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Chapter 1
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Audio Transcript Auto-generated

  • 00:02 - 00:06

    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.