Nostalgia Marketing - 3188 Words

Nostalgia Marketing The main purpose of this paper is to examine the existing literature and research that has been developed regarding the use of nostalgia as a marketing strategy both in its use in advertisement as well as in products that try to generate a nostalgic response in the customer. The main definitions and causes of nostalgia will be examined and the applications that nostalgia can have to modern marketers. The use of nostalgic motives has been increasing since the early nineties from the re-introduction of the mini cooper by BMW and the launch of the New beetle by Volkswagen, to the recent resurgence of 1980 ´s themes like Transformers and The A – team, as well as the use of pop culture icons and old music in†¦show more content†¦(Schindler and Holbrook, 2003) Holak and Havlena (1998) complement this definition by stating that nostalgia is not a preference for these objects but that is a feeling or mood produced by the association of these objects with their past, a relationship that other objects do not have and therefore they have a preference for the objects that produce the nostalgic responses. Research has been conducted to understand the motives of this nostalgic response to certain objects and experiences, a study by Holak and Havlena (1992) tries to identify the most recurrent motives in nostalgia, through theShow MoreRelatedWhat Factors Govern The Effective Use Of Nostalgia Marketing?1004 Words   |  5 Pagesgovern 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 â€Å"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 negativeRead MoreGraphic Causes A Great Impact On The Consumers Mind3211 Words   |  13 Pages The previous mentioned tagline and graphic causes a great impact in the consumers mind because it evokes both, a feeling or emotion as well as a relation with time; this strategy is called â€Å"Nostalgia†. Basically, the word Nostalgia means â€Å"a preference towards objects that were common when one was younger in adolescence, childhood or even before birth† (Holbrook and Schindler, 1991, p.330) or in another view it can mean â€Å"when a â€Å"love of home† instinct controls one’s emotions and the individual experiencesRead MoreMarketing Management : Mini Case Study Discussion1720 Words   |  7 PagesMarketing 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 â€Å"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.† VariousRead MorePersonal Note On Selling Memories1430 Words   |  6 Pagesassertion that the best way to do this is to bundle the product with an experience that is shared by the consumer and the product or the consumer and the company. Preferably both if at all possible. There are many techniques and strategies employed in marketing, but there is no advertisement so powerful as the one that remembers its customers and their past. Many companies spend billions on advertisements that sell the future, that pedal a clean slate technology, but one of the things that gives the worldRead MoreMarketing Techniques Are Applied All Around Us1085 Words   |  5 PagesIntroduction As a consumer, marketing techniques are applied all around us. 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Companies and their marketing communication agencies employ strategic thinking at a variety of levels in the marketing communication process. 3 The Creative Message Brief A creative brief is a document that provides the guidelines for creating brand messages. 4 The Creative Message Brief Creative briefs typically include items such as: ï  ® ï  ® ï  ® ï  ® ï  ® ï  ® ï  ® Restatement of the marketing strategy Restatement of the marketing objectives in terms of the intended message impactRead MoreThe New Beetle Harvard Case Study Solution1174 Words   |  5 Pagesat first as â€Å"the bug of the new millennium†, aligning the tradition and nostalgia of the past with the new technological advances and design trends of the present and also matching the consumer’s needs. All this under 4 main values: Honesty, Simplicity, Reliability and Originality. Also, it would have the goal of constituting 25% of VW’s 1998’s selling goal. This showed to be a big challenge for the marketing team. 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