Audio Transcript Auto-generated
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Spec Savers marketing communication campaign uses peripheral cues and hedonic
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appeal with the effective use of humor and celebrity collaboration
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to get their marketing message across to consumers.
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Peripheral cues include the use of images, text or phrases,
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and celebrity endorsement that grabbed the attention of a viewer
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or consumer with positive relatable cues.
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The campaign harnessed the use of peripheral cues in creating
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a sponsored television commercial With married at 1st sight and
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members of the 2021 cast By using a well known
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show that has an average episode viewership of over 1.3
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million. It gained a lot of attention and work to
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influence attitudes of consumers with the campaigns, lighthearted style, the
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already well known catchphrase from previous specs Saver campaigns should
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have gone to Spec Savers is also a peripheral Q
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in the form of a phrase or text, it has
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a positive effect on consumers mind frames that draw attention
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to the brand when they hear it.
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Hedonic appeal uses consumers perceptions and feelings to draw attention
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to a brand or product without it relating specifically to
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the information site of that product.
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Spec savers collaboration with married at 1st sight allows consumers
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to feel good with the use of humor to remember
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the brand with fondness rather than specific product and details,
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it works effectively as Although it is not information based
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using hedonic appeal and peripheral cues for the campaign, the
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message sticks with consumers so the day they require the
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product. Spec Savers is the first brand that comes to
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mind whilst using these approaches is effective in attracting consumers
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attentions and interests.
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It does not prove credibility of a brand or product,
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and something brands need to be wary of.