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.