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, 

Stage 1 : Controversial advertising

There have been many ethical issues relating to advertising, including the use of untruthful or deceptive claims, containing offensive images such as sexual appeals, stereotyping of particular groups, advertising towards children and encouraging materialism and buying things that people don’t need.

However, there appears to be an increase in the amount of controversial advertising being broadcast and printed. Some of the reasons for this include that society has become more complex, increased awareness of the harmful effects of some products and as agencies try to become more creative to “cut through the clutter” to gain attention and brand awareness. 

Controversial advertising is a form of communication that is shocking, offensive, unethical, politically incorrect and humorous. It can be open to interpretation.Creating an emotional connection is crucial to effective marketing campaigns. One common technique is to arouse the feeling of shock. 

Some of these ad campaigns really push the limits of what could be considered an effective visual. They include print ads, TV spots, online virals and guerrilla marketing campaigns. Many are disturbing, and most are controversial.Regardless of one’s own interpretation, these ads do what they’re meant to do: they evoke emotion in order to create buzz. 

They get people talking. The ads circulate and the brand name is mentioned repeatedly and awareness is brought to the company. Whether you agree with the term or not, these advertising campaigns rest on the saying that “all publicity is good publicity.”

Advertisement: Dolce & Gabbana

 

About the ad:

Dolce & Gabanna has angered many people with this ad, which features a woman being overpowered by a gang of men. It’s pretty clear why people are getting so upset. From D&G’s perspective, they are happy that everybody is keeping an eye on their ad and will never forget the brand.

Objectives:

To grab attention and create brand awareness. 

Target Audiences:

Younger generation of male and female who have interest in fashion. 

Nature of controversy:

Violence against women. 

Opinion:

It is hard to tell if the advertisement is effective or not because it definitely grabbed attentions of the public, but the ads were requested to be withdrawn by International Amnesty considering the ads "a praise of the violence towards women". 

Advertisement: Sexy Paris Hilton eating Hamburger 

About the ad:

Famous heiress of Hilton’ hotels, Paris Hilton, is shooting an advert for Carl’s Jr. restaurant chain. The advert is being controversial for its sexual content and connection between rich beauty Paris Hilton and greasy hamburgers. Moreover, the advert is misplaced sexualy because of Hilton’s almost naked body in little bikini and car washing.

Target audiences:

Young male.

Nature of controversy:

Sexual appeal.

Opinion:

The ad is quite shocking as it is quite controversial in terms of involving sexual appeal which is racy enough to generate protest from the moral lobby. People might question what is the commercial for? For Paris’s new song, for a car or is it really a hamburger commercial?

Advertisement: Nando's Last Dictator Standing

About the ad:

Being alone during the holidays can be upsetting and that is why a fast food chain is taking steps with their six-piece chicken combo to make sure nobody has to eat alone - even ruthless dictators. But the controversial Nando's commercial has attracted so much negative attention in Zimbabwe that the company has just announced they are pulling it. South Africa-based fast-food chain Nando's has pulled an ad that shows Robert Mugabe frolicking with dead dictators, after threats by a notorious youth militia loyal to Zimbabwe's president. The commercial was intended to poke fun at the fallen dictators, but Mugabe supporters are not amused and a militant youth group in Zimbabwe threatened to boycott the restaurant if they didn't pull the ad.

Journal article: 

Waller, DS 2005, 'A Proposed Response Model for Controversial Advertising', Journal Of Promotion Management, 11, 2/3, pp. 3-15, Communication & Mass Media Complete, EBSCOhost, 2012. 
http://epress.lib.uts.edu.au/research/bitstream/handle/10453/5787/2005002296.pdf?sequence=1 Accessed 26 March 2012.

It would be a problem if the feedbacks from audiences were all negative criticisms and disapprovals even though these advertisements are effective to raise public attention and awareness towards the brands. Some studies have shown that younger people have a greater acceptance of controversial advertising causing advertisers to use sexual or violent images to attract younger people. 

While advertisers have a social responsibility not to offend people by their advertising images, in a free market they should be able to communicate a message to their customers in a way they want to. Therefore, advertisers wanting to undertake a controversial campaign must then tread the fine line between successfully communicating to the marketplace and offending some people. 




Trade press article:

http://adage.com/article/news/controversial-nando-s-ad-south-africa-banned/14411/