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Attitude

Attitude. Marissa Rhodes Alyssia Frace. Our Article. People tweeted and posted their reactions to Super Bowl commercials right after they saw it "People don't want to be told what they like; people want to tell you what they like," says Ann Mukherjee, chief marketing officer at Frito-Lay.

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Attitude

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  1. Attitude Marissa Rhodes Alyssia Frace

  2. Our Article • People tweeted and posted their reactions to Super Bowl commercials right after they saw it • "People don't want to be told what they like; people want to tell you what they like," says Ann Mukherjee, chief marketing officer at Frito-Lay. • David Beckham H&M commercial generated more than 109,000 total social media comments • Chrysler Clint Eastwood “It’s Halftime in America” had 96,000 comments • Positive or negative attitudes about the commercials still create buzz for the company and the products

  3. Functional Theory of Attitudes • In our article, it stated that most people watch the ads for entertainment, but this ad was one of the most popular even though it did not provide any humor (upbeat feelings/warm feelings) • Value-Expressive Function: expresses consumers values of self concept • Knowledge Function: need for order, structure or meaning • http://www.youtube.com/user/chrysler

  4. Celebrity Endorsements • Celebrity endorsements create positive feedback on products • People “Bask in reflected glory” • Honda CRV • “Matthews Day Off” play off of “Ferris Bueller’s Day Off” & Acura -Jerry Seinfeld • http://www.youtube.com/watch?v=VrInJIqxUMA • http://www.youtube.com/watch?v=WUFSHzT2xuY • Did your attitude for the movie affect your feelings towards the commercial?

  5. Multi-Attribute Attitude Model • MAAM: Consumer’s attitudes toward an attitude object depends on beliefs he/she has about several or many attributes of the object. • Capitalize on relative advantage: convince consumers that particular product attributes are important in brand choice • Add a new attribute: focus on unique positive attribute that consumer has not considered • Influence competitors’ ratings: decrease the attributes of competitors www.youtube.com/watch?v=XxFYYP8040A • Are there any die hard Chevy or Ford fans that had strong opinions after viewing this commercial?

  6. Questions • Did any of you post something on Facebook or tweet something about a Super Bowl commercial you saw? • Why? Was it positive or negative comments?

  7. Source • http://www.usatoday.com/money/advertising/story/2012-02-06/super-bowl-social-media-buzz-ads/52990834/1?csp=ip

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