• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

advertising campagns

Extracts from this document...

Introduction

All successful advertising campaigns have three major things in common: focus, flexibility and consistency. In today's marketplace, the competition for consumer attention is hard. Any advertising campaign that highlights these three things will be sure to get ahead. Focus; all campaigns usually begins with a clear focus. To determine a strategy and the message you want to get across, the target audience needs to be recognised and researched. It is also important that you are sure of the objectives that need to be achieved for the target audiences. An example of a good focus is the Murphy's campaign. In their campaign they wanted they wanted to focus on getting a message across that compared to Guinness, their drink is not as bitter and that their drink has the characteristics of easy going Irish personality rather than Guinness's high class characteristics. Flexibility; when working on the campaign, the main ambition is to create something that works on numerous levels and can be personalised to fit several markets. Successful advertisements are the ones that have long shelf lives but can also be updated as needed to remain fresh with out sacrificing the main message. ...read more.

Middle

Some creative strategies are use to promotes publicity, public relations, personal selling and sales promotion. The three significant strategies that helps promote these things are weak strategies, middle-strength strategies and strong strategies. Advertisements contain these strategies could be found in radio, television, and magazines. Weak strategies Generic and pre-emptive strategies are the strategy that describes the weakest form of advertising. A generic (general) strategy gives a product attribution. When this strategy is used, the consumer does not really learn anything new about the product. Pre-emptive strategy is another form of weak advertising that makes a general claim stronger. Middle strength strategies Three forms of middle strength strategies are unique positioning strategy, brand image and position. Unique positioning strategy is used in advertising to persuade the consumer that something about the product being advertised is truly unique and different. Brand image is also another very common way advertisers choose to advertise. They do this by using a celebrity as spokesperson and they strive to create emotion and give a brand a personality. A good example is the L'Oreal advert for elvive smooth intense; the product is advertised by Eva Longoria, Kerry Washington, this gives the brand a face people want to be. ...read more.

Conclusion

The main part of this target audience was housewives with children, as this is where Weetabix had great potential. The advertiser did a lot of things which made this campaign a good example of resonance advertising. Firstly, the adverts ran on channel four, ITV, GMTV and multichannel; they did this because these were all family viewing channels and they wanted to emphasis on shared family viewing occasions. Secondly, the advertiser created an advert that the consumer can identify with. They did this by using characters that were similar to their target audience. Examples of these are a young family, an older couple, some students and a young couple all trying different ways of to eat their Weetabix and talking about the benefits. I would say that this campaign worked really well and it's a very good example of resonance advertising and alongside the TV was a tactical press campaign around key sporting events such as Wimbledon and the World Cup, with relevant toppings such as strawberries and cream for the tennis and a St George's cross of yoghurt and strawberries for the football, helping to get more consumer without losing the main message that they wanted to get across to. ?? ?? ?? ?? ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Controversial advertising campaigns vs. corporate objectives of Benetton

    Therefore public relations can hardly be standardised. Corporate behaviour should "provoke" an employee behaviour that equals the corporate identity. The standardisation of corporate behaviour is limited by socio-cultural conditions. The core elements of corporate identity are based on security and trust. It is doubtful in this context if Benetton achieves these requirements with its "United Colors of Benetton" campaigns.

  2. Marketing Media and Audience Feedback

    newspaper is adapted for the Social Comment by Lorraine Kelly, Travel with Lisa Minot at three pages long, Gardening with Peter Seabrook, and the popular classic Clarkson on Saturday. The design of the newspaper is essential to its success in publication, circulation and overall sale.

  1. MARKETING STRATEGIES

    The answers will let me know whether advertising in a newspaper or in a magazine, for example, will be worth the money paid towards the businesses promotion. After analysing the answers I would be able to make a fair judgement on the way I should promote my business.

  2. Puffery in Advertising

    advertisements to create a social awareness, and it seems does not make any social instability. Thus, it supports principle 1 and principle 2. In addition, the purposes of their slogan and packaging are trying to persuade more customers to buy their products.

  1. A general report on advertising, but uses Skoda as an example of some of ...

    As the advertiser is the one who spends the money, they would hope to advertise and have communication with the largest number of people in the applicable market at lowest cost. The advertiser takes the services of an advertising agency.

  2. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    All these things are predecessors of modern outdoor advertising. The first advertising in written form is considered to be information on Egyptian papyrus which tells about the sale of the slave and nowadays this papyrus is kept in the British Museum in London. Advertising began long before the Christian era.

  1. Professional Campaigns

    Websites/Emails/Pop-Ups * Direct Mail * Display Advertising - Posters/Billboards * Word of mouth If a company has a lot of money to spend on advertising then they could afford to use more than one method of advertising, such as TV and Radio, or Display Advertising and Websites.

  2. As the Marketing Manager of this ice cream firm, CALMOR, I have written this ...

    replies, the magazines were Take A Break, (which is a competition based women's magazine). Glamour, Elle and Woman's Own (which are women's fashion magazine). The results of the questionnaires asked of the manager/proprietors is mixed, this is because some did not think that this product would sell very well.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work