Good & Bad Advertising

As Belch, Belch, Kerr and Powell (2009) state "all plans require some evaluation to assess their performance". Therefore the in which I have deemed whether an advertisement is good or bad is based on: strategy creativity and execution.

Bad

Advertisement: AMI- “Want longer lasting sex” Billboards

Cited from: http://counterknowledge.com/wp-content/uploads/2009/02/bonk-longer.jpg

Sourced on: 04/08/2010

Strategy:

The strategy of this campaign is very much like the phrase "stack em high and see them fly" it was mass communication via an integrated campaign, including the above billboard which I will be discussing. The intended strategy was to create a controversial slogan which makes people uncomfortable and thus leads to word of mouth communication and buzz, which in all essence is good for a brand. Yet this also illustrates an almost lack of strategy as it was done in such a mass produced way. Percy (1976) delineates that the entire process of segmentation analysis ensures against the possibility of overlooking a winning strategy. In this case AMI has not used a process of segmentation to create a targeted strategy.

Creativity:

Creativity is an important component of advertising, creative advertising can result in enhancing recall, brand attitude, and purchase intent (Till & Baack, 2005). In my opinion I dont think this advertisement is creative in any way, maybe clever in the way its made people uncomfortable which led to word of mouth communication...but not creative. 

Execution

Advertisers according to Chow & Amir (2006) need to keep in mind the media consumption of a geographical region in order to tailor the campaign accordingly so as it can be as effective as possible. In this case AMI did not do this at all, instead employing a mass production advertising with no segmentation.

The combination of these 3 factors make me consider the AMI's Make sex last longer billboards a bad advertisement. 
Good

Advertisement: Coca Cola "Open Happiness" UK TVC

Cited from:  http://www.youtube.com/watch?v=3sFuHzJyp0E
Sourced on: 08/09/2010

Strategy:

The strategy of this campaign I think was very clever. Coke employed pop sensation Calvin Harris to create a track for the TVC which is an ideal way to tap into the young consumer group and create a feel good summer commercial. This illustrates effective segmentation and research into the "Prime Segment" as Percy (1976) calls it. By channeling towards these more promising segments….produce the greatest increase and sales and where the greatest opportunities exist (Percy, 1976).

Creativity:

As spoken about above creative advertising has the ability to enhance brand recall and recognition (Till & Baack, 2005). I dont think however recall  or recognition would be an issue for consumers with this TVC. This ad is definitely creative. Its outside the box and different enough to capture peoples attention but not different enough to make people uncomfortable which is the different between Coke's TVC and AMI's billboard. 

Execution

The execution of this campaign was directly to the target audience of young adults. The 

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, 2009). This campaign was fully integrated with activities that are directly related and appealing to the "prime segment" Percy (1979) discussed. 

The combination of these 3 factors make me consider the Coke Open Happiness TVC a good advertisement. 

Reference List

-Belch, G., Belch. M., Kerr, G& Powell, I. (2009) Advertising and Promotion: An integrated Marketing Communication Perspective. Australia: McGraw Hill.

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

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

-Percy, L. (1976). How Market Segmentation Guides Advertising Strategy. Journal of Advertising Research. 16(5).

-Till, B & Baack, D. 2005). Recall and Persuasion: Does Creative Advertising Matter? Journal of Advertising. 34(3).