Archive for the ‘Advertisements’ Category

What is marketing communication? That doesn’t seem to have been covered in any modules that I’ve been taking so far, it seems… Well actually, Marketing Communication has been covered, albeit under the guise of a simpler term, which is out out of the ‘five Ps of marketing’ – Promotion.

All related media that are used in the message are considered part of marketing communications, which include advertising, branding, multimedia, marketing, packaging, publicity, public relations, and others. As we grow heavily reliant on the use of IT in this digital age, the effective use of multimedia is extremely crucial in engaging the interest of the audience. Deploying the right use of multimedia determines the success or failure of a marketing campaign for a company. Let’s take a quick view at how Sony & Nokia utilize multimedia to their benefit.

Upon entering Sony’s website, I was welcomed by Sony’s simple yet clean logo, which kinds of ‘pops’ out (not via a browser). Following which, Sony’s flash-based website loads. I navigate the pages and am instantly rewarded by rich and colorful pictures which is very attention-grabbing. The product catalog looks very professional and is extremely pleasing to the eye.

In contrast, Nokia’s website deployed a more straight-forward and traditional approach of multimedia. While Nokia had a very neat and clean layout, there was hardly any compelling and interesting multimedia.

If I were to choose buying a product based on my online experience, I’d probably be more inclined to buy a Sony product over Nokia. Simply put, I personally feel that Sony’s marketing communication is trendy and is able to attract the masses (and youth). Perhaps that is a reason why Nokia seems to be fading into the shadows of memory.

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Chances are, you would have probably seen similar ads like this on Facebook, at the corner of a page.

Gone are the days of salesmen trying to promote new products on the streets of Orchard Road. As with technology, businesses have evolved over time, bringing newer and innovative ways of advertising. While I usually ignore advertisements on Facebook, there have been a few that have caught my attention. There is no doubt that Facebook has a generally effective scripting algorithm to display advertisements which appeal to users’ interests.

Besides merely just going ‘online’ and allowing shoppers to shop online, many businesses have invested in Social Networking (SN) websites in order to gain an edge over their competitors. These days, the SN service, Facebook, is truly becoming an indispensable utility; I can’t imagine how many people will feel aimless if Facebook were to shut down.

I’m certain that many business owners have also noticed this trend, and thus are directing a considerable amount of resource into advertising on SN services. Granted that users actually pay attention to the ads, such companies may indeed find advertising on SN very helpful. Now, if Facebook is able to find a non-intrusive yet attention-grabbing way of displaying advertisements, its advertising potential will be limitless.


Male Waxing? Nikon, I can understand; I listed Photography as an interest. But Brazilian waxing??? Some fine-tuning needed!

What do you think of the effectiveness of Facebook’s advertisements? Has any of them intrigued you, or are they just a nuisance that you usually ignore?

This is Reebok’s latest advertisement for their line of EasyTone trainers. At first glance, it would appear as though Reebok is capitalizing on every man’s fantasy by casting well-toned and sexy ladies in their latest product advertisement. However upon further deliberations, I realized that this advertisement is actually targeted at the fairer sex.

Due to the social construct accompanied by the over-usage of “sex-sells” theory, we often relate any form of advertisements which include sexy women to be targeted at men. There is a certain degree of success and application of the “sex-sells” theory to this advertisement, considering it was that factor that caught my attention. However the main target audience is women, as the nature of product clearly defines. Of course, there might be a number of men who would buy the product as a gift.

Most of the advertisement focuses on a woman’s shapely calves as well as the sexy gyrating of her hips, which is an inferred result of using the product. The object in focus switches several times, but are all directed at the calves, buttocks, and the EasyTone trainers. The use of repetition is successful in relating well-toned calves and a sexy buttock to the product. The woman is also depicted in several different attires, namely shorts, panties, and a dress, which further complements her good figure.

Famous German philosopher Friedrich Nietzsche once said, “Behind all their personal vanity, women themselves always have an impersonal contempt for woman.” Based on that philosophy, most women can relate to the appeal in viewing an advertisement whereby a fellow woman is glamorized; they will almost immediately believe that the product is effective, and they’d want to achieve even better results as part of their vanity . That is probably the main reason that Reebok has decided to feature a professional model in their advertisement. And that woman, is very famous in her own rights, no less.

The use of a celebrity often adds credibility and appeal to the demographic target; in this case, fellow women. That woman in the advertisement is none other than Kelly Brook, an English model and actress. Kelly began her modeling career at 16, and has won many accolades to date. She is also famous for a 50-feet billboard (said to be the biggest billboard in the world), which features her bust. With a portfolio of many successful lingerie commercials, Kelly was the ideal choice for Reebok’s advertisement.

Throughout the advertisement, non-verbal cues were the main form of communicating the product. The scarcity of verbal communication has strongly amplified the short verbal message, which emphasizes that the EasyTone is far more effective than any other trainers in achieving “better legs, and a better bum”. I find that this is an effective application of implementing both verbal and non-verbal communications in tandem.

Humor was also applied towards the end of the advertisement; it was used to further strengthen the belief that the buttock featured in the advertisement belongs to Kelly Brook (and not any other woman), and that Reebok EasyTone has helped her to tone her “legs and bums”.

If I was a female, I’d be sold on this product. Personally I think that Reebok has come up with a very intelligent advertisement which goes far beyond the sexist theory on advertising. What do you think?

Sources:

Youtube

Wikipedia