Sclect two advertisements or commercials (you can also compare entire promotiona

ID: 433820 • Letter: S

Question

Sclect two advertisements or commercials (you can also compare entire promotional campaigns g.Dove's Real Beauty is an example of a promotional campaign) promoting your chosen product These two advertisements should be by different companies/brands (e-g. Startbucks vs. Coffiee Bean, Apple vs. Microsoft). 1. Describe the product being advertised. In what stage of the PL.C (product life cycle) is this product in the marketplace? In what ways does this impact how advertisers generally promote this product? 2. What is the purpose /objective of each advertisement? In what ways do the advertisements/commercials you have chosen reflect the different strategies/positions of the two companies/brands in the marketplace? Who are the advertisements targeted to? Are the advertisements targeting the same or a different target segment? 3. 4. Which advertisement is more effective according to the AIDA model? (ATTENTION NTEREST-DESIRE-ACTION)? Which advertisement, in your opinion, is more effective in reaching and resonating with its target audience? What is the "big idea" behind cach advertisement? In case of a TV commercial, what is the technique used (drama, parody, slice-of-life etc... 5. 6. In what ways does each commercial connect emotionally with its target consumer? 7. W hich advertisement/commercial is better at capturing current marketplace trends? Upon further research on promotional campaigns in this product category, do you notice similarities how products in this particular category are usually promoted? In what ways could advertisers "eut through the clutter" when promoting their products in this category? 8.

Explanation / Answer

McDonalds

Burger King

Product: Big Mac -QSR

Product: whopper-QSR

PLC Stage of the product

Growth stage

What is the purpose of each advertisement? In what way the advertisement different strategies of the two companies/ brands in the marketplace?

The purpose to create affinity with target audience, create a brand recall and increase footfalls or ordering from their huge network of outlets worldwide

The purpose is to evoke interest and excite the consumers with new offerings and touch their emotional chord by discussing affinity with veterans, discuss standards of manufacturing to give customer good quality product etc.

Who are the advertisements targeted to? Are the advertisements targeting the same or different target segment?

The target segment is the age group 18-35 years. Outgoing, fun loving people looking for a place to hang out. It is a similar target group to burger king.

The target segment is 18-45 years. They build an emotional connect with the consumer by discussing the history and also emphasize on their quality processes. They target a wider audience compared to McDonald's

Which advertisement is more effective according to the AISA model? Which advertisement in your opinion is more effective in reaching and resonating with its target audience?

The burger king ads are more effective as they strike an emotional chord with the consumers and they also give many offers. There are made to increase the sales volumes

What is the big idea behind each advertisement? In the case of the TV commercial, what is the technique used?

They have a standard commercial and based on “I am lovin it” concept. The same strategy customized to the country is used. The same advertisement is used worldwide with minor modification. The use of their global branding to create a brand and image recall.

They promote affordable meal and value promotions; they always give new offers to the consumers increasing the footfalls and to increase sales volume. The idea is to increase footfalls by giving offers.

In what way the commercial connect emotionally with its target consumer.

The commercials relate to the young crowd and relate to sporting events, Olympics which related to the young audience.

They also target sporting events and also target veterans through their specific ads.

Which advertisement is better at capturing current marketplace trends?

The ads are standardized and maintain the existing sales. They do promote offers from time to time

Burger king ads increase footfall and invoke more interest than the McDonalds ad. They have innovative ads and many offers.

Similarities how the products in this particular category are usually promoted?

The ads have good music, a specific tagline, lots of offers and encourage walking into the store.

They also give many offers and encourage walk-ins.

In what ways could advertisers cut through the clutter when promoting their products in this category?

They can give country-specific customized advertisements which they also do but overall they maintain standardized promotion strategy. Their tagline “I am lovin it” is quite popular and can be used to maximize brand recall.

They can focus on specific country-related issues and make them acceptable worldwide by customizing and aligning to local happenings and events.