Kylie Smith
Professor Renee Culver
IDC. 301
20 April 2015
Hyperreality Marketing Strategies of Bud Light It is undeniable that marketing plays a major role in the success of consumer products, and that campaign tactics have changed throughout the years. One company, though, is changing the game and has become a new leader in the industry. Bud Light, has transformed the consumer products market through the new, extensive use of hyperreality. These hyperreal campaign strategies differ from the traditional campaigns in that they now focus on concepts like energy and experience rather than interest and action; and have had tremendous success in appealing to the millennial generation. Corporations have, for centuries, made use of the media to
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This model was a linear path to consumer purchase; starting at awareness and once reaching the goals of that level, progressing to interest, then desire, then action. This was the foundation of brand campaigns for years. However, now that the digital age is upon us and technologies are growing exponentially, consumers are able to directly interact with bands at a faster rate than ever before. This has led companies, like Bud Light, to throw the old AIDA model out of the window and this new, more effective marketing strategy (Fromm and …show more content…
By setting brand love as the goal rather than sales, there seems to be more success; because not only does the company gain loyal consumers who help promote the brand and become engaged, sales also typically go up as a result. For Bud Light, the perfection of this model might not have been obtainable without the use of hyperreality. It was apparent in the earlier discussion that for each component, energy, intrigue, partnership, experience, and meaning, that Whatever, USA played a major role; and as discussed earlier, the town is thriving with
From our research, Anheuser-Busch is content with being the number one beer company in the world, increasing sales each year in operation. We found that Anheuser-Busch met many views associated with the world, business, and behavioral dimensions. The company also displayed its stability as we reviewed one of its most successful products Budweiser, owned by Anheuser-Busch, under the marketing view and the financial view. Not only do they hold almost half of the market share in the industry but their stock prices, sales volume, and net sales have all increased from 2002 to 2003. We also looked at Budweiser in terms of geography and culture. We found due to the fact that the "western" countries consume the majority of beer, it only makes sense that Anheuser-Busch concentrates on that market. Along these lines, another key goal that is also important to Anheuser-Busch is to boost other beer markets that are located in other cultures, where at the time beer is not a major consumption.
Organizations often talk about themselves and their products when marketing to customers. The reality is that prospective customers do not care about you or your product -- they care about themselves. How much time does Budweiser's commercial spend focusing on beer? Absolutely none. Instead, the ad focuses on portraying a heart-warming relationship that every single viewer can connect with. Budweiser makes itself relevant to those watching the commercial simply by creating that experience. So stop focusing your marketing strategy on your company, product, service or yourself. Instead, develop a message that highlights what you are offering means to the targeted customer’s life.
An effective advertisement is able to persuade its viewers by providing informative facts about a brand that help create a sense of liking, which will enhance certain attitudes and feelings about the brand from the target audience. If an advertisement is effective it will be able to persuade its target audience. The persuasive appeals used in the Bud Light Party advertisement are source likeability, humor appeal, and appeal to broad cultural values, specifically patriotism. This paper will analyze how these three persuasive appeals can make an advertisement successful by grabbing the attention of its target audience, the millennial generation, making them more likely to have purchase intentions due a connection made between the advertisement
Advertising (marketing) in America is long past its zenith. There may have been a time when people actually paid attention to all of the flash, the glitz, and the hype, but most consumers (especially those in Generation X) are savvy and somewhat skeptical. The public is less impressed and views these types of marketing attempts as desperate, and even pathetic. Marlboro Friday (977) may stand out as a monumental day in the minds of advertisers, but there is another moment that stands out in the minds of consumers; the night a woman disrobed during half-time show at the Super Bowl. It was as if time stood still as a nation witnessed advertising shorn of its pretense. This one event exposed the true state of marketing in America. It seems every attempt to hoodwink and capture the attention of the population has already been tried; there is nowhere new to go. Stooping to nudity to try and capture the attention of the public confirms what the consumer already knows; it doesn’t matter how firms try and “clothe” their products; underneath they are all the same.
With relation to the Bud Light advertisement, the segmentation variables that are at play are geographic, demographic and psychographic. With the use of multiple variables, it gives the company a better understanding of the segmentation and helps identify their relevant target market.
Budweiser, being one of the top beer brands in the United States, tends to receive a negative connotation for their glamorization of drinking. However, two years ago they released a commercial at the Super Bowl promoting safe drinking and “making a plan” to make it home. It’s very clear in the commercial that they are promoting safe drinking and not driving while intoxicated; yet, it still is a Budweiser commercial so it very clearly is still promoting their product. In the following paragraphs I will be analyzing just how Budweiser manipulates the objects, people, and settings in their commercial to convey their overall purposes.
Budweiser is targeting young adults in their mid twenties. The party atmosphere of the commercial interests this group of people greatly. This generation is the social decade, always trying to be apart of something and never ceasing to be left out. When the man states, “I love this life”, the company is inferring that Bud-light will make your life better in ways. Twenty year-olds range from mostly college students to college graduates, and every one of them are living the best years of their lives. Hearing the man in this commercial say “I love this life”, interest every one of them
Beer is simply known worldwide by everyone. Budweiser has been one of the most, best-selling beer throughout the world since 1957. Beer is shared by different people and drank at different occasions and times around the world. One of Budweiser’s commercial has been a success to persuade the audience by not just showing us beer, but rather showing us a heartwarming story about friendship. In the word Budweiser, you can take out the word “Bud” which genuinely refers to buddies. Budweiser’s commercial has been spreading relatively quickly and has been shared hundreds of times on social media websites. This is not the first time Budweiser is taking over the internet. But in spite of the heartwarming message that Budweiser offers to all its viewers,
The ad distracts viewers from the main concept. When the audiences saw the slogan, people who was bonded was anger at the brand. The slogan weakens the effectiveness of the advertisement. It was clear Bud Light message missed their mark and brought disrespect and/or irresponsible behavior. Strong social and honest languages was present all over the internet in social media. According to the YouGov BrandIndex, which measures daily brand consumer perception, the average score for domestic beers was 4 in 2015, putting Bud Light below its peers. Among women, Bud Light fell from to a 5 to -3. After the commotion about the beer critics to rape culture, Alexander Lambrecht, vice president of Anheuser-Busch, apologized and has promised to stop producing bottles carrying the slogan, which reads that Bud Light is “prefect beer for removing ‘no’ from your vocabulary for the night.” When the marketing team was designing the Up for Whatever ad, what were they trying to accomplish by doing so? Words are words, and no one can change that. Taking a word out or replacing it with a different meaning is actual hard to do. The main point of the campaign was to have a good time together with some drink and enjoy their day but in the process causing a chaos mostly with millennials. What Bud Light was unthinkable and unethical by having no remove from the “vocabulary.” Instead of having a wonderful time, Alexander Lambrecht, vice president of Anheuser-Busch had to apologize from them misapprehend of words and anyone who was offended of what the slogan interprets to the
On page 111, the power of Cultural and Political authority has been discussed. As Mountain Dew was grabbing share points for its brand, Coca-Cola Company’s senior management felt jealous and launched Surge supporting it with a clever campaign by Leo Burnett. However, Surge was abandoned by the consumers in less than two years. Mountain Dew remained on the top because Mountain Dew performed myths that resolve the acute anxieties in consumer’s lives. The Coca-Cola Company failed to understand how brand equity worked for Mountain Dew.
Marketing is one of the biggest causes as to why drinking is all around us. Marketing is the achievement of promoting and selling products or services, which also includes ...
Over time the use of alcoholic drinks has become an increasing problem. Budweiser is a company that makes and sells alcoholic drinks. Although they are well aware that the alcoholic drinks can be harmful when they are over used. To advertise their drinks they made an ad that not only advertised the drink but at the same time shows people that drinking and driving is dangerous and not only hurts the people doing it but also others around them.
According to Heath and Heath (2008), consumers seem to have a mistrust of marketing resulting in a disconnection between the agenda of brand managers and consumer interests. This mistrust lies with the consumer view that marketers are pushing for “excessive consumption” rather than really understanding attitudes and perceptions that lead to satisfying the needs and wants of consumers (Heath & Heath, 2008). Today, consumers are opposed to push strategies, and prefer making decisions about brands more independently. Hipperson (2010) has found that companies may have to “change from delivering push communications to creating pull interactions” (p. 263). This reflects the importance of listening to what consumers are demanding and then implementing strategies that will satisfy this ...
By being a consumer in a world of diverse products and services, it has given us a wide range of choices. A product may be produced by different companies and has the same function, but it is presented to the consumers in different forms. In order to differ from each other, companies use the help of advertising to present its product in a better way than their competitors’. However, advertising the product is becoming more crucial than the product itself. Companies are focusing more on making the brand more popular, rather than actually improving the product that they offer. By turning the advertisement competition into a war between companies, they mislead buyers by hyperbolizing their products positive features, thus hiding the negative ones. Companies forget about the effect they have on the consumers. Consumers should be aware of the manipulative tricks that advertising uses like subliminal messages and brain seduction in order to not be misled into buying something that they do not really require. By knowing how to manipulate the audience and consumers’ brain, companies use tactical methods in order to persuade specific customers to buy specific products or services. Other examples of techniques they use are techniques like puffery which are suggestive claims about a product, using subliminal messages and transferring information indirectly, as well as by targeting a specific group of people, creating a slogan or a mascot and by using sexy models with perfect bodies, advertising tries to manipulate and persuade consumers into buying the product they are offering.
VARGO, S. L. & LUSCH, R. F. 2004. Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68, 1-17.