Affective marketing

Affective marketing (also affective economics) is a strategy of marketing products, which emphasizes the emotional commitment that consumers make in brands. Companies recognize the importance of this emotional commitment to a product as a very valuable means for not only an initial sale, but a commitment that is Long term. This is closely related to brand loyalty, which is often the main determinant in purchase choices of the consumer. Some examples of companies with highly committed consumers given by MIT Comparative Media Studies instructor Henry Jenkins are Coca-Cola and Apple computers. Many methods for establishing an emotional connection with consumers exist such as product placement and target group marketing.

Affective marketing as lovemarks

Television uses specific brands of products to create lovemarks inside of the show to market a brand. Marketing brands through product placement within a television show is a marketing technique developed in response to scares in the marketing industry of fewer television viewers watching commercial advertisements. The lovemarks within the show therefore increases exposure and reinforces brands to viewers that skip commercials through new technologies of digital recording like TiVo or viewers who watch shows online. The hopes of this type of marketing is that the product images will be retained in the viewer's memory and form an association with the product and the television show that will in turn affect that individual's consumption.

Affective marketing to loyal fan groups

Marketing research has also focused on using affective marketing to target loyal fans of a television show through specific brand promotion because this group of viewers is much more likely to watch the entire show regularly. These fans therefore also watch the advertisements embedded within the show and are more likely to see brand promotion during commercials. MediaCom chief executive Jon Mandel says, "We know when people are watching a show they care AbOUT, they tend to watch commercials more." (Elliot) Specific products and brands are advertised to create an emotional connection to the brand because of the link with the television show based on the ages, demographics, and general interests most common to members of the loyal fan group. This emotional commitment to a brand helps in the brand development itself, or engagement marketing of the product. In this way, the company is attempting to create a Long term relationship with the consumers by using their loyalty to a television show to translate to brand loyalty thus resulting in a brand community which may lead to greater consumption of the product than with individuals or single purchases. Targeting particular fan groups for marketing purposes can be viewed as a convenience in showing the group products that they will likely be interested in, or as manipulation of the group for the purpose of selling products.

References

“Affective Economics 101. How many different ways is The Apprentice involved in branding?” Henry Jenkins, Flow, October 8, 2004.

“Covergence Culture. Where Old and New Media Collide, Buying Into American Idol.” Henry Jenkins. 2006 New York University Press.

“The Evolution of Loyalty Intentions.” Michael D. Johnson, Andreas Herrmann, & Frank Huber http://www.marketingpower.com/content31004.php

“Impact of Brand Commitment on Loyalty to Retail Service Brands” Fullerton, Gordon The Canadian Journal of Administrative Sciences, Jun 2005. http://findarticles.com/p/articles/mi_qa3981/is_200506/ai_n14905427

Interview Henry Jenkins and Alan Moore: Part one- http://www.henryjenkins.org/2007/01/an_interview_with_alan_moore_p.html Part two- http://www.henryjenkins.org/2007/01/an_interview_with_alan_moore_p_1.html

"The Media Business: Some Sponsors Are Backing Off to Fine- Tune the Art of Blending Their Products into Television Shows." Stuart Elliot. New York Times. January 22, 2003.