There is a concept of figure-and-ground in marketing. Figure refers to the central idea whereas ground is the background surrounding the central idea. Marketers have to ensure that the figure is always the prominent object or idea whereas the ground is the lesser important projection. Argument against ice-bucket challenge is that that fun becomes the figure, whereas the real cause settles as the ground. However, no one can discount the fact that this social campaign has by itself been able to generate $220 million as voluntary donations. This has further implications for marketers who are always on a look-out for ways to reach out to their consumers in the most effective ways. It’s true that the success of something like Gangnam style or Kolaveri Di cannot be predicted so accurately, but drawing on from all that goes viral, it can be said that there always has to be the Tri-component Attitude Model in place to ensure greater success. In a digital space, a clear single-point benefit (cognitive), a mix of various positive associations (affective) and easy-to-apply and-share (conative) methods would definitely create, if not a viral phenomenon, a buzz with varying degrees across the target segments.
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Subir Roy
I am pursuing a Post Graduate Program in Management at IIM Bangalore. I have an electrical engineering background. I have worked for 2 years across Power Sector and Consultancy. Currently, I am in the publicity and design team in the Marketing Club and also in the Student Alumni Committee as a Senior Coordinator at IIM Bangalore. In my leisure time, I love to sing, compose music and read books.
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