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Advertisements to compare - Term Paper Example

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Advertisements to compare

Considering that this product is made for babies, parents (particularly mothers) are likely to be the major target audience for this product. Since cleaning the baby gently is a basic need and protecting the baby in the mother’s hands is also a need, the motivations behind buying this product are likely to be psychological(emotional) rather than functional. The baby’s desire to belong to the mother by staying in her hands even while washing is a social need. Therefore, the mother is likely to make the purchase of such a product that satisfies her baby the most. Parents want the best for their child (Daniels, 2009); hence, they are highly moved by television ads, word-of-mouth referrals as well as direct mail to decide the final product. Colors, texture and the brand’s connotations play a much more significant role than functional attributes such as durability and value for money (Daniels, 2009). Various communication strategies could be used here. Considering that mothers (particularly housewives) are likely to buy this product, the ad would be aired on local television channels during a slot between 8-10 p.m. when mothers usually wind up their household chores and watch the television. It would also be aired on channels such as Baby TV since mothers are likely to watch this channel while sitting with their babies. Furthermore, the ad copy reads “first bath” which hints at first time parents who have a vague idea of the differences between various brands of baby products (Daniels, 2009). Product differentiation would be an important consideration; therefore, the ad must be placed immediately before or after the ad of another similar brand on television so that the audience can differentiate between the two. Next, marketing would be done via word of mouth (WOM) referrals since parents tend to learn a lot about baby products from other parents’ experiences. Although WOM operates spontaneously, the company can use popular celebrity moms or expecting moms (such Kim Kardishan) to become trendsetters for others to follow. Finally, search engine optimization (SEO) for this product’s website shall ensure that mothers who surf the web are lead to this website immediately compared to others. The budget that SEO takes up is relatively very small compared to the customer traffic it generates (Miller, 2012). Therefore, using SEO to communicate the ad could be cost-effective. However, the response rate is relatively slow for SEO advertising and investment takes a long time to realize. The unpredictability owing to little control over algorithm means that there is no certainty as to when the results will materialize. Furthermore, this is a supplementary strategy and does not serve as a holistic strategy in itself due to limited reach and scope. The second ad selected in Exhibit 5-11 from Chapter 5 of the book. This ad depicts the marketing strategy of Heinz ketchup which has made repetitive claims in order to ‘remind’ its audience about the product. Considering it’s a low-involvement product, therefore, no lengthy information is put in the ad; rather, the ad is simple and uses the tomato red color along with tomato slices shaped into a bottle to indicate the freshness and taste of the ketchup. The product is not new and already has several loyal buyers. Hence, the ad is merely reinforcing the brand image that has already been so strong along the years. The target audience of this product is likely to be everyone and anyone who enjoys using ketchup including housewives, ...Show more
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Summary

This ad shows how the Huggies brand appeals to needs for love according to Maslow’s hierarchy of needs. The pose of the mother and the baby have been used to do so as the baby is being cleaned single-handedly by the mother …
Author : kaialeuschke
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