Consumer Engagement and Creative Strategies Used by Brands on Social Media

Julia Weber

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Academic Paper from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: ...

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Academic Paper from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, Kadir Has University, language: English, abstract: This paper analyses the "Six-Segment Strategy Message Wheel by Ronald Taylor". In the course of the paper, three advertising campaigns are being analysed using Taylor's Six-Segment Strategies. The advertisements are "Volvo -Life Paint", "Homecoming - Edeka" and "Immortal Fans - Club do Recife". In advertisement, many strategies are used to catch the potential consumers eye, draw his/hers attention to a product or service and to appeal to an unfulfilled need, the consumer might not even be aware of. Try to sell your product, spotlight its features and make the consumer want it. There are many psychoanalytical theories how humans function and how we, as consumers, react to different incentives. From Freud's psychoanalytic theory of personality which argues that human behavior "is the result of the interactions among three component party of the mind: the Id, Ego and Superego" to the Veblenian Social-Psychological Model which portrays man as "social animals". Veblen is convinced that economic consumption is motivated by prestige-seeking and not as one would expect, satisfaction of needs. He assumes that "attitudes and behavior are influenced by several levels of society: culture, subculture, social classes, reference groups, and face-to-face groups". The key of any advertisement is to create a message which engages the consumer.