In Advertising’s New Medium: Human Experience by J.F. Rayport, he discusses the four spheres of human experience (The Public Sphere, The Social Sphere, The Tribal Sphere, and the Psychological Sphere) as a way of better structuring advertising to reach your target market.Discuss the implications of each of these spheres and how they would affect a company like Starbucks or Apple. Provide qualitative data that supports your response.
The experience of humanity is one strategy that can be employed in improving sales volume through a better consumer target. J.F. Rayport argues that human experienced is categorized into four spheres which are public, social, tribal and psychological spheres. These spheres form the basis of decision making on what strategies the company can use in advertising their products. For instance, Apple can use the public sphere in advertising its products.Adverts and posters can be placed at public places with alarge gathering such as Atlanta and Boston cities.This will allow people to get a view of the products as well as making a comparison with other products(Ray, Agarwal, Maurya, & Dasgupta, 2019). Secondly, Apple can also use a social sphere to expand its market coverage. Forinstance, Apple can develop a catchy phrase such as “We Now Offer Quality” and allow such themes to circulate in social media.Alternatively, Apple can come up with a video of its products and get it advertised in media stations with largest followers such as BBC, BCAwhich have more than 10 million viewers hence expanding their market share(Cronan, 2013). Thirdly, in using a psychological sphere, Apple can adopt the use of themes that are catchy and meaningful to the minds of readers.Such themes may include ‘Am Tasty’, ‘Am Enjoyed’ and many more. Such themes when interpreted indicate the goodness of Apple products, a factor that will make them attract more consumers. Lastly, the tribal sphere can be used by Apple in a number of ways. The branding of Apple products should be done in a unique way which can allow the consumers to have loyalty to the products.
Cronan, T. (2013). Advertisements for real-world products and companies in video games
Ray, A., Agarwal, P., Maurya, C. K., & Dasgupta, G. (2019). Creative tagline generation framework for product advertisement. IBM Journal of Research and Development, 1-1. doi:10.1147/JRD.2019.2893900