Advertising Techniques Used in the Canadian Oil Sands Ad Campaign - Essay Example

ADVERTSING TO THE OTHER al Affiliation) Introduction Oil sands are important resources in the provision of energy and economic opportunity for Canada. Private firms and entities mainly from Canada and North America develop oil sands in Canada. Governments have traditionally aided the marketing of Canadian oil sands with the main objective of publicizing products and creating a good public image (Rose, 2000). This paper discusses two ads in the Canadian Oil Sands ad campaign that is ads at subway stations and bus stations and ads in print, internet, and television. Product and Brand The advertising firm; Fleishman- Hilliard in its original and renewed contract focuses on Canadian oil sands capacity to produce alberta,bitumen,crude oil, natural gas among other natural resources. Target Audience of the Ads One of the important roles of an advertising agent is to identify and choose a target market for the product (Williams, 2012). Fleishman –Hilliard Company concentrated on reaching out to potential customers in Canada, North America and globally. The potential customers mainly comprised environmental groups, oil-retailing companies and all-level institutions and companies that use energy. Objectives of the Ads The objectives of an ad should reflect the intention of the marketing of the product. It is imperative for any advertising firm to consider the objectives of an ad before making any piece of advertisement (Williams, 2012). The Fleishman-Hilliard firm ads campaign sought to achieve different objectives. The primary objective of the ads is to promote the oil sands and Canada’s natural resource sector globally. The campaign ads incorporate this objective by using the ads to raise public awareness about the products made by the Canadian oil sands. The ads also aim at ensuring a fact-based dialogue about Canada being a responsible supplier of oil and other resources. The ad campaign aims at exploring online platform where customers can find information about Canadian oil sands. Finally, the ad campaign aims at portraying Canada as a competent and trustworthy neighbor in terms of industrial partnerships and acting responsibly. Advertising Techniques used in the Ads Advertising techniques are the ways in which advertising agents use to attract and engage minds of the target market and public. When made to be creative and captivating, they serve as very strong communication tools. Importance and relevance of a particular technique rests on its ability to trigger emotion and attract attention (Williams, 2012). Fleishman-Hilliard Company employed different techniques in its advertising Canadian Oil sands. These techniques included claims, repetition, bandwagon, association, and patriotism. Claims An effective advertisement tends to imply or make claims about the unique capabilities of a particular product. The ads achieve this by concentrating on specific aspects of the products and their unmatched capabilities in the products market. Claims give a product a hedge over competitors by using terms like the best or long lasting, which infer the product to be superior. This triggers a perfection notion in the mind of potential buyers (Williams, 2012). The Fleishman-Hilliard ad campaign claims the capability of Canadian Oil Sands to provide oil and other natural resources globally reliably and responsibly. Repetition Repetition is the art of saying, writing or doing the same thing consistently over a lengthy period or many times. When repetition combines with visual tools, the delivery of intended messages on the ads is effectively increased. Basic human psychology theory supports this notion in the sense that when one reads, hears, or sees something repeatedly, it sticks in their mind and they therefore cannot ignore it (Williams, 2012). Fleishman-Hilliard Company creates visual repetition through duplication of the same material in the Canadian Oil Sand ads. The company also sets-up numerous billboards at substations and bus stations. Bandwagon Bandwagon involves the creation of a mob mentality. Advertising agents achieve this through marketing a product or service by appealing to potential new buyers to purchase on the basis that everyone else uses that product. Most people quickly approve and accept a product that others are already using (Williams, 2012). Fleishman-Hilliard firm constantly applies this technique in advertising Canadian oil sands. The campaign ads depicted that the products of Canadian oil sands are used in Canada, North America and globally. Association Most individuals in a society like being part of particular individuals, groups, or organizations that are highly rated in society. This gives them a sense of belonging in the right company that comprises great personalities (Williams, 2012). Associating a product with celebrities, role models or strong states make the products appear as great as these associates do. Canadian oil sands are associated with a powerful state that is North America. Patriotism Patriotism refers to the loyalty an individual, group or organization accords its country. Patriotism is a positive trait that many individuals wish to acquire. It means dedication to the country. Advertisers occasionally use this to appeal to their target market (Williams, 2012). Fleishman-Hillard campaign ads appeal to Canadians to support the Canadian oil sands by purchasing its products and promoting its activities. Message and implied message of the ads The messages on Canadian oil sands highlighted Canada’s commitment in protecting and preserving the environment (Levi, 2014). This means careful processing of products to avoid pollution and regulation of the use of raw materials to prevent extinction. The campaign ads also highlight the unmatched opportunities for investing in the Canadian natural resource sector. These rare and unique opportunities emanate from its stability and secure choice of energy compared to other international alternatives (Rose, 2000). Thirdly, the ads emphasize the vitality of the strong link between U.S and Canada that is significant for the growth of Canadian economy. Fourthly, the ads send a strong message to the rest of the world as to regards of the reliable, safe, and huge supplies of oil, natural gas, and natural resources in Canada. The implied message of the Canadian oil sands campaign is the raising of awareness about Canada’s competence, trustworthiness in relation to acting responsibly and entering into industrial partnerships. This is to make the rest of the world consider Canada as a stable potential supplier of natural resources. The target group of the ad The Canadian oil sand campaign ads target environmental groups that are so worried about the ability of Canada to conserve the environment. These ads seek to convince these groups that Canadian oil sand is not only willing but also capable of protecting the environment. Secondly, the ads target the international market mainly Asia and Europe. By making the rest of the world know about its strong U.S relationship, it builds global confidence and brands itself as a worthy Supplier of oil and natural resource products. Thirdly, the campaign ads target the U.S as a potential partner and market for is products. This is evident in one of the ads messages whose objective is to woe the U.S to allow them to construct the keystone XL pipeline across their border. The feedback from the audience is that the campaign ad is informative and enlightening in the prospective of Canadian oils bid to conserve the environment, supply its products all over the world, and spur an increase in foreign direct investments. Why are these ads interesting? These ads are interesting because of their message; they are more of advocacy and trying to woe the world to understand the course of Canadian oil sands. These ads give a clamor of hope on the Canadian economy with the expectations high in terms of the economic impacts of the marketing of Canadian oil sands. There is an expected increase in demand of products and a wider market scope for Canadian oil sands. Conclusion In conclusion, the role of advertisements is invaluable whether in small, medium, or large organizations. The success or failure of a product in the market depends greatly on the kind of advertisement carried out. A good advertisement should be informative, precise and product focused and done in a professional way (Williams, 2012). Additionally, advertisements should be in segments basing on the different target groups. Advertising agents such as Fleishman Hillard should ensure the tailoring of messages in ads meets the objectives of the ads about that particular target group. References Levi, M. A. (2009). The Canadian oil sands: energy security vs. climate change. New York: Council on Foreign Relations, Center for Geo-economics Studies. Rose, J. W. (2000). Making "pictures in our heads": government advertising in Canada. Westport, Conn.: Praeger. Williams, E. (2012). How 30 great ads were made: from idea to campaign. London: Laurence King Pub. Read More