1.What are the major advantage and disadvantage of nostalgia marketing?
According to Holbrook dictionary, nostalgia defines as, “ A preference (General liking, positive attitude) toward objects (people, places, things) hat were more common (popular, fashionable) when one was younger (in early adulthood, in adolescence, in childhood)” (Holbrook, 1991). That means nostalgia in advertising is to take advantage of good memories that can be linked to a certain brand or product, which requires less struggle in introducing a product and it is definitely cost-effective. Scientifically it is proven that nostalgia is always has positive effects and evokes good memories. Therefore, it always emotionally involves consumers by using their memories towards the objects.
There is, however, a big risk taking to use nostalgia in advertising; because, it can be linked to one’s bad memories and experiences. For example, one had experienced a lost in an accident with a particular brand of car. Therefore, watching a commercial of that brand can link that person to sad experiences and memories.
2. Are there some products or brands for which the strategy may not be successful? Why not?
Most certainly, the Internet Explorer ad by Microsoft and the use of nostalgia in there was a failure. In their advertising for Internet Explorer, Microsoft is reminding us about our childhood (childhood for kids who grow up in 90s). But remembering us what? All I remember was Internet Explorer always been much slower that other browsers used a lot more cookies than others and made my computer’s process slow. I also remember, every time I checked my emails or sent an email for a friend took me so long, and if I was in hurry, it could cause me so much difficulty. Absolute failure!! Even though Microsoft tried to lunch to our good childhood’s memories in this ad but we most definitely hadn’t have good experiences with Internet Explorer those days, therefore the chance of going back to it, is almost zero.
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