Kohler brand products have a strong reputation and most of them are in their maturity stage, other than a few modifications that add new features or benefits; or materials. The company has issued an advertisement that is highly persuasive and gives consumers, at the same time,…
online advertisement for the brand Kohler, a manufacturer of household plumbing products, is being addressed for its successes or failures in areas of communications and persuasion. The advertisement being described depicts an attractive female plumber, who passes by a rather ordinary-looking young man on her way to take care of a plumbing problem in an adjacent building. As she passes, she smiles at the man who is delighted by what he sees and runs into his bathroom. Upon entering, in an attempt to make the toilet clogged, he begins pouring candles, rags, plastic flowers, plastic grooming product containers and even dog food into the toilet. To his amazement, the toilet fails to clog and he is obviously upset that he might never see the female plumber again as he cannot create a legitimate clog to beg for her services.
The basic marketing communication model provided by Chitty et al. describes the process flow of attempting to send a singular message about a particular brand. Under this model, the source, in this case Kohler brand, seeks out a specific communication objective. The communication objective for Kohler is to express the quality, no-clog feature of their higher-end toilet products. This objective builds consumer awareness of this durability feature by creating a rather short message (advertisement) in order to persuade potential customers to favour Kohler brand over other models.
The Chitty et al. communication model further reinforces the importance of selecting the proper media channel in order to deliver the message successfully. In this case, Kohler has chosen the on-air television advertisement and the Internet in order to create consumer interest or online buzz about the product. This model further describes the importance of understanding the proper audience to deliver the message, the target audience identified after segmentation of homogenous markets most likely to respond to the message. In this situation, the chosen receiver for the ...
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