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Question: summary of case 5 consumer behavior 11th edition pages 336...

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summary of case 5 Consumer Behavior 11th edition pages 336 and 337

LG Mobile/LG Electronics MobileComm USA Before you text, give it a ponder Primary Agency: Young & Rubicam/VML Contributing Agencies: TRU, MindShare, Smith & Jones Strategic Challenge Mobile textual harassment is no joke For teens, texting is like talking research revealed that what adults and the media think of as mobile bullying is a grained in everyday teenage life that it is seen as a normal and expected part of commu mobile textual harassment is in truth an enormous problem affecting millions of tweer Forty-one% admt they have sent received or forwarded a text with rumors about some untrue. Four million say theyve received a threatening text, while more than 10 milli report having sent a SEXT message. Five million confess they have been pressured by or girlfriend to send a text with a naked photo. And an alarming 60% of kids who say th bullied electronically have never told their parents about the incident. e talking; its intertwined with the way they communicate and so bel An opportunity to deliver the LG brand promise by shifting teens attitude Cell phone misuse is expected to escalate as more kids get phones with web access an become more affordable. While today the issue has garnered a lot of media attention, a this effort no cell phone carrier, manufacturer or other commercial voice in the U.S. ha advocate against the behavior. At the heart of the LG brand essence Lifes Good is an overt commitment to ma impact on the world. Encouraging teens to text responsibly was an ideal opportunity delivering this promise, and most important, the right thing for LG to do as a techn Although LG had a noble goal to help reduce mobile bullying, the advertising agency r could never exnect to ston the behavior given its prevalence among youth. But, an effect

CHAPTER 13 CROSS cULTURAL II. Other performance indicators RAL CONSUMER BEHAVIOR: AN INTERNATIONAL PERSPECTIVE BEHAVIO 337 rand Valu company . Brand Eng ue (equity) Increase equity of LG Mobile among teens as a socially responsible gagement-Motivate teens to interact with the LG brand. press coverage) Given that the effort would have minimal media investment ($1.7MM), LG wante the issue and momentum around LG Mobile. d to generate unpaid media to achieve greater awareness of The Big Idea Motivate teens to think about the personal consequences of sending mean te xt. Teens wont stop texting Lto s research... research (July 2009) revealed teens felt it was ok to share gossip because w they took a photo of a popular kid in a compromised position they were simply reporting on a truth, just like journalists. They were not able to consider the victims feelings but all could describe a situ- ation where they had sent a text they wished they hadnt. A time when sharing a text had personal consequences for them. Maybe it backfired. A girl wants topless picture of herself but the guy then decides ok to share gossip because when to please her boyfriend and sends him a to pass it around to his friends when they break up. For the campaign ...campaign to be successful, successful, it had to raise .. . to raise aware- ness about the personal consequences of mobile misuse, misuse. The big idea was to to motivate teens to think of the personal consequences of sending a mean text, which text, which the advertising agency articulated... articulated strategically as think before you text. This they understood and wanted to avoid.

summary of case 5 pages 336 and 337 consumer behavior

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