Marketing Management : Mini Case Study Discussion

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Marketing Management – Mini Case Study Discussion Question 1 What factors govern the effective use of nostalgia marketing? Do you agree with the suggestion that the Beetle nostalgia craze will grow as the ‘baby boomers’ continue to age? Explain. Nostalgia as defined by disctionary.com is “a wistful desire to return in thought or in fact to a former time in one’s life, to one’s home or homeland, or to one’s family and friends; a sentimental yearning for the happiness of a former place or time.” Various psychologists have theorized that while nostalgia is triggered by negative emotions, it nevertheless has a positive effect on a person’s psyche such as enhanced mood, belongingness and positive feelings about the future. “Nostalgia in marketing, then, means using themes or products from the past in your current marketing strategy to create a unique emotional feeling in customers (Jones. K., ).” It creates an emotional connection between the brand and audience. Companies that utilize nostalgia marketing, apply nostalgic elements in their marketing activities to stimulate and activate consumers’ nostalgia and thus encourage their buying behavior. To do this the company adopts an effective marketing strategy utilizing nostalgic advertising and packaging capable of invoking nostalgic feelings in consumers. By utilizing this type of marketing, the company: 1. Enjoys increased brand perception and retention in the minds of consumers. 2. Enjoys favorable viewing of its marketing
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