Week 6 Marketing Management

Marketing Management BUS 5112

Week 6

Lumin – The Ultimate skin care

Written Assignment

University of the People

Week 6 Marketing Management

Link to ad -
https://www.youtube.com/watch?v=Ucp7XASXVYI&ab_channel=Lumin

Introduction, Emotional or Rational

These days, for an ad campaign to be successful it must have an Emotional and Rational
appeal to it. To be able to trigger a person’s emotions via advertisements, it is important to place
the advertisement with such sentiments that it outlines the product’s rationality but at the same
time delivers a message based on the imagery rather than its information which tends to achieve
the advertiser’s objective by evoking emotional feelings such as fear, anger, sadness, happiness
or passion. As for the advertisement chosen for this assignment delivers both, Lumin Skincare is
being widely advertised over multiple social media platforms and gaining the attention of males
due to its effective marketing strategy and the element of Emotions and Rationality. In the
beginning of this ad, a female appears to be quite interested in making his spouse’s skin healthy
and shows her interest by purchasing a Lumin Skincare set for her spouse. The male
demonstrates how to use it step by step and claims its effectiveness, towards the end of this
advertisement, the female is asked about the price of this product to which she responds by
saying that only shipping charges were paid and the product itself is free for first time buyers,
this is a great example of Emotional and Rational appeal as this advertisement portrays an
emotional sentiment while showing the usefulness of the product.

Lumin Care which started of as a skincare product now has a diversified range of
products such as Keratin Recovery shampoo, Keratin Strengthening Conditioner, Advanced
Repair Scalp Treatment, Clarifying Body Wash and a Hydrating hand balm. However, this ad is
mainly targeted towards men from age 16 onwards 40 who are prone to oily skin, have shaving
scars or teenagers with acne problems who wish to have a skin care routine which claims to take
90 seconds every day to a perfect skin in just 30 days. However, as per the advertisement it is
placed as a premium brand in the consumer psychology which can also be brought by females as
a gift for their male spouses or friends.
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In order for the general public to make an advertisement viral, it requires the brand to
give incentives to the people sharing it so that it can be wide spread across all mainstream social
media platforms. For example, Forever Living is a beauty\health cosmetic brand mainly for
women which offers its consumers an eye catching referral scheme to receive a 15% off the next
purchase you make for both parties upon sending an invitation to a new member. This marketing
scheme has led to Forever Living to successful market its products all around the world without
investing any money into Advertising or Marketing as their consumers are doing it on their
behalf (Stokes,2013).

This business model is ideally designed to cater the end consumers via multiple social
media platforms such as Snapchat, Instagram and Facebook where the ads are shown based on
your search results or interests (2015).

With such marketing strategies, it is easier to convert a lead into an opportunity from a
social platform as it only takes a few minutes to sign up to the free trial where you are only
required to pay the shipping charges for the first time. Along with this, their efforts towards
customer satisfaction are quite appealing for first time buyers.

For social media platforms with the best customer testimonials and product review would
be, Firstly, Instagram as the consumers can directly engage with the sellers in the comment
section and the consumers are post recommendations on their pages with or without incentives.
Secondly, Facebook is similar in terms of customer testimonials as it offers the same features for
customer reviews and feedback. Lastly, the best social media platform for customer testimonial
and customer reviews would be YouTube as people can post their detailed reviews and thoughts
and can have discussion over the product in the comments section.
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References

Stokes, R. & The Minds of Quirk. (2013). eMarketing: The essential guide to marketing in a
digital world (5th ed.). Quirk eMarketing (Pty) Ltd.

Principles of marketing. (2015). University of Minnesota Libraries Publishing.

https://doi.org/10.24926/8668.1901 (Original work published 2010)