Competition in Advertisement - Essay Example

?Advertisements Competition always threatens to reduce the amount of sales recorded by each product. Because of this, manufactures of various products or providers of various services are forced to engage in regular advertisements that seek to increase the consumption of their products. These adverts are meant to capture the attention of consumers and provoke them to purchase a certain product or use it. Advertising involves the repetition of the name or image of a product with the aim of associating it with particular qualities with the brand in the minds of the consumers. The “holidays are coming” is a Coca Cola advertisement which features a train composed of red delivery trucks bearing the Coca Cola name are beautified with Christmas lights (Coca Cola video). The train drives along a snowy landscape and as it passes, it causes everything on its path to light up and people at the sides watch as delivery lorries pass by. This advert uses holiday campaigns and excitement as its advertising strategies. This advert made people to be aware that the celebration season is back once again and this goes hand in hand with drinking. This motivates consumers to start treating themselves with Coca Cola drinks. It also reminds them to purchase or save money for buying coca-cola drinks for Christmas celebrations. The Coca Cola Company had stopped using the train advert in 2001. However, it was brought back in 2007 because many consumers called the company’s information center saying that they considered the advert as a mark of the beginning of Christmas. Another advert advertising Coca Cola was a billboard with a big bottle that had seemingly bubbled out a group of fun making and cheerful people. The background of the space containing the fun-making people is very bright. The slogan for this advert is “Live on the coke side of life” and uses excitement as its strategy (Coca-Cola-Art par 1). The “Live on the coke side of life” advert calls for people to live on the positive side of life (Coca-Cola-Art par 1). The advert makes people to think that drinking coca cola will make them to be happy. It helps them to reflect their optimist moments of their lives (Coca-Cola-Art par 2). The campaign invites consumers to live life full of color, create their own positive reality, listen to their hearts and be spontaneous. The use of people who are happy and making fun presents coca-cola not only as a drink that refreshes and makes one exited but also, it energizes them and gives them the strength to move with vigor. Another Coca-Cola advert is “Always Coca-Cola” previously featuring on TV. The main marketing strategy used in this advert is brand positioning. This adverts used good sounds and music, and a large mixture of pictures of people enjoying Coca Cola. Each picture in the advert had its own slogan. The welcoming picture was a cute lady smiling at the audience and its slogan was “have a Coca Cola”. The second is that of two men feeling so refreshed and its slogan was “it sends thirst flying” and the third slogan was “thirst asks nothing more”. The fourth slogan was “delicious and refreshing” followed by “so refreshing so welcome, everywhere” and the final is “what I want is Coke” and its picture featured a cure lady reaching out for a bottle of coke. All throughout the advert, there was a nice Coca Cola song that repetitively used the words “always Coca Cola.” The use of sounds and music helps to achieve effective marketing in that it makes people feel good to be associated with the product being advertised. The mixture good music and pictures creates in the consumers an emotional ambience that draws them to the marketing campaign and makes them feel good to have the product. The slogans “it sends thirst flying” and “thirst asks nothing more” makes consumers to perceive Coca Cola as the best solution to thirst and this will always prompt them to get themselves of a bottle or can of Coca Cola whenever they are thirsty. In this way, the position of the brand in the soft drink market is enhanced. The use of cute celebrities has an effect almost similar to the star power strategy and it makes some segments of the markets especially children and youth to identify more with the product. The cuties and the stars throb their hearts and they will want to have anything associated with them. Another advert that advertised Coca Cola was Open happiness. This advert appeared as prints adverts in the US and later in the countries. It also appeared as television commercials, in in-store advertising and in outdoor advertising. Music played an important role in this campaign. The song that was used in Open Happiness was already popular in the US. It was a single produced as a collaboration by well known artists. This marketing campaign called on people to the simple pleasures of life. The Life Tastes Good advert for Coca Cola featured on TV. This advert was based on the problems of life and were presented in such a way that the audience would believe that having a coke would always bring good moods during sad moments. The advert begins by people narrating their life experiences that make them sad and this situation is changed into laughter or happiness immediately after taking coke. The advert makes Coca Cola to be seen as a remedy in times of low moods and as something that gives courage to open up. It draws the attention of those people who are in low moods and would want something that will excite them. Of all the above mentioned adverts, the one that is most effective in engaging the audience and convincing them is “Always Coca-Cola.” This is because this advert used a combination of attention catching strategies as well as those that create emotional ambience among the audience. The background music makes the audience feel good while the series of pictures captures their minds fully. The inclusion of music ensures that the advert captures the attention of those who were not initially interested in watching the advert. In the process if wanting to see the presentation of the song, they find that it is about Coca Cola. The many slogans included in the advert tell about the positive side of the product and this enhances the product among new and existing customers. Conclusion The desire to achieve strong influence makes advertisers to come up with very creative advertising strategies. These catchy slogans are normally done over posters, internet, and different types of media like TV, broadcasting stations and print media. The level to which the advert provokes people to purchase the advertised product depends on the type of strategy applied. Some strategies are more effective in enabling a product in attaining a better brand image and brand positioning. The strongest and most effective advertisement strategies are those that make consumers to feel very good about the product. They help the customers to feel attracted to the product as well as feel proud to be associated with it. The end result of all these is an increase in the purchase and utilization of a given product. Most successful adverts are able to achieve great levels of change in the culture or lifestyles of people and this could lead to the domination of that brand in the market. Weak advertisements to do not enhance a product in any way while those of middle strength help in attaining a unique brand image and positioning. Works Cited Tutorart. 94 Seriously Captivating Advertisement. 2010. Viewed 2nd September, 2011 http://www.tutorart.com/index.php/seriously-captivating-advertisement/ Coca-Cola-Art. Live on the Coke Side of Life. Nd. Viewed 2nd September, 2011 http://coca-cola-art.com/2008/07/06/live-on-the-coke-side-of-life/ Coca Cola. Holidays are coming. Nd. Viewed 2nd September, 2011 http://www.coca-cola.co.uk/about-us/heritage/christmas/coca-cola-holidays-are-coming-advert.html Appendix 1: Print Advert Courtesy of tutorart.com Read More