Current Search: poster (x) » Smith, Allen (x)
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Title
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Advertising Research and Strategy: The Role of Creative Thinking Techniques Using Lifestyle Relevance.
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Creator
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Milios, Stasia, Vega, Eliezer, Baker, Heather, Mobley, Naim, Smith, Allen
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Abstract/Description
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As Vans’ market increases, marketers depend on advertising to reinforce competitive advantage. Our research-in-progress demonstrates the methods we used to research. The information gathered from our focus group suggests that durability and comfort are the main factors when making a purchase. Competitors like Converse and Nike use their market share to persuade their buyers to pay a premium price while Vans focus on durability and the lifestyle the shoes brings to the consumers. Our secondary...
Show moreAs Vans’ market increases, marketers depend on advertising to reinforce competitive advantage. Our research-in-progress demonstrates the methods we used to research. The information gathered from our focus group suggests that durability and comfort are the main factors when making a purchase. Competitors like Converse and Nike use their market share to persuade their buyers to pay a premium price while Vans focus on durability and the lifestyle the shoes brings to the consumers. Our secondary research revealed that millennials are considered the least conservative generation, which implies the rash nature of our target market. With the large growth rate of millennials, their preference pool is strongly influenced by the new wave. In regards to rebranding, vans began using “off the wall” to distance themselves from primarily skating to athleisure wear. Vans are mostly worn in cities with warmer climates to maximize comfort and a feeling of relaxation throughout the day.
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Date Issued
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2018
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PURL
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http://purl.flvc.org/fau/fd/FAU_SR00000045
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Subject Headings
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College students --Research --United States.
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Format
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Document (PDF)
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Title
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Impact of Functional versus Symbolic Signals on Initial Impressions: Implications for Designing the Look of a Website Homepage to Convey an Outdoorsy Brand Image/Personality for a Lifestyle Brand.
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Creator
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Gordon, Danielle, Llanos, Katherine, Nuhin, Samin, Smith, Allen
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Abstract/Description
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As competition among brands escalates, marketers seek emerging opportunities to differentiate and position brands and grow a customer base by offering lifestyle brands. Lifestyle branding adds value to consumers by integrating superior functional performance, enabling fuller engagement in lifestyle activities with emotional appeals satisfying psychological desires, such as adventure, excitement, camaraderie, and self-expression. While the importance of both functional performance and...
Show moreAs competition among brands escalates, marketers seek emerging opportunities to differentiate and position brands and grow a customer base by offering lifestyle brands. Lifestyle branding adds value to consumers by integrating superior functional performance, enabling fuller engagement in lifestyle activities with emotional appeals satisfying psychological desires, such as adventure, excitement, camaraderie, and self-expression. While the importance of both functional performance and emotional brand meaning have been justified in the marketing literature, an advertising maxim claimed successful communication required emphasis on one dominant message to create the most persuasive initial impression. Knowing that initial impressions impact consumer judgments of product design form, this study investigated whether functional or symbolic signals created more persuasive initial impressions when used to create the look of a website homepage for an outdoorsy lifestyle brand. The right look of a homepage creates a mood facilitating persuasion. Consent forms and APA Style complied with ethical research standards.
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Date Issued
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2018
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PURL
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http://purl.flvc.org/fau/fd/FAU_SR00000037
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Subject Headings
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College students --Research --United States.
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Format
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Document (PDF)
