Peculiarities of Movies' Promotion as Intangible Products Assignment

Peculiarities of Movies Promotion as Intangible Products - Assignment ExampleMovies are deemed intangible or experiential because they appeal both to the senses and the emotions. Movies, contrasted tangible products such as toothpaste, have experiential attributes like the original cinemas storyline, its genre, and memorable scenes. These attributes are typically featured in movie trailers and television ads hence, they should be relatively easy to recall. In contrast to physical goods, we suggest that experiential attributes such as the storyline and genre tend to engorge such that consumers prefer to experience something different in the sequel hence, dissimilarity is preferred to similarity (Sanjay Sood). There are three studies completed in the seek article to examine four hypotheses. If you were planning the marketing dodging of a sequel, which hypothesis would be the most enkindle to you? Which piece of work? Why? The most interesting fact for someone planning a marketin g strategy is Hypothesis 2 There testament be an interaction between naming strategy and order of presentation in sequel evaluations. Numbered extensions will be rated more favorably when the title is presented after the description that when the title is presented before the description. There will be no significant difference in sequel evaluations when a naming strategy is used. This hypothesis is highly confirmed by Study 2. The study has the following findings The pattern of interactions between presentation order and naming strategy suggests that numbered-sequel evaluations involved a greater degree of assimilation, indicating a greater reliance on the original movie as a basis for evaluations. When the numbered title was shown after the sequel description, respondents took longer to evaluate the sequels, they recalled more about the sequels, and they evaluated the numbered sequels more favorably. On the separate hand, Consistent with a more piecemeal processing strategy, nam ed sequels took longer to evaluate, and recall of sequel information was higher relative to a numbered sequel (Sanjay Sood).