The paper "Advertising Strategy of Nintendo DS Women" is an outstanding example of a marketing case study. Women, for a longer period of time, have been known to be disinterested with aspects involving gaming and purchase of newer software always brought to the market. They have always associated the idea of gaming with teenage boys’ altogether rather they are known to be focused on reading gossip magazines. Numerous efforts were made to ensure that the notion of gaming was popular amongst all genders and thus, Wii was introduced into the market to tap into the family market.
However, the success of the launch was not commendable given that women still held a relatively smaller percentage in gaming activities; at only 38 percent within the United States population. The Nintendo DS was in a process of tapping into this rather partly unexploited market in order to ensure that its growth of sales revenue would not reach a plateau phase. The process of penetrating the gaming industry into young women prospective customers initiated despite the niche proving a little bit challenging to convince.
Unlike in Japan and Europe markets where gaming penetration had attained a higher percentage mark, in the United States of America, the penetration was only placed at 7 percent for women. The rather lower penetration could be attributed to a lack of information that Nintendo DS availed games that were female friendly for that matter. For this question, such advertising strategies as online and celebrity endorsement concepts would be used in expounding the entire advertising campaign. First, the use of celebrities to endorse a product leads to potential customers into believing that these celebrities are the most credible spokespersons or rather opinion experts in the product they are entitled to endorse for that matter (Hung, 2014).
This translates to a higher level of confidence amongst the consumers hence increasing the immediate degree of product acceptance and also, postulating a positive impact on consumers’ attitude change as well as behavioral acceptance. Another way this model of advertising translates to a rich marketing campaign rests with the fact that the endorser effect is perceived in regards to attractiveness explanation (Hung, 2014).
It establishes the recognition of product likeability, attractiveness as well as intense meaning embedded notions of the celebrities that showcases plays an aspiration symbol to the potential consumers. Through the notion of promoting the aspect related to source attractiveness, the immediate consumers are likely to associate the endorsed product brand with positive perceptions that are mainly based on the positive opinion of the celebrities (Hung, 2014). Second, the campaign also extended to online advertising. Online advertising is perceived to be a modern way of reaching out to mostly the youth given that it integrates entertainment and social functions (Truong & Simmons, 2010).
When done perfectly well, online advertising is set to improve both the perception and credibility of a brand by way of linking them with relevant content or a credible blog (Truong & Simmons, 2010). Pop-ads are likely to develop to a higher degree of ad perception, recall and click-through purchase intentions by customers (Truong & Simmons, 2010). Third, the marketing campaign was reinforced with a print media campaign that set to establish that the normal way of celebrity lifestyles.
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Truong, Y, & Simmons, G 2010, 'Perceived intrusiveness in digital advertising: Strategic marketing implications', Journal of Strategic Marketing, 18, 3, pp. 239-256