New Product Launch: Strategic Persuasion to Create Positive Brand Impact - Essay Sample

Introduction

Persuasion is strategic communication targeting coercion towards a particular goal. Persuasion is mostly exploited to influence positive attitude towards a Brand. This can create a positive impact or negative attitude towards a brand. Persuasion is usually based on convincing the other party to subscribe to your idea or brand (Meyers-Levy & Malaviya, 1999), through presenting them with the suggestion that by them engaging your product they also benefit.

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Marketing a New Product

Marketing will be based on creating a buzz that will ensure attracting attention to my product. Building up the expectation of my product before availing it to the customers will also be an employable strategy. Relational influence an alternative elaboration on persuasion will be employed; using product similarities to insinuate and suggest a similarity between my brand and acceptable brand standards recognized by the target customers.

A New Potato Chip Flavor

Potato chips are a snack, usually enjoyed plain or infused with certain flavors. Presenting a new potato chip flavor to an already congested market will require commitment and creativity. Creating a flavor that will easily identify the preferences of most Customers will be the best approach to market penetration and will make it easier for persuasion. Appealing to the reasoning of the target consumers, messages will be sent systematically to enable the customer to process the presented information adequately. Introducing a new exciting and beguiling flavor to the chips should enthrall consumers.

Advertising Campaign

Advertising Campaign is usually based on a message intending to promote a brand and attain a specific goal, could be to push sales, create brand awareness or influence a close association to a product. My campaign will be based on the resource matching theory. Providing information to my target clients optimally to influence a favorable response or outcome (Howell, 1973). Resource matching theory applies where systematic message processing is crucial. Chicken and Potato chips are both common delights, ensuring that my target customers relate the feeling of tasting both at the same time. Availing information to my target consumers that advocates for my product should influence the uptake of my brand.

The advertising campaign will partially dictate the acceptance rate and perception of the brand. These will be evident from the results or outcomes of employing specific marketing campaign strategies. The impact that implemented marketing campaign will have on the brand either, in terms of sales, consumer uptake or the new attitudes portrayed by the consumers or target customers towards the product and the brand. An advertising campaign should be able to have a positive persuasion impact on the target consumer base. Other factors that will influence the product sales are availability or accessibility by the target market and affordability of the product.

The Medium to Promote That Message

This is the method employed to pass the information to the target consumers. A visual and graphic choice of media will be applied. This will target individuals consuming mass communication media like television, and the internet. Most people have access to either internet, Television or are bound to be exposed and view a poster or billboard at least twice a day. Exploiting either or all of these channels will guarantee that my target customers will be exposed to information regarding my product. This will increase the chances of boosting product awareness and sales.

Affective, Behavioral, and Cognitive Outcomes

Exposing target consumers to information that will provoke an emotional attachment to a brand will improve uptake. This is referred to as an Affective approach to persuasion (Meyers-Levy, & Malaviya, 1999). Portraying an image that depicts the source of potatoes used to make the potato chips to be peasant farmers will invoke pity from the target consumers who might buy in support of the peasants hence attracting and boosting a brand or product sales.

Behavioral outcomes are the actions customers are likely to take towards a brand based on the presented information or independent consumer attitude. These can be receptive or resistive behavior, behavioral outcomes can be resistive if the target customer already has subscribed loyalty to alternative products or the product doesn't appeal to their interests and needs. This will result in low sales, and slower market penetration since investment in customer persuasion will be required. Receptive behavior will increase brand acceptance and product uptake in the market. Persuasion should be directed towards influencing a positive behavioral attitude towards a brand to maximize its success chances.

Persuasion can also be achieved through influencing a positive thought towards a brand product (Magee, R 2014). This is referred to as the cognitive aspect of persuasion. Providing insight into a product will encourage uptake, presenting information on the product to the target customers and allowing them to experience through free samples will help them to have a positive thought towards the product. Availing required materials to the target customers and sharing accordingly is bound to have a positive impact on the persuasion towards the product.

Persuasion is a tool that can benefit a brand in marketing, advertising, and sales. This can boost the growth of a brand and a product. Engineering acceptance of a brand can boost sales hence the increase of profitability of the organization. Persuasion can also be used within the organization to have individuals subscribe to a common idea hence cohesion in working towards a common goal. However, Persuasion mostly depends on existing beliefs and has to be built on consumer culture; this may prove to be a challenge.

References

Howell, W. S. (1973). Innovations in persuasion. Communication, 33-40.

Magee, R. (2014). Persuasion: A social science approach [Electronic version]. Retrieved from https://content.ashford.edu/

Meyers-Levy, J., & Malaviya, P. (1999). Consumers' processing of persuasive advertisements: An integrative framework of persuasion theories. Journal of marketing, 63(4_suppl1), 45-60.