Bobo Doll Study and Its Application for a Beauty Product Promotion
The study of the Bobo Doll suggested that observation is more effective than persuasions.
Going by that thought process, the task at hand is to make a choice of marketing campaign to be implemented for the marketing of a beauty product. The choices are:
1. To use a celebrity actress as a model seen using the product and
2. A relatively unknown model to play the role of girl next door using the product.
My choice for the campaign is to pick a relatively unknown model to the play the role of a girl next door. Reasoning:
The foundation of my reasoning is that the product is a mass market one and not in the high price range like Olay etc.
1. Beauty products work on the logic of creating anxiety to lead into consumption.
2. Hence an unknown model in the girl next door role will connect well with the target audience
3. She could be shown with all negativity in terms of beauty, which by the end of the advt is fixed
4. The negativity so portrayed will be something which most of the target audience would have in them like acne, pimples or dark skin.
5. Using an unknown model I would be able to Problem/Solution positioning
6. A celebrity would not allow her to be portrayed in bad light as it would affect her career
7. And mass target can never connect with a personality
8. Hence an unknown model will be my preference.
9. However for a product which is niche is nature, a personality would be used for all promotions to bring in a class and give a TOM recall as a highly valued product to the consumers.
Example:
1. In Fair & Lovely campaign for skin whitening, no known models are used. This campaign is successful and has been able to connect with the mass.
Ethics:
However as footer I would be careful not hurt the sentiments of any particular class or creed of people by portraying high levels of
Going by that thought process, the task at hand is to make a choice of marketing campaign to be implemented for the marketing of a beauty product. The choices are:
1. To use a celebrity actress as a model seen using the product and
2. A relatively unknown model to play the role of girl next door using the product.
My choice for the campaign is to pick a relatively unknown model to the play the role of a girl next door. Reasoning:
The foundation of my reasoning is that the product is a mass market one and not in the high price range like Olay etc.
1. Beauty products work on the logic of creating anxiety to lead into consumption.
2. Hence an unknown model in the girl next door role will connect well with the target audience
3. She could be shown with all negativity in terms of beauty, which by the end of the advt is fixed
4. The negativity so portrayed will be something which most of the target audience would have in them like acne, pimples or dark skin.
5. Using an unknown model I would be able to Problem/Solution positioning
6. A celebrity would not allow her to be portrayed in bad light as it would affect her career
7. And mass target can never connect with a personality
8. Hence an unknown model will be my preference.
9. However for a product which is niche is nature, a personality would be used for all promotions to bring in a class and give a TOM recall as a highly valued product to the consumers.
Example:
1. In Fair & Lovely campaign for skin whitening, no known models are used. This campaign is successful and has been able to connect with the mass.
Ethics:
However as footer I would be careful not hurt the sentiments of any particular class or creed of people by portraying high levels of