Persuasion Outcomes

Product and target market 

My marketing campaign will focus on marketing an eco-friendly automobile such as a Prius. The target market will be the environmentally-conscious consumers who are aware of the adverse effects that automobiles have on the environment, and will want to make a difference.  According to Barry (2018), 20% of American consumers will likely purchase an electric automobile, up from 15% of consumers surveyed in 2017. This shows that the demand for eco-friendly cars is rising, and my product will likely appeal to a growing number of consumers who are conscious about their environment. The target market will purchase the car as long as they are convinced that it is environmentally-friendly and its features and specifications align with their individual needs. 

Medium and message

My slogan will be “A big incentive for a small carbon footprint”. This slogan highlights the message that the product is environmentally-friendly since it has a small carbon footprint. I will use the internet medium and specifically social media and internet advertisements in marketing my product. The choice of the internet platform is informed by the large number of consumers who purchase products online (Church & Godley, 2010). Many people have embraced the convenience of online shopping, and they are likely to see my product, ask questions about its specifications and performance, and ultimately purchase it. 

I will also include an image of the car and seek a celebrity endorsement. The advert will contain a powerful and colourful image of the car, its year of manufacture, the price, and slogan. Depending on my target audience, I will incorporate a celebrity who identifies with the target market. For this campaign, I will seek a celebrity who has a track record of supporting environmental causes, and who has a strong following nationally and globally. The celebrity will enhance confidence that consumers have on the product, and increase awareness of the campaign through his/her following.  

Appropriate affective, behavioral, and cognitive outcomes and how the campaign could be designed to target each measurable outcome

According to Opentext (2019), affect relates to feelings, behavior concerns interactions while cognition entails thoughts. It is therefore imperative that my campaign positively affects the affective, cognitive and behavioral aspects of the target market. I will market a product that appeals to environmentally-conscious consumers who are keen on conserving the environment. This will appeal to their affect, since they have a strong passion for environmental conservation, and will feel that by purchasing the car, they have played a role towards improving the environment. 

The campaign also utilizes a celebrity endorsement from a celebrity who has a track record in conserving the environment. This aspect will impact the cognition and thoughts of the target market. Consumers will use rational thinking and conclude that if the celebrity has endorsed the product, then it is good for the environment. They will analyze the proven past record of the celebrity in environmental conservation and conclude that he/she has integrity and cannot falsely support a product that can harm the environment. 

The interaction between affective and cognitive abilities of the target market will affect their behavior. According to Church and Godley (2010), thoughts and feelings affect human behavior in the marketing process. The development of an eco-friendly product and support from an environmentally-conscious celebrity will likely influence behavioral changes that will manifest themselves in purchase of the car being advertised. The target market will use their feelings and thoughts to make a decision on purchasing the automobile. 

References

Barry, K. (2018). More American Drivers Want Electric Cars, AAA Survey Says. Retrieved 

from https://www.consumerreports.org/hybrids-evs/more-american-drivers-want-electric-cars-aaa-survey-says/

Church, R. & Godley, A. (2010). The Emergence of Modern Marketing. London, Frank Cass

Opentext. (2019). Affect, Behavior, and Cognition. Retrieved from 

1.2 Affect, Behavior, and Cognition