Marketing Techniques The Old Spice - 1023 Words

There are so many marketing techniques that companies use in today’s world. There are also many competitions that companies face because of the advancement of marketing and different kind of brands. Old spice does a great job advertising and campaigning by using classical conditioning. Old Spice is an American brand that males use for grooming, they do a great job marketing the product and presenting them to consumers. Classical conditioning is when theorists teach either animal or human certain behaviors passively through repetition. After the theorist teach the animals, the theorist measure and see what the response. One of the most important thing about classical conditioning is to see something repetitively, and learning how to behave.†¦show more content†¦They use this fallacy because they know it will catch the women’s attention since 60% of them are buying men’s grooming product. This would probably be Old Spice’s positioning strategy since they employ an actor who creates masculine personality. The target audience is female consumers, or single men who want to get a lady. This would also be Appeal to Men since it sets standards for men to reach to impress the ladies. This is also the bandwagon fallacy, which means, â€Å"Since a celebrity is doing it, you should do it.† In the model elaboration likelihood model has two paths central route and peripheral route. The central route is when people who are viewing this commercial are actually interested and it is more likely to leave a lasting effect that consumers can remember. The second path is the peripheral route when the person who is watching the advertisement has no idea or interest on what the product is, so it is very important to impress him or her with a good first impression of the product. The route a person choses is determined by the attitude. Attitude is influenced by the mood and how the message gets across. This model demonstrates the relationship between central and peripheral processes. Old Spice uses the central route when consumer’s motivation to buy the product is fairly high. When old spice commercial is first shown by using characteristics and how the celebrity smells, it first goes into depth of information processing, and sometimes it changes theShow MoreRelatedOld Spice Rhetorical Analysis738 Words   |  3 PagesOld Spice’s Changes in Rhetoric Use Throughout the Ages The company of Old Spice is most commonly known for selling body wash and other mens products. The Old Spice brand was started by the Shulton Company in 1937 and it’s original target audience was women, but later changed it to men’s goods as the sales were larger there. The company continues to sell men’s products to this day. The company started advertising to sailors and hard working men at the start of it’s creation. 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