MKT6302 Promotional Marketing: Question and Answer Analysis

This assignment presents a student's responses to questions on promotional marketing, addressing key concepts such as advertising effectiveness, celebrity endorsements, and the role of humor in marketing campaigns. The first response examines the shift in advertising strategies, highlighting the importance of interactive and engaging content in grabbing consumer attention and building brand awareness. The second response analyzes the use of celebrity endorsements by Quintis Sandalwood, discussing how celebrity associations can enhance brand equity and influence consumer purchasing decisions. The third response explores the use of humor in advertising, demonstrating how it can improve brand awareness and create memorable campaigns. The assignment draws on relevant examples and academic research to support its arguments, providing a comprehensive overview of promotional marketing strategies. This assignment is a valuable resource for students studying marketing and related fields, and it offers insights into the practical application of marketing principles.

Running Head: Question and Answer on Promotional Marketing
QUESTION AND ANSWER ON PROMOTIONAL MARKETING
Name of the Student
Name of the University
Authors Note

Response to Question 1: Advertisement tends to carry specific information that is
beneficial for the consumer. If advertising is not creating any excellent and creative ideas, then it
tends to be dead. In this era, the consumer wants a brand that develops interactive and collective
content. The customers are more cautious of the social content of the message regarding a
particular brand and trusting less on the advertisement because they assume that whatever is
being advertised is probably biased (Dom et al., 2016 ). Whereas many organization sends their
brands messages without seeking customers permission so that the customer remembers the
product while shopping. These direct message from company leads to declining the use of
advertising. To grab the audience’s attention, the advertisement must stand out of the crowd,
turning the monotonous add into interactive and interesting, conveying one attractive but
straightforward message Like, the ad for Snickers It launched its ads “you’re not you when
hungry” campaign with Betty white. Overnight this advertisement went viral and massively
kicked a successful campaign to increase the sale.
Response to Question 2: Quintis uses celebrity for its promotional video to build brand
equity and helps people to remember the advertisement for a longer time. Sandalwood essential
oil is the pharmaceutical grade oil across the world, which endorses Daniel Ricciardo and Adam
Gilchrist; both are the brand ambassador of the global sandalwood company (Quintis, 2020).
Celebrity endorsement enhances the rebranding and boosts the sale of Quintis sandalwood into
the market as the audiences are positively influenced by celebrities using a particular brand’s
product, which affects their buying decision. The packaging message of Quinitis is attractive and
influential as it says that the purity of sandalwood is for a Nobel cause as premium jewelry,
prayer beads, traditional medicine is extracted from sandalwood. Quintis give a positive message

to its audience by using the word “the Nobel purpose and the art of growing” that connects the
soul with modernization eternally and enhances the peaceful state of mind.
Response to Question 3: Advertising humor helps to enhance brand awareness; Humor
catches audience attention, so it is used in advertisements. Customers often enjoy being amused
rather than pitched, and so emotional appealing will lead to more interaction in the future with
the company. Adding humor to a publicity campaign is a way for organizations to connect with
consumers in an emotional way (Djambaska et al., 2016). Humor tugs emotions, evoking a
positive emotion such as laughter that makes an impact. For instance, Terry crew’s old spice
advertisement is a memorable advert in recent times that left the audience in hysteric. The advert
was entirely hilarious but a little weird. It also introduces customers to the company itself, and
ideally, to the product that is being advertised. Humor has a simple structure like it reduces
tension and produces midst manipulation play, which is to be enjoyed; for example, smoking is
injurious to health; it uses fear appeal to promote the health issue ads. Similarly, if a humorous
appeal is applied to this ad, then the same knowledge the threat is expressed in a positive way
increasing the viewer to perceive the message to be less negative and enjoy the fear appeal
advertising with amusement and enjoyment (Prabhala and Rao, 2019). Humor neutralizes the
negative sensations produced by knowledge about the hazard.

Reference
Djambaska A., Petrovska, I. and Bundalevska, E., 2016. Is humor advertising always effective?
Parameters for the effective use of humor in advertising. Journal of Management Research, 8(1),
pp.1-19.
Dom, S.M.S.M., binti Ramli, H.S., Chin, A.L.L. and Fern, T.T., 2016. Determinants of the
effectiveness of celebrity endorsement in advertisement. The Journal of Developing
Areas, 50(5), pp.525-535.
Prabhala, K. and Rao, U., 2019. A review of phenomenal raise of advertisement spending with
digital marketing. Journal of Emerging Technologies and Innovative Research, 6(6), pp.447-451.
Quintis: The Trusted Guardian Of Sandalwood Album”. Quintis, 2020, https://quintis.com.au/.