Commercials presentation

Commercials

Index

Persuasive ads + examples

Different commercials

Summery

Role of adverts+quote

COMPARISON

Sources

Confrontation

Offensive ads

Groups of advertised products

THANKS

Production strategies

Influence

The role adverts play in our lives

-Advertising: paid promotion-> uses strategy + messaging about benefits of a product or service -> influence target audience's attitude and/or behaviors -Advertisements play prominent role in shaping opinions about everything from products - politics

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Advertising plays the same role in your media diet that vegetables play in your regular diet; most of us would prefer to skip that course and go straight to dessert. But, just like veggies, advertising plays an important role in sustaining a body; in this case, a diverse body of content.

-a Forbesarticle (2012)

Confrontation with adverts

-Bus Billboard-Billboard-TV adverts -YouTube adverts -social media: Instagram, Facebook -magazines -newspaper

Special Groups Of Advertised Products

Comparative

Pioneering

Competitive

-brands advertise their offerings -comparing with competitors ->making theirs look better -compares two or more competing brands on one or more specific attributes, be it directly or indirectly

-differentiate from competitors -puts two brands side by side ->show consumers the difference -goal: influence demand for a specific brand

-refers to launch campaign of a new product category as opposed to marketing of a single product within a developed marketplace -purpose: inform consumers of arrival of entirely new concept

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-Persuasive ads: advertisements designed to elicit desired action >usually purchasing product. they aim ->convince potential customers buy featured product - powerful technique

Persuasive adverts

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Crave App: Save Money

-follow some one for a whole week-getting discounts on meals Why it works? -app shows you exactly how to use it -shows you how much money you saved ->simple+effective appeal

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Heinz: Ed Sheeran

-commercial was part of Heinz's ad campaign in the UK-company attempted to get ketchup as popular as it is in the US Why it works? -effect: feeling of watching a movie clip -convinces that all "posh" sauces are nothing without his backpack-based Heinz

Nescafé

-girl late for job interview-bumps into mascot ->Nescafé cans coincidentally land in her basket -as she hurries to her job interview ->hands cans out Why it works? -animation good quality -story makes it interesting -drinks seem refreshing

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Snickers X Dr. Stone

-Dr. Stone anime promotes Snickers with animated commercial-protagonist Senku is shown using Snickers bar to free Japanese comedian Kusanagi from stone Why it works? -short -specificially aiming at anime fans ->no storyline needed

Offensive adverts

It's crucial to keep your audience and the cultural environment in mind.

-culturally intensive ads can damage a brand-35% consumers will not buy the product Detergent commercial -black man -> fair-skinned Asian after being stuffed into Laundry machine

Types of Production Strategies

Cost Rationalization

Pricing

Product Differentiation

- rules of the economy: if price goes up -> demand goes down

-Companies take different route on quality, pricing, pre-sales services, advertising and appearances -> look different

- business priorities cost-cutting by taking various steps> production on a large scale

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Types of Production Strategies

Quality

Environment-friendly

Delivery

-Environment: vital role in our live >making companies target us through eco-friendly or green products

-Organizations elaborate on creating robust delivery network from manufacturing site -> end consumers

-Companies smartly invest in innovative + modern technologies and keep competitors at bay

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Examples of different commercials

USA

Germany

Great Britain

Comparing different commercials

Germany

USA

Great Britain

-much more sarcasm, irony and surrealism-product secondary to storyline -it's featured sometimes not even mentioned -subtly suggest a lifestyle to their demographic ->creating a window that reflects their aspirations

-create a short story to show the use of the product-product featured+mentioned -at the end: explicit mentioning of the product ->extra advertisement

-use more aggressive techniques of getting the message across in order to be noticed-the "Buy Now!" Approach -focus on features and benefits -encourage (pressure) the costumer to buy the product -spokesperson enforcing the brand

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Which adverts do actually influence us?

Impact adverts have on kids

-kids influence their parents' decisions-companies can collect from kids under 13 ->gain insights into their behavior and preferences

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Influence adverts have on us

Adverts make us associate happiness with consumerism.

Adverts make us think that everything we need is for sale.

Adverts make us feel that we are not good enough as we are.

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What role do advertisements play in our lives?

-play a major role-watch adverts, discuss them and judge people according to the brand product they use -whenever we see cricket heroes, film stars advertising different products->feel tempted to buy products -tell us: > how we should live our lives >what we should aspire+dream for >what it means to be smart, successful+beautiful ->significant role in our lives ->cannot think of life without adverts

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Sources

https://smallbusiness.chron.com/pioneering-advertising-14364.html https://www.wordstream.com/blog/ws/2019/08/13/persuasive-ads https://www.qualitylogoproducts.com/blog/12-offensive-advertisements/ https://images.app.goo.gl/mxJfzGSRpoCxESND8 https://images.app.goo.gl/a1yjU8PswSterzkd7 https://images.app.goo.gl/kedyM45cPCL5SRJ37 https://thestrategystory.com/2021/09/03/nescafe-marketing-strategy-plan-mix/ https://www.thesisbusiness.com/production-strategies.html#Importance_of_Production_Strategies https://images.app.goo.gl/fHwGTYFnRcGp6YuZ6 https://images.app.goo.gl/kr9wmpYi1HWQboHv6 https://www.mbaskool.com/marketing-mix/products/17577-snickers.html https://images.app.goo.gl/rntkshR4AgGBBPYp9 https://www.toppr.com/ask/en-af/question/whatroledoadvertisement-play-in-our-lives/ https://images.app.goo.gl/5NKkuhst7LPECNw99 https://ohiostate.pressbooks.pub/stratcommwriting/chapter/role-of-advertising-in-society/#:~:text=Advertising%20is%20the%20paid%20promotion,audience's%20attitudes%20and%2For%20behaviors.&text=Although%20many%20consumers%20find%20them,everything%20from%20products%20to%20politics. https://images.app.goo.gl/ZhGF1CLbbY6TGF2A8 https://amockup.com/free-bus-stop-poster-mockup-psd/ https://images.app.goo.gl/NrpvuBguUpqBK7666 https://images.app.goo.gl/63hXn6yrN9iZNUQL9 https://images.app.goo.gl/63hXn6yrN9iZNUQL9 https://images.app.goo.gl/XSwsGjipPp4EDJRn6 https://images.app.goo.gl/eFr6fosFCWCzitVdA https://images.app.goo.gl/RL5xovtgiVcQ5pFZ8 https://images.app.goo.gl/DQGi56EFpZqyoh7P9 https://smallbusiness.chron.com/pioneering-advertising-14364.html https://study.com/academy/lesson/competitive-advertising-definition-examples-analysis.html https://study.com/academy/lesson/types-of-advertising-institutional-and-product-advertising.html https://courses.lumenlearning.com/boundless-marketing/chapter/types-of-advertising/#:~:text=Comparative%20Advertising-,Comparative%20advertising%20compares%20two%20or%20more%20competing%20brands%20on%20one,MacArthur%20and%20Cuneo%2C%202007). https://images.app.goo.gl/LgehyXetJfnNVUfC9 https://study.com/academy/lesson/types-of-advertising-institutional-and-product-advertising.html https://www.google.com/imgres?imgurl=https%3A%2F%2Fstudy.com%2Fcimages%2Fvideopreview%2Fvideopreview-full%2F7d6av6ifxz.jpg&imgrefurl=https%3A%2F%2Fstudy.com%2Facademy%2Flesson%2Fpioneering-advertising-examples-lesson-quiz.html&tbnid=afUKFzhQuUXj9M&vet=1&docid=MSo7L2lV_2GdMM&w=715&h=402&hl=en_GB&source=sh%2Fx%2Fim https://images.app.goo.gl/eBTVWkSe3yXw44Rf6 https://images.app.goo.gl/EHrfWQoS7KjDwymc9 https://images.app.goo.gl/kdGWvMahqSFkCTSz9 https://images.app.goo.gl/NfqR5hgdbGQb1Swq9 https://images.app.goo.gl/ENJo2g5AAzLjCWLu7 https://youtu.be/hDbeBqYZtUA https://www.google.com/imgres?imgurl=https%3A%2F%2Fi.ytimg.com%2Fvi%2FdII-yd7p1as%2Fmaxresdefault.jpg&imgrefurl=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3DdII-yd7p1as&tbnid=ZEp0ZhvRbppkZM&vet=1&docid=GelC8weybIAxKM&w=1280&h=720&hl=en_GB&source=sh%2Fx%2Fim https://youtu.be/G-T8ZiOmhC0 https://youtu.be/yGLoSuQe8xU https://youtu.be/OJ12GwU2KRU https://youtu.be/JgSv1SKCteQ https://youtu.be/B72y_OByf_4 https://youtu.be/n2DIJrJE4hE https://youtu.be/j-0Ikyxze00

THANKS!