Global Advertising

Advertisement: Pepsi "We Will Rock You" TVC
Cited from: http://www.youtube.com/watch?v=W7jkygJ_QNo
Sourced on: 18/09/2010

General Information
This commercial was launched in 2004. It was used by Pepsi in more than one nation, including Australia, and was released as a promotional advertisement in Austria.
Target Audience:
The target audience of this commercial is most likely to be young adults, people who know of the celebrities being featured (most likely Western Nations)
Objectives:
The objectives of this campaign is to increase sales and top of mind awareness within young adults, so that when they do purchase a soft drink it is in their consideration set.
My Opinion:
The use of fantasy style execution is always entertaining to viewers and I think it has the ability to translate into other cultures as its not a very tricky concept.

Advertisement: Make Poverty History TVC

Cited from: http://www.youtube.com/watch?v=SeoBCkkp04c

Sourced on: 18/09/2010

General Information:

This commercial was launched internationally in 2005 and subsequently banned due to laws regarding political advertising in the UK. It used a dramatic execution style and increases the brutal reality of the situation. The ad uses emotional appeals to motivate people towards the significance of the cause. Celebrities are seen as roles models in this day and age, and by using them in this instance it taps into the emotional needs to be like them as well as help the children.

Target Audience:

All people who are able to donate time/money to world events. Most likely people over the age of 16 who are socially conscious of world events.

Objectives:

Increase awareness of the cause and its supporters, as well as to increase donations internationally.

My Opinion:

Globally I think this is a very good way to tap into the consumer base. The use of famous celebrities increases the general appeal of the commercial while making it easily translatable between cultures. I think however that there could have been given some information about how people can donate at the end of the commercial for it to be truely effective in raising money/awareness.

Advertisement: Snuggie Infomercial

Cited from: http://www.youtube.com/watch?v=2xZp-GLMMJ0&feature=fvst

Sourced on: 08/09/2010

General Information:

This product was launched in 2008 and used infomercials as their primary source of marketing around the world. This infomercial unlike the others above weighs in on Snuggies substitute product, blankets, making them an unappealing choice as they "slip and slide". The execution style is slice of life, illustrating a family enjoying the benefits of the product, while a voice speaks over communicating information.

Target Audience:

People who find themselves cold while enjoying their leisure time but find themselves irritated by blankets

Objectives:

To inform and educate consumers about the benefits of the Snuggie and increase sales revenue

My Opinion:

I think that to make this TVC more appealing to domestic markets, Snuggie could have made the voice over in the accent/language of the country where it was being advertised. I think this could have made it a little less cringe worthy and corny when viewed.
Trade Press:

Snuggie sellers laugh all the way to the bank

• By Karen Collier
   

Tens of thousands of Snuggies sold Initial run sold out in the US Blanket fashion gains cult status

IT'S the daggy blanket with sleeves that makes you want to snigger.

But Snuggie sellers are the ones laughing all the way to the bank.

Victoria leads the stampede in Australia, where tens of thousands of the burgundy and royal blue fleece fashion eyesores have been snapped up, the Herald Sun reports.

The Snuggie has sparked a global cult following, Facebook fan clubs and close to seven million sales since being unleashed in America late last year.

Parodies of the product's cheesy TV ad - which suggests wearing the oversized smock as you drink, eat, use a laptop, knit, roast marshmallows over a camp fire and even cheer on your favourite team sport - are a YouTube hit.

Satirists mocking the monkish image warn it resembles a ridiculous robe worn backwards, and will cripple your sex and social life.

But as jokes fly thick and fast, sales have surpassed expectations. Comfy is apparently not so corny in the middle of a financial meltdown.

The initial run sold out in the US, where brave souls even donned the Snuggie for Barack Obama's inaugural address in icy Washington DC in January.
Here in Australia, Snuggie chess clubs and snooker competitions are springing up, and a pub crawl is planned.

But most owners prefer to stay in the closet, or at least curled on the couch in the privacy of their home.

Models Penelope Mitchell, Monica Gordon and James Pidgeon weathered Melbourne's winter chill and potential ridicule yesterday to gauge street opinion.

Mitchell Forrester, 34, confessed he had a few too many drinks at a pub a week ago and ordered Snuggies for himself and five North Carlton housemates.

"The drunker I got, the more I was thinking 'this is a stroke of genius'," Mr Forrester said.

"Now we sit around our place like a gathering of high priests.

"It's perfect for a hangover, like wearing a bed. But it's a two-man job to get into one because there's no tie on the back."

Sasho Manasiev, 30, of Niddrie, was unconvinced. "I am hot-blooded," he said. "Maybe it would be awesome at the footy for the nannas." 

Collier, K. (2009) Snuggie sellers laugh all the way to the bank. Retrieved from: http://www.news.com.au/snuggie-sellers-laugh-all-the-way-to-the-bank/story-0-1225745865795

Write up:

This article discusses how "The Snuggie has sparked a global cult following". Similarly it discusses the cheesy TV ad which depicts the "ridiculous robe worn backwards". However despite this these robes worn backwards are seeming to have done well having sold "close to 7 million sales"  illustrating that while the advertisements have not been geographically segmented and the product concept is simple the combination seems to be working for Snuggies sellers.


Journal Article:

Chow, S & Amir, S. (2006). The Universality of Values: Implications for Globals Advertising Strategy. Journal of Advertising Research. 46(3)


Write up:

In order to succeed in a global world of marketing it is essential to understand that there are universal values. This article suggests that there are 6 of these kinds of universal values and goes onto contend that advertisers need to identify similarities among clusters of cultures in order to segment appropriately. Similarly advertisers need to keep in mind the media consumption of each country in order to tailor the campaign accordingly so as it can be as effective as possible. The research conducted in this paper gives a good framework for advertisers in a global sense. The marketing implications of this paper is that there are differences between different cultures and that the sooner advertisers use this to their advantage the more effective the advertising will be. 

Retail Advertising

Advertisement: Myer "Spring Races 2007" TVC

Cited from: http://www.youtube.com/watch?v=8xNBuxgRsk0

Cited on: 16/09/2010

General Information:

Coming into racing season, consumers have a huge range of retailers with outfit options. This campaign was helps to get people excited for the 2007 Spring Racing Carnival Season. The execution style slice of life and is very cheeky and fun with the use of "Teddy Bears Picnic" as music which gives the feel of frolicking fun for spring. It also hints to consumers that Myer has fashionable and classy attire that will make you feel like Jennifer Hawkins this racing season.

Target Audience:

Men and women who attend the Spring Racing Carnival. More broadly, it could include consumers looking for "cocktail" attire etc. 

Objectives:

To create buzz for the Spring Racing Carnival resulting in an increase in sales for dresses and suits at Myer.

My Opinion:

I liked this ad from the moment the music started. I think it had a very cheeky appeal to it and was perfect for the spring racing carnival season with its subtle hints of binoculars and attire. The races each year present a huge opportunity for retailers to increase their profit margins. This ad helps to put Myer in top of mind awareness for the seasons race wear shoppers.

In terms of who would actually consciously take notice of this advertisement, it is definitely geared towards a female audience. This is clever because women are usually the initiators or and or instigators of male clothing purchases. This ad says to women watching, "hey you and your man could look like this at the races if you buy at Myer". 

Advertisement: David Jones "Summer 2008" TVC
Cited from: http://www.youtube.com/watch?v=ysy5qdKdEZI
Cited on: 16/09/2010


General Information:
This TVC was launched in 2008 and was the first to feature the new spokesmodel for David Jones, Miranda Kerr. The TVC was shot in Rio De Janeiro, with the entire campaign having the reoccurring Brazilian theme. The execution style in this ad is demonstrative, with Ms Kerr showing off a couple of features designers looks for the summer season.
Target Audience:
Women between the ages of 18 and 45, as the featured looks are ranging from brands that include young woman to ones that suit older woman.
Objectives:
To promote the new looks for the season and make people want to come and buy them from David Jones
My Opinion:
I think this ads nice and happy and bubbly for the start of the season. I think it did what it was intended to do for that point in time with the 2008 customer, which was to raise awareness of fashionable clothing. Is the clothing relevant now? no, and maybe thats why I feel like im almost sitting on the fence about the advertisement, but then I need to remind myself that I need to not look at the clothing. This in itself demonstrates that the ad is well executed for its objective, as I was drawn immediately to the clothing.


Advertisement: Woolworths "The Worlds Best Beef" TVC
Cited from: http://www.youtube.com/watch?v=mK0CqL-yk6c
Cited on: 16/09/02010

General Information:
This ad was created by M&C Saatchi and launched in 2010. It was filmed in downtown New York with a Woolworths butcher giving out Australian beef samples straight from a BBQ to New Yorkers. The execution style is testimonial and demonstrative as people try the beef and rave about how wonderful it is, while a Woolworths butcher is standing there right next to them. It helps present an oxymoron as New York is obviously known for its "strip steaks" and here New Yorkers are raving about Woolworths beef.
Target Audience:
Australian meat eaters
Objectives:
Depict Woolworths beef as desirable.
My Opinion:
I think it was clever to go to a geographical location that boasts a steak named after it (New York strip), and where the inhabitants are big beef eaters. It also gives Australians a sense of pride in our national produce making people want to eat more beef. However it mustn't be confused for a category ad like the many lamb ones around this time. This is cleverly disguised as being about "Australian beef", its about Woolworths Australian beef, they don't want you to go to your local butcher or worse to Coles their main competitor.
Trade Press:

Marshall, A. (2010) Woolies boom meat week. The Land. Retrieved from: http://theland.farmonline.com.au/news/state/agribusiness-and-general/general/woolies-boom-meat-week/1942713.aspx.

Write up:
The article talks about the campaign created by M&C Saatchi for Woolworths to promote Australian beef. It states that in recent times sales of lamb have increased, which could be assumed due to the constant bombardment of lamb ads. It then can be implicated from above that with lamb doing so well Woolworths saw a gap in the market to promote Australian beef.


Journal Article:

Davies, G. (1991). Retailer Advertising Strategies. International Journal of Advertising. 10(3).

Write up:
The main point of this paper is that it states that media advertising can be effective for retailers who are embracing a price-led strategy, but that retailers who rely more on image factors may be better off considering other forms of promotion. The marketing implication of this paper is that it leads us to examine the use of promotions in the retail advertising sector based on the type of retailer. It shows that for mere promotion of sales TVC's can be useful but for image other forms of promotion such as sponsorship could be less costly and as effective. 

Business to Business Advertising

Advertisement: "Hidden Pizza" Yellow Pages TVC
Cited from: http://www.youtube.com/watch?v=I9dAljzO0ho
Cited on: 16/09/2010

General information:
Created by Clemenger BBDO in 2010, this ad uses peoples sense of curiosity to illustrate the tangible benefits of placing an ad in the Yellow Pages. The idea was executed in a very creative way using a demonstration execution style and rational appeals.
Target Audience:
Businesses.
Objectives:
To depict the tangible benefits of placing an ad in the Yellow Pages directory.
My Opinion:
I thought this ad was really clever in the way it showed the advantages of being a part of the directory.  I think the use of rational motivational appeals is more effective in this than the emotional appeal of the "not happy Jan" TVC, as it directly relates a result to an action rather than just your boss being unhappy with you.

Advertisement: ANZ Small Business TVC
Cited from: http://www.youtube.com/watch?v=B5YMBWuRxR4
Cited on: 16/09/2010

General Information:
Created by M&C Saatchi in 2009, this ad was meant to stand out in this sector for its humor, energy and mass appeal. ANZ have followed through from this creative TVC onto the "a bank" commercials, both of which can be said to have had a favorable impact on the brand image of ANZ. This commercial uses strong emotional comparison appeals to justify the choice of ANZ over other banks.
Target Audience:
Small business owners
Objectives:
To depict ANZ in a favorable manner and attract small businesses.
My Opinion:
While their not actually comparing themselves to another bank its more the idea of a "regular bank" which doesnt treat its customers well. In this instance all the ANZ employee does is give the butcher a hug. This obviously weighs strongly on the emotional side as people feel a sense of injustice within their own bank and feel a sense of commonality between themselves and those in the ad. I think its clever and puts ANZ as the "good guy" in the scenario.

Trade Press:

N.A. (2009). ANZ TVC. B&T Magazine. 59(2700).

Write up:

This article makes the distinction between regular business to business ads and the one created for ANZ by M&C Saatchi. Because people don’t expect an “exciting funny story” it makes it more appealing as its outside the box, illustrating that business to business ads don’t have to be “dull as dishwater”. The marketing implications of this is that now to be relevant and considered by consumers other banks will have to up their ante to be able to credibly compete.

Journal Article:

Hartley, S & Patti, C. (1988). Journal of Advertising Research. 28(2).

Write up:

This journal suggests that the marketers in the business to business sector are facing an ever changing environment that requires the development of more sophisticated communications. In an effort to better understand the sector, research was conducted to create a profile of the business to business advertising communications and research conducted for future marketers and researchers. The implications of this for the sector is that it creates a framework to work off when it comes to creating business to business advertisements.  

Non for Profit Advertising

Advertisement: Salvation Army Christmas Appeal 2009 TVC 

Cited from: http://www.youtube.com/watch?v=ila3ulyi_rs

Sourced on: 08/09/2010

General Information:

Every year the Salvation army conducts a Christmas Appeal in order to raise funds for the under privelaged during the holiday season. The appeal is supported by various marketing efforts, from print to TVC and radio. These campaigns heavily rely on emotional messages in order for people to feel sympathy for in this case (2009 TVC) an under privelaged child. Using slice of life execution this ad employs alternate lighting and mood to dramatize the difference in situations, from the underprivelaged child to the privelaged family.

Target Audience:

The target audience is most likely to be privelaged families

Objectives:

To raise awareness and donations for the underprivelaged at christmas time.

My Opinion:

I always find the Salvation Army Appeals emotionally motivating. I think they're conducted with respect for the underprivileged, not as form of shame and guilt for the viewer, but as an awareness tool.

Advertisement: WWF's Earth Hour TVC

Cited from: http://www.youtube.com/watch?v=1CRs-7lRlPo

Sourced on: 08/09/2010

General Information:

This advertisement focuses on educating the viewer about the Earth Hour movement that has occured over the last 3 years. The mood of the ad is very optimistic and has a sense of community about it as viewers are shown how people banded together for a common cause. This taps into consumers need to belong and fit in. The unique selling proposition is based on the appeal of a global movement, that you could be a part of. It focuses internally on the viewers and their sense of identity as a human, creating a very emotionally charged message.

Target Audience:

The target audience of this is all people who are able to turn off the lights in their house for an hour in 2009. Most likely people over the age of 13 who are socially conscious of world events.

Objectives:

Generate awareness of the 2009 event and prior successes of the movement.

My Opinion:

I like this ad as I feel like its been created with a sense of optimism, rather than the usual guilt emotion used. I think more ads could have been circulated, as myself in particular- I actually forgot about the event. Even though I wanted to be a part of it, the actual information about the date was not in my top of mind awareness.

Advertisement: Make Poverty History TVC

Cited from: http://www.youtube.com/watch?v=SeoBCkkp04c

Sourced on: 08/09/2010

General Information:

This commercial was launched in 2005 and subsequently banned in the UK. the commercial features famous celebrities clicking their fingers every 3 seconds to signify a child dying. This is a very dramatic execution style and makes the issue a more brutal reality. The ad uses emotional appeals to motivate people to feel the significance of the cause. Celebrities are seen as roles models in this day and age, and by using them in this instance it may tap into the emotional needs to be like them as well as to help the children.

Target Audience:

The target audience of this is all people who are able to donate time/money to world events. Most likely people over the age of 16 who are socially conscious of world events.

Objectives:

Increase awareness of the cause and its supporters.

My Opinion:

I find this ad very shocking. The statistic that is it stipulating is very confronting and makes me want to help. I also find the use of celebrity endorsement appealing as I can see other people caring as well. I would be more likely to give my time rather than my money but I think there could have been some more information about how people can help at the end of the ad.

Trade Press Article:

WARC News. (2005). UK TV Regulator Bans Poverty Campaign Ads. Sourced from MediaGuardian.co.uk.

Write up: 

This article merely describes how the Make Poverty History commercial was banned from UK television and radio. It was said that the TVC could not be shown due to laws banning political advertising. I chose this article because it showed how controversial some non for profit advertising can be in what it depicts and how blunt the message can sometimes be. I think however that to be able to impact people enough for donations of time or money that they need to be shocked and appalled by something to be motivated to act. Merely this illustrates that in some cultures campaigns need to be tailored according to the countries laws and regulations.

Journal Article:

Marchand, J & Lavoie, S (1998) Non-profit Organisations’ Practices and Perceptions of Advertising: Implications for Advertisers. Journal of Advertising Research. 38(4).

Write up:

This article outlines that the most widely shared perceptions regarding non-for-profit advertising are that the need to have a credible message and as many exposures as possible. Similarly advertising practises used most often are aimed at capitalizing on the impact of the message. This journal for the sector of non-for-profit advertising is describes the importance for marketers to generate awareness with high impact messages that are sincere.

Direct Response Advertising

Advertisement: AeroGarden Infomercial
Cited from: http://www.youtube.com/watch?v=ewgTvOj5k5g
Sourced on: 08/09/2010



General Information:
Infomercials commonly use testimonial appeals which tap into peoples sense of rationality such as "well if they say its good it must be!". Infomercials are a good way to educate consumers about a new product if the company has little money to get started as they can make sales and advertise all in one. Launched in 2008 the AeroGarden infomercial has been created to communicate the benefits of the product. The ad communicates the ease of the product which for the target audience (stated below) would be very appealing.
Target Audience:
People who value fresh produce but find growing it in their own garden too much hassle
Objectives:
To educate consumers about the AeroGarden and increase sales revenue.
My Opinion:
This ad helps to display the benefits of the product and i think when Im older and have children and less time I may use this product. Although i don't like infomercials in general, I like the idea of the product.

Advertisement: Proactiv Infomercial
Cited from: http://www.youtube.com/watch?v=UNYBlQc3cHU&p=525732244CAC8436&playnext=
1&index=1
Sourced on: 08/09/2010

General Information:

Proactiv began to pop up on Australian televisions in the  mid 2000's initially with the US infomercials with US celebrity endorsers and then later with Australian ones. Similar to the above AeroGarden infomercial, Proactiv have used the testimonial appeal but in combination with a celebrity endorser Michala Banas. This again communicates the rational benefits of the product with the end unique selling proposition being "well if they say its good it must be!.

Target Audience:

People who suffer from acne.

Objectives:

To educate about the benefits of Proactiv and increase sales revenue.

My Opinion:

I like the execution of this ad, it uses real people but then also people can look up to as a public figure dealing with the same issue. The lighting is also very different from the first one, it creates a brighter cleaner feel to the infomercial. 

Advertisement: Snuggie Infomercial

Cited from: http://www.youtube.com/watch?v=2xZp-GLMMJ0&feature=fvst

Sourced on: 08/09/2010

General Information:

As a new product it is vital to increase awareness quickly in order to launch the product, the use of infomercials is a fast and effective way of doing so. This product was launched in 2008 and used infomercials as their primary source of marketing. This infomercial unlike the others above weighs in on Snuggies substitute product, blankets, making them an unappealing choice as they "slip and slide". The execution style is slice of life, illustrating a family enjoying the benefits of the product, while a voice speaks over communicating information.

Target Audience:

People who find themselves cold while enjoying their leisure time but find themselves irritated by blankets

Objectives:

To educate consumers about the benefits of the Snuggie and increase sales revenue

My Opinion:

When i see this ad i immediately change the channel. As already said I don't particularly like infomercials but i find this one especially a little too cheesy for me.

Trade Press:

The Cult of the Snuggie

Call it this season's Clapper. Why you can't avoid the commercial that's so bad, it's good

If you've never heard of the Snuggie, then you haven't been watching cable TV. The two-minute commercial for the "blanket with sleeves," which began airing in September, has been playing nonstop--and not just on struggling channels in the wee hours of the morning. Images of Snuggie-clad folks high-fiving one another at an outdoor sporting event (and looking like, as one blogger put it, members of a "laid-back satanic cult") have appeared during prime time on such cable stalwarts as ESPN, Comedy Central and CNN, becoming so ubiquitous that everyone from Jay Leno to a gazillion people on YouTube is talking about it. Just Google "Cult of the Snuggie."

The ready-to-wear blanket went so far as to inspire Cameron Cosgrove, an 18-year-old Connecticut native, to post a seven-minute, profanity-laden rant on YouTube. "This is the best way to explain it," he tells the camera between long drags on a cigarette. "It's a bathrobe. That is really long. That you wear backwards."

Scott Boilen, CEO and president of Allstar Marketing Group, the company that makes the cuddly cassock, is familiar with Snuggie haters; he's seen Cosgrove's rant. "Publicity is publicity," he says. "At least people are talking about it." And evidently people are also buying it, with more than 3 million Snuggies sold and counting.

Like Ginsu knives and the George Foreman grill, the Snuggie has become synonymous with direct-response advertising, the preferred industry parlance for commercials that feature a toll-free number for placing orders. And thanks to the recession, such "as seen on TV" companies are purchasing more airtime for chump change.

"I like to say that we're getting beachfront property at trailer-park prices," says A.J. Khubani, founder and CEO of TeleBrands, another popular purveyor of infomercialesque merchandise. He says his company is buying better time slots for nearly 25% less than it paid in 2007. Commercials for TeleBrands products, which include nail clippers for pets (PediPaws), now appear during The O'Reilly Factor, the most popular show on Fox News.

And while profits are down at nationwide retailers like Walgreens and Target, Khubani says the number of TeleBrands products purchased in those stores are "way up," with TeleBrands' overall sales in 2008 nearly doubling since 2007. Of course, because such products are often manufactured overseas--the Snuggie, for example, is made in China--prices tend to be more consumer-friendly in a recession.

The Snuggie isn't the first blanket with sleeves (Slanket, anyone?), nor is it likely to be the last. But if Boilen has his way, the product and its aggressive marketing campaign are here to stay. His company plans to introduce new versions later this year, from the Outdoor Snuggie to the Snuggie for Kids. "We're hoping this is going to be a brand in the U.S. for a long time to come," he says. Someone get Cameron Cosgrove another cigarette.

Stephey, M. J. (2009).The Cult of the Snuggie. Time Magazine. Vol. 173, Issue 4

Write up:
This article discusses the controversy surrounding the product people love to hate, the Snuggie. Scott Boilen, CEO and president of Allstar Marketing Group who marketed the Snuggie states that "Publicity is publicity," he says. "At least people are talking about it." Stephey (2009) goes on to explain the cult of the Snuggie stating that it has become "synonymous with direct-response advertising" and that Snuggies "have appeared during prime time on such cable stalwarts as ESPN, Comedy Central and CNN, becoming so ubiquitous that everyone from Jay Leno to a gazillion people on YouTube is talking about it". This suggests that there is appeal being a product that people love to hate, it may result in the campaign going viral and buzz being created around it ultimately boosting sales.

Journal:

Woodside, A and Motes, W. (1980). Image versus Direst-Response Advertising. Journal of Advertising Research. 20(4) 

Write up:

This article attempts to distinguish between the two advertising techniques: Image and direct marketing. Woodside and Motes (2009) contend that direct response advertisements are structured so that...may respond directly. They finally state that direct response advertising may be more likely to motivate economic-orientated consumers (Woodside & Motes, 2009). This is important for the sector as it means that people who are more rational minded and have little time for shopping would find this an appealing method for purchasing goods.

Brand Advertising

Advertisement: Maybelline NY "Lash Stiletto"
Cited from: http://www.youtube.com/watch?v=RC-OaeU7mHw
Cited on: 08/09/2010


General information
Launched in late 2009 early 2010 this product was supported by various promotional techniques by parent company L'Oreal along with the TVC shown above. Advertised as accessible yet cutting edge cosmetics with a cool urban edge Maybelline NY is able to capture market share with substantial expertise in the marketing department of Maybelline NY but also L'Oreal.

Target Audience
Women who wear makeup and more specifically Mascara, opening into the category of non loyal mascara buyers looking to switch brands/product.

My Opinion
I enjoy the "show" feel about this TVC as it ads a sense of drama and captures your attention. I received this mascara through a promotion and am now a convert. The essence of this ad is to entice women to try the product, because I can say that once they try it they will be hooked. This creates a trust in the brand and the next time they're looking for a different mascara they may just try another Maybelline NY one rather than a different brand. This means that the brand itself is maintaining their market share with products that capture women's imaginations and desire for gorgeous appearances.

Advertisement: Pepsi "We Will Rock You" TVC
Cited from: http://www.youtube.com/watch?v=oziz2ANbWQc
Sourced on: 08/09/2010

General Information

This commercial employs celebrity endorsers and a fantasy style execution along with the use of popular culture music. Launched in 2004 this commercial was featured by Pepsi in more than one nation. Pepsi has used primarily celebrity endorsers over the past 25 years mostly being popstars, employing David Beckham to Michael Jackson. This positioning of their product within pop culture could attribute to its image.

Target Audience:

The target audience of this commercial is most likely to be young adults, people who know of the celebrities being featured.

Objectives:

The objectives of this campaign is to increase sales and top of mind awareness within young adults, so that when they do purchase a soft drink it is in their consideration set.

My Opinion:

I liked this ad, i thought it was creative in its use of a popular song and popular singers. People who are susceptible to following fads because someone told them to would find this appealing and may choose Pepsi over alternatives next purchase time. The use of fantasy style execution is always entertaining to viewers, and i don't think Pepsi has ever had an issue with the creative execution.

Advertisement: Mountain Dew "Do the Dew" Master TVC
Cited from: http://www.youtube.com/watch?v=elBx5lbnCe0
Sourced on: 08/09/2010

General Information
This commercial, launched in 2006 features an American who ventures to the mountains of China to become trainee hand slapper. The style of execution is fantasy and slightly dramatization as the novice then believes he is good enough to take on the master with a mountain dew in hand. It was executed very much so like a mini Karate Kid movie, with an American young adult training with a Chinese Kung Foo master.

Target Audience:

Young males and young adult males who like Kung Foo movies.

Objectives:

To increase consumption of mountain dew within the demographic of young males who watch Kung Foo movies.

My Opinion:

At 2 minutes 30 this ad feels longer than what it actually is. I felt that there was too much plot and storyline to watch. I believe this ad was targeted very much so at young male adults and wasnt appealing to me at all.

Advertisement: Coca Cola "Open Happiness" UK TVC
Cited from: http://www.youtube.com/watch?v=3sFuHzJyp0E
Sourced on: 08/09/2010


General Information
This TVC aired during summer 2009 was created by UK advertisers "Mother" for the Coca Cola open Happiness campaign. The campaign was used worldwide with each country having their own "open happiness" commercials. The commercial employs fantasy and almost slice of life execution styles and have a happy and jovial mood about it.
Target Audience
The campaign is very creative and uses popular culture in the form of a popular Calvin Harris song to target a young demographic in the United Kingdom.
Objective:
Objectives for this ad are to create a buzz for summer and for people to associate fun times and summer with coca cola.
My Opinion
I really liked this ad when i saw it. I think its really creative and interesting. The people at mother thought outside the box with this one and it brought a smile to my face when i saw it.

Trade Press: 

Coke launches open happiness summer campaign

Thu, 7 May 2009

Coca-Cola is bidding to "capture the essence of summer" with its latest TV campaign launching under the new "Open Happiness" strapline at the end of the month.

The campaign will feature outdoor and digital elements to be unveiled from mid-May and has been created by Mother.

The 'Open Happiness' theme is designed to "inspire people to say yes to the opportunities that summer brings". The TV ad is titled "Yeah Yeah Yeah, La La La" and features a track commissioned for the ad by electro artist Calvin Harris.

The ad shows a man pushing a large box into a park which, when opened, turns into a music organ with little creatures inside. He then fits a bottle of Coke to the machine and hits the keyboard a drop of coke falls into the creature's mouths, prompting them to sing 'yeah yeah yeah' and 'la la la' as a crowd of young people gather.

The soft drink brand says the campaign is a continuation of its "coke side of life" brand communication strategy.

Marketing Director Cathryn Sleight says the brand is hoping it will build a similar sense of "anticipation and excitement" about the summer in a similar vein to its "Holidays are Coming" Christmas ad.

Campaign activity includes a national 6, 48 and 96 sheet poster campaign, sales promotion, online 'coke zone' activity featuring free music downloads and the launch of an exclusive yellow Selfridges Centenary bottle in June to coincide with the department store's 100th birthday activity.

Louise. M (2009) Coke Launches open happiness summer campaign. Marketing Week. 32(9).

Write Up:
This article highlights the buzz aim of the campaign. Louise (2009) breaks down the advertisement to show a cause effect relationship between the buzz created by the advertisement and its linkage to the Coca Cola brand. It states that popular electro artist Calvin Harris was commissioned to create a song for the ad, which further illustrates that this was targeting a young crowd in the UK.

Nettleton. K (2009) Fury Creatures star in Coca-Cola Summer Campaign. Campaign UK. 18

Write up:
This article similar to the one above, merely outlines the nuts and bolts of the commercial. Created by mother, what it features, its length and supporting marketing mix factors.

Journal Article: 

Büschken, J. (2007). Determinants of Brand Advertising Efficiency. Journal of Advertising. 36(3).


Write Up:
This journal article uses qualitative research to measure brand advertising efficiency in the German Car industry. It was found that advertising efficiency is positively connected to the purchase event feedback and the size of the brand product portfolio. I think this is useful for the sector of brand advertising as it suggests that you need to have a good fit between every brand in the company portfolio as they all inter connect and create an overall company image, or vise versa, meaning that at some point one will impact on the other.