ADVERTISEMENT ANALYSIS
Advertisement #1: 'Nolan's Cheddar' Ad
Posted above is a commercial of Nolan's Cheddar featuring a rat. It won the BEST AD AWARD for 2010.
Analysis of the Advertisement
a) Objective Served
The ad serves the objective of positioning the 'Nolan's Cheddar' cheese as a healthy option (makes you stronger) in the foods' cheese category. It tries to drive out the concept of cheese having bad effects on health.
b) Target Customer
The target customer can be anyone who loves to have cheese and/or who wants to remain strong. Some of the examples can be the people hitting the gym, the players etc.
c) Execution
The message is delivered with the help of a rat (displays a hardcore cheese lover) with the background music of "The Carpenters - Top Of The World"
Such a feelin's comin' over me
There is wonder in most everything I see
Not a cloud in the sky Got the sun in my eyes
And I won't be surprised if it's a dream
This song all the more shows the love for cheese of the cheese lovers whenever they see the cheese. It tingles this little bone in their body which makes them salivate whenever they see cheese. (RATIONAL MOTIVE)
There is an EMOTIONAL message content when the rat is trapped (which shows consumers not being able to consume cheese) and its effect has been heightened by the background music being changed to "The Doors - This is the End"
This is the end
Beautiful friend
This is the end
My only friend, the end
Of our elaborate plans, the end
Of everything that stands, the end
No safety or surprise, the end
I'll never look into your eyes...again
Suddenly, the rat starts to exercise his strength and lifts up the trap with the background music of "Survivor - Eye of the Tiger"
Finally, the rat is shown to consume the 'Nolan's Cheddar' cheese with the tagline 'SERIOUSLY STRONG' which shows the amount of strength and energy which their cheese provides.
d) CB Relevant Concepts
i) Perception
The visuals of consuming the cheese and being strong creates a positive perception which may influence buyer behavior and compel them to buy.
ii) Motivation
The strength factor of Cheddar's cheese displayed via audio and visuals will create a gap for those looking out for that strength. This gap will create the required tension and the force which will reduce that tension ie. to buy and consume the product.
iii) Attitude
A positive attitude may be created which will lead to positive perception and ultimately the behavior.
iv) Learning
'SERIOUSLY STRONG' tagline along with the ad creates that knowledge within the customer group which will elicit the desired response immediately or at some future point of time.
Advertisement #2: 'McDonalds (McAloo Tikki)' Ad
Posted above is a commercial of McDonalds featuring a cute boy and a girl.
Analysis of the Advertisement
a) Objective Served
The ad serves the objective of positioning the McDonalds as a 'value for money' brand.
b) Target Customer
The young couples are the ones who generally hang out in McDonalds (in the shopping malls and other outlets). A strong bottom line is perceived by the marketers and hence this group is selected to be the target customer group.
c) Execution
The message is delivered by two young kids in which the girl wants to be the boy's girlfriend but the boy denies because of the difficulties in handling a girlfriend. But when she asks for just a 'McAloo Tikki', he readily accepts it. During the process some small cues like boy checking the amount of money in his pocket - which will not be much as he is just a kid - shows that even a person with very less money can afford to go to McDonalds. (RATIONAL MOTIVE)
The background has been chosen as a regular affair where a couple are sitting in a park and the girl wants a burger. And delivering the message content via two small kids adds an EMOTIONAL touch which gives a refreshing feel to the ad (sweet voices, innocent faces, beautiful smile)
d) CB Relevant Concepts
i) Perception
Due to the positioning of McDonalds as the 'value for money' outlet in the minds of the customer, a positive perception is created which may lead to a positive desired response.
ii) Motivation
The desire of just a 'McAloo Tikki' burger to be the boy's girlfriend (a small asking) and the 'delicious' visuals of McAloo Tikki create the need and the tension of having it. Want to satisfy/reduce this tension creates a force within the customers to visit the McDonalds outlet.
b) Target Customer
The target customer can be anyone who loves to have cheese and/or who wants to remain strong. Some of the examples can be the people hitting the gym, the players etc.
c) Execution
Such a feelin's comin' over me
There is wonder in most everything I see
Not a cloud in the sky Got the sun in my eyes
And I won't be surprised if it's a dream
This song all the more shows the love for cheese of the cheese lovers whenever they see the cheese. It tingles this little bone in their body which makes them salivate whenever they see cheese. (RATIONAL MOTIVE)
There is an EMOTIONAL message content when the rat is trapped (which shows consumers not being able to consume cheese) and its effect has been heightened by the background music being changed to "The Doors - This is the End"
This is the end
Beautiful friend
This is the end
My only friend, the end
Of our elaborate plans, the end
Of everything that stands, the end
No safety or surprise, the end
I'll never look into your eyes...again
Beautiful friend
This is the end
My only friend, the end
Of our elaborate plans, the end
Of everything that stands, the end
No safety or surprise, the end
I'll never look into your eyes...again
Suddenly, the rat starts to exercise his strength and lifts up the trap with the background music of "Survivor - Eye of the Tiger"
Finally, the rat is shown to consume the 'Nolan's Cheddar' cheese with the tagline 'SERIOUSLY STRONG' which shows the amount of strength and energy which their cheese provides.
d) CB Relevant Concepts
i) Perception
The visuals of consuming the cheese and being strong creates a positive perception which may influence buyer behavior and compel them to buy.
ii) Motivation
The strength factor of Cheddar's cheese displayed via audio and visuals will create a gap for those looking out for that strength. This gap will create the required tension and the force which will reduce that tension ie. to buy and consume the product.
iii) Attitude
A positive attitude may be created which will lead to positive perception and ultimately the behavior.
iv) Learning
'SERIOUSLY STRONG' tagline along with the ad creates that knowledge within the customer group which will elicit the desired response immediately or at some future point of time.
Advertisement #2: 'McDonalds (McAloo Tikki)' Ad
Posted above is a commercial of McDonalds featuring a cute boy and a girl.
Analysis of the Advertisement
a) Objective Served
The ad serves the objective of positioning the McDonalds as a 'value for money' brand.
b) Target Customer
The young couples are the ones who generally hang out in McDonalds (in the shopping malls and other outlets). A strong bottom line is perceived by the marketers and hence this group is selected to be the target customer group.
c) Execution
The message is delivered by two young kids in which the girl wants to be the boy's girlfriend but the boy denies because of the difficulties in handling a girlfriend. But when she asks for just a 'McAloo Tikki', he readily accepts it. During the process some small cues like boy checking the amount of money in his pocket - which will not be much as he is just a kid - shows that even a person with very less money can afford to go to McDonalds. (RATIONAL MOTIVE)
b) Target Customer
The young couples are the ones who generally hang out in McDonalds (in the shopping malls and other outlets). A strong bottom line is perceived by the marketers and hence this group is selected to be the target customer group.
c) Execution
The message is delivered by two young kids in which the girl wants to be the boy's girlfriend but the boy denies because of the difficulties in handling a girlfriend. But when she asks for just a 'McAloo Tikki', he readily accepts it. During the process some small cues like boy checking the amount of money in his pocket - which will not be much as he is just a kid - shows that even a person with very less money can afford to go to McDonalds. (RATIONAL MOTIVE)
The background has been chosen as a regular affair where a couple are sitting in a park and the girl wants a burger. And delivering the message content via two small kids adds an EMOTIONAL touch which gives a refreshing feel to the ad (sweet voices, innocent faces, beautiful smile)
d) CB Relevant Concepts
i) Perception
Due to the positioning of McDonalds as the 'value for money' outlet in the minds of the customer, a positive perception is created which may lead to a positive desired response.
ii) Motivation
The desire of just a 'McAloo Tikki' burger to be the boy's girlfriend (a small asking) and the 'delicious' visuals of McAloo Tikki create the need and the tension of having it. Want to satisfy/reduce this tension creates a force within the customers to visit the McDonalds outlet.
d) CB Relevant Concepts
i) Perception
Due to the positioning of McDonalds as the 'value for money' outlet in the minds of the customer, a positive perception is created which may lead to a positive desired response.
ii) Motivation
The desire of just a 'McAloo Tikki' burger to be the boy's girlfriend (a small asking) and the 'delicious' visuals of McAloo Tikki create the need and the tension of having it. Want to satisfy/reduce this tension creates a force within the customers to visit the McDonalds outlet.
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