S-4,
view 28 August <http://web.ebscohost.com.ezproxy.library.uq.edu.au/bsi/detail?vid=2&hid=113&sid=3abd3edf-4d
50-4ecf-9e06-bd8b641df28b%40sessionmgr113&bdata=JnNpdGU9YnNpLWxpdmU
%3d#db=buh&AN=19881292> Kilburn, D. (1998), "Star power", Adweek (Eastern edition), Vol.39 No. 2, pp.20-1
• Stephens, A and Rice, A. (1998), "Spicing up the message", Finance Week, Vol. 76 No. 26, pp. 46-7
• Biswas, S, Hussain, M & O’ Donnell, K 2009, ‘Celebrity Endorsements in Advertisements and Consumer Perceptions:
A Cross-Cultural Study’, Journal of Global Marketing, vol. 22, pp. 212-137
• Cho, B, Kwon, U, Gentry, J, Jun, S & Kropp, F, 1999, ‘Cultural values reflected in theme and execution: a comparative
study of U.S. & Korean commercials’, Journal of Advertising, vol. 28, no. 4, pp. 59-73.
• Han, SP & Shavitt, S 1994, ‘Persuasion and culture: advertising appeals in individualistic and collectivistic Societies’,
Journal of Experimental Social Psychology, vol.30, no.4, pp. 326–350.
• Hofstede,G 1980, Culture’s consequences; international differences in work-related values. Beverly Hills, CA: Sage
Publications.
• Keller, K & Lewi, G 2008, Strategic brand management: building, measuring and managing, New Jersey: Pearson
Prentice Hall.
• Gorn, G 1982, 'The effects of music in advertising on choice behavior: A classical conditioning approach', The
Journal of Marketing, vol. 46, no. 1, pp. 94-101.
• Hagtvedt, H & Patrick, V 2008, 'Art infusion: The influence of visual art on the perception and evaluation of
consumer products', Journal of Marketing Research, vol. 45, no. 3, pp. 379-89.
• Crader, Sumire and Zaichkowsky. (2007), “The Art of Marketing,” in Brick & Mortar Shopping in the 21st
Century, Tina M. Lowrey, ed. Mahwah, NJ: Lawrence Erlbaum Associates, 87–106.
• Cho, V, (2010). 'The Endorser's Persuasiveness on the Purchase Intention of High-Involvement Products: A
Comparison Between a Newly Launched Product and a Mature One.', Journal of Global Marketing, Vol. 23,
p226-242,
• Trout, J. (2007), 'Celebs Who Un-Sell Products', 13 September, Forbes.com, viewed 25 August<http://
www.forbes.com/2007/09/12/jack-trout-marketing-celebs-oped-cx_jt_0913trout.html>
• Keller, K.L, (2008), 'Strategic brand management: building, measuring, and managing brand equity', Pearson, New
Jersey