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,