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  1. Communication link between buyers and sellers

    QUESTION

    Discuss  the function of informing, persuading, and influencing a consumer’s purchase decision    

 

Subject Business Pages 2 Style APA

Answer

The video is a marketing advertisement for Pepsi. The message in the video seeks to position Pepsi as a drink for a new generation.  According to Ismail (2021), product positioning refers to a marketing strategy leveraged by businesses to influence consumers’ perception of the product. The marketing video leverages positioning through the following; choice of words used. The massaging alludes that Pepsi is the drink of the new generation.  Therefore, the video targets young consumers such as those in early adulthood, youths, and teenagers in the market.  The advertisement’s content is geared to create a connection between them and them, and the product such as Pepsi being the signature drink of their generation.

            Secondly, the actors used in the video are all young.  The dancers seen on the streets are all young and from different racial groups.  The young dancers’ presence is to create a perception in the mind of the targeted audience that the product is made for them.  Early adults to teenagers who see the advertisement will connect with the product and therefore seek to consume it. Furthermore, the use of Michael Jackson, a pop artist, also shows that complements the message that the product is targeting young consumers. The artist’s presence cemented the positioning effect of the advertisement video as Michael Jackson’s fan base comprised of those in early adulthood to teenagers.

 The word Pepsi can be at least eight times during the video (Giraldi Media, 2009). The video is only one minute long, which makes the word have a high-density ratio in the video compared to all the other words that appeared. The use of the word is to create brand familiarity.  The intended function of repeating the word is to keep the product at the forefront of the customers’ mind.  Having the brand at the forefront of the customers’ mind makes it easy for them to make a purchase decision the next time they come across the product in a store.

References

Giraldi Media. (2009, June 26). Michael Jackson Pepsi Generation [Video]. YouTube. https://www.youtube.com/watch?v=po0jY4WvCIc

Ismail, M. (2021). Influence of Positioning Strategy and Relationship Marketing Towards Brand Imaging. International Journal of Applied Management Theory and Research (IJAMTR), 3(1), 32-52.

 

 

 

 

 

 

 

 

 

 

 

 

 

Appendix

Appendix A:

Communication Plan for an Inpatient Unit to Evaluate the Impact of Transformational Leadership Style Compared to Other Leader Styles such as Bureaucratic and Laissez-Faire Leadership in Nurse Engagement, Retention, and Team Member Satisfaction Over the Course of One Year

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