Question

Write in the following topic from  

• Browse websites or social media for FOUR ads that you think are highly effective for generating exposure, attention, and perception. Also find FOUR ads that you think are ineffective for each process. What makes the good ones effective? What do you think is wrong with the others, and how could they be improved? Show the ads as part of your presentation to the class.

• Visit one of the hypermarket nearby select FOUR products you think are highly effective for generating exposure, attention, and perception. Also find FOUR product that you think are ineffective for each process. What makes the good ones effective? What do you think is wrong with the others, and how could they be improved? Show the product picture as part of your presentation to the class.

For your ads and products (above):

1. Suggest ways to increase the amount of attention received by an existing marketing stimulus (e.g., print ad, TV ad, web ad or banner, billboard, product package, sign, product placement, or sponsorship).
2. Identify the target audience that you are trying to reach, suggest STP strategy (segmentation, targeting and positioning) that may affect marketing opportunities.

3. Determine the main aspects of the message to be most important to draw attention,

4. Find two or three complaints you find on the websites about these products.

5. Suppose the message of any selected product or ad was difficult to understand? What can be done to increase the likelihood that it will be correctly understood?

6. Write down the names of five of celebrities, and identify products or services may those celebrities make good spokespersons and the celebrity’s potential role in building brand equity.

Note: answers should be in word format and in details and in your own words

Answer 1

1. Four Ads

Effective ads :

- Nike 'just do it' ad is a clear and precise advertisement that is highly effective as it points directly to their logo and products, focusing all attention on the brand and became popular as a mantra for people adopting a healthier lifestyle.

- Kitkat 'Take a break' ad links the pleasurable activity of taking a break from work to eating their candy and was highly effective as away to drive up their candy sales by using the conditioned stimulus of inviting consumers to consider buying a kitkat when on a break from anything.

- De beers 'a diamond is forever' used the idea of forever love, marriage and the romantic notion of eternity to position their product as one without which a marriage was incomplete while associating it as a luxury item that all consumers desire to possess.

P&G's 'Thank you mom' ads which showed olympic athletes' stories about their supportive moms who made them the success they were, while doing a lot of cleaning and laundry along the way.

Ineffective ads : Being culturally sensitive to the audience as well as taking into account the perception of viewers is key to ensuring no one is offended by the ad content. Any ads that are borderline appropriate should be reviewed again to ensure no group's sentiments are hurt and that the ad message comes through first and foremost.

Nivea's 'white is purity' ad by a german company for a middle-eastern audience was extremely ill-thought out leading to racism claims and bad publicity that lead to the ad being pulled.

Dove's ad of an african american woman removing her top to reveal a caucasian woman underneath sparked global outrage as people saw it as being racist and the company received a lot of negative criticism on social media.

Dolce & Gabbana's ad of a chinese woman trying to eat italian food with chopsticks was badly received with viewers calling it culturally insensitive and perpetuating cultural stereotypes

Budlight's 'up for whatever' ad was seen as being insensitive to the role of alcohol in rape cases and was badly panned by all viewers.  

2. Four products

Effective : The first two products are likely to appeal to a more health conscious shopper and the second two to people who want quick meal solutions due to a shortage of time.  

- Tropicana : The image of the fruit/fruits in the product on the packaging help to make it easily identifiable to the consumer. A clear image helps consumers make fast choices between the same brand's products.

- Weetabix : The image of a bowl of milk with the product and some fruit look like a good suggestion for a breakfast. Showing fruit with the product also helps to reinforce the healthy image of the product.

- Nutella : The image of a brown jam on a slice of bread is immediately evocative of the product's purpose and usage and is likely to be very effective in luring children or chocolate/hazelnut enthusiasts to picking up a bottle.

- Sainsbury's : Corned beef tin has an image of an appetising sandwich that can lure a hungry shopper, and is easily identifiable for consumers to select.

Ineffective : More brand recognition is needed for these brands to be easily identifiable. Additionally, the packaging should be pleasing to the eye and easy to pick out, as well as appealing to a consumer. Additional marketing via better product packaging will help them attract more customers.

- Fairy washing up liquid : product packaging does not in any way convey what its purpose is and is utterly unexceptional. In the sea of washing up products, it does not stand out in any way. A different or additional logos would help the brand stand out among similarly packaged competition.

- Flora : except for a yellow colour and pattern on the top of the tub, there is no indication of its product which could cause people to overlook the product. A similar colour/pattern could easily be mistaken for this product leading to customers easily and maybe unintentionally switching brands and needs a more unique identifier for people to be able to seek it out.  

- Jack's Cola zero comes in a black pet bottle that looks very unappetising and likely causing people to reach for the more colourful regular pepsi or coke bottles rather than what looks like black oil with no relieving colours to offset the blackness. Adding some colour to the bottle will definitely help remove the illusion of motor oil.

- Heinz : The baked beans image looks like an exact image of its contents however the image is not very pleasing and doesn't always work to entice a sale. Showing the beans in a breakfast plate alongside other items might make it look more enticing.