Essays on Global Marketing Communications Hyundai's Advertising Campaign with the Soccer World Cup Case Study

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The paper "Global Marketing Communications Hyundai's Advertising Campaign with the Soccer World Cup" is an outstanding example of a marketing case study.   Integrated Marketing Communications generally is a term in use when describing a holistic approach ideally to marketing communication. Its aim is ensuring consistency of the message as well as the complementary media use (Homer 1990, 78-86). The concept generally includes online as well as offline channels of marketing (Steven 2010). Online marketing channels may particularly include any e-marketing programs or campaigns, from pay-per-click, search engine optimization, banner, an affiliate, email, to the latest web channels for micro-blogging, webinar, blog, RSS, Internet TV and podcast.

Offline marketing channels for IMC is traditional print (magazine, newspaper), mail order, industry relations, public relations, billboard, television and radio (David and Stayman 1986, 365-381). A company ideally develops its strategic, integrated marketing communication using all the marketing mix elements (product, promotion, price, and place) (Burke and Edell 1989, 69-83). Conversely, integrated marketing communication precisely is the integration of all tools of marketing, approaches, as well as resources all within a company that maximizes impact on the mind of the consumer resulting into maximum profit ideally at minimum cost.

In general terms, marketing starts precisely from "Marketing Mix" (David and Stayman 1986, 365-381). This paper discusses a current integrated marketing communication campaign which uses the Football World Cup (i. e. Soccer World Cup) in communication with a bias in Hyundai's Advertising campaign. 1.The message Hyundai’ s FIFA World Cup advertising campaign was developed at Innocean ideally by the executive director Jeff Spiegel, Robert Prins and Doug James, art director Mehrdad and copywriter O’ Brien, account executive Trapasso and account director Richard. Figure 1: Photo showing the Hyundai’ s World Cup ad Hyundai's advertising campaign uses both affective and cognitive messages (Steven 2010) in the advertising process.

The distinction between cognitive and affective message intent in the advertising promotion campaign is not well-established (Batra and Ray 1986, 234-249). Recently, a stream of research incorporated the general impact of emotions/feelings (common in literature, "feelings" and "emotions" are treated synonymously) (Burke and Edell 1989, 69-83). In Hyundai's advertising campaign, it portrays an ad-based effect as well as cognition (Batra and Ray 1986, 234-249). Evidence of the role of mediating of emotional responses particularly in advertising settings (Yoon 1992, 176-189; Jerry 1989, 444-457) suggests ideally "that the cognitive and affective aspects of persuasion intertwine rather than hold as separate", and this is what Hyundai's advertising campaign used.

Batra and Ray (1986, 234-249) are two distinguished scholars who provide evidence, which argues that ad-induced feelings ideally influence ad attitudes, brand attitudes and brand attribute evaluations (Steven 2010) indirectly and directly through the individual judgments of ad characteristics from respective individual consumers (Yoon 1992, 176-189). 2.The encoding Hyundai's advertising message encoding is particularly unique in a strategic way.

There are two main commercials, which the car manufacturing company practically produced, which threatened been banned because of questionable content as upsetting people? The two, practically half-minute commercials, were dubbed "Wedding" and "Communion". They featured particular elements those of the Catholic faith even though many people believe they ideally portray in a way, which seemed offensive to Catholics (Sam 2010). However, both of the commercials particularly were meant in exemplifying the love for soccer, which is found across the globe and converting the same to love and interest for the Hyundai Brand.

The first commercial, "Wedding" was featuring a crown of thorns well-rested on a soccer ball top, while the other ad named "Communion", showed fans who have the passion for soccer lined up to receive a pizza like one ideally would receive just like in the Eucharist (Sam 2010). Additionally, there was another encoded ad for the Hyundai campaign. This was the last of the three advertisements run in the summed up "Loyalty" campaign and was entitled "Funeral". For this "Funeral" ad, a soccer fan lay in his casket well dressed in soccer attire fully and holding tightly a soccer ball in his hands.

The overall aim of Hyundai was more to rile up fans ideally to outwardly show considerable affection for their respective soccer squad of choice that is why the advertisement campaign precisely was known to Hyundai's workers ideally as the "Loyalty" campaign (Sam 2010).

References

Batra, Rajeev and Michael Ray. 1986. "Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, 13 (September), 234-249

Burke, Marian and Julie Edell. 1989. "The Impact of Feelings on Ad-Based Affect and Cognition, "Journal of Marketing Research, 69-83

David AKer and Douglas Stayman. 1986. "Warmth in Advertising: Measurement, Impact, and Sequence Effects," Journal of Consumer Research, 12 (March), 365- 381

Fifa.com. 2010. “HYUNDAI • KIA MOTORS” http://www.fifa.com/aboutfifa/marketing/partners/hyundai.html, (retrieved on July 4, 2010)

Homer, Pamela. 1990. "The Mediating Role of Attitude toward the Ad: Some Additional Evidence," Journal of Marketing Research, 78-86

Jerry Olson. 1989. "Assessing the Role of Brand-Related Cognitive Responses as Mediators of Communication Effects on Cognitive Structure," Journal of Consumer Research, 444-457

Karl Greenberg. 2010. “Hyundai Sees Big Future in World Cup Soccer” 2010, June 14, from, http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=1300 71, (retrieved on July 4, 2010)

Laura Brown. 2010. “Hyundai Pulls World Cup Ad after Catholic Complaints” 2010, June 16, from, http://www.insideline.com/hyundai/hyundai-pulls-world-cup-ad- after-catholic-complaints.html, (retrieved on July 4, 2010)

Sam Gustin. 2010. “Hyundai Pulls 'Insensitive' World Cup Ad after Catholic Outcry” (2010, June 14) from, http://www.dailyfinance.com/story/autos/hyundai-pulls- world-cup-ad-after-catholic-outcry/19516045/?icid=sphere_copyright, (retrieved on July 4, 2010)

Steven Bradley. 2010. “Cognitive Dissonance: How Contradictory Ideas Affect Design” 2010, February 23, from, http://www.vanseodesign.com/web-design/cognitive- dissonance/, (retrieved on July 4, 2010)

Susan Friedman. 2010. “Sponsorship: A Key to Powerful Marketing” 2010, from, http://marketing.about.com/od/eventandseminarmarketing/a/sponsorship.htm, (retrieved on July 4, 2010)

Yoon, Sun-Gil. 1992. “Message framing and the interrelationships among ad-based feelings, affect, and cognition” Journal of Advertising 1(5) 176-189

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