MKTG360 Marketing Comparison

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Description

You will start by selecting ads for two different brands within the same product category (e.g., two shampoo ads, two car ads, etc.) that are shown now or have been shown within the past year (e.g. before video clips on a news site, Hulu or youtube channels). Please provide the URL to the ad, preferably as a Youtube link. You may not choose any ads shown in class or the two ads in the sample assignment (Pantene and Tresemmé) or Geico and Statefarm.

Answer the following questions for each ad and provide details from the ads to support your conclusions. The assignment is related to the material in chapters 15 and 16.

What you will turn in

Your submission should be no more than one page (1" margins and 12 point font, either Times New Roman, Calibri, or Arial) uploaded on Blackboard in Word format or as a PDF. If you do not have access to any of those formats at home you need to finalize your submission in one of the computer labs on campus.

The assignment should have the following outline/heading structure (use bullet-points for the answers for each ad):

  1. Ad content - Please describe each ad in some detail (2-3 sentences), and provide a URL for the ad from e.g., youtube.
  2. Benefits and advertising appeal - State at least one benefit and one advertising appeal for each ad. Some ads will have more than one benefit and appeal. You may state multiple benefits and appeals if you have space.
  3. Executional style - What is the executional style used in each ad?
  4. Promotion goal- indicate the promotion goal (see section 15-3 in the book) of the ad and explain your answer. Some ads will, to some extent, have more than one goal. If you think that is the case, select the one you think is the most important one.
  5. Target Audience - Based on your knowledge of the products and the execution of the ads, provide a description of the likely target audience for each ad (which may be a subset of the target market for the product). Please provide an explanation for your conclusion.
  6. Media Strategy - Where did you see this commercial? Based on the target audience you think the ad has, what times during the day should this commercial be shown on TV, and what types of channels and programs would be the best fit? Please provide an explanation for your media strategy.
  7. Most successful strategy - Which of the ads do you think is most successful? Please explain your answer.

USE EXAMPLE BELOW. PLEASE MAKE THE FORMAT IDENTICAL TO THE EXAMPLE SHOWN BELOW.

Unformatted Attachment Preview

Ad content ● Pantene: This ad features actress and singer Selena Gomez. She discusses how Pantene products have helped make her hair stronger with the Pro-V ingredient that is used in the products. ​https://www.youtube.com/watch?v=tqVrAFFovNM ● Tresemme: In the Tresemme ad celebrity Chrissy Teigen discusses struggles she has had with her hair throughout the years. She mentions how using Tresemme has helped her hair and how easy is it to use. ​https://www.youtube.com/watch?v=KpqEGS7asds Benefits and advertising appeal ● Pantene: One benefit from this ad is that people who use this product will have stronger hair. The advertising appeal is admiration because Selena Gomez is used as the celebrity spokesperson in this ad. ● Tresemme: One benefit that this ad shows is that consumers will have their hair feeling soft when using the Tresemme products. An advertising appeal is admiration because the ad features Chrissy Teigen as the celebrity spokesperson. Executional style ● Pantene: The ad executional style is that they use a spokesperson, Selena Gomez, an actress and singer. This makes the product credible, since a celebrity is using this product. ● Tresemme: The Tresemme ad uses three different executional styles which are using a spokesperson, slice-of-life, and a demonstration. Chrissy Teigen is shown throughout the years with her hair journey and then she demonstrates how she uses the product. Promotion goal ● Pantene: The promotional goal for this ad was to inform. Selena Gomez is informing and explaining the benefits to the audience on how this product has helped her hair since using Pantene. ● Tresemme: The promotional goal for this ad is to inform the audience about the product by demonstrating how to use Tresemme to stimulate interest. Target Audience ● Pantene: I believe the target market is for teenage girls through women in their mid twenties. Selena Gomez was famous for being on Disney Channel, which is intended for teenagers. The ad shows a more mature side of her so older women can connect to her. ● Tresemme: I believe that the target audience for this commercial is for women in their mid twenties through late thirties. Many young girls do not know Chrissy Teigen unless they read cookbooks or see her in magazines. Media Strategy ● Pantene: I have seen this ad on TV on the CW channel during the afternoon. This ad should be shown in the afternoon when young girls are not in school. The ad should be shown in channels that young girls watch tv. For example, many young girls watch MTV. ● Tresemme: I have seen this ad on MTV during the night time on TV. This ad should be shown in the afternoon when older women are not at work. A TV channel that this ad can be featured on is TLC because this channel has numerous shows for younger and older women. Most successful strategy ● When comparing the two ads, I believe that Tresemme was more successful. Chrissy Teigen talks in the commercial as if she is directly talking to you. She also mentions how she has struggled with her hair throughout the years, which makes her comparable to women with hair troubles. She also demonstrates how to use the product to show how easy it is to use.
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Explanation & Answer

Attached.

Running head: MARKETING

1

Marketing
Institution
Date

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MARKETING

Marketing
Ad content
Emma Stone Wears Lash Potion Mascara in Revlon Commercial: This ad stars Emma
Stone and discusses the magical benefits of Revlon product. She notes how the product
contains strengthening proteins for spellbinding volume.
Diorskin Forever Perfect Cushion: This ad features Bella Hadid and brings out the effects of
using Bella Hadid products for a sunkissed look and super light texture.
Benefits and Advertising Appeal
Emma Stone Wears Lash Potion Mascara in Revlon Commercial: Emma Stone used
Revlon products because they volum...


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