Advertisement #1 – Seafield Hotel Roll No - 25
a) Why this advt. - Promotion strategy to reach out to its Target Group. Facing stiff competition in the Dublin Luxury Hotel Market (like The Radisson and The Hilton).
b) Cognitive vs. Affective – Chooses to take the Central Route of explicitly stating the benefits and facts in great detail, through words and pictures rather than a Peripheral Route to persuade a potential customer.
c) Positive vs. Negative Reinforcement – Completely positive as the advt. depicts the benefit/satisfaction level/needs met of the consumer who resides at the Seafield Hotel.
d) Emotional Connect – None.
e) Word Association Technique – Extensive usage of single words like ‘Style’, ‘Comfort’, ‘Uplifting’, ‘Relaxing’, techniques of associating Seafield Hotel with each of these features. Increases TOMA(top of the mind awareness)
f) 4P’s defined? – I) Product – Rooms/Suites, Golf Course, Ocea Spa, Restaurant – Depicts quality levels, range of Products, hospitality levels.
II) Price – Level and variety of details and pictures indicate high rent.
III) Place – None.
IV) Promotion – Value communication through descriptive details.
g) AIDA analysis – I) Attention – Not very gripping flow of advt. to attract attention.
II) Interest – Attracts on the basis of various features being offered
III) Desire – Evokes only a certain level of desire in the Target Customers.
IV) Action – Larger number of people availing of the features at Seafield Hotel
h) Target Audience defined? – Mood of the advt., brand name, affective levels indicate TG – I) Corporates II) Businessmen III) Upper Class IV) Companies/groups to host events V) International dignitaries/tourists VI) Visitors to the Spa/Restaurant only
i) Other Features – I) Clear sky, bright lighting to create a cheerful mood to understand the features.
II) Narrative, descriptive method to spread awareness of features & attracts potential customers
Advertisement #2 – Shangri-La Hotels and Resorts
a) Why this advt. - Promotion strategy to reach out to its Target Group. Facing stiff competition in the Asian Luxury Hotel Market (like Mandarin Oriental and The Peninsula). Making inroads into foreign destinations like Paris, Australia, India and UAE.
b) Cognitive vs. Affective – Chooses to take the Peripheral Route of using emotions, a well-knit storyline, good music rather than a Central Route to persuade a potential customer.
c) Positive vs. Negative Reinforcement – Completely positive as the advt. depicts the benefit/satisfaction level/needs met of the consumer who resides at the Shangri-La Resorts.
d) Emotional Connect – Mantra – ‘Animals and Children always work for advertisers/marketers’ used successfully.
e) 4P’s defined? – I) Product – Luxury chain of resorts with high service levels/hospitality.
II) Price – Mood of the advt. & Brand Name indicates high rent levels. Clear to only previous Consumers.
III) Place – None.
IV) Promotion – Value communication through “To embrace a stranger as one’s own. It’s in our Nature”. Depicts highest levels of service/hospitality.
f) AIDA analysis – I) Attention – Storyline attracts him, but the length of the ad could deter him.
II) Interest – Attracts consumer focusing on benefits of residing here.
III) Desire – Evokes high level of desire in its Target Customers.
IV) Action – Consequent action of increased footfall at the Shangri-La Resorts.
g) Target Audience defined? – Mood of the advt., brand name, affective levels indicate TG – I) Corporates II) Businessmen III) Upper Class IV) Companies/groups to host events V) International dignitaries/tourists VI) Artists/Bands/film stars etc.
h) Other Features – I) Effective usage of weather, gloomy lighting, harsh snow to depict the mood.
II) Even if you have a rough day and arrive as a stranger, we will still take proper care of you.
