Advertising Broadcast Critique

Ad chosen: Ford Sync – powered by Microsoft.



Hard/Soft sale: soft sale. It is humorous. They link everyday activities with a voice command. Much like we would expect to see in the future, or in the Jetsons. Only problem is, those commands don’t work.
Brand: These two major American companies have linked together; Microsoft and the Ford Motor Company.
• Equity: Brand equity and value– Sync powered by Microsoft – a voice-activated method for connection cell-phones and media players - is now compatible with Ford, Lincoln, and Mercury vehicles.
• Value: They are the first major commercial introduction of the Microsoft Auto software, offers hands-free phone dialing and can read incoming text messages though the cars audio system.
• Making the largest trade event in North America has become and annual forum for Mr. Bill Gates, chairman and founder of Microsoft, to mix product announcements with computer filled versions of future Microsoft- based technology.
o Unveiled as an industry-exclusive, hands-free way to use cell phones and portable music players using voice commands. Sync will be standard on Lincoln products and widely available on Ford and Mercury vehicles. Option price: $395.
• However, according to and article by John Markoff of the New York Times, similar systems are widely available in Japanese and German automobiles.
Target audience: I’d say the target audience would be more towards men in their late 30s to 50s. It also appeals to women in a similar age group, but I think their focused target was on the men.
• The buyers: Anyone willing and able to purchase the product.
Commercial air-time: I’ve seen it while I was at home on stations my parents watch. On national and local news stations; I think I remember it playing in between House and CSI.
Music – does it make the commercial? – In the beginning of the commercial they have the man who tells the treadmill to turn on, we hear other treadmills running, then we see and hear him run and wipeout. Then they have the man who tells the blinds to close as he disrobes in front of a window in mid-day, the blinds don’t shut and we see his neighbor form the street noticing the man and gives a weird look, all we hear is birds chirping as the man inside ducks down to hide himself. Finally they show a women walking towards large glass doors holding a coffee, she tells the door to open and walks right into them, we see and hear a loud thump and splattering; the beverage is all over the women n she looks very annoyed.
– then we see the previous disrobing man voice-command his sync to play the strokes. That’s the music we hear for the remaining of the commercial.
Execute the commercial properly – Yes. The commercial gets the point across and gives their consumers a good idea of what expect from Sync.
Climax: When the woman hits the glass doors, that’s the best part of the commercial, that is the climax that actually causes the viewer to laugh. Its just so funny. You can’t help but laugh, even if you knew or felt sorry for the person, you still laugh. At least my family does. My mom cant help herself at all if she someone fall its over. She’ll die laughing to the point were tears come out of her eyes…
Colors – very neutral colors, grays, bashes, browns and muted greens are displayed throughout the whole commercial, but the woman at the end is in a red car and wearing red turtleneck. I’d say they did this to psychologically to be able to catch the viewers attention and focus on the main message of their commercial.
Media websight: www.syncmyride.com

Depressing ad - diagnose color

Obviously this type of ad is ment to make us feel "guilty" (not in a bad why, but in a "feel sorry for" type of way) by the time its 60 seconds is over. Here they ran similar ads back to back so its 120 seconds of a depressing life style flashing before our eyes. While we are home probably lounging on a comfortable sofa sipping on some hot coffee ... these poor kids are living their life a whole different way. And they "NEED" our help. Help save the children!

One of the objectives of the ad is to have us relate those poverty stricken kids to us and our kids here in the US that are privileged... by relating it to "the games children play..." hide and seek, treasure hunt, mommies and daddies, doctors and nurses, toy soldier... they show how the "games" english, american, and some other european children will play are an actuality in these other countries. these children arn't playing. its part of their everyday life. thats what the advertisers are trying to get across to us. because we can help them.

the color choices for this ad are mainly dreary and dark. then they put it on a still frame on innocent children in black and white.
this gives our minds a sad outlook even though its sad already... no color just enhances the emotion.
The sound in the background at first is children playing... than you hear a gun shot. then music that sounds like something from a school play begins.... and the english woman starts speeking, promoting sponcers for the children... while more pics roll thru on screen.

Good Advertisement - this is a Print Ad & a TV Ad (same product)

THE MAGAZINE AD



(click on the link below to see the entire ad. its not fitting correctly?)

http://i30.photobucket.com/albums/c308/natblonde17/playtexadbig.jpg

THE TV AD #1 - LONGER



THE TV AD #2 - SHORTER





- Critique for all three ads -


Hard/Soft Ads
Soft Ads: They present an emotional and physical tie to widely acknowledged sports and the activities morph into habitual evenings of dancing and partying.

Target Audience: Women (obviously). Probably a mass focused between women between the age group of their early 20s to late 50s.

Reaches their attention by showing that their product will move with them no matter what position they’re in, or where they go. “May the Best Protection WIN” and “Made to Match YOUR Best Moves” are their catch phrases.

Research – Planning
It’s a good ad. It emphasizes the fact that the new Playtex Sport will have lasting protection… that means no embarrassing leaks! The tennis player/party girl in the print ad is wearing a WHITE skirt to “prove” confidence. She goes from a tennis match to a nightclub without any worries.
The girls in the actual tv commercials are bending and twisting in every possible way…and then some. Portraying that the Playtex tampon will move with them at every degree and angle.

Color Pallet

In the print ad -
The transition of the girls’ activities flows and is easily read. The use of the mint green top and crisp white skirt gives a subconscious feeling of being clean and fresh. They keep it all neatly together with a black background so the eye immediately travels to the hazy court and focuses on the bright colors of the girl and all the text below.

In the other two tv ads –
Again they use a lot of crisp white and light colors with a heavy BLACK background so they are dramatic and bold actions.

Marketing – Branding – and International Marketing

Playtex Historical Timeline
1932
Playtex was founded in 1932 as the "International Latex Corporation" in Rochester, New York, selling latex products under the "Playtex" name.
1954
The Stanley Warner Corporation purchased a controlling interest in the Company and rapidly expanded the Company's operations.
1960
Playtex introduces its first infant feeding product
1968
Playtex introduces its first plastic applicator tampon.
1975
The Company is sold to Esmark, a diversified holding company.
1984
Esmark is purchased by the Beatrice Companies.
1985
The Beatrice Companies are purchased by Kohlberg Kravis Roberts investment firm.
1986
The Company is purchased by Drexel Burnham Lambert and the newly private organization is named Playtex Holdings.
1988
Playtex's Women's Apparel operations are spun off and sold to a third party.
1994
The Company goes public as Playtex Products Inc.
2005
Sales of Playtex's remaining non-core brand assets are completed.

(Playtex history from: http://www.playtexproductsinc.com/corppages/Corp_Company_history.asp)

Topic for Discussion : Disliked Commercial

ok, there's not much to say. I just can't STAND this commercial!!! It annoys me so much i have to change the channel when it comes on.

Effectiveness: Well maybe their advertising stratige was to supplies the viewer with a headache, that way maybe they'll all go buy their product...

Soft or Hard: I'd say its probably Hard cause it sort of explains what to do... not too much emotion going on.



~AND~

i don't like the A1 Steak Sauce Commercials either. Sorry, i know alot of ppl who like them, but I find them pointless. No one could seriously be THAT dumb... i hope. x) I don't know, i tend to be very opinionated. Sorry.

Nokia - Transformers - Print Ad Critique for 10/18/07

Hard/Soft Ad
Soft Ad: It presents an emotional remembrance to a childhood pastime.
Most likely it’s meant to target consumers between their late 20s – to possibly early 40s;

However, it also can catch attention of the younger teen generations with its “cool & hip” features of the phone; and since the movie “transformers” was recently shown in theaters. Making it a positive reach to their attention.

Research – Planning
The company did research; they used current trends in the Hollywood industry to help launch the campaign for the new Nokia Phone. They shows the toy robot transformer to be confused or marveled at the Nokia Phone as it “transforms” from a phone into a messaging keyboard.

I remember having a similar look when my brother “transformed” his transformer action figures into some type of truck after twisting and turning him all different ways… so its appealing to see the toy express the same type of emotion of bewilderment on his face. Its message is funny and cute.

“The Transformers” was originally an animated television series in the mid 1980s depicting a war between giant robots that could transform into vehicles, animals, and other objects was created and aired.

Marketing – Branding – and International Marketing
Nokia is currently the world's largest manufacturer of mobile telephones.
Company was founded in Finland (1865)

According to Hoover's profile, a source of information on public and private companies of the world, wireless wizard Nokia has cast a spell on the mobile phone market. The company is the world's #1 maker of cell phones (ahead of such rivals as Motorola and Samsung, among others). Nokia is also aiming for the top of the nascent mobile Internet market. The company's products are divided primarily between four divisions: mobile phones (wireless voice and data devices for personal and business uses), multimedia (home satellite systems, and mobile gaming devices), networks (wireless switching and transmission equipment used in carrier networks), and enterprise solutions (wireless systems for businesses). It has combined its network equipment business with that of Siemens in a joint venture.

broadcast tv commercial - didn't like

Mineral Makeup Product...


I didn't like this ad. Its boring, it didn’t have any emotional appeal.... the music was bland- the girl/model didn’t have much personality. She thought just staring into the camera was enough to sell the product. I just wasn't a big fan of it. I can't even remember the brands name without going back to the commercial....

The Overstock.com Comemrcials .... can't say i ever liked them much either...



I always found the woman boring. But then the ad probably wasn't directed toward my generation. However, i noticed my mom's reaction to the ad.... and she wasn't motivated by it either. Again I think its with the actress; the woman hasn't any character... she says each "thing she's going to do in the same inflection... (I think it’s a matter of Public Speaking on her part... or maybe the marketer's choice in representative)

Bergenbier (beer ad) from Romania vs. Budweiser (SUPERBOWL) Ad from US

This is an International Beer Ad from Romania...




1st caption translates: A good beer shouldn't be drunk in moderation.
2ed caption translates: Friends know why.


Likes &/or Dislikes:

I thought this ad was hilarious. The expressions on the man’s face and his reaction to his situation as it “unfolds”…. very funny!

It’s a “believable” scenario: the man had too much to drink the night before and (in his case) he regrets it in the morning... I suppose this could also serve as an ad to drink responsibly.

Effectiveness of Ad:

It probably did very well in Romania. If this ad was aired in the US, eventhough a lot of people would have enjoyed it; there would probably be a "controversial" complaint against it. Especially since a large portion of the American population is considered overweight. So there would have been possible complaints and law suites against them.

Soft or Hard:

Soft Sale - plays off emotion. but it does have to do with drinking; to a certain an extent.

---------------------- VS. -------------------------


This is an American Budweiser Ad from a few superbowls ago...



Likes &/or Dislikes:

I like the ad. It has a cute “happy” feeling about it. The little colt wants to be like the older horses and pull the sleigh. N the older horses build up its confidence and dreams by “secretly” pushing the sleigh as the little one thinks he’s pulling it.

Effectiveness of Ad:

Although the ad doesn't have much to do with actually drinking Budweiser beer, we've all come to know the symbolism of the Clydesdale (the horses and the Budweiser sleigh) as a Budweiser brand. That is their personal branding technique. When we see these horses we automatically think Budweiser.
Does the ad want me to get up n grab a beer; not really. On my behalf, it’s not very affective; its cute though.

Soft or Hard:

Soft Sale - again it plays on emotion. Doesn't have to do with drinking beer at all.