Use Of Characters Or Mascots As Influencers: A Business Analysis Essay Examples

Academic or Professional Institution

The context of the advertising world of today intersects with myriad choices involving the increased ethical decision-making process among stakeholders. The use of familiar characters and mascot brand figures, such as the Green Giant and Mister Clean for example, holds concerns in terms of their sales influence and marketing programs. Obviously, the digitization of our age has dramatically changed the entire game. The situation drives industry insiders like agencies and manufacturers, as well as consumers, to profoundly consider the effectiveness of their effort. Consumers strive to gain trustworthiness in product usage, while marketing professionals work to deliver promised goods within the rubric of growing revenues. While the task of this analysis is not to evaluate any one of the familiar mascots, such as GEICO’s gecko as services spokesperson, their role is undeniable in influencing recognition, sales, and trust. Three top case studies reviewed the paths of winners at the David Ogilvy award show, in a Journal of Advertising Research article. The write-up indicated (2011) that “how marketers plan, choose, and use the tools and techniques of market research and customer measurement to better inform the numerous practical and creative decisions that must be made to successfully” prompt business expansion, is an important key (p. 462). Therefore, this analysis adopts a scholarly approach to solving a real-life problem in the area of demonstrating the creation of a symbolic character, within the framework of the development of a new cleaning project.

Product Manager: Initial Concepts of Goals & Objectives

1.) Explain goals/objectives the agency hopes to achieve by using the chosen character as an influencer.
Much was learned from the article “Excellence at the Intersection of Marketing Art and Science” (2011), particularly the need to keep pace with consumer responses as the “industry matures at a break-neck speed” (p. 462). My job as project/product manager requires the choice of an appropriately influential mascot or character. Since marketing is both art and science, research undergirds my decisions. Recent literature regarding the theory of mascot branding in marketing campaigns has been revealing. The Patterson et al. (2013) team of researchers in the field, from the UK, suggest that company fortunes “have been radically transformed” due to the influence of make-believe figures in advertising (p. 69). To represent a germ-free clean image, a very cute lively avatar-like character of a smart, baby lamb has been chosen. The methodology involves applying theory. Patterson et al. (2013) argue that anthropomorphic characters have heavily been tapped into by marketers, over the years, to specifically appeal to “the buying power of children and adults alike” (p. 71). Their research suggests ways of creating patterns of birthing effective mascots or characters, to use in marketing and advertising.
First of all, the task herein prescribes a need to clearly distinguish between goals and objectives. The goal represents the long-term, overarching aim. In this case the goal of ‘Cleola the Newborn Baby Lamb’ mascot campaign, serves to instill concepts like trust, pureness, and dependability to fight germs. Since the new cleaning company has committed to preserving the environment, no harmful chemicals will be used. The emphasis on ‘clean and green’ motivates the character creation. Think of the “Snuggles” bear for providing softer laundry. Therefore, since cleanliness and the tasks of cleaning frequently connects and resonates with families, the ‘Cleola’ baby-lamb mascot should attract children, while remaining smart. In fact? She could be wearing a little pair of glasses. Now, the objectives by definition, would embody the concrete series of steps to outline productive (and cost-efficient) ways to achieve the desired end result, or goal. The character will be a photographically realistic stuffed-animal-baby-lamb, which comes to life. This is particularly important in terms of TV, movie, Internet, and other venues of graphic commercial ads and placement.
The reason why it is vital to create a unique symbolic character, is to distinguish the new cleaning product as standing out from among the hackneyed crowd. The first objective is to utilize computer graphic and photography to choose the best lamb ‘look.’ Next, give a survey to people. Next, establish an advertising test-budget, and launch it in order to best match the science and artistic components into a smooth integration.

Project Manager: Explains Why the Lamb Character is Acceptable

2.) Explain why this baby-lamb as a mascot appeals as an acceptable usage.
The lamb motif has always been a symbol of purity and cleanliness. In modern society, the cute anthropomorphic creation-character would be given a ‘voice’ and personality to fit into modern culture. The baby lamb could be either a boy or girl – if a boy, then perhaps ‘Cleo’ as in short for Cleophalus, unless the decision after the survey indicates otherwise. The wisdom of reliance upon the survey, as the various agency objective advance in the process, helps to gauge consumer tastes while solidifying the best character image. In other words, the mascot’s voice, clothing, body demeanor, must be carefully constructed. The new media outlets, especially in terms of social media, could really kick off the idea successfully in the establishment of this character as popular, trustworthy, and engraving memory retention and recognition into the consumer. Guinn and Allen (2012) have recognized the importance of the communication process in business integration, and have actually acknowledged it as a social experience.
Also, since the company would donate at least 5% of its proceeds to feed hungry children in Africa, free publicity and a domino-effect of smart non-offensive public relations articles and appearances would work wonders. Figuring out the target market of mothers, families, and kids makes the baby-smart-alive lamb personality motif as a mascot especially great. Once product distribution has hit tier-one in the first real campaign (national), recycled materials might be considered in creating miniature ‘books’ approximately three inches by three inches, to let the character ‘star’ in a little tale of his (or her) own. In other words, develop a cult following like Apple Computer did. Wouldn’t be nice to have children screaming in the grocery aisles for ‘Cleophalus’ Clean product? This is where the ‘art’ part comes in. The best advertisers must think way outside the box nowadays. Another reason why this is an acceptable use of a character, is that the easy recognition helps to give marketers support. For instance, Guinn and Allen (2012) comment on brand loyalty that building “brand loyalty within the trade,” and offering “point-of-purchase advertising displays, premiums” along with “Web-traffic” promotions can create fans in the public and among the wholesalers/retailers, and distributors as well (p. 27). As a matter of fact, the motto could be ‘keep it clean’ and doing a sweet, funny rap. Since hip-hop representations today are so dirty, it might work.

Project Manager: Why Should Consumer Trust the Character?

3.) Why should the consumer trust the claim and standards set by the character/mascot to employ sales?
The reason why the consumer should trust is because as part of the marketing campaign, statistics will be used. This is the reason the mascot personality requirements, in the creation of his or her ‘avatar’ portrays the wearing of glasses, to mesh with the slogan. The concept’s power lays in communicating facts along with the trust. In this manner the right standards can be set, while formulating an example of market positioning. Remember, among the logical objectives was the task to make strides incrementally – as in being intelligent about the advertising strategy with surveys. The fact that consumers are so inundated with images and sounds, encourages the new cleaning product campaign to proceed methodically. In this manner, the approach can iron out any insalubrious blowback which might impede progress, without jeopardizing the nationally featured promotion.

References

Excellence at the Intersection of Marketing Art and Science. (2011). Journal of Advertising Research, 51(3), 461-474.
Guinn, T., & Allen, C. (2012). Advertising and integrated brand promotion (6th ed.). Mason, OH: South-Western, Cengage Learning.
Patterson, A., Khogeer, Y., & Hodgson, J. (2013). How to create an influential anthropomorphic mascot: Literary musings on marketing, make-believe, and meerkats. Journal of Marketing Management, 29(1/2), 69-85. doi:10.1080/0267257X.2012.759992