Ad Appeals

GOALS

Promote Brand Recall

Instill Brand Preference

Tranformational ads

Define the Brand Image

Persuade the Consumer

Direct Response

Recall Attribute with Brand Name

Scare the Consumer into Action

Social Branding

This ad of airtel is the best example for promoting brand recall. This ad was always in the mind of the consumers and due to the jingle used by them the sales of airtel went high. The ad shows the message strategy as to how friends will be their with you till the end.

The new ad of budwesier shows us Instill Brand preference. When we look at this ad, it feels good. how this dog keeps waiting for his friend to come back. The message that your friends are waiting comes out very clearly when we see this commercial.

This ad is yet another example of Instill Brand Preference. The sex appeal is used here to attract the customers. This ad of Calvin Klein having men and women both in the picture with such position makes it more enhanced. As Calvin Klein also sells inners, this is the best way to show their products and make the sell high by using Sex appeal.

This ad of Kayaking Jumbo Peanut has used humor as their appeal. One of the message strategies used to attract the consumers.

Such ads are made to scare the consumers into action. We are always worried about our skin and when an advertiser uses such an image we think about it and get a product to protect our skin. This is as well one of the message strategies thats used to get higher sales for the product.

This ad of GUCCI Defines the Brand image. The image used is luxurious and brings out the best of the ad clearly in a sophisticated manner.

Transformational Advertisement 

The messsage strategy used here is to persuade the consumer. It shows fear appeal. The image shows shock and fear. The ad here is trying to say you shoulnt talk while someone is driving or else they might meet with an accident. The message is clealry conveyed in this ad.

Ad Analysis

There is always a way to attract customers. The ads make the most of it by making images that sell. The more appealing the ad is, the more customers it will attract. Thats the basic formula every agency uses.

The formula used for advertising;

V- Visbility which means the ad should be easily noticeable

I- The advertiser should be able to identify with the ad

P- Promise should be fulfilled

S- It should concentrate on a single purpose and not everything at one go.

The ad of Max shoes gives a very clear idea to us what’s it talking about. The visual elements used in this picture which is showing off the shoes makes it easy for us to understand the message of it. The ad here is explicit in its visibility and concentrates on its motive of selling shoes. Basically the ad should speak for itself. So what do we notice when we look at this picture? We identify that they have expressed the shoes in a funny manner so the appeal used is humorous. The visibility is clear here. The surprised reaction is noticeable. Here we can identify with the shoes. Also, the image is speaking loudly about its product making it clear about its features. It also serves a single purpose as to how amazing these shoes are.

The visual elements of the ad are as follows-

General mood

Typeface

Logo

Colour Schemes

Light

Shapes

Overall composition

Denver waters ad here gives us a luminous example that there is a lot of wastage and we need to cut down. The visual elements like the bench and the orange colored seat is a eye catchy part. An ad should always convey a proper meaning and a message. The type face used here with white saying use only what you need gives us a clear idea that we shouldn’t waste water. The logo has a D with swirls of water. The image is taken at the day time and the seat being half empty draws our attention to it. The colors used are environment friendly and the combination is clear. The chosen background is environment related which suits best with the ad. While we look at it, the components used in the picture are plain and subtle and yet gives a very heart touching message.

The story components in the ad are as follows

Characters 

Plot

Setting

Symbols

Sub-Text

When I look at this image all I can think of is a quote ‘the chef in you’. The chef coming out of the bottle shows that you don’t need anything else when you have chillies like del monte. The tag line used ‘ you do the cooking and we make it delicious’ makes the strategy of the product very clear to us. Also the silhouette of the bottle with the type face of the brand shows the goal. Kitchen with all the requirements with the smiling face of the man gives a joyous mood. The man who is cooking is the character of the ad. He is cooking that’s plot. He is trying to make his food delicious with the chillies. The guy is cooking in his own kitchen sets the authenticity of it. The chef is the symbol. The ad here shows you don’t have to worry if you are man or a woman with del monte you can always be assured that you are good cook.

Maslow’s Hierarchy Of Needs

Maslow always wanted to find out what motivates people and to do so he stated a model in 1943 to know what motivates people to achieve certain needs.  We always notice that humans need more and more and so we always progress to our next need.

There are five motivational needs often known as hierarchical levels within a pyramid

This model can be divided into basic needs and growth needs.  The basic needs motivate people when they are unmet. For example the more a person starves for food, the more hungry he will become. We shall be able to satisfy our basic needs to progress further. If these needs aren’t met we cannot move ahead. One can reach the highest level of satisfaction if the basic needs are fulfilled. We all have the capacity to reach the level of self actualization but there is always a possibility that our growth will be disrupted due to certain reasons. Maslow noted that not all reach the final stage as our society rewards motivation based on esteem, love and other social needs.

The five stages of the model include;

Biological and physiological needs 

Physiological needs are the basic needs of human that need to be met. These are the needs without which we cannot sustain. Air, water and food are our basic needs required for our survival. The ad of smart water serves the same purpose. It shows the basic requirement for water a human needs.

Safety needs

We all need security along with us. We all experience stressful and traumatic situations. At such a stage we need an assurance to remain happy and safe.  It is always necessary one meets this need as it is a vital part of our life.

Safety and security needs include

Personal security

Financial security

Health security

Safety  net against accidents and their adverse impacts.

The ad here shows a falling man but there is nothing to worry as life direct will always be there to support him whenever required.

Love and belonging

This is one emotion we all need for our survival without which no human can live- love. After physiological and safety needs the third level is the belongingness. Ruining this emotion in childhood can cause severe issues in the growth. According to Maslow, a human needs acceptance in whatever surroundings he/she belongs to be it small or large groups. Humans need to love and be loved as well. When there is absence of this emotion there is loneliness, anxiety and depression. So this level of Maslow’s hierarchy is one of the most important needs to be met.

The ad johnson’s baby. As soon as we look at the ad the first thing that comes to our mind is love and hence the message strategy is clear here.

Esteem

We all want to be respected by everyone.  Esteem presents a typical human desire to be accepted amongst others. We either have high or low self esteem. People with high self esteem are the ones that are happy with their progress and are respected in their surroundings. People with low self esteem have inferior complex and fear within themselves of not being accepted by others.

Maslow states that he thought the hierarchies are inter related than it being separated. This mean that esteem and the levels are not separated but are related

The ad of dove here shows the message strategy of esteem. The skin of the woman shows the esteem.

Self actualization

This is the last stage of  Maslow’s hierarchy. This levels shows the need of a human to acquire everything that one can. Every human perceives this level differently as well have different needs and desires. For example someone may want to be a good parent while someone else would desire to be good in athletics. To showcase this we express ourselves in various manners. Maslow believed that to reach the level of self actualization it is important to understand the level of need one must not only achieve the prior needs but master them.

The ad nike shows stages of rising of the athlete but in the end he finally he achieves his dream. Hence it clearly shows us self actualization.

References- en.wikipedia.org/wiki/Maslow’s_hierarchy_of_needs

http://www.simplypsychology.org

http://www.learning-theories.com/maslows-hierarchy-of-needs.html

V.A.L.S

VALS is also known as values, attitude and lifestyle.  These three terms give us an idea of the innate nature of the consumer. You determine the VALS of the consumer by realizing what your consumer is thinking and looking for in the product. VALS changes according to individuals in the society. It is different for people with high income group than for the people with low income groups. As their lifestyle varies, VALS changes too.

The term VALS was developed by social scientist Arnold Mitchell to determine different classes of people. The people with high resources created more innovation while people with low resources created less innovation.

The VALS framework is made on  the basis of consumer resources and capacity to accept innovation. The x axis consisted of primary motivation whereas y axis consisted of resources such as income, education, confidence etc.

INNOVATORS

Innovators  are thinkers and are sophisticated with high self esteem , taking charge of people with high self esteem.  They have abundant resources. They are change leaders and are the most receptive to new ideas and technologies. Image is important to innovators, not as evidence of status or power but as an expression of their taste, independence, and personality.

THINKERS

These consumers are the high resource group of people who are motivated by ideals. They are mature and responsible humans. They are always open to new ideas and innovations even when they are home. They are well informed about the surroundings. They value knowledge and responsibility. They actively participate in decision-making process.

BELIEVER

The believers are conservative, conventional people with beliefs based on traditions; Family, religion, community and the nation. They follow routines organized around home, family, community and social or religious organization.

ACHIEVERS

Motivated by the desire for achievement. Achievers live conventional lives, are politically conservative and respect authority. They have goal oriented lifestyle and a deep commitment to career and family. They value consensus, predictability, and stability.

STRIVERS

Strivers are the ones who dont have enough money to meet their needs. They are motivated by achievement and rely a lot on their surroundings. They have narrow interests  and get bored easily. They are image conscious. They prefer  buying clothes beauty products. They don’t really care about their health.

EXPERIENCERS

Experiencers are motivated by self-expression. Young, enthusiastic and impulsive consumers. They are always excited about new possibilities to come. They socialize a lot. They admire wealth, power and fame. Follow fashion and fads. They attend to advertising and listen to rock music. Spend much of disposable income on socializing.

MAKERS

Makers are practical people who have constructive skills and value self- sufficiency. They live within a traditional context of family, practical work  and physical recreation and have little interest in what lies outside.  They are always suspicious of new ideas. They are motivated by self expression. They express themselves and experience the world by working on it- building a house, raising children, fixing a car. They have enough skills and energy to carry out their projects successfully.

SURVIVORS

They have limited interests and activities. Their prime concerns are safety and security. As they cannot splurge more, they use coupons and look out for sales. They watch TV for their entertainment. They are burdened with health problems.

References- en.wikipedia.org/wiki/VALS

http://www.businessdictionary.com/…/Values-Attitudes-and-Lifestyles-System-

http://www.slideshare.net/vikram_dahiya/vals-13957324

Ad Agency

Ogilvy and Mather, when this agency was started by David Ogilvy there were just two people working with him. From 1948 till now, Ogilvy and Mather have more than 450 offices in 169 cities.

Industry- Advertising, marketing, public relations.

The culture of Ogilvy was formed in the late 2010 so as to market products in different cultures. OPR wholly owns the subsidiaries

In 2005, the name was changed to Ogilvy government Relations. It acquired a republican firm called the federation group LLC. OGR operates from the same building as that of its parent company in Washington D.C. OGR had total lobbying income of $21 million in 2009. It is the 7^th largest lobbying firm in United States.

The main motto of David Ogilvy was to build an innovative company. He knew if we wanted to be successful he would need a strong agency Brand. The first two fundamental components of the brand would be the quality and diversity of the people. “only first class business and that in the first class way”

The third component was his belief in brands “Every advertisement is part of the long term investment in the personality of the brand”

David Ogilvy believed that advertisement that sells best builds up the brand. Brands like American Express, Sears, Ford, Shell, Barbie, Ponds, Dove and Maxwell house are all built by Ogilvy And Mather over the past 60 years.

Campaigns

Ogilvy caused some controversy in 2004 when a reportedly discarded video advertisement for the Ford SportKa hatchback began spreading virally via email. The 40-second video, which shows a lifelike computer-generated cat being decapitated by the car’s sunroof was apparently rejected by Ford, but still made its way onto the internet, sparking outrage among bloggers and animal rights groups.

Clients

American express

Capri sun

Cisco

Dupont

Europcar

Kodak

Kimberley

Motorola

Nestle

Time Warner cable

References- http://www.ogilvy.com

en.wikipedia.org/wiki/Ogilvy_%26_Mather

Ad Campaign

When this ad campaign assignment was given the first ad that came to my head was the Flipkart’s new ad women’s closet full of nothing. Flipkart in today’s time is one of the largest e-commerce companies that we have to shop anything online.

The ad here has come with women’s lifestyle products. It begins with a girl searching for clothes and ends up having nothing which is our usual tendency and a favorite line to use. She just keeps saying her closet is full of nothing. In the end she says when you have everything and still nothing to wear. Introducing women’s lifestyle at Flipkart.com

The ad is communicating to all the women of India who feel have nothing to wear to and they can rely on flipkart for the same. Women’s lifestyle at flipkart is made in such a manner that it becomes appealing to the women to shop and then not worry about having nothing because flipkart has it all now.

The target audience is women here. The ad used gives us a clear idea. At flipkart.com the price range is kept from the lowest to the highest so that no one is deprived of happiness. As its an e-commerce company, it has many payment modes which makes our lives much more easier. Packaging is kept simple with a logo on a box. They have a very large category for shopping. When it comes to competition there are many other websites (Myntra, Jabong, Stalk Buy Love) that women might prefer as they always wish to look for clothes.

Brand: Flipkart
Client: Ravi Vora and Shoumyan Biswas
Agency: Happy
Creative directors: Kartik Iyer and Praveen Das
Copy: Stephanie Fernandes
Art: Vjay Kanagamathinathan

References- http://www.campaignindia.in/Video/367276,flipkart-woos-women-with-8216a-closet-full-of-nothing8217.aspx

ADVERTISING

What is advertising ?

Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.

“Advertising is simply the communication of a sales or persuasive message designed to affect attitudes or behaviors toward the advertised product. says Don E. Schultz in his bookEssentials of Advertising Strategy.

Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience(viewers, readers or listeners; sometimes a specific group) to take or continue to take some action- wikipedia.

Key characteristics

There are some important features we keep in mind while we make advertisements

Design matters

Simplicity

Benefit focus

Drama

Clear reinforcement of your place promise

Visualize the benefit

Fast method of communication

Limitations of advertising

Add to costs

Undermines social values

Confuses the buyers

Encourages sale of inferior products at times

Categories of advertising

Recruit advertising

Trade advertising

Cause advertising

Service advertising

Financial advertising

Corporate advertising

Retail advertising

Consumer advertising

Industrial advertising

Personal advertising

Recruitment advertisement 

This kind of ads are mostly published in the newspaper. The main motto of such ads is to hire people who are apt for the job.

Trade Advertisement 

The main focus of such ads is to make the merchants and traders aware about the products available for resale

Retail Advertisement

Such ads help one to know about the special offers and competitive prices of the market.

Service advertisement 

Industrial Advertisement

Financial Advertisement

References- http://www.wikipedia.in

http://www.adstrategy.wordpress.com