Academic Paper from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, Kadir Has University, language: English, abstract: This paper analyses the "Six-Segment Strategy Message Wheel by Ronald Taylor". In the course of the paper, three advertising campaigns are being analysed using Taylor's Six-Segment Strategies. The advertisements are "Volvo -Life Paint", "Homecoming - Edeka" and "Immortal Fans - Club do Recife". In advertisement, many strategies are used to catch the potential consumers eye, draw his/hers attention to a product or service and to appeal to an unfulfilled need, the consumer might not even be aware of. Try to sell your product, spotlight its features and make the consumer want it. There are many psychoanalytical theories how humans function and how we, as consumers, react to different incentives. From Freud's psychoanalytic theory of personality which argues that human behavior "is the result of the interactions among three component party of the mind: the Id, Ego and Superego" to the Veblenian Social-Psychological Model which portrays man as "social animals". Veblen is convinced that economic consumption is motivated by prestige-seeking and not as one would expect, satisfaction of needs. He assumes that "attitudes and behavior are influenced by several levels of society: culture, subculture, social classes, reference groups, and face-to-face groups". The key of any advertisement is to create a message which engages the consumer.

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Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs’ through content that offers members the quality of engagement they seek. This book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers’ response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation. Balancing theory with practical approaches, this book gives serious treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners.