COLOR MATRIX

After our meeting today, and this morning's class I started to looking at commercial and understanding them in a more precised way. Within promotional strategy I learned to focus on the non-verbal behaviors and the overall message the company is trying to convey, but until now I have not looked at the peripheral cues and how they are all tie into the message.

In order to create a commercial, or create the overall theme of the message within that commercial marketers need to identify where the product falls in the  product color matrix. To be most effective, promotional messages should acknowledge differences in involvement and hedonic value. The PCM is presented to highlight the differences between products that need to be considered when developing advertising. The PCM draws on the ELM theory and adds a metaphor of color to highlight the meaning of products.

Connecting the Product Color Matrix with Attitude Theory:
White Product Goods: think, feel, do
Red  Product Goods: feel, think, do
Blue Product Goods: do, think, feel
Yellow Product Goods: do, feel, think

Commercials:

• Old Spice: Blue Product Goods
• Vintage 1957: Referring to an emotional connection between a son and his father, and that Old Spice is for men like a father.
• Vintage 1972: Referring to the roles of a man, incorporating manly figures such as a gentlemen with a lady, a gentlemen in the navy, and a cowboy.
• Original: Now they have started to capitalize on the Mans, Man.
• 2015: Comparing the turn off Mans, Man to the desirable Mans, Man.