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This report included three advertisements evaluations of different product categories. With FCB Grid, the inducement of advertisers strategies in these advertising has been revealed clearly. T

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Introduction

Introduction This report included three advertisements evaluations of different product categories. With FCB Grid, the inducement of advertisers' strategies in these advertising has been revealed clearly. The emphasis on different issues as information (learn), attitude (feel) and behavior (do) in consumer process due to the applicability of various products categories, which classified by involvement and think/feel as two dimensions according to Vaughn's theory. The combination with specific emphasis on different hierarchy effect and usage of advertising appeals made those advertising works. Advertising1: FUJIFILM FinePix F10 Digital Camera This is a press advertising of the one of the latest range of Fuji digital camera, F10. The advertising combined with several classical 70s rock 'n' roll images and endorsement of Mick Rock - "The Man Who Shot the Seventies". 1. General Analysis This advertising of this product appeared on the Q magazine, which is a music and entertainment glossy magazine published monthly in United Kingdom. Q's readers are interest in pop/rock music; most of them are mature and sophisticated professionals. As the similarity of Q's readers, the target audiences of the digital camera could be reached by the exposure on the magazine. This advertising aimed to increase awareness of the new revealed digital camera, and convince consumers the camera could satisfy their specific needs about taking ideal photos. ...read more.

Middle

The major objectives of the advertisings are strengthen the awareness of the brand created by existed business; creating awareness of the new online business, and increasing the number of clicks of the website. How does it work? Model: Feel --> Learn --> Do (Feeler) Black is an outdoor product specialist retailer, it is impossible to promoting different ranges of products on a print advertising. Besides, the process of the purchasing decision take place in the store or when people browse Black's website. Thus, the advertising is designed to build awareness of the brand, encourage people drop into the store and browse the website as they have online purchase services. To achieve these objectives, the advertising set up to affect people by emotional communication with humourous words and attractive image-focus format rather than long copy format. Consider about the impression of advertising cannot last long; Blacks launched 2 different versions of print advertising separately on continuous issues. These 2 advertising stick to the same creative concept and appeared as similar scenes to ensure consumer could recognize the link between them. The arrangement works on the readers who purchase the magazine frequently and continuously. Once the previous advertising actually did some impressions, the latter one reminds them of the brand by the similar appearance and same concept. ...read more.

Conclusion

This picture is a spur to consumers' imagination of describing a scene in their minds, and could image the extremely dryness that the chief taster feels. The disgusted expression on her face emphasized the feeling even more. This advertising expressed a feeling of taste through a smart picture. It visualized the dryness and impressed audience significantly. The only bright colour in the whole scene makes people feel delighted is the green text and the package of the mint. The bubble-shaped characters and the glossy reflection highlighted the "juicy" of the words. It implied the refreshing mint is the only solution to escape the extremely dryness in the scene; and the fruity flavour could get rid of the taste of the biscuits that will give people more pleasure. To sum up, this advertising uses an imaginary scene of dryness to affect people, let them image the extreme feeling and be involved in this scene; then provide their own product as the solution to overcome the comfortlessness of dry. The usage of emotional involvement is very impressive that amused people with the sense of humour. Conclusion Nowadays, the increasing number of advertisings appeared in different media, how to attract attentions, stand out from other advertisings and how to persuade consumer to purchase eventually are the questions that every advertiser confront. To understand the consumers' purchase process of different product categories, develop adaptable strategies according to theories of advertising and consumer behavour should be helpful for developing successful advertising. ...read more.

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