Marketing advertising campaign analysis

 

 

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Advertising is an impersonal selling and communication method which makes use of various types of media to reach the target public in short time - Marketing advertising campaign analysis introduction. Advertising aims at gaining exposure, creating awareness, changing attitudes of target customers in favor of sponsors product and services and also at effecting sales and improving corporate image.

Advertisement is a popular method of marketing communication. Lot of efforts are put to encourage the advertised product starting from gaining the customer’s attention to the products to inculcate a desire in him to possess the product. It must be capable of arresting attention, inspiring interest, creating desire and precipitating action among the target customers. In the present scene it is the need to satisfy curiosity of the observer who wants to avail the offer. Only the selected few will go deep into the copy, filter it to his requirement and take the balance quantity left to gauge as to how far it will serve his purpose. Though it is meant for the selected few, it is not known how many persons are finally going to select the scheme and the quantum of revenue it is going to generate.

Strategic Advertising Penetration Methods

Potential advertising tactics
Appeals
Rational
Sensory
Social
Ego satisfaction
Results-of-use Experience
Clothes cleaner
Settles stomach upset completely
When you care enough to serve the best
For skin you deserve to have
Product-in-use Experience
The flour that needs no shifting.
Real gusto in a great light beer
A deodorant to guarantee social acceptance
The shoe for the young executive
Incidental-to-use experience
The plastic pack keeps cigarette fresh
The portable television that’s lighter in weight, easier to lift
The furniture that identifies the home of modern people
Stereo for the man with discriminating tastes.
Media planning includes decisions relating to which media should be used and when and how often should advertisements be placed in the selected media. The basic purpose of media planning is to optimize the communication reach to the relevant audience within the available budget. Effective and efficient adverting rests on decisions based on collecting data from appropriate internal and external sources.

Product of service- ad current

The ad product is dealing in Tours and Travels (Cox and King) to various destinations of the world for the people who want to enjoy in their free time. The ad appeared in Television Commercials, newspapers, selected travel magazines and on bill boards located in some of the malls. The ad appears regularly every 15-20 days in magazines, daily in TV commercials between 8-10pm and on bill boards once in three months for one week duration, hence the ad is a current one only.

Service a pop cultural artifact of its era

Tours and Travels is a service industry and it is meant for the tourists who want to visit different places. It is a very old tradition that people have been traveling from pretty old times and still being followed all over the world. The tradition is being followed continuously. This popular cultural tradition is ever live and already made inroads in national mainstream.

The ad is describing to enjoy the holidays with them at Singapore. The ad may be divided into parts. First part- The top bigger picture showing people   enjoying in the water theme park like ski jumping and intimating to zip along the Marina channel on a jet boat. Second part- Just below the main picture there are four smaller pictures First one –to speed at Sentosa Luge , second one –to enjoy at Sungei Buloh Wetlands and the third to visit Malay Heritage Centre and the fourth- a paraglider floating in the air. Prominent spots of the four pictures  are focused at the centre of the ad. The eye goes in the centre of the picture and the top right –written as “Singapore-An Island of Attraction”

Impression of the ad

The ad looked attractive in the hope that it may satisfy the desire of visiting some far off places and also enjoy the holidays. The idea of visiting places was there for quite some time but waiting for the right opportunity to come.

The ad company is offering to visit many places and comparing the offer by some other companies, it seems to be the best value. Mentally it was decided to grab the offer and enjoy.

Measuring ad effectiveness is one of the areas of advertising about which nothing can be said for sure. Advertising communications have a time lag between buyer’s awareness and action. If the lag happens to be longer and the competitor happens to be more aggressive, the decay or forgetting effect of the ad may set in soon. It is, thus, very difficult to define the appropriate advertising level and which advertisement will produce how much effect. The task of measuring the advertising effectiveness can become simpler and methodical if the ad goals are clearly set. The goals of advertising relate to some kind of communication between the sponsor and the audience.

Fowles ‘Fifteen Basic Appeals’ (Common Culture)- attention of their target audience.

Need to ‘Escape’ is the most appropriate appeal which juxtapose the attention of the target audience. In these modern times, majority of the population are passing through a difficult phase. During these brisk day to day life, everyone desires to escape to a far off place and spend some days quietly with their own near and dear ones. There is an awareness to avail the opportunity.

The ad describes how to go to one’s desired destination in the coming holidays within the permissible limit. The ad is guiding the customers as to how it is possible. It is also focusing on consumer preference and taste with fewer substitutes within the  slot. The objective of the ad campaign has been clearly spelt out in measurable terms, in order to focus clearly on the target audience, and on the time period over which it is to be availed.

The message is sent in a very simple language that opportunities come very few in life and one should avail the same at the right time. The ad is appealing to act within the time frame to know a different world, new culture and nice people.

The ad has been displayed on big billboards at the main entrances of some of the malls and supermarkets so that at the very entry one has a look at that. Some groups of persons were also seen discussing among themselves as to the viability of the scheme.

Calfee’s analysis (Common Culture)- information benefist consumers.

It is the recognition that helps in ascertaining the extent to which an ad makes a communication impact. The result throws light on the trends as well as the popularity of a company’s ad campaign besides contributing to making the ad better read. Many times it is not possible to achieve without adequate guidance and proper planning. The present ad is going to benefit only those who are participating in the scheme. It will guide them and customers are also going to gain what they have thought of. It is providing all the useful information that is required before departing to a new place.

It is the recognition that helps in ascertaining the extent to which an ad makes a communication impact. The result throws light on the trends as well as the popularity of a company’s ad campaign besides contributing to making the ad better read. Many times it is not possible to achieve without adequate guidance and proper planning. The present ad is going to benefit only those who are participating in the scheme. It will guide them and customers are also going to gain what they have thought of. It is providing all the useful information that is required before departing to a new place.

Values appealed in the ad

People have an urge to know each other, their culture, visit new places and how the whole system is working. Persons having an urge to explore are always eager to move to new places. The ad is keen to retain and build on relationships with the people. Satisfactory relationship is the function of complete and common understanding of each other’s goals and working result. Mutual help, guidance and satisfaction are the values which have an appeal in the ad.

The marketing strategy relates to in directing a proper marketing mix towards a target group of customers, the overall illustration of the ad is directed  towards the consumers on the basis of proper diagnosis of firm- market  system arrived through the process of marketing research. Tours and Travel is related to services, it is important that marketing ideas and practices are equally applicable to services with slight adaptations in certain decisional areas.

Services in content are different from products.

The decision- area relates to creative aspect of advertising. Advertising effectiveness to a very large extent is dependent on the type of message and copy selected for communication and the way it is executed. Well conceived advertising objectives guide in the development of effective message and copy. An advertisement copy is the communicative of an advertisement. A review of the history of advertising reflects the diversity of opinions among creative teams as to what makes an effective copy. Over a period of time certain creative styles have got associated with particular companies using them. Creative copy strategy rests heavily on the selection of the appropriate appeal and its execution through properly worded message. Surveys of advertisements reveal the use of the following primary appeals which are most commonly used: highlighting unique product feature, relative competitive advantage, perceived price advantage etc.

The ad has targeted the customers by projecting savings through use of their services and this strategy is quite apparent in it.

Effectiveness in the ad

Measuring ad effectiveness is one of the areas of advertising about which nothing can be said for sure. Advertising communications have a time lag between buyer’s awareness and action. If the lag happens to be longer and the competitor happens to be more aggressive, the decay or forgetting effect of the ad may set in soon. It is, thus, very difficult to define the appropriate advertising level and which advertisement will produce how much effect. The task of measuring the advertising effectiveness can become simpler and methodical if the ad goals are clearly set. The goals of advertising relate to some kind of communication between the sponsor and the audience.

Some of the aspects, i.e., headlines, appeals, symbolic contents or illustrations etc. in the advertising copy need examination. And, among the broad class of media, the space, type and which pattern of scheduling of advertisements has been utilized and how much. Illustrations showing the product in use normally obtain higher readership than “static’ product illustrations. Keeping all the points into considerations the ad may be termed as satisfactory.

Since the ad is not selling any consumable product, it may be difficult to take an instant decision to purchase it just by looking at the ad. It always takes a breathing time, planning and provision of budget and if all the factors are giving a positive result, the product may be purchased.

 

 

 

 

 

 

 

 

 

Appendix:

The COX and KING ad promotion for Singapore

Advertisement is a popular method of marketing communication. Lot of efforts are put to encourage the advertised product starting from gaining the customer’s attention to the products to inculcate a desire in him to possess the product. It must be capable of arresting attention, inspiring interest, creating desire and precipitating action among the target customers. In the present scene it is the need to satisfy curiosity of the observer who wants to avail the offer. Only the selected few will go deep into the copy, filter it to his requirement and take the balance quantity left to gauge as to how far it will serve his purpose. Though it is meant for the selected few, it is not known how many persons are finally going to select the scheme and the quantum of revenue it is going to generate.

The ad has been displayed on big billboards at the main entrances of some of the malls and supermarkets so that at the very entry one has a look at that. Some groups of persons were also seen discussing among themselves as to the viability of the scheme.

The decision- area relates to creative aspect of advertising.Advertisng effectiveness to a very large extent is dependent on the type of message and copy selected for communication and the way it is executed. Well conceived advertising objectives guide in the development of effective message and copy. An advertisement copy is the communicative of an advertisement. A review of the history of advertising reflects the diversity of opinions among creative teams as to what makes an effective copy. Over a period of time certain creative styles have got associated with particular companies using them. Creative copy strategy rests heavily on the selection of the appropriate appeal and its execution through properly worded message. Surveys of advertisements reveal the use of the following primary appeals which are most commonly used: highlighting unique product feature, relative competitive advantage, perceived price advantage etc.

The ad has targeted the customers by projecting savings through  use of their services and this strategy is quite apparent in it.

 

 

 

 

 

 

 

 

 

 

 

References

1.      Yeshin, T. (2006), Advertising ,Thomson Learning, London (ISBN 1-84480-160-8)

2.      White, R., Advertising, McGraw Hill (ISBN 0077094581)

3.      Wright, R. Advertising, Financial Times/Prentice Hall (ISBN 0273632892)

4.      Blythe, J., Marketing Communications, Financial Times/Prentice Hall

5.      Broadbent, Channon & Baker, Advertising Works, Arnold Cooper, A., How to Plan Advertising, Cassell

6.      Fill, C., Marketing Communications, Prentice Hall

7.      Fitzgerald, M. & Arnott, D., Marketing Communications Classics, Business Press

8.      Jefkins, F. & Yadin, D., Advertising, Financial Times/Prentice Hall

9.      Kitchen, P., Marketing Communications, Business Press

10.  Neidle, A. How to Get Into Advertising, 2nd Edition, Thomson Learning

11.  Pickton, D., Broderick, A., Integrated Marketing Communications, Financial Times/Prentice Hall

12.  Smith, P.R., Marketing Communications, Kogan Page

13.  Yeshin, T., Marketing Communications Strategy, CIM

14.  Galbraith J, Strategic Advertisements: The Role of Structure and Process, St. Paul, Minnesota, 1999

15.  Hitt, Michael A, (2001), Strategic Management: Competitiveness and globalization,       4th ed., Thomson Learning.

16.  Steve, R.M. (1999). Strategic Planning: Formulation Of Corporate Advertising Strategy (Texts and Cases) 1st ed., Macmillan Limited.

17.  Hamel,G, Collaborate with your Competitors and Win, Harvard Business review,67,1,1989,133-9.

18.  Thomas J, Advertisements: Structure and Process, Oxford, London, 1999

19.  Philip Kotler (2002), 11th ed., “Advertising Management”, PHI-New Delhi

20.  Andrews R, Seruss Advanced Management Techniques, New York.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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