Nestle (Aero)- new product

Nestle has released a new product for its current caterogy (Aero). This advertisment is to increase customers’ knowledge towards this new product in order to gain awareness from customers and stores this image and information in their memories. This could also lead to enhance the new product adoption from the public. The slogan of limited edition is the unique selling point of this new favour product and increase the desirability of customers to purchase this new product. The visual image on this advertisment has given a emotional tag of excitement, it is because the visual image here is a “toy purchasing machines”, this expresses the notion of you may have a chance of not getting it, this could somehow induce the feeling of excitement from customers and change the buying behaviour to purchase it. Moreover, the price of this product is not very expensive, this at the same time reinforce customers’s desirability to buy the product. However, previous evaluate of old product may have a influence on customer’s discision in trying the new product. For example, if the customers feel dissatisfied with the old product of current category, it is less likely that the customers are interested in the new products.

20140326-153946.jpg

Advertisements

Barclays Premier League: Love is Tough

Barclays advertising this to thank their footballs fans for using Barclays Premier League.

This advertisement have a target on football fans with different ages, for example, as we can see young adults, teenagers, female and male adults and elderly are showed up in this advertisement. Mainly, they are highlighting the idea that individuals at different ages with  the passionate in the uk football would have the spirit supporting the uk football teams.  This illustrates that this strategy of advertising has successfully derived from a common belief of uk locals about the prospective of uk footballs and to shape their decision with the message- “to follow is to love”. Assael (1998) claimed that “this convergence to lead to homogeneous consumer needs, tastes and lifestyle”. 

At the same time, it enables to increase local awareness about the uk football teams. It motivates the need for pleasure for fans to look for excitement and fun and need for involvement for uk locals to support and scream for their local team.This is essential to enhance the number of purchasing the tickets. 

Assael, H. (1998) Consumer Behavior and Marketing Action (6th edn). Cincinnati, OH:
South Western College Publishing.

What make me choose to buy this product from this seller?

ImageImage

What make me choose to buy this product from this seller?

I have been previously looking for a angry bird pens from ebay, however there are various similar product from different buyers. This makes me to question about “What make me to choose buying this product from this seller?

The promoting strategies on ebay mainly from the pictures the sellers show and ebay avdertises their products on the main page. Moreover, seller’s reputation also plays a main role in influencing buyer’s choice of buying.

Regarding this to the pictures above, the product on the left sold far more than the product on the right. Of course, you may ask about the prices of both products, I have to clarify here that they are both at the same prices selling in £1.99. Why? It is because of the picture that display to the buyers.

Picture on the right (picture 1)show the speed of their delivery, the company they are using for the mail and so on. This is more convenient and quick way  for the buyer to read the information rather than letting them to read on their own , also this could catch the buyer’s attention by showing the desire/ expecting services you give to the buyer. Bryan Eisenberg (2011) claimed that buyers usually take a easiest and fastest way to buy a products, however the more expensive of a product, the hardest for the buyers to make a choice (but this product on this post only selling in £1.99). Moreover, Geil Browning (2012) suggested that buyers have many preferences and usually spend a long time to make a choice beause they are weighting the products. Therefore, by giving them more information about the benfits and sevices on the picute, this could stay ahead of the competitors, so buyer could weight their products are better from the others (Quebec, 2009). Lastly, ebay buyer (all buyers) hope to get their products as soon as possible. Therefore, picture 1 shows a good example in understanding the need of customers and how to sell it more effective than the others by using more reliable mail company than others. I think this is the reason why they can sell more  than the competitors on ebay.

 

Browning. G. (2012). What’s Going On In Your Customer’s Head? Retrieved March 12, 2014, from: http://www.inc.com/geil-browning/whats-going-on-in-your-customers-head.html?cid=readmore

Quebec (2009). Knowing your customers’ Needs. Business Link UK. Retrieved March 12, 2014, from: http://www.infoentrepreneurs.org/en/guides/know-your-customers–needs/

Eisenberg, B. (2011). What makes people buy? 20 Reasons Why. bryaneisenberg.com. Retrieved from March 12, 2014, from: http://www.bryaneisenberg.com/what-makes-people-buy-20-reasons-why/

Would you give your jacket to Johannes?

This is filmed to enhance the awareness about the situation of children in Syria; In fact, children in Syria are mostly freezing in Syria during winter.

Need recognition: this time, it is not about the individuals themselves but about the people who is suffering. This film put viewers to think about what the child actually have and what the child desire to have. Therefore, people in this film tried to ask some questions to the child (search) in order to confirm about the need and the situation of this child. After understanding the situation, the people can choose to give or not to give something that keep warm to the child (Acquire/ Give). What people do in this film is related to the Pre-Purchase Processes of CDP model. However, whether or not, this will influence the viewer’s attitude or behaviour will be replied on their Post-Purchase processes of CDP model; for example, how they feel after watching the film? (evaluate the difference with donate or not to donate) If they feel satisfied and good after donation, they will maintain this behaviour.

I would say, people who watch this film will ‘mostly’ feel like to donate as I believe that we will never miss a chance to perfect our own humanity and be kind to others.

Video

River Island Spring/Summer 2014

This video displayed a message that you can catch a guy’s attention from your clothing appearances everyday”. According to Brewer & Gardner (1996)’s claim that depending on various social situation, individuals are trying to find themselves and create more than one identity and roles in life. Therefore, referring this to the video, we can see that the lady try to change everyday’s clothing appearance in order to express who she is and catch the man’s attention. In fact, this is always happen to real life situation, like females try to look beautiful to impress the males. As a result, as we can see from the video, the lady successfully caught the man’s attention by the way she dresses up. River Island targets this to females and implies that the clothing from River Island could enhance your attractiveness. Moreover, I quite like the way they present the name of their brand at the end, this helps to recall and remember easily (recent effect) (Miller, 1956).

However, the problem of this video is people try to compare themselves with model’s ideal body features and appearances. This could have an impact on women’s self esteem and how they rate their attractiveness (Richins, 1991). Also, this may causes women become so materialistic and forget about their real beauty.

Brewer, M. B., & Gardner, W. (1996). Who is this” We”? Levels of collective identity and self representations. Journal of personality and social psychology,71(1), 83.

Miller, G. A. (1956). The magical number seven, plus or minus two: some limits on our capacity for processing information. Psychological review63(2), 81.

Richins, M. L. (1991). Social comparison and the idealized images of advertising. Journal of consumer research18(1), 71.

Smoking Kid

Background
This advertisement filmed children were asking the adults smoker for a light. As a result, almost every adults reminded the children about the health effects of smoking. But, a question was asked by those children- “If it is so bad, why are you smoking?”and handed a smoking leaflet to the adult smokers.

Discussion
Again, the message of this advertisement is very obvious and clear, it shows obviously the it is about smoking. And, there are some scenes that cause the viewers to elaborate the message. Such as, the question that was asked to those children- “If it is so bad, why are you smoking?” and the message on the leaflet as well-“You worry about me, why not about yourself?”. According to my previous blog, it mentioned about the effectiveness of elaborating on a persuasive message. If the elaboration is high, the viewers are more likely to change their attitudes towards this matter.

Moreover, there is a message factors in this advertisement. For me, I think this advertisement shows two-sided decisions/ argument allowing the viewers to think about if they were in that situation-To give a light or not to give a light. Apparently, none of them provided a light to those children. But why? This leads to my next point-Audience factor. It is important that whether the viewer/receiver hold a same belief/behavior with the messages, for example if the receivers hold a same belief with those adult smokers towards the health consequences of smoking and will decide not to give a light, they are more likely to be persuaded by the advertisement. Furthermore, The leaflet, the children and the question from those children are the key of this advertisement, without them persuasion is not going to be work. It is because adult usually teach children how to behavior and to do, however this advertisement causes the adult smokers to re-think about their behavior- whether their behavior identical with how they teach the children? Also, the words “Why not worry about yourself”, lead them to think about the THEIR health consequence of smoking. By that, the leaflet picks up the point that “Reminding yourself is the most effective way”; implies the smokers noticed the effects of smoking but they rarely remind themselves about it.

Overall, this is a very good advertisement and personally letting people to THINK is the most effective way to persuade the receivers.

McDonald’s Canada

The company of McDonald in Canada believes that using traditional advertising is not very influential. With the survey from McDonald’s Canada found that about 50% do not believe in the food and the advertising from McDonald. Therefore they decided to make a video that allows the public to ask questions about their curiosities and questions about McDonald through the internet: http://yourquestions.mcdonalds.ca/.

First of all, from the video the identification of the brand is very clear, this allows the viewers to know that this is a video from McDonald. The message from this video is very obvious as well, they would like to have public’s questions towards their company. This a very creative idea and unique for the viewers as an advertisement. Because of this, it catches attentions from the publics to their web page; we can see there are quite a lot of people asking questions about their products through this web site. By this, this could enhance the communication between the company and the customers and let more people to understand their products in a better way, rather than searching from the internet with various information.  According to Peters (2003), he said the the internet is a very useful communication tool with customers, this increased the number of customers to visit their page and view their products. This could increase customers’ knowledge about their products. However, do they really answer all the questions clearly?

As we can see, they did answer the questions and provided the proofs to the public. This is very persuasive for me. This can be referring to the Likelihood Model (ELM) (Petty & Cacioppo, 1986), they found out if the people are more likely to elaborate the message, the more likely they will be persuaded by the message. In this case, when people are asking a question about McDonald, they are more likely to think about the answer as well. By doing a video like this, answering the questions from the customers can change the previous negative images about McDonald, in order to show the customers the reasons of why something is like this and how did the company do that etc. This could change consumers’ attitudes towards McDonald. Moreover,if I am the customers who got answered by McDonald, I will definitely find reinforced as it seems that they care about their customers. This may helps with the consumer loyalty.

Overall, I find this idea very creative and useful.