Coca-Cola

The Coca Cola TV advert shown on the left shows a good example of a very memorable advert due to its use of colours and idea of a Coke’s fairy factory. As soon as the man in the advert puts a coin into a coke machine, the coin gets into the Coke’s fairy factory where all fantastical processes take place, in order to deliver a high quality bottle of Coca Cola. This advert emphasizes how much effort is put in order to make one bottle of Coke. It shows the Coca Cola factory as if it was a fairy tale and it also shows that all the mechanisms used to make Coke are connected together, which makes it very memorable and effective.

Mark and Spencer’s advert

An example of the most recent Christmas 2008 advert by M&S shown below creates a very good Christmas atmosphere due to its use of music, snow, warm colours, big house with a fire place and Christmas tree and smiley happy people, who enjoy their life with some of the products that may be purchased from Mark and Spencer’s. It encourages people to buy their products as they might want to feel as well as those people in the advert and might want to create a similar Christmas atmosphere as shown in the advert.

Honda

This advert is firstly extremely memorable, because it’s very unusual and shows how one small circle part of the car starts off the whole chain process, in which one thing affects the other and it turns into the building process of Honda. It shows how clever each component of the Honda is. For example, it shows that as soon as one small drop falls on the windscreen, windscreen wipers turn on and start cleaning it. This identifies and promotes some of the functions of this, which may attract some customers to buy it, which works quite effectively.

Using Radio

Advantages:

• Products can only be advertised on local and national radio stations excluding all BBC channels.
• Use of catchphrases. Some companies use catchphrases on the radio, which remind consumer about the product.
• It’s cheaper to advertise on the radio
• However, it is also possible to target certain groups of people, because there’s a range of different radio stations. Some radio stations have political and business news. E.g. the employer might decide to advertise some of the jobs in his company on this particular radio stations. The majority of people who listen to such radio stations, are intellectuals, are interested in business and are likely to have more skills. E.g. music radio stations always advertise new CD albums, music players and other products, which are targeted on the young group of people, who are likely to listen to these radio stations. This helps businesses to select the most suitable radio station for advertising their jobs, goods and services.

Disadvantages:

• There’s no image, which means weaker visual effect.

• There’s no copy of the material being advertised, which means the customer cannot go back and listen to the message again. However, the adverts on the radio are usually repeated during the day.
• Audience might be concentrated on listening the music, and advert interruptions might be ignored, which makes it less effective.
• There might be too much advertising on one radio stations, so the listener may decide to change the radio station.

This method of advertising is also relatively expensive, but it would not be particularly useful for the niche products.

Using Cinema

Advantages:

• Captures audience’s attention and makes them watch an advert.
• Use of movement, colour and size of the picture in addition to the surround sound system can make an advert very effective.
• Depending on the film, different age groups may be targeted. Eg. If it’s a movie for kids, like ‘Ice age’, then the main impact will be on the children and their parents. Usually, after you finish watching a movie, on the way back there are many shops which sell toys with the main characters that played in some particular movies. Therefore, if you e.g. watched a new ‘Sponge Bob’, when you go out of the cinema theatre you can go into the shop and buy Sponge Bob toy.
• It is expensive, but costs less than advertising on TV.

Disadvantages:

• Although there may be a limited number of people (audience and potential consumers) coming to the cinema. Therefore, advertising in the cinema has a limited effect on the people.
• Not all products can be advertised in the cinema (E.g. cigarettes). For example, toilet paper or domestic products like ‘Tide’ wouldn’t normally be advertised in the cinema.
• Message being send to the audience might be short lived, so the consumer doesn’t remember what an advert was about. E.g. usually, after watching a great film, it is difficult to remember what was in the advert before the movie had started.
• Message can only be send once to the audience, unless he or she goes to the cinema again.

Examples of the cinema advert:

Дата добавления: 2015-07-26