Stage 3: Good and bad advertisement

Good advertisement

A good advertisement should appeal to the intended audience. Don't make a denture commercial that has themes that a teenager would like-unless you're trying to get teenagers to buy the product. Try to make the commercial unforgettable - something people will remember, so they'll want to buy the product more. It is clear what it is advertising. Humour is good as it makes people want to watch the advert again. The product must look good else people would not want to buy it. 

The journal article of Eldridge (1958) suggested that good advertising must conform to the following specifications:

1. It must be truthful, both in its statements, and its reasonable implications. 
2. It must be believable.
3. It must not unfairly disparage competitors or competitive products.
4. The advertising claims must be effectively presented in order that they may be heard or read, and in order that they may register with readers and/or listeners a clear and memorable understanding of the product-attributes and sales-appeals.
5. The product-attributes which are the subject matter of the advertising must be attributes which are, or can be made to be, important to those whom the advertising is intended to influence. 

Any advertisement that contains these five essentials is likely to be a good advertisement; and, conversely, it is doubted whether an advertisement that omits any one of them can be a good ad. 

Advertisement: Huggies nappies

About the ad:

The Huggies ad features the kids world is really attractive and creative. It adds in a sense of humor and I think that it makes the audiences want to watch it again. The ad portrays clearly that it is selling the nap pies for children. The objective of the ad is to get parents to purchase Huggies nap pies for their children. The target audiences are people with baby or young kids in the family. I personally think that this advertisement has fulfilled the five specifications above.

Advertisement: Coca Cola

About the ad:

The advertisement is from Coca Cola, I think that the ad is quite appealing and creative because I've never thought an advertisement of beverage could be done in this way. It would definitely make people want to watch it again and tempt people to grab a bottle of Coca Cola to chill in hot weather. The objective of the ad is clearly to tempt people to purchase Coca Cola. The target audiences would range from young to old people, both female and male. 

Bad advertisement

Bad advertisements could create buzz and went viral or banned. It could be lack of creativity, bad implementation of awful idea, sending out negative message or values or promoting an unrealistic lifestyle. 

Advertisement: McDonald's Chocolate

About the ad:

The ad is advertising the McDonald's chocolate. The ad has a sense of racist and stereotyping because the staffs in the advertisement mentioned the word "black people". I think it is not necessary to link chocolate to black people as it would make them feel uncomfortable. The objective of the ad is unclear, is it trying to say that black people can only order chocolate drinks at McDonald's? Or people might turn black after drinking chocolate? I think that there are still many ways to advertise such drink, it doesn't have to be in this way.

Journal article:

Eldridge, CE 1958, 'ADVERTISING EFFECTIVENESS--HOW CAN IT BE MEASURED?', Journal Of Marketing, 22, 3, pp. 241-251, Communication & Mass Media Complete, EBSCOhost, viewed 1 April 2012.

Becker, GM 1993, 'A SIMPLE THEORY OF ADVERTISING AS A GOOD OR BAD', Quarterly Journal Of Economics, 108, 4, pp. 941-964, Health Business Elite, EBSCOhost, viewed 3 April 2012.

Stage 2: Global advertising

Global advertising entails dissemination of a commercial message to target audiences in more than one country. Target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of literacy and languages spoken.  

Global advertising can, therefore, be viewed as a communication process that takes place in multiple cultures that differ in terms of values, communication styles, and consumption patterns. International advertising is also a business activity involving advertisers and the advertising agencies that create ads and buy media in different countries. The sum total of these activities constitutes a worldwide industry that is growing in importance. International advertising is also a major force that both reflects social values, and propagates certain values worldwide.

Advertisement: Coca-Cola: Maroon 5 24 Hour Live Session - Creating the Song

About the ad:

Coca-Cola is readying its largest teen-focused campaign to date, Coca-Cola Music. Given the rapid growth of the teen market globally, Coca-Cola plans to take the campaign to more than 100 markets. Six markets, China, India, Indonesia, Nigeria, Pakistan and the U.S., will house half of the teen population by 2020.


Objective: 
Coca-Cola has been focused on making its efforts more global in nature.


Target audience:
Teenagers 13-19 years old, which requires the marketer to "look for the highest common denominator".

Advertisement: McDonald's I'm Lovin' it 2003

About the ad:

I'm lovin' it is an international branding campaign by McDonald's Corporation. It was created by Heye & Partner. It was the company's first global advertising campaign and was launched in Germany on September 2, 2003. The English part of the campaign was launched in Australia on September 21, 2003, the UK on September 17, 2003, and in the USA on September 29, 2003. ''I'm lovin' it'' was one factor among many in the company's fortunes, making its precise impact hard to discern. ''I'm lovin' it'' is becoming part of the language.

Journal article:
Jae H. Pae, Saeed Samiee, Susan Tai, (2002) "Global advertising strategy: The moderating role of brand familiarity and execution style", International Marketing Review, Vol. 19 Iss: 2, pp.176 - 189

About the article:

In the international advertising strategy, brand familiarity plays an important role in the standardization issue. International advertising standardization makes sense only to the extent that the firm's international marketing strategy centers on the development of brands that are similarly positioned in every market. Well-established brands have important advantages in advertisements, as consumers pay more attention and remember better product information.

More extensive processing of advertising information for familiar brands, in turn, can enhance claim memorability. A brand that is familiar will tend to be favored, regardless of advertising or advertising content. Advertising-evoked effects would not have a strong influence on brand attitude for mature, well-known brands. Since advertisements for mature brands are designed more to remind and reinforce than to communicate product benefits, the transfer of such global advertising appeals across borders is possible. 

Trade Press Article:


http://adage.com/article/global-news/coca-cola-launches-global-music-effort-connect-teens/149204/

Stage 2: Not for profit advertising

Non for profit advertising are activities and strategies employed by a nonprofit organization that are designed to spread the message of the organization, as well as to solicit donations and call for volunteers. Nonprofit marketing involves the creation of logos, slogans and copy, as well as the development of a media campaign to expose the organization to an outside audience.

Advertisement: Salvation Army Christmas Appeal 2011 

About the ad:
Every year the Salvation army conducts a Christmas Appeal in order to raise funds for the under privelaged during the holiday season. In the lead up to the Red Shield Appeal, the Salvation Army release a series of emotive and engaging ads that document the plight of countless Australians who rely on their help. Inspired by real life events, the “doors” press campaign shares stories of domestic violence and addiction, and in each occurrence, the Salvation Army was vital in helping those disadvantage open the door to a new life. By emotionally connecting with readers, this press campaign hopes that they will in turn open the door to them during the Red Shield Appeal door knock.

Objectives:
To raise awareness and funds for the homeless, the lonely and the desperately poor at Christmas season.

Target Audience:
The target audience is most likely to be privileged ones who have the ability to donate.

Advertisement: WWF Save Our Climate 

About the ad:

WWF commercial which is trying to send the message to stop the degradation of the planet's natural environment and to build a future in which humans live in harmony with nature. The objective is to make people aware that ignoring global warming won't make it go away. 

Objectives:
Generate awareness of the public towards global warming and climate change.

Target audience:The target audience of this is all people who are environmental conscious.

Advertisement: WWF You can help. Stop Global Warming

 Turn off your TV, stereo and computer when not using them.

 Recycling glass, plastic, cardboard and paper.

Choosing a hybrid or fuel efficient car.

About the ad:
To WWF, what’s important is to get their message passed to the public, and to arise the public awareness of the importance of protecting the nature. That’s why they rely heavily on advertisement. What I have collected here are some of the most powerful and eye-catching ads of WWF. They are all creative and well executed, and the message is clear. I think that this category of ad is mostly likely to success because ignoring the consequences of global warming is probably not a good idea. Just look at the number of people who joined Earth Hour, it indicates the success of such campaign.


Journal article:

Marchand, J, & Lavoie, S 1998, 'Non-profit Organizations' Practices and Perceptions of Advertising: Implications for Advertisers', Journal Of Advertising Research, 38, 4, pp. 33-40, Communication & Mass Media Complete, EBSCOhost, viewed 1 April 2012.


About the article:

Non-profit organizations use a variety of advertis- ing practices, some of which can be unorthodox. First, it appears that many organizations bury their advertising expenses under other budgetary headings, call them something else, or allocate the expenses in other ways, making them difficult to identify. even though perceptions of advertising have evolved, paid advertising is still viewed negatively and considered very expensive. Clearly then, it would be to advertisers' advantage to immediately begin changing tbese negative perceptions of advertising in order to convince the people in charge of the campaign within non-profit organizations of tbe many benefits of paid advertising.
 



West, D, & Sargeant, A 2004, 'Taking Risks with Advertising: The Case of the Not-For-Profit Sector', Journal Of Marketing Management, 20, 9/10, pp. 1027-1045, Business Source Complete, EBSCOhost, viewed 1 April 2012.


Trade press article:





http://www.mandmglobal.com/international-media/30-03-12/wwf-launches-global-earth-hour-campaign.aspx

Stage 2: Business to business advertising

Business to business advertising intended not for the consumers but for the various entities who influence consumer availability, such as distributors, wholesalers, brokers. Businesses market their own products and services to other businesses that need their products and services. Some examples of business-to-business marketing are affiliate programs, banner ads and pop-up ads. In all of these examples, a business uses another business’s services to market themselves through the placement of ads and links on their website in exchange for monetary incentive.

Advertisement: NVP Software Testing

About this ad:

This four-ad series in a major building technology magazine emphasized the folly and false economy of failing to conduct exacting tests of new software. Their objective is to tell their potential customers that it is important to conduct exacting tests on new software, the consequences of failing to do this could result customers to lose trust in them. They are also trying to send the messages of the benefit from drastically reduced internal and external failure costs that originate with poor quality and also benefit from increased process efficiency and effectiveness, allowing employees more time to focus on other activities.

Advertisement: Microsoft Dynamics

About the ad:

Microsoft and PVBS recently kicked off a new awareness campaign on some of the more heavily trafficked informational web sites for government IT professionals. The campaign, called Upgrade Your Business, reminds people that Dynamics NAV solutions are Defense Contract Audit Agency (DCAA) compliant, scalable, familiar and seamless. The advertisements look professional and it would match with their objective of targeting professional business people. 

Advertisement: ANZ Small Business

About the ad:

This is an action packed, stunt ridden ANZ Small Business TV Commercial produced by M&C Saatchi. The ad is trying to reach the target audiences which are small business owners by advertising that ANZ provides small business specialists for them. The ad stands out by having a sense of humor.

Journal article:

Glynn, Mark S. , 2011. ‘Primer in B2B brand-building strategies with a reader practicum’ Journal of Business Research, 65, 666–675.



About the article:

Strong brands are important in B2B performance success. Indicative measures of market performance include price premiums, market share and expansion success. The nature of industrial buying involves long term relationships between buyers and sellers. Research shows that consumer marketers have a more transactional focus whereas B2B marketers are more relational in their approach. Customer relationship processes for B2B brands enhance buyer identification with the brand, customer contact and loyalty. For example building relationships with channel partners such as chefs enabled marketers to inexpensively build awareness for their meat products in the supply chain. When comparing the separate effects of brand image and corporate reputation, a firm's reputation was more influential on customer loyalty and customer value than the firm's brand image. B2B brands enhance the customer's perception of the seller.

 

Trade press article:

http://adage.com/article/small-agency-diary/b2b-marketing-embrace-social-media-strategies/233150/

Stage 2: Retail advertising

Advertisements that encourage potential customers to buy a specific product or service are known as retail advertisements. These advertisements often include specific products, their prices, sales dates, coupons and a call to action. Examples of retail advertising include car dealer ads, supermarket inserts in newspapers and clothing and jewelry store ads. 

These ads are often nothing more than a list of products with prices, often pointing out the discounts offered. Many successful retailers built a strong link between TV and newspaper ad campaigns including David Jones, Bunnings, Woolworths, Jetstar and Target. Woolworths clearly outperformed Coles ads on ad recognition and brand linkage. David Jones’ Miranda Kerr ads outperformed ads by Myer featuring Jennifer Hawkins, on ad recognition and brand linkage. 

Retail advertising can impact future demand, but the sign of the impact varies across customers. The advertisers’ objective lies in bringing customers into the store for their shopping needs, while the message appeal of brand advertisers attempts to build demand for a specific brand that may be available at a number of retail outlets. 

Their target audiences are the customers who live within the retail outlet area. The advertisements should be effective as they are aired on screen or printed on newspapers and other medias, they have the potential to reach target audiences. There are generally two types of retail advertising messages: promotional and institutional. The promotional ad message features a particular product or group of products at a special or discounted price. 

• Promotional advertising can be readily measured by analyzing overall store customer counts, product movement, discounts taken and overall sales. Because the effects of promotional advertising can be seen immediately, the retailer tends to depend heavily and sometimes exclusively on that type of advertising.

• Institutional advertising is designed to create a positive brand image for the store. Institutional ads do not focus on particular products and prices, but instead attempt to position the store in the minds of consumers and leave a favorable impression. 

Advertisement: Woolworths fresh food people

About the ad:

Woolworths unveiled the latest campaign in The Fresh Food People lineage. With a new line, “we are fresh food people, because you are”. The campaign demonstrates The Fresh Food People’s knowledge and passion for the fresh foods they provide to customers and to their families.

The objective of the ad is to create brand awareness of Woolworths as fresh food retailer. The target audiences of the ad include both male and female youngsters, adults, and elders who do grocery shopping. The campaign was seen to be successful because it outperformed Coles ads on ad recognition and brand linkage

Advertisement: David Jones featuring Miranda Kerr

About the ad:

This is an ad by David Jones featuring Miranda Kerr showing off the fashion brand available at David Jones. The objective of the ad is to promote and grab women's attentions on the new launched fashion of the season. The target audiences would be 17-55 years old women who are interested in fashion and are willing to spend money on purchasing fashion items. I would say that the ad is effective because women like to follow the fashion trend of supermodel.

Advertisement: IKEA winter sale commercial

About the ad:
The ad is from IKEA trying to send the message to public that IKEA is having winter sale. The ad portrays a lady who was shock and overjoy with the low price she paid for the items she bought at IKEA that she thought the cashier made a mistake. The target audiences are people who want to add furnitures or decorations to their house, or people who might interested to drop by to nearby IKEA during winter sales.

Journal article:

Simester, D, Hu, Y, Brynjolfsson, E, Anderson, Eric T, 2009. DYNAMICS OF RETAIL ADVERTISING: EVIDENCE FROM A FIELD EXPERIMENT. Economic Inquiry. Vol. 47, No. 3, 482–499. 

Available at: http://www.kellogg.northwestern.edu/faculty/anderson_e/htm/personalpage_files/Papers/Dynamics%20of%20Advertising.pdf

Trade press article:

http://adage.com/article/news/p-g-wal-mart-opt-store-advertising-study/109764/

Stage 2: Direct response advertising

Direct response advertising is designed to generate an immediate response from consumers, where each consumer response (and purchase) can be measured, and attributed to individual advertisements. Direct-response marketing is delivered through a wide variety of media, including DRTV, radio, mail, print advertising, telemarketing, catalogues, and the internet. Direct-response advertising is defined by the presence of four defining components: 

• A strong offer 
• A call to action (or call for response) 
• Sufficient information to interpret the value of the offer 
• A means of response (for example, a toll-free number, web page address, or mailing address) 

The objective of the advertisement is to make the audience a compelling offer, and tell them exactly how to get it. This is the essence of direct response advertising. "Hey, Mr. Viewer. Here's what you can get, here's how to get it, and here's why you should get it."

Advertisement: Simon Solution

About the ad:

It's Simon Solution 2 Step System for Fuller Lips featuring Pamela Anderson as spokesperson to advertise how she gets fuller lips by applying Simon Solution. Infomercials also use testimonial appeals which tap into peoples sense of rationality such as "well if they say its good it must be!". Infomercials are a good way to educate consumers about a new product if the company has little money to get started as they can make sales and advertise all in one. The ad may be appealing for the women out there who are dying to have Angelina Jolie's lips. The target audiences are 18-55 years old women who care about the look of their lips. The target audiences may be women who are looking for alternative to get fuller lips other than injection or plastic surgery.

Advertisement: Petplan

About the ad:

The ad is sending message to pet owners that they should buy insurance for their pets just in case anything happens to their pet. The target audiences of this ad are obviously the pet owners who care for their pets. 

Journal article:

Woodside, A, & Soni, P 1991, 'DIRECT-RESPONSE ADVERTISING INFORMATION: PROFILING HEAVY, LIGHT, AND NONUSERS', Journal Of Advertising Research, 31, 6, pp. 26-36, Communication & Mass Media Complete, EBSCOhost, viewed 3 April 2012.




Trade press article:

http://adage.com/article/agency-viewpoint/marketers-confuse-likes-brand-building/228705/

Stage 2 : Brand advertising

Brand advertising means advertising with a strong emphasis on the company brand logo or company name in order to build strong, long-term consumer attitudes towards it, it is also known as integrated marketing communications. The brand campaign is potentially the most broad as majority of advertisements aim to support or aid a brand in some form. Advertisements have an ability to create brand equity and make the brand more profitable for a company. 

Advertising in a competitive market needs to maintain the brand's broad salience, which means being a brand the consumer buys or considers buying. This turns on brand awareness, memory associations, familiarity, and brand assurance. Publicity can also help to develop such salience. Talking about publicity, most advertisers are continuously advertising about the brand that the recipient is already aware of because people more often need to be reminded than informed. The most heavily advertised brands like Coke, Starbucks, Nike and McDonalds are known to billions and have been for years, yet they still advertise.

Many of the brands above have their slogans which people are familiar of, such as ‘Coke is it’, ‘I’m lovin’ it’, ‘Just do it’, ‘Finger lickin’ good’. Salience concerns the "size" of the brand in one's mind, this allows the brand to come forward for the wide range of recall cues that can occur in purchase occasions. With this "share of mind" come feelings of being familiar and feelings of assurance. The consumers would then think, “yes, I’ve heard of it”. The objective of advertising all these brands would be to achieve a broad salience. It has no doubt that KFC, McDonald’s, Coke, Nike have achieved it, having their consumers to bear in mind of the brands when they are making purchasing decision through repetitive brand advertising focusing on their logo.

Advertisement: One by One Volum'Express Mascara from Maybelline New York

About the ad:

The objective of this advertisement is to catch the women's attentions and attract them to try out the brand. The target audiences of the ad are women who wear make up especially focusing on eye makeup. Maybelline also tries to target women who are looking to switch brand of their mascara. 

Opinion:

It is quite an attractive ad as I would be tempted to try out the mascara and see if the outcome would be the same as the model in the ad. 

Advertisement: Pepsi

About the ad:

Pepsi cooperation is making the claim that Pepsi not only tastes good but also offers good times to its drinkers. The advertisement is very effective, portraying Pepsi as a quality product with strong connections to popular entertainment. The consumer is left to deduce that drinking Pepsi has other benefits besides the taste of the cola. This strategy appeals to our emotional desire for entertainment and enjoyment. The warrant to such an ad lies in the consumer's desire to want to have fun and the idea that Pepsi can provide entertainment and enjoyment.

Journal article:
Ehrenberg, A, Barnard, N, Kennedy, R, & Bloom, H 2002, 'Brand Advertising as Creative Publicity', Journal Of Advertising Research, 42, 4, pp. 7-18, Communication & Mass Media Complete, EBSCOhost,