The aim of this report is to provide details regarding the marketing rationale behind the television advertisement we produced.

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Introduction

The aim of this report is to provide details regarding the marketing rationale behind the television advertisement we produced. A description and justification of the creative execution of our commercial is presented, followed by an analysis and explanation of the Segmentation, Targeting and Positioning strategy we decided to employ for our brand. Finally the media plan will be provided along with a conclusion.

Creative Execution

Consumer behaviour is complex nowadays and it is not always rational but tends to involve all sorts of postmodern characteristics. Consumers prefer to differentiate their class, age and sex, and mix their physiological and psychological needs in an unusual sequence. This is in direct contrast to Maslow's hierarchy of needs which puts needs into a logical consumption order and suggests that lower order needs must be met before one can progress to satisfy those on a higher level (Oxford University Press, 2001). Based on the idea of postmodern marketing our creative execution is aimed to move away from traditional marketing and instead promote our shoe brand as a way of living.

The core concept of our commercial is brand positioning, that is, to present consumers with a picture of the effect of incorporating our product into their way of life, and how it will differentiate their individual lifestyle. More specifically, we placed our brand into several everyday activities of young adults so that each and every consumer can associate with it individually. With this creative concept the advertisement production was easy to develop, effective on market target, economic, simple in casting, and provided the desired message.  

To achieve a postmodern approach we tried not to include a rational sequence to the scenes, common sense, monologues or discussions. On the other hand, we included brand presentation, a dynamic mission statement as well as bold, colourful pictures, motion, humour and fast-beat music. The latter four aim to create an excited mood to the consumer’s psychology. All of the above showcase a modern sense of lifestyle and therefore target the appropriate market.

During the commercial, a mixture of normal life and exaggerated, yet amusing, scenes are presented to show how our brand fits to various activities of different consumers. Thus, we invite the young generation to try our brand but at the same time we do not discriminate between them. As previously stated, we do not use a logical sequence of scenes in the commercial intending to result in a logical sequence of emotions (Huang 2001).

The first step for achieving an emotional impact is a simplistic introduction scene in the park, to make consumers curious of what will follow. A number of odd and normal activity scenes without a fixed pattern follow, trying to make consumers focus deeper on the commercial concept. Specifically, the emphasis of the brand is stressed in the unconventional scenes where consumer’s attention is maximised on what they observe in the advertisement in relation to the product. Some of the unconventional scenes include the actor sleeping and showering with his shoes on and wearing them during intimate moments. Brand repetition in all scenes enhances consumer awareness of the brand name and logo so as to be recognisable out in the market among other competing brands. With the above methods, by the end of the advertisement, consumers would have absorbed all features of the product such as style, brand logo, design, comfort, simplicity and the experience of wearing our shoes.

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Signals are sent to the consumer about the price range, education and socio economic status by smaller details in the commercial. Some examples include the modern style of clothing and the various activities the actor is involved in. Some other, less important indirect details, such as the age of the actor, his position near the drinks in the supermarket, even the type of magazine the actor reads and the fact that he is using an mp3 music devise are used to convey messages of association. This means that if what consumers observe is what is happening in their real ...

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