Monday, 14 January 2013

Characteristic Advertising - Examples of adverts containing characteristics

 Within this blog i would be looking at different types of characteristic advertising, within this subject i would be evaluating videos from youtube and explaining the purpose of each video. The reason why i would be doing this is so that i would be able to explain the 4 point below.
  • Advantage over similar products
  • USP
  • Lifestyle
  • Brand Identity
 Advantage over similar products:
The whole concept of having advantages over similar products is so that the business is able to highlight and advertise different types of elements within their business, however the product itself is the same to many different types of other business, however one element within one business is more better then the other.

Within these two video, they are both selling mascara, Rimmel London scandal eye mascara and Max Factor  false lash effect, within the both adverts they are selling mascara which would help women to have long lasting eye lashes which would stand out. The makeup advert both are selling the similar product, however the way they set out their advert by having different product names and having different brand images makes the similar products different, for example how one shows scandalous your eyes would look when you wear the product and by having the models and celebrity endorsement and the other use also celebrity endorsement but show that the product would give the consumer more of a fake eye lash look, which would indicate that the product would give the consumers more of a long eye lash look/effect.


Scandaleyes Mascara 


Max Factor False Lash Effect

USP ( Unique Selling Point)

Unique selling point is the characteristics which the product has which catches the consumers attention, which means that the product would be having specific and key features and benefits within the product which allows the consumer to be able to have a product which is different, for example within Nando's they have their spicy hot Piri Piri chili, as the product is different and different from what other restaurant have, this is what would catch the consumers attention and this is what would be catching the consumers attention. The USP benefits are shown, so that the business is able to be successful and would be able to show the consumer how the product is benefit to the consumers and how the product is best for them
An example of USP is Avis. The unique selling point of the business is that they give out fantastic jobs and also in return they have benefits both financially and also for the consumers car. In a while Avis was the second largest car rental company after Hertz, also Avis was struggling before but they changes. When Avis hired the agency "Doyle Dane Bernbach" to come up with a new ad campaign is when the business became more successful and the business market share increased because of the agency which they hired.


Lifestyle Appeal

Lifestyle appeal is a advertisement strategy which gives the advert a charactertics, which indicates that the product or service which is being sold, the way the product would be advertised is through a more realistic way, so that the target audience can relate. The lifestyle of a target customer consists of their age, gender, family, job, social life and also status. The lifestyle also consists of the seasonal changes which affect the consumers and their demand on specific products.

In a lifestyle appeal adverts what they do is that they communicate with the consumers through the characteristics which the advert has, in meanings of the business would be using elements which are relevant to the consumer. An example if the iPad, the product is used by many people all from different ages, countries and for people with different lifestyles. The product relates to the consumer through the way they advertised the product. 



Brand Identity
Brand identity is similar to to brand image, this the image which the business has and the way the consumers are able to identify the business because of these points ( colour, logo, slogan, letters and name). The way the business use these points is important because if the consumers see these specific type of products which a business sells. A brand identity is a visual representation of a company or a product. 
A logo is a brand image and brand identity is resembles a business and its allows the consumers to recognize what and how the business are. 

For the business to be able to be successful they would need to have a strong brand identity, this means the business would need to carry out research to find out the type of slogans and logos which would catch the consumers attention, this would help the business to then be able to sell a product, so when the consumers see or hear any of the business brand image, they would recognize the business. For example the slogan "Just Do it" is very well known phrase, so when people hear this the 1st thing they would think of is Nike is because within their business their slogan is Just do it.





Examples of adverts containing characteristics




Advantage of similar product - Advantages of this advertisement is that there are many different types of similar products or companies which is similar to this advert, its a very popular type of technique to have celebrities to advertise a product, the reason why a business does this is because it attracts many people, for the reason being when people see their favourite celeb people would want to get the product. The celebrities help to advertise the product so that the company can show that the business products (Food, Clothing, Accessories) are good quality.

USP - The unique selling point of this advertise is how the advert has gathered celebrities to endorse the product. As the company used various type of celebrities and them enjoying themselves the business would then give their business a characteristics of their products making people smile. So when consumers see this they would be able to feel the same.

Lifestyle Appeal - There are various different types of ages, status, background, character and different ages within this advert. That indicates that the business target audience are different amount of people, as that means that the business wants the consumers to feel as if the consumers are able to be as happy as these celebrities are, as the cost of the product isn't that high.

Brand identity - Within the advert the business was showing products which M&S make with their company logo on it, this indicates that the business was keeping it strong with the brand identity, also the business was using the colours of the brand logo, which is white, blue and green. So through-out the advert the brand identity was strong.



Advantage of Similar Product - There are several Apple iPod which have been made which is similar to this product, also there are similar products from different companies, however the advantage of this product is that this product comes in different types of colours that indicates that the consumer would be able to choose which ever type of colour they want, so that would mean the business would be able to target different types of consumers. However as this is a new iPod, that would also mean the hardware and the software would be different and more complex.

USP - The unique selling point of this advert is that the business shows that the product has different types of colours, but also within the advert the business shows the consumers the old product which they used to make and how this product has changed, so the change of size and shape is the unique selling point and also that whole thing of keeping up with the technology   Also another unique selling point is the music, the music is catchy and will catch the consumers attention.

Lifestyle Appeal - The lifestyle appeal of this advert is shown through the product, as the product has different ranges and types the consumer can choose from, the business is then able to attract and target at different types of audience, as Apple allow the consumers to see the products they sell.

Brand Identity - The brand identity is shown on the product, as the product is shown in the advert and the product itself has the brand image/logo on it, which allows the consumers to be able to know which business this is.



Advantage of similar product:
 There are similar products to this one which is being advertised, as there are many different types of franchise, they would sell similar products however they would name them different so that the audience would be more attracted to the product.  However the advantage of this product is that this product the way its advertised is different compared to other types of adverts. So this would be the advantage of this product the way it is advertised. The importance of this is that adverts are made so that people are persuaded more to buy a product through the features and techniques used to make the advert.

USP:
The unique selling point of this advert is through the way its advertised, in meanings of the way the woman is having a pregnancy scan, however her husband comes in late but his excuse of being late is because of the deal he got and how the wife accepted the excuse. So the product being a goof excuse for some matters in life, the business are showing the consumers that this product is worth buying and many people would agree. 

Lifestyle Appeal
The lifestyle appeal is used within the product, showing a daily normal classed family who are expecting a child are together. So this allows the consumer to show that everyone at any type of class would be able to afford the product and they would be able to get the product from close places which are near them. 

Brand Identity
The brand idenity of the product is shown in the bag which the man carries when he is coming into the room. You can see in the advert that the bag he has is from made by McDonald as it has the brand logo on it. But also at the end of the advert the business show the brand image and the brand slogan so that the consumers are able to see which company this advert is for.