The paper “ Theories of Change of Attitude Incorporated in the Hong Kong International Airport’ s Advertising Campaign" is a delightful variant of a case study on marketing. The campaign ‘ Ho Ho Sik’ employed by Hong Kong International Airport (HKIA) was very successful because it employed a route suggested by the Elaboration Likelihood Model effectively. The designers of the campaign were able to identify a route that was easily adopted by the target audience. The Elaboration Likelihood Model (ELM) demonstrates that ideas can be formed and later changed along a continuum from low elaboration to high elaboration.
All promotional and advertising campaigns can be classified using the continuum based on the content of the campaign (De Mooij 49). This model has been advanced by researchers in the social psychology realm to explain the different ways in which an audience can be persuaded. The model suggests two processing routes namely central route and peripheral route. The central route processes need the audience to think more and can be mostly applied in high-elaboration conditions. The route involves an analysis of persuasive communication (such as an advertisement or speech) to determine the merits of an argument.
In these conditions, the cognitive response of a person to the message dictates its persuasive outcome. If a message is perceived as being well-constructed, reliable, and convincing; there are high chances that it will be received favorably even if it goes against the original position of the receiver with regard to the message (Petty & Cacioppo 13). When favorable thoughts emanate from the process of elaboration, the message has a high likelihood of being received. An attitude that is congruent with the message’ s position will come up.
If thoughts that are not favorable are generated when considering the merits of the presented arguments, the message is bound to be repulsed or rejected. The second pathway of the model was applied in the HKIA advertising campaign. This is the peripheral route that was applied in this Ho Ho Sik campaign. The peripheral pathway does not entail message elaboration through the cognitive processing of the merits of an argument. The processes employed rely on the environmental characteristics of a message. These include message presentation quality, the source credibility, the source attractiveness or a catchy slogan.
This is what the HKIA campaign entailed. The catch-phrase Ho Ho Sik was coined and spread through a word-of-mouth campaign. The peripheral route is normal a mental shortcut that accepts or rejects messages with regard to external cues as opposed to thought. The advertising campaign team at HKIA correctly identified that people when traveling are interested in learning one or two simple local phrases, whether it is a joke or a greeting, which can make the journey more interesting. "Ho Ho Sik" was loosely translated to mean ‘ very delicious’ and a team of people dispatched to the airport to teach tourists from all over the world on how to say it.
Videos of tourists learning how to say the phrase was shown to them and they shared it with other people. The video went viral on social media and it was shared globally. The campaign was successful since the phrase Ho Ho Sik looked interesting to learn and was easily adopted by the passengers and shared with friends and relatives.
The campaign was simple and with a low budget.