Ad Project Proposal
Essay proposal
Domain of consumption: musical instrument/piano
Topic of interest:
How the advertising of piano industry is linked to the consumer culture and social values.
Research questions: * How is the advertising practice connected to consumer culture? * What is the social value shared by the consumers? * How is the media (internet) used to communicate and how is the advertising practice affected by the technology trends?
Brand: Steinway & Sons
Relevant advertisements/campaigns: piano for peace
Target consumers:
Private market and the institutional market
How ads (and/or the practice of advertising) inform and are informed by this area of consumption: * Social value: Desire for “peace” (Bed-In) * Piano playing is considered “well-educated” and “teach children concentration and self-discipline” * Music Subculture: John lennon’s fans * Technology trends- virtual keyboard * Professionals require high-quality pianos & Steinway is a tradition for concert use.
How the project is situated in relation to academic literature: * Co-create value * experience marketing * Brand image transfer * Consumer culture theory: Denotation & connotation
Consumer culture theory:
Denotation connotation (piano playing= well educated, self-disciplined)
Academic resources
Non-academic resources: http://www.reportlinker.com/ci02223/Musical-Instrument.html (Musical Instrument Industry: Market Research Reports, Statistics and Analysis) http://www.prweb.com/releases/2012/5/prweb9499944.html (piano industry in us)
(Steinway industry background) http://www.steinwaypianogallery.net/how-to-buy/industry-background Describe the campaign/entry
Honouring John Lennon, Steinway and Sons devoted him the Imagine Series Limited Edition. Like all Steinway grand pianos only attainable for the few who can afford it. But Steinway believes, especially this instrument should be open to be experienced by everybody. And in this
Domain of consumption: musical instrument/piano
Topic of interest:
How the advertising of piano industry is linked to the consumer culture and social values.
Research questions: * How is the advertising practice connected to consumer culture? * What is the social value shared by the consumers? * How is the media (internet) used to communicate and how is the advertising practice affected by the technology trends?
Brand: Steinway & Sons
Relevant advertisements/campaigns: piano for peace
Target consumers:
Private market and the institutional market
How ads (and/or the practice of advertising) inform and are informed by this area of consumption: * Social value: Desire for “peace” (Bed-In) * Piano playing is considered “well-educated” and “teach children concentration and self-discipline” * Music Subculture: John lennon’s fans * Technology trends- virtual keyboard * Professionals require high-quality pianos & Steinway is a tradition for concert use.
How the project is situated in relation to academic literature: * Co-create value * experience marketing * Brand image transfer * Consumer culture theory: Denotation & connotation
Consumer culture theory:
Denotation connotation (piano playing= well educated, self-disciplined)
Academic resources
Non-academic resources: http://www.reportlinker.com/ci02223/Musical-Instrument.html (Musical Instrument Industry: Market Research Reports, Statistics and Analysis) http://www.prweb.com/releases/2012/5/prweb9499944.html (piano industry in us)
(Steinway industry background) http://www.steinwaypianogallery.net/how-to-buy/industry-background Describe the campaign/entry
Honouring John Lennon, Steinway and Sons devoted him the Imagine Series Limited Edition. Like all Steinway grand pianos only attainable for the few who can afford it. But Steinway believes, especially this instrument should be open to be experienced by everybody. And in this