Advertisement is a form of communication that typically
attempts to persuade potential customers to purchase or to consume a particular
brand of products or service. It leaves an alluring influence on people. This
is why they feel an urge within themselves to buy a product instantly. In any
kind of mission, goals and objectives should be clearly understood else the
whole planning will be entirely ineffective regardless of the amount of input
resources. However, with the advent of scientific and technological
development the advertisement has become diverse and has got new dimension now
a day. Accordingly companies try to attract the customers with eye catching
advertisement using attractive strategies, persuasive message or tricks. By
keeping this in mind when advertising a product in the market, like Mini
and Smart, the objectives and consumer profile is kept in mind to make the
marketing strategy a hit. Accordingly the first impression of both advertisements
shows that the promotions are just tools to
communicate brand message and to attract customers
directly (Tuckwell, 1998).
Promotional
activities and other marketing strategies are carefully formulated in order to
gain maximum customer attention and direct focus is needed when an
advertisement is planned. There are no
such fixed strategies which retailers or wholesalers can specifically enjoy
with, but should always be kept as a pulling devise as to take the number of
sales and profit margin at the highest peak
(Bovee et at., 1995). The effectiveness strategies of two well known
product mini and smart depends on the aim that each companies is trying to show
through advertising the products. Advertisements is made only for motivating
customers to make purchase are not likely going to be very fruitful. Rather if it is designed in such a way that
will rise interst in the consumer mind to search for more information or to
test t if possible is likely to be more effective in absence of contact or any
explanation of sources available.
Every business wants
more and more purchase transactions from their targeted audience, but this
intention should not shared with the consumers; it should not be shown direly
in the advertisement as it will be a disaster in terms of outcome. A better
approach is just to create an interest for tying out the product in the minds
of customers and just create enough hype so the consumer knows that the product
exist in the market. The both of these two
advertisements have differentiated themselves and have an appeal to the
potential customers that have created their own features. In the same way Smart
and Mini work according to the needs of the potential customer but in their own
manner. In the mini advertisement the
mainly concerned thing is on the round corner that helps to turn flawlessly while
at the other hand smart speaks about the 90 degrees parking in busy place.
Other tricks they have used to show a similarity that includes the use of
attractive photography that can draw attention easily to the readers. Both
companies carefully perform with camera and use those angles of the photographs
which will appeal the potential buyer the most. This will not guarantee a
good’s selling but at least would be highly influential. it is also effective in reinforcing customer attitude (Cialdini,1993).
Jones (1992)
suggested that a successful advertisement campaign has either single or the
combination of logical and emotional flavour. Present advertisements work
according to the needs of the customer without using these two tactics
properly. With the presence of such high class technology in hand, lack of
quality and human’s sentiment is purely missing. From this point of view it can be clearly
stated that these two advertisements are trying to use the communication
techniques as a basis form to attract customers.
Some strong and
promising advert strategies are calculated by Tuckwell (1998) i.e.
Testimonials, Endorsements, Product demonstration, Product-as –a-hero, Torture
test and Product comparison.
For
vehicles and automobiles, usage of Elaboration Likelihood Model (ELM) is highly
effective as it completely caters to the needs of an advertisement for the
targeted audience as stated by Petty and Cacioppo (1986). It has been found
that a vast majority of advertisements in many industries based on emotional
appeals Healy (2007). In the case of the adverts in question, the emotional
appeal is on the shapes of the cars. This could be enhanced by appealing
expressly to the prestige that is attached to the ownership of the cars.
Basically, ELM model
explains that ideas can be shaped and changed from low involvement conditions
to high involvement conditions with loyalty of certain brand. The motive behind
the implementation of ELM model here is that the contrived advertisement will
demonstrate the reason virtually as for why the watching audience should
purchase the car just. Its aim is to delicately generate the attitudinal and behavioural
brand loyalty aroma. Depending on the effectiveness advertisers will use
appeals. They can choose the informational and transformational or in between
them (Petty & Cacioppo, 1986).
When concerned with emotional appeal that is
present in any advertisement, it can either be positive like pride and
happiness while negative emotions include broadcasting fear and harm (Witte, 1993).
Thus, the ELM model clearly uses the positive and high energetic, emotional
appeal towards buying the showcased car to its customers. Aaker et al (1992)
has also stated that this methodology mould up emotional appeal techniques
according to the perception the viewers have set in their minds as then the
success rate would be quite pleasing for the vehicle manufacture and the
subscribed advertising agent company.
The success of an
advertisement solely depends upon how effectively the campaign has conveyed its
objective to the viewer or the targeted customers. The Elaboration likelihood model in this case
plays a crucial role for the effectiveness of advertisements where two basic
methods of persuasion are used. The central route of persuasion focuses on
careful evaluation of persuasive communication by the customers as it requires
high elaboration approach and is attached with the high involvement of
purchases. According to Petty and
Cacioppo (1986), they think that when the central route (mainly consist of
ideas and concepts related to the advertised product) are communicated
perfectly, the success rate is like to be high. This is all because the
audiences were presented with some logical stuff which they thought were
respectable and were highly appreciated (Benoit et al., 2001).
On the contrary, one
of the main disadvantages of using the central route is that the audience
should get highly influenced by the broadcasted concept via means of
advertisement because not only the sales of a product would reach the sky and
will maintain its position for a longer time, but sense of brand loyalty would
rise among the customers.
The two
advertisements are more relevant to the peripheral route of persuasion as they
use low elaboration message that are irrelevant to the actual content
presented in the advertisement to attract potential customers. These two
advertisements deliver a mix of marketing and public relations. As clear, no
doubt peripheral persuasions are able to bring out behavioural changes to the customers
but they need to be repeated frequently to get the effective result that can
have a long lasting effect (Marketini, 2010).
Evaluation
is a vital element of a communication campaign that may repeat of pre-campaign
research to review the attitude of customers. With the increasing competition
the major challenges within the industry is the brand image, brand Name, brand
design, brand communications. It is considered that a strong brand image is an
organization’s most valuable assets online and offline. In doing so the target
market focused on those people who are not pleased with the other product. In
addition to this maintaining high quality and consistency with the product
design, image that can show an effective means of communication. That also
helps to increase loyal customers of the brand (Berkowitz, 2007).
Advertisement of products helped customers as
a medium communication to know more about these two product’s features. The
planning approaches started with the understanding customer needs, wants,
values and their perceptions. The advertisements mainly focused on the audience
choice, needs, wants, values and their perceptions and determining this can
lead to increase the effectiveness of the campaign (Kotler & Armstrong, 2008). As a result of changing consumer tastes and their
mind companies today are facing new marketing challenges that call for new
thinking and solutions. Analyzing the perception of customers and their
behaviours about the products is the main concern to anticipate the customer
perception properly. As customers are the main focus of the advertisements
without analyzing or identifying their requirements or perception that what
they and will satisfy their need or demand the business cannot be succeed. As a
result while setting target market specific customer segments need to be
addressed as their demand or want is changing time to time. This analysis helps
the business to coordinate each other. The idea on these two advertisements
emphasized on the market oriented, collaborative approach that might assist
marketers to cope with these challenges. Theories suggest that the attitudes
and perception of customers varies depending ontheir awareness, knowledge or
preference. Consequently in the two advertisements Mini targets people who know how to keep pace with the
technologies offered by the car on the other hand smart targets women who wish
to drive a small vehicle in busy cities. Generally the target markets of mini
vehicles include mostly the college students who have deep passion for
technology and want variations, terrific performance, like variety of models,
amazing top speed, want impressive specifications. On the whole the most important thing is that that attract
customers is that it has the capability to turn flawless at any corner of the
road making sure that buyer have a smooth and no bumpy ride. On the contrary
for smart car the target market basically focuses on the customers that adhere
to lifestyles and that contributing to the green life and is concentrate on the
improvement on the environment. In
addition to this there is a little space for parking as a result the small size
with 90 degree parking attracts buyer to purchase who often do shopping. That
is why a specific market segment has established. These two sorts of
differentiation lead to different market orientation (Tuckwell, 1998).
Branding aim is to
add value to a product. It helps consumers or buyers to identify the product
that might benefit them and it also tells about the quality and consistency of
the product. And advertising is more than any other business function deals
with attracting customers and encourage them to buy the product. It is tactical
tool kit for establishing strong positioning in the target market. In order to convey the message major
medium like television, magazines, newspapers, video games, the internet and
billboards at place like airports, doctor’s office and busy places can be used.
However, in targeting customers there were some class of using the cars.
Generally aged people are not using the car and as a result more emphasis on
the current users. In order to make loyal of the customers new model, features
are offering but even though some customers segment basically who have already
uses these car and want to taste another cars are switching to another brand as
gas price has been increase as a result therefore timing couldn’t be better (Jones,
1986).
In
addition to this competitors always try to attract more
customers than other companies. But the specific features allow to customers to
buy the vehicle include high safety sensors with round corner in mini cooper and
90 degree parking which is know has differentiated them from competitors’
products. More importantly they are providing safety and consider environmental
condition such as with low noise, harness and vibrations. This additional
features allow customers that it will benefit them (Kotler, 2003).
References
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York, NY.
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Jones, J. (1986) “What’s
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