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Communication and reputation management

Student’s Name

Institution

Course title

Instructor’s Name

Due Date

Lumo ‘Flight Shame’

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Lumo’s 'Flight Shame' campaign was designed to create awareness of the environmental

damage caused by airplane travel. The campaign was launched with a video advertisement,

which begins with a person taking a plane to a destination and reflecting on the consequences of

their choices. The video then goes on to show a person taking an all-electric train and enjoying a

more sustainable journey. The character in the video is seen to be more conscious of the

environment and make a more responsible choice.

In terms of its communication strategy, Lumo has used a combination of emotional and

rational appeals. The television advertisements feature a young boy who is seen looking up at a

plane in the sky with a look of sadness on his face. This emotional appeal is used to emphasize

the environmental impact of air travel. Additionally, the campaign uses rational appeals by

highlighting the fact that Lumo’s all-electric train service is much more environmentally

friendly. Through this combination of emotional and rational appeals, the campaign successfully

conveys its message to its target audience.

The communication of the campaign works to reinforce Lumo’s brand by presenting its

train service as an eco-friendly and sustainable alternative to plane travel. The advertisement is

effective in conveying the message that sustainable travel should be the norm, by showing the

consequences of traditional airplane travel. The advertisement also works to promote Lumo’s

brand by presenting its train service as a viable and more responsible alternative to air travel.

To extend this campaign across other media, Lumo could use social media platforms such

as Instagram, Twitter, and Facebook to reach a wider audience and further spread the message of

the campaign. Lumo could also use online and print advertising to promote the campaign, as well

as television and radio advertisements

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The campaign could also be extended to other media such as outdoor billboards and

posters. This would allow Lumo to reach a broader audience and gain more exposure to the

campaign and its message. Lumo could also use digital marketing tools such as search engine

optimization (SEO) and pay-per-click (PPC) advertising to reach potential customers.

Additionally, the campaign could be extended to include influencer marketing, which would help

to spread the message to a large number of people.

The communication strategy used by Lumo is based on the persuasive communication

model. The advertisement appeals to the viewer’s emotions by showing the consequences of

traditional airplane travel and presenting Lumo’s train service as a more responsible and

sustainable alternative. The advertisement also uses a call to action to encourage viewers to

switch to more sustainable travel options. Through this communication strategy, Lumo’s brand is

effectively reinforced as a responsible and sustainable company.

Dove’s Reverse Selfie

Dove’s ‘Reverse Selfie’ campaign was designed to create awareness of the pressure

young girls experience through social media. The campaign was launched with a video

advertisement, which begins with a girl taking a picture of herself and then feeling the pressure.

In terms of its communication strategy, Dove has used a combination of emotional and

rational appeals. The television advertisements feature a young girl who is seen taking a ‘reverse

selfie’ and focusing on her inner beauty. This emotional appeal is used to emphasize the

importance of focusing on inner beauty rather than external beauty. Additionally, the campaign

uses rational appeals by highlighting the fact that social media often portrays an unrealistic
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beauty standard. Through this combination of emotional and rational appeals, the campaign

successfully conveys its message to its target audience.

The communication of the campaign works to reinforce Dove’s brand by presenting its

products as an alternative to the pressures of social media. The advertisement is effective in

conveying the message that young girls should not feel pressured to conform to unrealistic

standards of beauty, by showing the positive effect Dove’s products have on the girl’s self-

esteem. The advertisement also works to promote Dove’s brand by presenting its products as a

viable and more positive alternative to the pressures of social media.

To extend this campaign across other media, Dove could use social media platforms such

as Instagram, Twitter, and Facebook to reach a wider audience and further spread the message of

the campaign. Dove could also use online and print advertising to promote the campaign, as well

as television and radio advertisements.

The campaign could also be extended to other media such as outdoor billboards and

posters. This would allow Dove to reach a broader audience and gain more exposure to the

campaign and its message. Dove could also use digital marketing tools such as search engine

optimization (SEO) and pay-per-click (PPC) advertising to reach potential customers.

Additionally, the campaign could be extended to include influencer marketing, which would help

to spread the message to a large number

The communication strategy used by Dove is based on the emotional appeal model. The

advertisement appeals to the viewer’s emotions by showing the positive effect Dove’s products

have on the girl’s self-esteem and presenting Dove’s products as an alternative to the pressures

of social media. The advertisement also uses a call to action to encourage viewers to use Dove’s
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products to combat the pressures of social media. Through this communication strategy, Dove’s

brand is effectively reinforced as a company that is committed to promoting positive self-esteem.

Abdul Latif Jameel Motors, Ramadan

Abdul Latif Jameel Motors’ ‘Ramadan’ campaign was designed to create awareness of

the company’s products and services during the Holy Month of Ramadan. The campaign was

launched with a video advertisement, which begins with a person preparing for Ramadan and

reflecting on the importance of the month. The video then goes on to show the person driving a

car from Abdul Latif Jameel Motors and enjoying the journey.

In terms of its communication strategy, Abdul Latif Jameel Motors has used a

combination of emotional and rational appeals. The television advertisements feature a family

celebrating Ramadan and emphasizing the importance of kindness and generosity. This

emotional appeal is used to emphasize the importance of spreading joy and kindness during

Ramadan. Additionally, the campaign uses rational appeals by highlighting the benefits of

spreading kindness, such as bringing people closer together. Through this combination of

emotional and rational appeals, the campaign successfully conveys its message to its target

audience.

The communication of the campaign works to reinforce Abdul Latif Jameel Motors’

brand by presenting its products and services as an important part of celebrating Ramadan. The

advertisement is effective To extend this campaign across other media, Abdul Latif Jameel

Motors could use social media platforms such as Instagram, Twitter, and Facebook to reach a

wider audience and further spread the message of the campaign. Abdul Latif Jameel Motors
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could also use online and print advertising to promote the campaign, as well as television and

radio advertisements.

The campaign could also be extended to other media such as outdoor billboards and

posters. This would allow Abdul Latif Jameel Motors to reach a broader audience and gain more

exposure to the campaign and its message. Abdul Latif Jameel Motors could also use digital

marketing tools such as search engine optimization (SEO) and pay-per-click (PPC) advertising to

reach potential customers. Additionally, the campaign could be extended to include influencer

marketing, which would help to spread the message to a large number of people.

The communication strategy used by Abdul Latif Jameel Motors is based on the

associative communication model. The advertisement appeals to the viewer’s emotions by

associating the company’s products and services with the importance of celebrating Ramadan.

The advertisement also uses a call to action to encourage viewers to use Abdul Latif Jameel

Motors’ products and services

Avatar of Prince, “The Man He Was Destined to Become”

Prince’s ‘The Man He Was Destined to Become’ campaign was designed to create

awareness of the late singer’s legacy. The campaign was launched with a video advertisement,

which begins with a character based on Prince and reflecting on his life. The video then goes on

to show the character being brought to life virtually and playing football in the FIFA ‘21 game.

In terms of its communication strategy, Prince has used a combination of emotional and

rational appeals. The television advertisements feature a virtual avatar of Prince that is signed to

his former club, Queens Park Rangers, and features sponsorships from major brands including

Adidas and JD Sports. This emotional appeal is used to emphasize the lasting legacy of Prince
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and his impact on the music industry. Additionally, the campaign uses rational appeals by

highlighting the fact that Prince’s virtual avatar is featured in the FIFA ’21 game. Through this

combination of emotional and rational appeals, the campaign successfully conveys its message to

its target audience.

The communication of the campaign works to reinforce Prince’s legacy by presenting his

life and his music as timeless and enduring. The advertisement is effective in conveying the

message that Prince’s legacy will live on, by showing the character being brought to life virtually

and playing football in the FIFA ‘21 game. The advertisement also works to promote Prince’s

legacy by presenting his music as an integral part of the game.

To extend this campaign across other media, Prince could use social media platforms

such as Instagram, Twitter, and Facebook to reach a wider audience and further spread the

message of the campaign. Prince could also use online and print advertising to promote the

campaign, as well as television and radio advertisements.

The campaign could also be extended to other media such as outdoor billboards and

posters. This would allow Prince to reach a broader audience and gain more exposure to the

campaign and its message. Prince could also use digital marketing tools such as search engine

optimization (SEO) and pay-per-click (PPC) advertising to reach potential customers.

Additionally, the campaign could be extended to include influencer marketing, which would help

to spread the message to a large number of people.

The communication strategy used by Prince is based on the emotional appeal model. The

advertisement appeals to the viewer’s emotions by showing the character being brought to life

and playing football in the FIFA ‘21 game. The advertisement also uses a call to action to
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encourage viewers to enjoy Prince’s music and continue his legacy. Through this communication

strategy, Prince’s legacy is effectively reinforced as timeless and enduring.

Guidelines for Brands

To ensure successful marketing campaigns, brands should follow a set of guidelines to

ensure their message is effectively communicated and resonates with their target audience.

Firstly, brands should focus on including a believable purpose-based approach to their product

ethos, vision, and service. This will help to create an authentic message that resonates with the

target audience, as well as ensure that the brand’s message is consistent and coherent.

Brands should also focus on communicating their message to the right audience in an

effective way. Brands should identify their target audience and tailor their message accordingly.

This can be done through the use of various communication channels, such as social media,

television, radio, and print advertising. Brands should also consider using digital marketing tools

such as search engine optimization (SEO) and pay-per-click (PPC) advertising to reach potential

customers. Additionally, brands should consider using influencer marketing to reach a wider

audience and further spread their message.

Brands should focus on measuring the success of their marketing campaigns. This can be

done through the use of various evaluation techniques, such as surveys, interviews, and focus

groups. Brands should also track the performance of their campaigns through analytics and

metrics, such as website traffic and conversions. This will help brands identify which marketing

strategies are working and which need to be adjusted or improved.

. Utilize data-driven insights and analytics: Brands should focus on leveraging data-

driven insights and analytics to gain a better understanding of their target audiences and their
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behavior. This will enable brands to create more effective and targeted campaigns that are

tailored to the needs and interests of their target audience.

Leverage A/B testing: Brands should focus on using A/B testing to identify which

campaigns are most effective and which need to be adjusted or improved. A/B testing allows

brands to compare two versions of a campaign and see which one performs better. This will

enable brands to make more informed decisions about their marketing campaigns.

Track and measure campaign performance: Brands should focus on tracking and

measuring their campaign performance to identify which campaigns are working and which need

to be adjusted or improved. This will enable brands to make data-driven decisions about their

campaigns and ensure that they are achieving their desired results.

Outdoor billboards and posters should also be used to reach a broader audience and gain

more exposure to the campaign and its message. Additionally, digital marketing tools such as

search engine optimization (SEO) and pay-per-click (PPC) advertising should be utilized to

reach potential customers. Influencer marketing should also be used to spread the message to a

large number of people.

When measuring the success of a campaign, brands should consider the response from

the target audience. The number of views, likes, and shares should be monitored, as well as the

reach and engagement of the campaign. Additionally, brands should also consider the impact of

the campaign on brand awareness, sales, and loyalty.

Focus on brand engagement: Brands should focus on creating content that encourages

their target audience to engage with their brand. This can be done through the use of various

communication channels, such as social media, television, radio, and print advertising.
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Additionally, brands should consider using digital marketing tools such as search engine

optimization (SEO) and pay-per-click (PPC) advertising to reach potential customers.

Utilize the power of storytelling: Brands should focus on using storytelling to

communicate their message in a way that resonates with their target audience. Storytelling allows

brands to communicate their message in an engaging and relatable way, which will help to make

a lasting impression on their target audience.

Respond to customer feedback: Brands should focus on responding to customer feedback

to better understand their target audience and their needs. This will enable brands to create more

effective campaigns that are tailored to the needs of their target audience.

Keep up with industry trends: Brands should focus on keeping up with industry trends to

stay ahead of the competition. This will enable brands to create campaigns that are more

effective and have a greater impact on their target audience.

Overall, following these guidelines will help brands to create successful and impactful

marketing campaigns that resonate with their target audience. Through effective communication

and measurement of results, brands will be able to ensure that their message is effectively

communicated and successfully reaches their target audience.

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References

The creativity skills of singer-songwriter Billie Eilish are showcased in the music video 'bad guy'

(https://www.youtube.com/watch?v=DUtuuetMt9Y)

The video 'The World of Music Production' (https://youtu.be/z2T-Rh838GA) offers an in-depth

look into the various aspects of music production.

The importance of the music industry is discussed in the video 'The Economic Impact of the

Music Industry (https://www.youtube.com/watch?v=9CnErbkSFUM).

The techniques of songwriting are highlighted in the video 'How to Write a Song'

(https://youtu.be/S2ZXLHhFcts).