1. Telecommunications: TM Commercial - Through My Window

 

1. Which of the (9) types of advertising does the ad belong to?

    Initial conclusion; Brand Advertising. However, after deeper digging:-  
'Institutional Advertising.'

2. The four (4) roles of advertising. Which are relevant for this ad?

    i) Marketing:
       - This ad is actually part of a marketing campaign to put the company in question (In this case, TMnet) into the spotlight. Hence, a corporate advertisement.

    ii) Societal:
        - It reinforces the perception on how society interacts and connects to each other nowadays, reinforcing the marketing role of this corporate campaign.

    iii) Communication:
        - Evidently, being a telecommunication's service provider, you necessitate to comprise elements of communication in whatever undertaking executed. In this case, conveying the message and image of the company and it's priority in certain corporate values it wishes to portray.

3. What does the ad. want the audience to do or not do?

    It wants the audience to reaffirm their stand in what communication is all about nowadays. How we connect as individuals, societies, organizations or just mass communication as a whole. The underlying message would be to trust the company (TM) as they know all about communication and what works best and how to give you the most out of it and their services. Hence, it wants the audience to understand and recognize their company and it's values/principles.

4. Who is the target audience?

    It can range to anyone, from subscribed customers to partnering corporations. As it is institutional, the targeted audience would be the broadest, in the sense that the ad aims to show the masses its core values and main principles as a whole organization and does not need to segment or aim at specific demo or socio-graphics.

5. What are the target audience's needs, concerns and interest?

    The audience's needs are simple, to be able to communicate, or more specifically, telecommunication services providing this basic necessity. Their concerns are how effective or beneficial those services are. Will it be stable? Is it cost effective? etcetera. 
Hence, they would be interested in any service provider that can meet those demands and fulfill a value-worthy service.

6. What is the message?

    In the perspective of the company;
"We can connect people, ensure good communication and collaborate and work well with people. Through US, we can make anything possible."

7. Discuss the message being conveyed.

    It answers all the concerns of the audiences regarding their needs and expectations towards the perception of a good telecom' service. It does this by first establishing those said attributes to the image of the company. The attributes are then scaled down to the products, this is a secondary effect.

8. Who does the message appeal to?

    A primary appeal would be to potential customers or investors. Subsequently, a secondary appeal would be to current or long-standing subscribers or partners.

9. What is the desired communication outcome?

    In regards to the primary appeal, the image being tried to perceived are in the hopes of gaining new capital and thus enabling the company to expand. The secondary appeal on the other hand, is to maintain current faith and support in their services and their company.

10. What other communication channel is most effective?

      Billboards and banners would be rather effectual. It is highly visible and ensured to grab attention. Running parallel is a network of constant traveling, people trying to get to places, to commune. An advertisement showcasing services or potential access in making that network and process easier/faster, is certain to facilitate a larger network of audiences and potential shareholders.

11. Identify the ad and specific product being advertised and describe the ad.

      The ad is a corporate ad. The product in this case, primarily showcases the company image and values it upholds. However, being a telecommunication's institution, those value directly attribute to their services. Thus, this ad is giving an indirect assertion to the overall company image and it's products(services)

12. What does the ad show, people, products, scenery, etc?

      It shows office workers, regular samaritans like you and I. It also showcases a hectic setting, of cars and people milling about try to get through the day. The ad also utilizes CG effects with a sense of humor, displaying paper cartoon cutouts.

13. What is not discussed about the product?

      The product in which in this case is the company itself, what is not discussed of course is how they are to uphold or keep the promises of quality and interests of its stakeholders.

14. What image is portrayed?

      Resourceful and competent.

15. Is it true to life or puffery?

      It is quite true, in the sense that communication is essential. However, the term has evolved over the years and what we deem as necessities has also followed suit. Certain services we cannot do without in the modern world. Without it, it is potentially 'cave-man' devolution.

16. Is the ad a slice-of-life, fear, humor, sex or other type of ad?

      It is a mixture of slice-of-life and humor. Cleverly designed in a relatable situation of daily, typical routines. The humor comes in during the CG paper cut-outs showcasing an unexpected turn in the situation.

17. Who is in the ad, if a star, what image does he or she 

portray?

      i) Employees/Workers:
          - The office workers represent everyday routines and necessities. It represents you and I and how essential we need communication to make through the day or to make things work/happen.

      ii) Cartoon Cut-outs:
          - Humor element aside, these individuals represent a breach in the everyday norm. It is the sender's/company's(TM) way of distinguishing itself. Almost as if saying that; "We literally connect people, and help you to get to the other side." They portray promise and efficiency. Like a shortcut so to speak.

18. What is the mood of the ad, colors used, music played?

      The mood is tuned from mundane to excitement. Intentionally so to emphasize on the breach in mundane feeling and to strengthen the intended outcome/message being sent across. Color however in this case is restricted to 'formal-normality' unfortunately to keep it realistic. Music follows the mood suit turning from everyday office sounds to adventurous and eventually, victorious.

19. Is the ad memorable?

      Quite so, in part to the humor element and promise of excitement. A rather cliched element used by most telecommunication adverts, however, cleverly manipulated in a different light to suit the purpose of the message wanting to be delivered.

20. Would you buy the product being advertised, why or why not?

      To clarify that the product is the underlying services provided by the company, then 'Yes'. 

In fact, it is in usage right now as I type out this answer, for this blog, which is hosted on the world-wide-web, which can only be accessed with an internet connection. You get the picture.

21. Be sure to include your opinion (have a specific point of view, love it or hate it.)

      A clever ad and amongst my favourites in terms of creativity and simplicity. It delivers its message across without beating around the bush and uses humor to amplify the meaning. Brilliant.