10. Automotive: Audi 'Keyring' Commercial Ad.

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

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

    i) Marketing Role:

       - The obvious goal of this ad would be to market Audi's cars and persuade consumers to buy them.

        

    ii) Communication Role:

       -  The ad blatantly implies that Audi products contain all of the said desired attributes of buyers from all its competitors and hence, try to raise the stature of its products.

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

    The ad wants the audience to THINK first of all. It wants its audience to consider the qualities of Audi cars and perchance to influence its viewers into thinking that their products are indeed more superior. The ultimate purpose would be for the potential consumer to seek additional information (i.e. Secondary research, visiting an outlet/dealer or a test-drive.)

 
4. Who is the target audience?

     The colloquial answer would be car-buyers. Further in-depth however, constrained to those four said qualities shown in the ad, consumer(s) seeking design, comfort, safety & sportiness. A secondary effect would be 'unsure-consumers'. Implying that their cars have all of these qualities in one, saves the consumer the hassle of choosing just one quality amongst Audi's competitors.  

     

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

    The audiences needs, are the quality(s)/attribute(s) they want in their car. These qualities or attributes are not constrained to just one, some consumer might want a few perks (i.e. Comfort AND Sportiness). They are concerned whether those needs of theirs can be fulfilled, with the least compromise. Hence, they would be interested in any manufacturer/brand that can promise to fulfill those needs.


6. What is the message?

    Something along the lines of:

    "Looking for a particular quality? Or all of them? Our cars have them all."

 
7. Discuss the message being conveyed.

    The message Audi is trying to send, is to say that it's competitors may be well known for certain qualities. However, their cars(Audi's) have them also, all of them. It uses the 'trademarks' of its competitors, even displaying their logos(on key-chains) so that consumers get a visual idea, and compare-contrast to their own notion of Audi. Building upon the chance that maybe, Audi DOES have all these qualities.

 
8. Who does the message appeal to?
    Most likely, first-time car buyers. Or, more elderly consumers looking for their next automobile purchase and are unsure on what to buy.

 
9. What is the desired communication outcome?

    That Audi has everything that the consumer might want.

 
10. What other communication channel is most effective?

      Billboards would be quite effectual. Location-wise, literally beside roads and highways, where consumers are in their own vehicles and will compare and contrast their current automobile to the promises of what Audi's advertisement implies.

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

      The ad is selling an 'idea' first hand. It is the idea that Audi cars are better than its competitors if not on-par. That idea then is directed towards the product(s). In this case, not a specific model, but Audi's entire directory of vehicles.

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

      It shows 'key-chains' to put it bluntly. On top of that, key-chains depicting logos of Audi's competitors.

 
13. What is not discussed about the product?

      Price. It is an omnipotent question that is automatically onset of a potential buyer's mind. However, as with most if not all car adverts, the consumer has to do secondary research or to consult/visit the particular brand outlet itself(The objective of the ad) for more information.

 
14. What image is portrayed?

      That Audi is diverse. In the sense that, they do not have one particular quality to their cars, but multiple.

 
15. Is it true to life or puffery?
      Here's the clever bit. The consumer will not know until they either try it out for themselves. Hence, they would be more inquisitive and curious, hence provoking action for secondary research. However, if in terms of the practicality of the ad, it is plausible. Hence, true.

 
16. Is the ad a slice-of-life, fear, humor, sex or other type of ad?
      It is a concept-abstract ad with a clear message. However, it preys on consumers perception and tries to invoke secondary action, be it a second thought or additional research by the audience.

 
17. Who is in the ad, if a star, what image does he or she portray?
      'Whom' would be more precise in this context. Depicted by the logos of Audi's competitors; Alfa-Romeo, Mercedes, Nissan & Ferrari. They portray bench-marked or desired qualities and attributes in cars that consumers have well associated them with.

 
18. What is the mood of the ad, colors used, music played?
      Monotonous to say the least. Colours used are deep and intentionally dark to give of a sense of spotlight onto the intended 'items' being shown(the key-rings). Music is hypnotic and deliberate, instilling a sense of 'thinking' by the viewer. Overall, short, simple and a monotonic mood.

 
19. Is the ad memorable?
      In my opinion, yes. Ads that invoke its audiences to think rather than to just sit and stare blankly as they watch the portrayed commercial, are more effective in embedding its message and giving of a lasting impression. In addition, a short and simple ad is easier to remember in detail than a long and draggy one with too many visuals and information.

 
20. Would you buy the product being advertised, why or why not?
      I would not know, I would have to do additional research or to test drive the products themselves. However, considering the effectiveness of the ad and its potential promises. I AM enticed to purchase their products, if given the money and a reasonable price range.

 
21. Be sure to include your opinion (have a specific point of view, love it or hate it.)
      This is by far the most simplistic yet effective ad I've yet encountered. It delivers its message very clearly without the need of elaborate texts or explanations. It gives in hints and asks the consumer what they want, and whatever that may be, the consumer may find it in their product, an Audi. 

Overall, a favourite ad.