Nostalgia Marketing Strategies 

Nostalgia Marketing Strategies

Description/Paper Instructions

Please, read and analyze the case study Nostalgia Marketing Brings Memories Back, located in the folder Recommended Readings for this Week (Downloadable) and also below.

Nostalgia Marketing Strategies

Many different marketers, from cat-food manufacturers to insurance firms, are evoking positive memories of the past to capture the imagination of consumers through nostalgia marketing. Whether they’re bringing back old jingles, slogans, images, logos, characters, or brands, marketers want to jolt consumers’ memories. Feeling pressured by today’s fast-paced, high-tech world, many consumers are receptive to familiar ads and products they associate with their younger days and bygone times they remember fondly.

Meow Mix cat food, owned by Del Monte Foods, recently resumed the use of its decades-old advertising jingle, after a 16-year hiatus. The jingle is a series of “meows” set to a simple tune that plays as viewers watch cats “mouth” the words during the commercials. “The Meow Mix Jingle brings back a sense of nostalgia and is a classic advertising spot that many people can even recite by memory,” explained the brand’s marketing director. The jingle is so memorable that 50 percent of consumers surveyed before the new ads aired said they had heard the jingle during the previous 18 months, even though it had not been used for more than a decade.

Comic-strip characters from the 1960s are helping MetLife appeal to consumers who smile when they see Charlie Brown, Snoopy, and other Peanuts characters in the insurance company’s ads and social media posts. Before debuting a new commercial during the Super Bowl, MetLife used its Facebook page to post “comments” by Peanuts characters. After the game, MetLife posted additional character scenes online to keep the buzz going. Why use nostalgia for Snoopy to market life insurance? “It takes people back, and we wanted to start a dialogue,” says a company executive.

Volkswagen, Audi, and other car companies frequently play on nostalgia for old rock songs to reach target audiences. One Volkswagen commercial recently featured a 1960s James Brown hit, while an Audi ad featured a 1980s song by Echo and the Bunnymen. H&M has marketed its men’s clothing with hit songs from the past such as the Animals’ Don’t Let Me Be Misunderstood. Nostalgia for childhood snacks has helped Cadbury market its Wispa chocolate bar and Nestlé market its Kit Kat bars.

The long-running TV program Mad Men, which focused on characters rising in the advertising industry of the 1950s and 1960s, provided numerous opportunities for advertisers to evoke nostalgia for the period. Unilever created retro-look commercials to air in Europe during the program’s fourth season. During the U.K. premiere of Mad Men’s fifth season, Sky Atlantic ran well-known British TV commercials from the 1960s for Fairy Liquid, Tetley Tea, and other brands, heightening viewer anticipation for a nostalgic look back at ads they hadn’t seen for many years.

When the U.S. magazine Newsweek put Mad Men on its cover, it suggested that advertisers submit ads with a 1965 look. That issue included a Spam ad with flower-power colors and fonts; a Dunkin’ Donuts ad with 1960s images of the donut shop; a Hush Puppies shoe ad based on the company’s actual 1960s ads; a new Mercedes-Benz sports car advertised in 1960s style; and a reprint of a 1960s Johnnie Walker Red liquor ad. Media coverage of the issue and its special ads increased sales and boosted traffic to websites where the ads were posted, adding a 21st-century angle to the 20th-century nostalgic appeal.

Nostalgia Marketing Strategies

RUBRIC QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points:  Student failed to submit the final paper. 20 points out of 50:  The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50:  The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately.  Elements of the required response may also be lacking. 40 points out of 50:  The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples.  The answer is complete. 50 points:  The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples.  No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points:  Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points:  Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points:  References to scholarly sources are occasionally given; many statements seem unsubstantiated.  Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points:  Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented.  APA 6th Edition is used with only a few minor errors.  There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points:  Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented.  APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. Grammar (worth maximum of 20% of total points) Zero points:  Student failed to submit the final paper. 5 points out of 20:  The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors  10 points out 20:  The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors 15 points out of 20:  The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. 20 points:  The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. Structure of the Paper (worth 10% of total points) Zero points:  Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements.  The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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