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