Effective Advertising Campaign
Advertising campaigns are a crucial part of marketing in organizations for the purpose of boosting the sale of their products and services. For this reason, most organizations come up with commercial advertisements to be aired on live televisions, radio, and other social media channels like YouTube, instagram among other social interaction sites that attract a large number of people. It is essential that the advertisement gets created in a way that is appealing to the audience that is getting targeted for a particular product or service. This is critical in enabling the organization to reach its target goals by being able to each of the target markets.
Recent commercials
The five commercials that I have seen that I believe are effective include Dove bar soap in which test papers get used to amplify the damaging capabilities of different soaps with Dove standing out as the safest for your skin, the more the damage on the paper, the more dryness the soap causes the skin. The next commercial is ‘A’ milk, one that explains the health benefits of consuming milk and how it keeps the body fit. Another commercial is that of Cadbury chocolate, where a child buys a bar of chocolate for her mother on her birthday using her toys as the exchange, the shopkeeper kindly gives it to her returning a toy. The commercial’s theme is to promote little acts of kindness through Cadbury chocolate. The next commercial is one by Nike, in which a football player that uses Nike shoes is shown to have the best confidence in the field. It is meant to encourage one to dream further. The last commercial is ‘H’ plans for insurance that shows how an individual is able to take care of his family and be able to secure their future by taking up the insurance policy plan.
Hierarchy of Effects
The hierarchy of effects is a model that shows how the decision of a consumer to not purchase or purchase a service or product gets influenced by advertising. The hierarchy is the progress in the decision making and learning experiences of a consumer that results from advertising. The specific part of the hierarchy that gets targeted by the advertisement is the part where the consumer decides to purchase the product (Patti et al., 2017). This is the last stage of the hierarchy. It is important because the advertisement’s main purpose is to ensure that the product gets sold to the consumer by having a general element of convincing the consumer. The advertisement from the above commercials that touches on the means-end concepts is that of the ‘H’ insurance plan (Xiao et al., 2017). This is because taking up an insurance plan has its potential benefits abut also has negative consequences, especially with regard to the terms of the policy, which can be very strict and specific.
The commercial advertisements have different target markets depending on the product or service. From the list provided above, the target market for dove bar soap is the females as they are the ones often concerned about keeping their skin moist. Also, the advertisement only used a lady clearly indicating the gender it is targeting. The commercial for milk targets the entire population as milk is healthy for people of all ages. Cadbury also targets the general population in the sense that people get to share love through sharing Cadbury chocolate. The target market for Nike shoes are athletes and general sports personalities. The target market for ‘H’ insurance is the general population of adults who are employed to ensure that they and their families are secured in their future in case of occurrences that are unexpected.
The messages in all the commercials that have been provided above have met the objectives of the IMC in the sense that, the manner in which the products get advertised make the consumers aware of them, the products have an element of creating curiosity in the consumer to try it thus, generating the consumer’s interest in the product (Ots & Nyilasy, 2017). These aspects of the advertisements help boost the consumer’s desire for the products that are being advertised and prompt them into purchasing the products.
The messages in the advertisements resonate with the target markets in the sense that the commercial advertisements got created in a way that is relevant to the actual experiences that people go through in real life. For instance, extending a hand of kindness is common. In this case, the commercial is asking the consumer to do it with a bar of chocolate. The same applies to the other products as they have been created in close relation with what goes on in the day to day life of the consumers.
The media getting used to sending out the messages is correct in the sense that it is one that gets accessed by a majority of the target market. The commercial advertisements discussed above get played in television and radio commercial breaks, which makes it possible for the messages to reach a wider variety of people. Television commercials are the most effective because of the visual aspects of the commercials, which can significantly influence the decision of the consumer to purchase a particular service or product.
The message strategy that is getting used for the above commercials is cognitive in the sense that the messages being portrayed include the benefits of the various products. For instance, the commercial on insurance was presented with the message stating the benefits of insurance, milk commercial’s message included the health benefits of milk. This is the same case for the Dove soap, chocolate, and Nike Shoes.
The messages that have been presented in the commercial transactions are sufficient to appeal to the target markets. However, with the increase in market competition that comes with new brands of products, the organization s that produce the products should improve on their message content to enhance the popularity of their various products—for instance, creating adverts that will be visually appealing to suit each age group.
References
Ots, M., & Nyilasy, G. (2017). Just doing it: Theorizing integrated marketing communications (IMC) practices. European Journal of Marketing.
Patti, C. H., Hartley, S. W., van Dessel, M. M., & Baack, D. W. (2017). Improving integrated marketing communications practices: A comparison of objectives and results. Journal of marketing communications, 23(4), 351-370.
Xiao, L., Guo, Z., & D’Ambra, J. (2017). Analyzing consumer goal structure in online group buying: A means-end chain approach. Information & Management, 54(8), 1097-1119.
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