Global Marketing Communications Hyundai's Advertising Campaign with the Soccer World Cup - Case Study Example

Global Marketing Communications “Hyundai's advertising campaign” with the Soccer world cup 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, and affiliate, email, to the latest web channels for micro-blogging, webinar, blog, RSS, Internet TV and pod cast. 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 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 affect 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). 3. The media Hyundai's advertising campaign used the television as the main media for advertising. Additionally, the campaign used the print media as well as the Internet in an attempt to woe as many consumers as possible in the brand awareness campaign (Sam 2010). The automaker's football-centric ads through Innocean Worldwide America particularly are in 287 ad slots precisely during games, or ideally in halftime positions as well as on "Sports Center," "World Cup Live" and "World Cup Prime." Hyundai is also as well running print consequently in ESPN Magazine and many other ads on ESPN360.com, ESPN.com, ESPN Mobile as well as ESPNSoccernet.com. On the other hand, Marketing Daily kicks the ball around precisely with Chris Perry, named VP of marketing recently. 4. The marketing communication tools For the marketing communication tools, (Yoon 1992, 176-189) Hyundai's advertising campaign used sponsorship (Susan 2010) as well as Interactive media. However, it used sponsorship as the main communication tool for the overall advertising campaign. Sponsorship is ideally the fastest growing marketing form in the U.S. It is decidedly much in its infancy, particularly in the show arena (Susan 2010). With this ideally in mind, any company can find unlimited opportunities particularly to broaden their competitive advantage and increase their credibility, prestige and image in sponsoring events that attract the target market. For Hyundai, sponsoring the world cup is the choice of sponsorship in targeting the broader market share. Some trade show opportunities for promotion is among others sponsorship of the press room, a VIP room, an international lounge, an awards reception, banners, educational programs, badge holders, display computers, audio, visual equipment, tote bags, napkins, shuttle buses, and drink cups. For Hyundai they mainly chose shuttle buses for transporting the players to the stadiums and other places (Susan 2010). Sponsorship is the financial support of an activity, in use primarily for reaching specified business goals (Fifa.com 2010). According to the ideal IEG’s Guide to Sponsorship, "Sponsorship is easily but should not be confused particularly with advertising (Karl 2010). For advertising, it is considered mainly as a quantitative medium, but for sponsorship, it is considered particularly as a qualitative medium. It ideally promotes a company such as Hyundai in association with the respective sponsee." So many events nowadays use sponsorship support offering more exciting programs as well as helping defray rising costs (Susan 2010). Conversely, sponsorship allows the company to reach specifically niche markets under target without any ideal waste. Additionally, it is what Hyundai refers to as a powerful complement to many other marketing approaches, in addition to the dramatic influence, ideally on customer relations. Hyundai Motors views football sponsorships as a key element of its promotional marketing strategy. It also views it as an efficient approach to communicate with respective customers through sharing their passion, that of football and building a strong emotional connection (Fifa.com 2010). Through the Hyundai’s football sponsorship, the company aims to relatively position itself as a substantial brand that brings the excitement of what is termed as the world's greatest game to the millions of football fans across the globe, and remains committed deeply to furthering the development and this beautiful game (Karl 2010). Ground transportation is critical to the staging of such an international event successfully for instance the FIFA World Cup. Without the presence, of a large fleet of modern vehicles offering comfort, reliability, and safety, the smooth operation of the respective mammoth scale event ideally is unimaginable (Fifa.com 2010). Having well proven itself as a dependable and respectable partner and vehicle supplier particularly in many FIFA competitions which includes the 2002 and 2006 World Cups, Hyundai once again took the opportunity to play a key role as the provider of ground transportation in the 2010 until 2014 world cups. For the 2006 World Cup held in Germany, 900 passenger cars/vans from Hyundai, and 3,600 bus days ideally were available for the FIFA officials, organization committee members, national teams, media representatives as well as referees (Fifa.com 2010). Hyundai was responsible for the fleet of buses provided that were of use for the respective inter-city shuttle services and for the transportation of the participating national teams that were decorated with respective national team color, slogans and flags (Karl 2010). In the case of interactive media, it usually refers to services and products on digital computer-based systems that respond to the actions of the user by presenting content for instance text, animation, graphics, video, and audio among others. This also has been an approach for the Hyundai’s promotional campaigns in respective websites and has also featured as a minor approach but with an enormous, positive impact in marketing (Fifa.com 2010). Figure 2: Photo showing the fleet of ground transportation from Hyundai 5. The target audience Hyundai's advertising campaign ideally had the target audience as soccer fans (Karl 2010). This is because the company recognizes the potential of the soccer fans that rank as a quarter of the world’s population meaning that there is enormous potential in pulling an ad in the process of such an event (Yoon 1992, 176-189). 6. The objective of the marketing communication The objective of the Hyundai's advertising campaign marketing communication was precisely brand awareness (Karl 2010). This is to enlighten people more of the brand awareness and make them have an interest in the brand. It is to reach out to the many soccer fans, and instill some awareness regarding Hyundai and develop some interest in them. 7. Analysis of the marketing communication Practically and according to the analysis of the Hyundai's advertising campaign the marketing communication in use was terrific and has potential of achieving the objective of increasing brand awareness this is particularly because it increases the target audience. It would not practically pull numbers like the earlier Super Bowl, but this will still do perfectly well because of the people’s passion on soccer (Karl 2010). Also, ABC and ESPN and a lot of the advertisers promote the event a lot making it well known and reaching out to many people, which is the goal of Hyundai. It is absolute that the passion people have particularly for soccer will carry through and develop to a commitment to at least watching the programming on ESPN that means seeing the respective advertising. The three ads developed for the promotional campaign tie the passion as well as loyalty people have for soccer teams to the people’s loyalty for Hyundai (Karl 2010). The other thing is that ideally there will be strong synergy of people with Hyundai's global sponsorship meaning that this will have the best impact. People will turn on ESPN and see a team stepping out ideally from a Hyundai-marked bus as well as see the Hyundai signage practically on the field and this for sure is an excellent way of increasing awareness. The fact that Hyundai already has invested in FIFA on a large scale makes it that much appealing to the respective consumers. In conclusion, Hyundai's "Loyalty" ad promotional campaign had the intentions of "uniting soccer fans' zeal for respective team with Hyundai's top loyalty ranking precisely in Brand Key's 2010 Loyalty Engagement Index for Customers," and this is what brings in success for the approach by Hyundai (Karl 2010). However, the advertising campaign experienced a hitch in the context that it was kind of controversial according to the catholic faithful (Laura 2010). Many Catholic-oriented Web sites and blogs called the Hyundai ad ideally as "blasphemous (Karl 2010)." This is a tremendous challenge for the campaign to increase awareness but also acts as a great way of gaining the same because of the controversy underlying the ad (Laura 2010). The negative perception has played around will feelings of many and purporting more interest in many people wanting to follow up on the ad, therefore, increasing brand awareness all the same (Yoon 1992, 176-189). Well, Hyundai in its limelight got some attention precisely to its ad campaign, which was a part of the strategy, and this is working for the company so far with many people getting to know more about the ad as well as the brand (Yoon 1992, 176-189). 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 Read More