Chapter 5: Segmenting and Targeting the Audience

Question:

Find 5 different advertisements of 5 brands/ organizations of your choice. Which influences were used to influence consumer behavior? Why do you think the ads creator used these influences? Explain your answer with evidence from the ads.

Answers:

1. Neptune - Tet Holiday Advertisement (2013)

Influences used: Cultural Values, Needs and Wants

In Vietnam, there could be no other occasions more special than Tet for family to unite and enjoys the holiday together. Moreover,Vietnamese people value the warm relationships between family members. Tet, therefore, will be incomplete with out any member. The commercial effectively matchs this values with the needs for belongingness by illustrating a touching reunion of a father and his mute daughter on New Year’s Eve. Its  message reminds viewers about Vietnam’s traditional values and awakes the desire to be cared for and connected to others.

2. Oppo N1 (2013)

Influences used: Innovation

Showing the high-tech lab in which the phone is made, the commercial suggested its superior quality and delicate design. Oppo N1’s features such as temperature, contrast, etc. are also indicated during the video. Finally, at the end of the commercial, it emphasize the innovative 360 degree rotatable HD camera which differentiate the product from others.

3. Anlene (2009)

Influences used: Needs and Wants, Reference Group

The commercials first states that people most Malaysia women only get 50% of the calcium they need, which creates the feeling of insecurity. Then, it claims that drinking two glasses of Anlene can solve the problem, fulfilling consumers’ needs of safety. The effectiveness of this ad is enhanced by featuring Hong Kong action movie star Michelle Yoeh in the video. As a person from aspirational group, the actress can made the information and the claim more reliable. As a result, consumers are more likely to purchase the product.

4. Colgate Sensitive Pro-Relief (2014)

Influences used: Reference Group

Simply features some dentists who provides good feedbacks about the product to stimulate the purchase. This toothpaste commercial is effective since consumers tend to believe in experts.

5. Nike - Find your greatness (2012)

Influences used: Cultural values, Needs and Wants, Motivation

Launched in London 2012 summer Olympic, Find Your Greatness campaign tended to delivered “A powerful message to inspire anyone who wants to achieve their own moment of greatness in sport” , quoted by Nike on its official website. The message reflects cultural core values of self - fulfillment and respect from others. In addition, the commercials features ordinary people with their inspiring stories which resonate well with people’s desires to be free to do what they want and to feel that they matter. These desires create a motivation that persuade viewers to find their own greatness. Consequently, the campaign successfully enhance consumers' relationship with the brand. 

References:

• Sandra Moriarty, Nancy Mitchell, William Wells (2015) Advertising & IMC: Principles and Practice, 10th Edition. Present Hall, pp. 152-179
• Youtube, http://www.youtube.com/