Group work Camry.docx

The Use of Elaboration Likelihood Model in Toyota Camry’s PromotionMarketers have always been employing Attitude change as effective marketing and communication strategy to introduce new products to the market or to induce competitors’ customers to change brands. The Elaboration Likelihood Model (ELM) is one of the attitude change approaches, which was developed by /wiki/Richard_E._PettyRichard E. Petty?and?/wiki/John_CacioppoJohn Cacioppo?in the early 1980s( Morris, Jon D; Woo, ChongMoo; Singh, A J 2005). It proposes the more global view that consumer attitudes are changed by two distinctly different “routes to persuasion”: a central route and a peripheral route (Schiffman et al, 2008). The central route addresses a high elaboration approach, while a peripheral route involves low elaboration of the message and information.As the best-selling medium size car in the Australian market for over 18 years (Alborz Fallah,2011), Toyota Camry model has been adopting advertisements with both the routes but primarily central route as its marketing and communication strategy to attract customers.The Central RouteThe central route is particularly relevant to attitude change when a consumer’s motivation or ability to assess the attitude object is high. (Schiffman et al, 2008). Car has always been considered as a high involvement product since its expensive price and complex structure. To avoid or minimize post-purchase dissonance, consumers are willing to exert effort to spend a lot of time to collect information, do research and make comparison between various car brands before make the final purchase decision. Marketers know it clearly that, in this stage, consumers’ attitude is more likely to be changed by advertisements which use the central route of ELM (Schiffman et al, 2008).In 2012, Toyota has launched an integrated advertising campaign “It’s Ready. Are you?” to promote its Camry seventh generation model. It demonstrates how the new generation model addresses changes in