Using your judgement, collect ONE ‘good’ advertisement and ONE ‘bad’ advertisement.
Good ad – Frank Walker, National Tiles
Is the creative approach consistent with the message strategy and objectives? Does it communicate what it is supposed to?
The campaign run by national tiles has achieved success because it has arrived at the point where everybody that needs household tiles in Australia is likely to search out ‘National tiles’ because they have achieved a position of brand recognition. By consistently using the same voice with a repetitive message “Frank Walker from National Tillles” the organisation has achieved a fantastic level of brand recognition. Consistent styles across various medium aims to make a boring product a talking point in the community. My peers and I were asked to identify a tile company and the only company we would be able to identify is National Tiles. They market a large range of product, marketed by similar companies hence the individual sales are irrelevant. The strategy chosen by National Tiles commits the advertisers to the original campaign.
Is the creative approach appropriate for the target audience?
Inherently tiles are a product around which it is difficult to generate enthusiasm. Yet the developers have achieved remarkable success by faithfully following their initial strategy.
Does the creative approach communicate a clear and convincing message to
the consumer?
Minimising creativity, being loyal to the initial strategy improves the effectiveness of the campaign.
Is the creative approach appropriate for the media environment in which it is
likely to be seen?
Radio provides a medium, which achieves more market saturation at lower cost. This enables National Tiles to be loyal to their strategy gaining volume repetition at relatively low cost.
Bad ad – Commonwealth bank / down under
Is the creative approach consistent with the message strategy and objectives? Does it communicate what it is supposed to?
Commonwealth Bank has identified that in its sector of the market banks are perceived to be selling a common product. The idea that across the industry banks are ‘on the nose’ has been identified by other constitutes of their industry. Bendigo Bank has strived to differentiate themselves from the rest of the industry by downplaying their size, reinforcing their relevance to the local community. Commonwealth Bank in positioning themselves away from their competitors have identified that their next branch should be opened in Melbourne Zoo or the outback.
Is the creative approach appropriate for the target audience?
The approach that Commonwealth Bank have adopted is inappropriate. Potential users of their services may interpret this advertising campaign as Commonwealth Bank will not treat their deposits with respect.
Does the creative approach communicate a clear and convincing message to
the consumer?
Their approach conveys a simple message of the need to be different from their competition however the direction they have moved away from their competition in a direction that reflects that they will not look after your investments in the sensible manner you require.
Is the creative approach appropriate for the media environment in which it is
likely to be seen?
It is appropriate in the respect it is out there, challenging original perceptions and willingness to be different. This may be a good strategy for a design company not such a good strategy for a bank.
There are four categories in this stage of the reflective folio:
Social media
What were the objectives of the advertisement (from the brand’s perspective)?
The objectives from the brand’s perspective are to spread awareness and raise funds for the need to research a cure for motor neuron disease.
Who was the intended audience?
The intended audience is the broader community but more specifically to potential donors.
Is the advertisement effective? Why?
The advertising was effective because they were promoting a novel idea. Persuaded key celebrities and sports stars to participate that worked to generate interest from the major media organisations, who then provided more promotion for the cause.
How would you improve the advertisement?
The advertisement could be improved by more strongly tying the campaign to motor neuron disease.
Social media develops a stronger connection between the issuer and the receiver because there is a perception of a link with the issuer. Trusov et al espouse that traditional marketing techniques are perceived more for what they are, a message being delivered rather than a two way process. Hence forth weaker as a modifier of behaviour. Social media develops a stronger message because it empowers the receiver to the belief that they can contribute to the message development.
B2B
What were the objectives of the advertisement (from the brand’s perspective)?
The objectives were to sell the advertisement to potential students, but to sell the value of graduates to employers. Selling the benefits of graduates improves their employability but also improves the demand from business. In a competitive market place an understanding of the program and the real life scenarios of how CPA graduates can improve a business gives a stimulus for businesses to demand accountants with CPA accreditation.
Who was the intended audience?
The intended audience is potential students who see the program as a stepping-stone to their careers. The audience also incorporates both small and large employers who will use the programs graduates and demand of service providers that they are CPA graduates.
Is the advertisement effective? Why?
The advert uses a real life example, of a success story of one of its clients. It shows viewers the first hand benefits of using the service. The ad campaign demonstrates some of the diverse ways that a CPA graduate can fit into a real organisation.
How would you improve the advertisement?
They organisation could develop a series of ads where CPA graduates work for and within a broader variety of organisations including small companies and the public sector. The advertisements could provide a point of contact for recipients who’s interests have been simulated by the campaign.
Peta’s choice of shock advertising is supported by Banyte et al (2014). Banyte et al suggested that social marketing could use shock marketing in contrast to commercial advertising where confrontational marketing led to disconnection by the audience. Their research recognises that it is important for Peta is their marketing to associate their confronting images with a clear message for their audience.
What were the objectives of the advertisement (from the brand’s perspective)?
What they are trying to do is diminish the demand for fur, thus undermining the viability of the industry. Hence reducing the harvesting of animals for their skins. As a non for profit organisation they have a secondary challenge of raising the awareness of the organisation to increase the income stream from a concerned public. Across society the animal liberationists are going to be broadly represented in younger populations. Particularly younger populations that are socially aware.
Who was the intended audience?
By choosing young attractive high profile celebrities and using confronting images and footage Peta are targeting potential supporters of their program rather than the specific consumers of animal products. Natural animal products by their nature are expensive and attractive to the high end of society. They were effective because they gained attention, also the way they got people talking but if they intended to directly change the behaviour of high end consumers they would of adopted a different strategy.
Is the advertisement effective? Why?
If they were trying to generate funding/contribution and generate active support from potential power base then it was likely to be effective. It was effective in gaining attention for a group who would other wise struggle to gain media coverage who have a limited budget but can benefit from the contribution high profile personalities can provide to their organisation. The high profile personalities also benefit by being linked with an altruistic organisation that their power base respects. Hence strengthen their marketability.
How would you improve the advertisement?
Even if they choose to stick to a confrontational approach, the confrontation in their advertisements can be achieved through other means, not just nudity. Many of the industries they are trying to challenge involve blood letting and death that could be tapped into to further confront their potential supporters.
If one was to adopt Dolnicar et al’s as a non for profit Peta should be aiming to engage their audience through sympathy. In contrast Peta has adopted a confrontational approach. Peta’s decision which may alienate the traditional well resourced older audience they are likely to achieve success because their target audience is likely to be a younger cohort. Which is less likely to disconnect when delivered confronted advertising. The traditional supporters of non for profits represent the enemy for Peta because they are the target markets of the animal cruelty industry.
Global
What were the objectives of the advertisement (from the brand’s perspective)?
The objectives are to sell the phone. The objectives are also to sell the understanding of a mobile phone being much more than a phone. In a competitive market where their competitors may quote their product is technically superior to the iPhone 6, Apple can provide concrete evidence that their product is able to deliver an exceptionally fine product.
Who was the intended audience?
The intended audience is middle to upper class, late teen to business owners who need to have the most up to date version of the technology. This is much larger target audience than technophiles who are more likely to be motivated by specifications than outcomes.
Is the advertisement effective? Why?
The advertisement achieves a market position where iPhone 6 is able to compete with camera manufactures. So one device replaces multiple devices. They are effective because they are simple they do not have an excess of wording that limits the platforms on which the campaign can be presented it goes on billboards, magazines, pop ups and tv ads (to name a few) across 77 cities in 24 different countries.
How would you improve the advertisement?
To improve the advert apple could of put everyday people holding the phones capturing the moments. They could show how quickly you can transition from one style of using iPhone 6 to an alternative mode emphasising the usability of iPhone 6.
The themes stay the same but the campaign simply requires adaptation in one phase to internationalise the advertisements. The iPhone 6’s campaign merely requires the labelling to be provided in the local language. Photographs are an internationally recognised content, beauty has no boundaries, hence the ‘taken on iPhone 6’ campaign represents an excellent example of a global marketing campaign requiring minimal modification to achieve local acceptability.
Did the campaign affect consumer behaviour in a sustainable, ongoing way?
The campaign was based on objective measures but they also used objective measures to evaluate the effectiveness of the campaign. TAC has a policy of integrating its campaigns with other public sector groups. It has been able to achieve sustained benefits.
Name the key elements that make the campaign award winning.
TAC used a variety of platforms with related programs to strengthen the message. The industry has recognised it in a marketing sense by presenting it with awards. In contrast with the WorkSafe ads the ‘wipe off 5’ campaign very strongly identified what can be done to avoid the catastrophic outcomes of inappropriate action. The beneficial outcomes of doing the right thing.
Good quality objective data can be used by a marketing agency to identify target audiences. The development of campaigns if based on good data are more likely to be developed in line with the target audience.
How is data used?
Further they can use the data to measure the effectiveness of a campaign and to modify the program if aims are not being met. Good data allows realistic goal setting for a campaign. It helps to understand the marketplace and the position of clients in relation to their competition.
Find an example of a campaign which resulted from the use of great data insights
and discuss why data was so crucial to its success.
Transport Accident Commission in victoria developed an advertising campaign based on objective data encouraging drivers to (wipe off 5). They used data to support the benefits of reducing stopping distance achieve by adopting their promoted strategy. They modified their confrontational approach adding as much time to the desired driver behaviour. Objective data enables the target audience to understand the benefits to be achieved.
What were the objectives of the advertisement (from the brand’s perspective)?
To give people the sense that extra energy and drive provided by their product can help consumers overcome their inner struggles and inferiority. They paint their comic character as a loser who happens to be in the wrong place, under bird droppings, who is able to transform into a dominant person who is defecating on the inferior bird.
Who was the intended audience?
The intended audience is younger males, who are lacking the confidence to perceive positively of themselves.
Why did the brand choose a controversial approach?
The brand saw caffeine as an energy booster. Giving you a new ‘power’ and ‘energy’, which is parallel to that of a super power. Thus their advertising campaign ‘Red Bull gives you wings’ uses this Super human approach to resonate with users. Its not saying its super human, it suggests you can do things that you didn’t know you could. They didn’t aim for the advertisement to be controversial but they did aim to be attention grabbing. From its launch in 1984, Red Bull GmbH, has consistently marketed its product as ‘special.’ The campaign can only be seen to have been successful when one considers it has achieved sales of 5.9 billion cans of its product in 2015. ( http://energydrink-us.redbull.com/company )
Is the advertisement effective?
Red Bull developed their ‘Red Bull gives you wings’ as part of an overall marketing strategy incorporating partnerships with formula 1 racing, aerobatic flying, motor sport, surfing and other extreme sports. The brand grew strongly on the back of this strategy. However claiming that Red Bull ‘gives you wings’ was challenged in a legal sense because after years of drinking Red Bull consumers did not physically grow wings.
How would you improve the advertisement?
You could have the same depictions, but within a thought bubble. Thus making it ‘imaginary’ not ‘real’. I believe the comic style and message that it helps consumers of the product to push the boundaries of normal, the message your trying to portray to consumers. Changing the add so it happens in a thought bubble the advertisement achieves its aim.
Based on the trade press article, what was the effect of the controversy and how
could this impact the brand?
The lawsuit resulting in having to pay US $13 mill in damages, demands a change in the campaign. When weighed against the benifets of the campaign which saw sales increase from $2,883 mill to $4,550 mill from 2014 to 2015. The appropriate action is to modify the campaign rather than abandon the campaign entirely.
WorkSafe
What were the objectives of the advertisement (from the brand’s perspective)?
The objectives of the add are to educate employers that new employees need good induction training to reduce their risk of injury. The add further, the adds are challenging new employees to ask questions in their new workplace because the consequences of their ignorance and unwillingness to challenge can be disastrous.
Who was the intended audience?
I believe the target audience for the campaign were primarily new employees and employers.
Why did the brand choose a controversial approach?
The strategy adopted in this campaign is an extension of several other Australian campaigns such as the ‘grim reaper’ and ‘TAC road safety. They were trying to shock their audience to gain attention and promote action.
Is the advertisement effective?
It is reasonable to challenge this campaign because the emphasis is on what not to do rather than one should do. The campaign was effective in raising people’s concern but its effectiveness can be challenged because of the down playing of appropriate strategies.
How would you improve the advertisement?
Rather than broadening the campaign to a variety of industries parallel examples demonstrating appropriate strategies for new employees and induction processes for employers would strengthen the positive messages.
Based on the trade press article, what was the effect of the controversy and how
could this impact the brand?
The advertising campaign resulted in broad discussion in the media about the campaign with the effect that WorkSafe were granted the opportunity to elaborate on the message. Hence strengthen the positive sides of the message. One could say that the campaign was deliberately designed to create controversy, it could be classified as confrontationally marketing.
Using the ‘bad’ advertisement from Stage 5, propose a new advertisement to make it effective (‘good’).
Clearly and succinctly explain how your advertisement is an improved version and why it would be effective.
In keeping with the theme, ‘determined to be different’, Commonwealth Bank could restructure their campaign so they are responsive to their customers needs. The campaign would promote proactive banking where a relationship exists between YOU (and your organisation) and your banker. The banker can be seen to be driving the contact and offering assistance to you, because they are a different banking organisation to their competition. Still tagging the campaign (determined to be different) the success of the campaign could be magnified through training programs to empower local operators to be active in their communication with clients and their determination to understand how they can help their clients.
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