Posted in ENT 610 Spring 2017

ENT 610 – Week 3 Greatest Marketing Campaign_Five TV Ad Analysis (#1)

#1 Cole Haan

Ad: “Chelsea Pump Campaign” http://www.aef.com/ad-campaigns/chelsea-pump-campaign/ 

The commercial starts with text talking about the new Chelsea Pumps by Cole Haan and how they had been perceived as being for moms. Then you meet Peppermint, a New York City Drag Queen, who proceeds to tell us why Chelsea Pumps by Cole Haan are not just for moms. Then the theme of the commercial progresses to the hashtag #DontGoHome and several different reasons as to why you should remain out later in New York City. After showing many different ones, they revealed there was a special treat for those that chose to stay out later on into the evening in New York City. There were several different performances from a couple of groups, some featuring Drag Queens wearing Chelsea Pumps. Next, they shared that they had a food truck available providing free grilled cheese sandwiches for anyone who’d stayed out late. Plus, Peppermint and the other Drag Queens were there to represent and advertise Chelsea Pumps as pumps not just for moms! And, as stated in the commercial, “By the end of the #DontGoHome campaign, our impressions reach 36 million,” which means that their campaign was a huge success.

For this ad, they used a little bit of humor, but at the same time sparked quite a bit of interest and curiosity in all participants. They also helped them stave off hunger, for those who chose to stay out late, by providing free grilled cheese sandwiches. The goal of this campaign was to increase awareness about Chelsea Pumps by Cole Haan and to increase the number of purchases made by younger women (over the age of 18). So, they were also striving to increase their number of sales. The campaign itself was time specific, but increasing sales can continue on beyond the campaign as long as views on Chelsea Pumps were changed to be seen as pumps not just for moms.

The target market was younger women, at least 18 years of age. Cole Haan already had a good connection with older women and their products. The goal of the #DontGoHome Campaign was to change younger women’s impressions of the Chelsea Pumps.

The ad wants viewers to purchase a pair of Chelsea Pumps because they are not just for your mother. Plus, they are the perfect shoes for staying out late and adventuring through cities, like New York City. As a way to convince buyers that Cole Haan’s Chelsea Pumps are best suited for staying out late in the city (#DontGoHome), they had Drag Queens strut their stuff and perform in these specific pumps. Then they had a food truck with free grilled cheeses and a display of these exact pumps that were being performed in.

Posted in ENT 610 Spring 2017

ENT 610 – Week 2 Greatest Marketing Campaign_Five Radio Ad Analysis

Combos – Zesty Salsa Tortilla Combos

Ad: “Broken Heart” http://www.aef.com/ad-campaigns/broken-heart/

The ad starts out talking about Combos being the manly sort of snack that is also a comfort in the respects of love, whether it is motherly love or a relationship. Pizzeria Pretzel Combos is the flavor it first talks about, but it progresses on by saying you have caught this flavor with your best friend, which leaves you betrayed. Instead of being completely left in the dust, you can always move on to another, newer flavor, such as Zesty Salsa Tortilla Combos. Essentially, the overall message (other than moving on and trying a new flavor) is Combos is the manly version of motherly comfort. The ad itself is fairly humorous. When you first listen to it, it comes across as extremely bizarre, but once you grasp what it is describing, laughing about it is hard not to do. It plays relationship betrayal off in a humorous manner.

I believe the purpose of this ad is to get customers interested in trying a completely new flavor from the [previously new] flavor that they have already come to know and love. So playing it off in the way of this previous flavor has cheated, it is time to move on. So targeting a market of individuals that may, or may not, be single. Then going as far as describing a situation where they have been betrayed by someone close, which could potentially get them interested in trying the new product immediately. The ad wants the consumer to move on from the previous flavor so that they will “form a new relationship” by trying this new, completely different flavor. Basically, by purchasing this new flavor of Combos, the individual will be that much happier than they were in their previous “relationship” with the other flavor.

 

Shorewest Realty Company

Ad: “Left – Right” http://www.aef.com/ad-campaigns/left-right/

This ad is discussing what Shorewest Realty Company’s agents are best at, whether it is finding you a home to buy and/or selling your current home. So, in a clever way, they describe both finding and selling through Shorewest Realty Company. They have two sound clips that run at the same time, before running them, they instruct the listener to switch their speakers to the right if they are looking to sell. While the listener looking to buy is instructed to switch their speakers to the left. Then the ad proceeds with the two sound clips speaking at once. There are some slight differences in what they are saying, but overall they have many similarities. Which is what the ad is striving for. This ad wants to show that the agents at Shorewest Realty Company are qualified and capable of both selling your home and helping you find a new one. It depicts that the processes have a multitude of similarities when working with their company.

The goal of this ad was to inform the listener that Shorewest Realty agents are the best for helping you find a new home and selling your current one. The target market for this ad is anyone looking to buy or sell a home, so it is not really age specific. Basically, the ad wants the listener to know, and take advantage of, the fact that they can achieve both goals [of buying and selling] with Shorewest Realty. That way the individual does not have to consider two different agencies, they can stick to just working with one.

 

Orkin Pest Control

Ad: “Mosquito Insanity” http://www.aef.com/ad-campaigns/mosquito-insanity/

The ad starts with describing the aftermath when you realize that you have been bitten by a mosquito. The awful itching and the urge to constantly scratch. The immediate regret after obsessive scratching and the realization that it now looks awful, but it still will not stop itching. So you try to fool yourself into thinking you are scratching, then distractions, but nothing works. Then it takes it to an extreme level of you being curled up in a ball freaking out, realizing that you should have called Orkin Pest Control in the beginning in order to have prevented this awful situation. Essentially, this ad is threatening you with the situation they describe, in the beginning of the ad, if you choose to not use Orkin Pest Control. No one likes mosquito bites and everyone hates the itching that comes with them, so why not contact Orkin? At the same time, though, the situation depicted is fairly humorous because we can all imagine ourselves having felt similar to that at some point in our lives after being bitten by a mosquito.

The job of this ad is to sell the services of Orkin Pest Control; to convince consumers that Orkin is the route to go. The target market is anyone that has a property of their own that may run into the issue of mosquitos. The ad wants consumers to take advantage of Orkin’s services to prevent mosquitos wreaking havoc upon their home and family. If you use Orkin Pest Control, then you will not have to go through the constant itchy feeling and the obsessive desire to scratch.

 

P&G Bounty

Ad: “Battle” http://www.aef.com/ad-campaigns/battle/

This ad is very amusing. It can be viewed as chanting, battle cries, and random sounds that, eventually, turn into words. As the title suggests, it is a battle between many foods and beverages that are all known for making a mess. The contender is P&G Bounty paper towels to wipe away the mess of the competition. The ad will definitely give the listener a chuckle. Bounty is stated to be the best competitor to handle it all.

The purpose of this ad is to get the listener to make a personal connection with, at least, one of the foods/beverages mentioned that have created wonderful messes in their life, and tell them that there is no better option than Bounty paper towels. The target market is, honestly, anyone that is prone to having messes in their lives. Whether that is due to clumsiness, children, guests, animals, etc., you will obviously need these paper towels in your life because of the potential mess in your future. The ad wants the listener to purchase Bounty paper towel products and not their competitors’ products. As I previously mentioned, the reason people will be driven to purchase this product is due to probably having dealt with some mess that was a result of one of the many foods/beverages mentioned throughout the advertisement.

 

LivesforLives.org

Ad: “Auction” http://www.aef.com/ad-campaigns/auction/

This ad is fairly blunt, which it should when considering the topic. It is styled to be like an auction, but the currency that is being used for the purchases are all body parts of poached, endangered animals. The product being purchased? Weapons. Weapons of mass destruction, essentially. The purpose of the ad is to make people care more. Everyone is generally afraid of terrorism. Not everyone is quite as concerned about animal poaching since they tend to view it as something that does not directly impact their modern day society. This ad strives to get the point across that people use poached animals as a means to purchase such weapons, which generally results in acts of terrorism. LivesforLives.org is arguing that if we strive to save and protect the lives of these animals from poachers, then we can also protect the lives of people around the world from terrorism. The goal of this ad is to make people more aware, to get them to care that much more, and get them involved in helping with the solution to this problem.

The target market of this ad is the general population. Anyone within the world that cares about what happens and wants to make some kind of change/difference. The specific drive that I see coming from this is the fact that the ad is pretty successful at connecting animal poaching and terrorism together. Yes, that is not the only contributor to terrorism, but it is one. So if this ad, by making that connection known, is able to make a difference in a handful of people, then it is helping make the changes necessary to solve this problem.