Television Advertising

Marketers team up with Hollywood

A mobile phone manufacturer has teamed up with Hollywood to promote its range of mobile phones.

While there are only a few players, the mobile phone industry is characterized by intense competition. Manufacturers sell essentially the same product with the same features, and strive to make their own product get noticed. In this scenario, a leading brand of mobile phone manufacturers has teamed up with the producers of a Hollywood movie due to be released next month. Though the name will not be mentioned directly within the movie itself, the characters will be seen carrying, and using, mobile phones of this particular brand.

This technique takes advantage of a new technique known as “subliminal” advertising. In this technique, the advertising message is not stated directly. Instead, it is “embedded” in another medium which influences the subconscious mind, to be recalled at a later time. This technique is based on recent research which has shown that a direct message is more likely to be forgotten. In contrast, a message which settles in the receiver’s subconscious mind is more likely to be retained, even though the receiver may not be aware of it. Such messages are received in any form, at a time when the receiver’s attention is elsewhere. Yet, they will be recalled upon receiving a trigger.

This is what the mobile phone manufacturer hopes to achieve through its marketing campaign. While viewers are engrossed in the movie, the manufacturer hopes that the handset models will be registered in their subconscious mind. They should then be recalled at an appropriate time, for instance when deciding to purchase a new handset.

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Marketers team up with Hollywood
A mobile phone manufacturer has teamed up with Hollywood to promote its range of mobile phones. While there are only a few players, the mobile phone industry is characterized by intense competition...

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