Visual communication in marketing
Kim, Juhanna (2017)
Kim, Juhanna
Tampereen ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017112718295
https://urn.fi/URN:NBN:fi:amk-2017112718295
Tiivistelmä
This bachelor’s thesis aimed to provide insights for small businesses on effective visual communication in marketing through the analyses of four promotional videos. An existing marketing theory which is “Two Pillars of a Successful Marketing Strategy” was introduced to build a case for the importance of customer-centric approach in effective visual communication, along with the concepts of storytelling and customer emotions.
The promotional videos were analyzed based on a theoretical model “Six Principles of Sticky Ideas” in order to provide better understanding of the complex nature of videos and draw meaningful conclusion from the examples of effective visual communication. The qualitative data were collected from varying types of digital sources, articles, literature, and the author’s observations.
It was found through the analyses of the promotional videos that the “Six Principles of Sticky Ideas” can be used as a reliable cornerstone for effective visual communication, and that in each case there is indication of relevance to what makes a marketing strategy successful, i.e., understanding the demographics and the psychographics of the customer and integrating the resulting knowledge in business.
The findings suggest that creating a promotional video requires a holistic approach for it to be effective in terms of how well it reaches the audience. As the analyses were done only for the promotional videos of big businesses, it should be indicated that creating effective visual communication does not equate with big budget, and that small businesses can benefit from the analyses by looking into possibilities of planning their own successful visual communication.
The promotional videos were analyzed based on a theoretical model “Six Principles of Sticky Ideas” in order to provide better understanding of the complex nature of videos and draw meaningful conclusion from the examples of effective visual communication. The qualitative data were collected from varying types of digital sources, articles, literature, and the author’s observations.
It was found through the analyses of the promotional videos that the “Six Principles of Sticky Ideas” can be used as a reliable cornerstone for effective visual communication, and that in each case there is indication of relevance to what makes a marketing strategy successful, i.e., understanding the demographics and the psychographics of the customer and integrating the resulting knowledge in business.
The findings suggest that creating a promotional video requires a holistic approach for it to be effective in terms of how well it reaches the audience. As the analyses were done only for the promotional videos of big businesses, it should be indicated that creating effective visual communication does not equate with big budget, and that small businesses can benefit from the analyses by looking into possibilities of planning their own successful visual communication.