Marketing-Consumer Behavior essay
Marriott Hotels is a renowned international brand operating in the hospitality industry that focuses on the international market expansion and attempts to gain the positive brand image through the formation of the positive perception of the brand by the public.
The perception of the brand is quite positive at the moment. At the moment, Marriott Hotels attempts to create a stronger brand image through the formation of the vision of the company as the hospitality company offering hospitality services of the superb quality. The development of the positive perception of the brand image is achieved through advertisements based on the video advertisement that visualizes the ideal hospitality services offered by Marriott Hotels. Video offers not only visual messages conveyed to the audience but also audio messages that stress the positive image of the company’s hospitality services. The advertisement emphasizes the superb quality of services offered by the company. The company makes a breakthrough distinguishing its services from other companies operating in the hospitality industry. In such a way, the company attracts the target customer group and draws attention to its brand and hospitality services as the company that offers high quality hospitality services worldwide and offers the full range of hospitality-related services.
The advertisement of the company contributes to the formation of a strong brand image that customers can easily retain in their memory due to the bright images and colors used in the course of the advertisement. The advertisement is catchy and bright but, at the same time, it creates a solid image of the company that customers learn and retain in their memory. As a result, customers form a strongly positive image of the company and develop a positive attitude to the company and its services. The advertisement persuades them that Marriott Hotels can offer superb hospitality services in any part of the world.
The exposure (stimulus) of the advertisement catches the attention of the audience. At the same time, the interpretation (individual meaning) of the advertisement is clear since the audience understands that Marriott Hotels offer hospitality services of the superb quality. The advertisement influences the sensory perception of the advertisement. The audience almost feels the scent of the environment, where the advertisement is shot. The sound is distinct and clear. The audio watermarking is virtually present in the advertisement. The sound symbolism gives positive implications and makes the audience wanting to touch the screen. The advertisement is haptic conveying the development of positive emotions and rise of the expectations of the miracle to come. The exposure of the advertisement creates the expectation of happiness from services of the superb quality of products of Marriott Hotels. The audience becomes active participants rather than mere viewers of the advertisement. The advertisement manipulates certainty as it shows almost improbable benefits offered by Marriott Hotels.
The visualization makes a breakthrough forming the difference of Marriott Hotels from other hotels. The advertisement uses distinct stimuli such as video imaging. The relevance of the content of the advertisement and its message is accurate and high. The interpretation of the advertisement may vary due to the variety of objects depicted during the advertisement that may have multiple meanings and implications.
In such a way, the advertisement makes the clear perceptual positioning of Marriott Hotels as the company offering superb hospitality services.
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