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Can Advertisers Catch Your Attention - Research Paper Example

It will further explain why the advertisement did a good job in convincing the target market into taking action and suggest other ways the advertisers could get the target market’s attention. The Brand The anti-obesity theme in the “coming together” campaign by Coca-Cola is attention-catching as it touches on a sensitive issue in the American community and, indeed, worldwide. The corporate branding that runs for two minutes was well thought, planned and executed. Most consumers react favorably when advertisers communicate with them with respect and intelligence (Statt, 1977). It marked a strategic and successful shift from the traditional humorous and dreamy approach consumers have long associated with the brand. “Coming together” applies serious commentary to a similarly serious matter in America, and its authenticity is acknowledged and appreciated in the responses received from consumers. The advertisement shows that the brand is evolving with times, innovating constantly to meet the dynamic needs and wants of consumers. The Target Group The advertisement is designed to appeal to a diverse target group. Looking at it from the perspective of female consumers aged between 21 and 35, one appreciates the fact that the brand has tackled the menace of obesity in a sincere and straightforward manner. For male consumers in the same age bracket, they get a feeling that the brand cares for its consumers’ health in America and around the world. For consumers aged 50 and above, “coming together” shows, in a very educational way, that change can be achieved if all people work together, exhibiting a sense of corporate responsibility by the brand. The advertisement has the power to take a consumer through the process of creating awareness, imparting product knowledge and develop a liking that leads to purchase. Effectiveness of the Advertisement “Coming together” was effective in convincing the consumers to take action by using a theme that emphasizes sensible choices in a bid to meet calorie and nutritional needs of individuals. All stakeholders must collaborate to have workable solutions to the obesity problem. Awareness is created among consumers that all beverages and foods have a belonging in a sensible and balanced diet, accompanied by physical activity. The informative nature of the advertisement provides consumers with more options that facilitate informed decisions. The brands collaboration with the Center for Disease Control and Prevention and the Department of Health and Human Services shows the level of seriousness invested into bringing quality and healthy products for human consumption, which is easily an attraction to most consumers (Stuart, 2012). Alternative Way for Advertisers to get Attention Another way advertisers could get consumers’ attention would be to segment the market and target different groups through different media. For example, the older generation is known to have a preference for the print media. Therefore, advertisements in the real estate or stock markets would generally reach them through newspapers or magazines. On the other hand, the younger generation spends a considerable amount of their time online, therefore, web based advertisements can easily get their attention. A survey showed that 42 percent of college students in America watch TV or listen to radio online ...Show more


Can Advertisers Catch Your Attention Name: Institution: Can Advertisers Catch Your Attention Advertising is the communication form marketers use to manipulate, persuade or encourage specific audiences to take new action or continue with what they have previously practiced with regards to commercial offerings (Eskilson, 2007)…
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Can Advertisers Catch Your Attention
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