Title MDC3 _ Learning portfolio 1 _ Đoàn Võ Quế Chi.pdf ✅

SCHOOL OF WESTERN SYDNEY UNIVERSITY VIETNAM ASSIGNMENT COVER SHEET STUDENT DETAILS Student name: ĐOÀN VÕ QUẾ CHI Student ID number: 22060376 UNIT AND TUTORIAL DETAILS Unit name: Marketing and Digital Communications Unit number: MDC-T322WSB-3 Tutorial group: Lecture Tutorial day and time: Wednesday 12 am Lecturer or Tutor name: NGUYỄN THU HƯƠNG ASSIGNMENT DETAILS Title: Leaning Portfolio 1 Length: 378 words Due date: 25/09/2022 Date submitted: 24/09/2022 Home campus (where you are enrolled): Vietnam Campus DECLARATION ✓ I hold a copy of this assignment if the original is lost or damaged. ✓ I hereby certify that no part of this assignment or product has been copied from any other student’s work or from any other source except where due acknowledgement is made in the assignment. ✓ I hereby certify that no part of this assignment or product has been submitted by me in another (previous or current) assessment, except where appropriately referenced, and with prior permission from the Lecturer / Tutor / Unit Coordinator for this unit. ✓ No part of the assignment/product has been written/produced for me by any other person except where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned. ✓ I am aware that this work will be reproduced and submitted to plagiarism detection software programs for the purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism checking). Student’s signature: Que Chi
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has not been signed. Spotify Musical Tastes The link to my chosen print advertisement: link Advertising appeal means strategies for gaining the attention of target customers to convince them to buy the products or services of the brand. 1. Advertising appeals used in the ad In Spotify print advertisement, there are two marketing appeals: functional and emotional. Firstly, functional appeals focus on desired benefits produced by a product. Musical Tastes ads include 4 images, each showing different genres of music with the purpose to emphasize that the Spotify app is very diverse in terms of all tastes. This student campaign published in Egypt also describes playing a song on Spotify as opening the door to live performances by all the famous names in Egyptian entertainment. Through that, superior music quality and a better sense of connection are reflected in the eyes of Spotify's Egyptian audience. Secondly, emotional appeals aim to evoke positive or negative emotions, from humor and love to fear and guilt. In this case, there is a bit of humor and exaggeration when your smartphone, which is running Spotify, suddenly turns into a magical door that opened into a room with unexpected artists waiting for you. But overall, the Musical Tastes campaign creates positive feelings of happiness, connection, and excitement, which can be seen through the facial expressions and body gestures of the audience when meeting their idols and of the artists themselves in all 4 photos. 2. Target market for the ad Spotify’s target audience in this campaign is young adults, mainly from 16 to 30 years old. Throughout 4 print ads, customers are Millenials and gen Z, regardless of skin color,
culture, gender, or marital status. This is reasonable because the youth tend to be more proficient users of technology; therefore, more in line with Spotify's modern digital model. Spotify is also particularly interested in students, as shown in its strategy of 50% off monthly packages for university students. Regarding behaviors, these young users often listen to playlists shared with friends; and they have a high demand for personalized experiences in music streaming services - recommending songs based on customers’ changing preferences and listening history. In general, Spotify's customers are mainly in Europe, the United States, and Latin America, and are spreading to the rest of the world.