EMOTIONAL AND PSYCHOLOGICAL MARKETING CONTENT USED IN BRANDING, CASE: MATTEL; HE-MAN & THE MASTERS OF THE UNIVERSE TOY LINE
Dunkel, Ian (2019)
Dunkel, Ian
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019061417001
https://urn.fi/URN:NBN:fi:amk-2019061417001
Tiivistelmä
Emotional and Psychological marketing strategies are effective and are able to alter a consumer’s perception, and/or desires to purchase. Research shows that peoples’ emotions are able to be coerced or changed to follow a designed path. Also, that these methods can be used alone or in combination with many others mentioned within this thesis for marketing purposes. This thesis will show many of the ways that a company can choose to design their content, to which market it is being tar-geted to, and the most effective ways to have that content create an emotional im-pact or memory for them to recall the brand or product for present or future purpos-es. This thesis will also explain how one such company, Mattel, used effective con-tent to have a subverted psychological effect on their target audience to great profit. Some of the questions that will be answered within this thesis are why emotions are relevant, how they affect behaviors and why they are worth consideration towards the creation of marketing content, what psychological marketing is and how those methods work and finally what a brand is and how branding a product or service helps create lasting value.
According to various sources containing large amounts of data regarding this topic, many examples show all the ways that this type of effective content creation is an ever-evolving subject and moves in parallel to advances in technology as well as an always changing consumer market, depending on product or service rendered. When analyzing the data presented herein, we can see exactly how and why specific content is created and how and why the methods used within said content can be emotionally compromising. Also, the importance of a why a brand would want to use emotional content for the purpose of creating a lasting relationship (loyalty) with the customer to ensure brand sustainability. The results contained here show that there is importance and relevance to this type of marketing and that it can help ensure brand loyalty. As stated, this is an ever-evolving subject in marketing, and therefore further research is needed to learn about the most recent methods as well as the technology that might be used to employ those methods, if applicable.
According to various sources containing large amounts of data regarding this topic, many examples show all the ways that this type of effective content creation is an ever-evolving subject and moves in parallel to advances in technology as well as an always changing consumer market, depending on product or service rendered. When analyzing the data presented herein, we can see exactly how and why specific content is created and how and why the methods used within said content can be emotionally compromising. Also, the importance of a why a brand would want to use emotional content for the purpose of creating a lasting relationship (loyalty) with the customer to ensure brand sustainability. The results contained here show that there is importance and relevance to this type of marketing and that it can help ensure brand loyalty. As stated, this is an ever-evolving subject in marketing, and therefore further research is needed to learn about the most recent methods as well as the technology that might be used to employ those methods, if applicable.