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Essay / Research Paper Abstract
This 5 page paper consider how Haagen Dazs has marketed its product over the last five years, and considers the way it communicates the message of pleasure and indulgence in order to motivate purchases. The bibliography cites 7 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEhaagen.rtf
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Unformatted sample text from the term paper:
the product in relationship to their own needs and desires. Individuals will make purchase for many reasons, and the role of the advertising will play can be seen as informing,
potentially educating as well as motivating the consumer into making a purchase. The information and education may be in terms of letting
the customer known the factual information about the product, however, many purchases are not made purely on facts. The black box where the decision making process takes place has many
influences, many of which are emotional. Purchases may be made out of fear, love, greed, or one of many other emotions, facts being communicates in isolation arte unlikely to solicit
as strong a response as one that will appeal to the emotional id. If we consider a product such as ice cream,
with the premium brand Haagen Dazs then some of these emotions would be inapplicable, for example greed. We also need to consider what the product is, the potential target market
and how they may be attracted to goods. In this we can then look at the way the marketing was undertaken in order to try to ascertain the way that
the campaign was formulated. Campaigns need to change between the image they portray in order to prevent the image becoming stale and
old. The idea behind Haagen Dazs has been one of pleasure, however, in the more recent campaigns there has been a move away form the sexy sensual image that had
been portrayed during the 1990s (Marketing, 2001). In recent campaigns there has been the use of pleasure patrols at festivals where free small samples of the product have been handed
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