8. Food & Beverages: Nestle - Celebrating 100 Years.

 

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

    Institutional Advertising

     

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

    i) Marketing:

       - The ad is trying to market it's company in entirety, portraying 100 years of being in business.

    ii) Societal:

        - In support to it's marketing role, the ad does it through localization, where the country Malaysia is taken into context and the journey the corporation went through together with the development of the country through the people, citizens and society.

    iii) Communication:

         - Builds upon the idea that the company's brands are part of the Malaysian culture. The ad communes the message of the essentially of Nestle products, and after a long haul, will continue to do so.

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

    It simply wants to remind the audience of how close the brands has been to them. That like an old friend, will always remain loyal. Hence, the desired end result for this ad, would be to convince its consumers to remain loyal in return too.

4. Who is the target audience?

    Since the ad is localized, portraying the brand's journey nationwide for the past century, the target audience would be the nation and it's citizens, naturally.

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

    The audiences needs are practically unchanged in terms of expectations of the products that Nestle has been providing throughout the years. Their concern however, is whether Nestle can continue to meet those expectations and to maintain its stature. The brand has to accomplish this if it wishes to keep the interests of its consumers.

6. What is the message?

    That Nestle is your best friend, your childhood memories, the mother that takes care of you and no matter how old you grow, will remain there for you as it always has. A familiar face.

7. Discuss the message being conveyed.

    A majority of consumers disapprove change, especially if the product of interest has served its purpose well and effectively throughout a long period of time. Any sudden changes to such success would deal suspicion. Hence, Nestle banks upon the idea that no matter how long and what happens, it will remain the same and a part of the Malaysian society.

8. Who does the message appeal to?

    It appeals to people who are accustomed to the familiar. Practically every Malaysian has consumed a product made by Nestle and hence, can identify to the idea of nostalgia and in the comfort that the company is still doing well.

9. What is the desired communication outcome?

    That loyal consumers remain loyal and be reminded that Nestle is a very long standing company and brand.

10. What other communication channel is most effective?

      Direct advertising, such as can be seen at one point in the ad itself. Free-samples and such, or holding events would do well to promote the brand further.

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

      It is a reminder ad, that the brands' products has always been there, has been there for a very long time and will always remain there ready for consumption if the consumer so wishes. The ad shows how its products has been used in every situation imaginable from leisure to business and most probably still are today.

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

      All of the above, with familiar locations, situations and scenarios throughout with usage of the brands' products.

13. What is not discussed about the product?

      Some people may be in the grey regarding this or just remain ignorant because of Nestle's familiarity. But the brand actually has gone through several changes throughout the years. Mainly regarding localizing tastes and also modifications to ingredients and substances used in said products. The ad also did not discuss health matters to its public, that consumption of its products without moderation may lead to diabetes, high cholesterol and other health predicaments as it most certainly has.

14. What image is portrayed?

      To long standing consumers, a flash-back to the past and a recollection of memories regarding the brands' products. To the younger generation, a sort of 'picture-album' of how the brand was in the past and how similar it is today, for which they are familiar with currently.

15. Is it true to life or puffery?

      True to life

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

      A nostalgia and reminiscent type of ad that preys of familiarity.

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

portray?

      Malaysian's of various races, cultures and backgrounds. However, they portray how similar in experiences they(we) share in terms of familiarity with Nestle products. Or perhaps, I shall just write, "All Malaysians and our experiences with Nestle products".

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

      Vintage, is my best description. Classic and old-school. The colours are transitioned between faded flash-backs and vivid present situations. The music is brilliantly utilized, a major but subtle contribution to the nostalgic feeling the ad tries to instill. Can you guess? "Twinkle-Twinkle Little Star."

19. Is the ad memorable?

      Most definitely, it actually manipulates our own memories and visuals in addition to the ones shown on screen. We actually put ourselves into the picture and how relatable the scenes are to us.

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

      This question is actually rendered null, as I sip this cup of Milo while writing this sentence. Why? Because I grew up with it.

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

      Bloody brilliant. Being a Malaysian, effective and moving. However, the 'concept' will keep its effectiveness regardless of what country is targeted at, because it plays on culture. Use the same skeletal-frame on any other country with manipulation to the traditions of that nation, you will have the same success.

Top of my favourite ads list.

9. Hotels, Casinos & Resorts: The Venetian - Las Vegas

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

    Directory Advertising

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

    i) Societal:

       - It shows the current high-end luxury 'setting' that people    prefer when visiting such resorts. It reflects how society views lavish living and life-style.

    ii) Communication:

        - The ad showcases the many features and facilities of the resort; (i.e: Shop Districts, Fine-Dining, Casinos, Spas, etc)

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

    As it is a 'Directory' ad, main intention would be for it's audience to seek more information (i.e; secondary research) regarding the resort. Because it is an external party, not the 'The Venetian' agency itself, it would like people to refer to their own website/agency. In this case, 'Voyage'.

4. Who is the target audience?

    Potential visitors/tourists. People looking for a vacation and perhaps willing to dig deep into their pockets as the showcased feature is a luxury resort.

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

    As aforementioned, 'The Venetian' is a luxury, 5-Star rated Hotel & Resort. Hence, it's potential customers/visitors have expectations of equal status. Basic necessities are beyond expected, visitors anticipate lavishness in everything from paper towels to customer service to fine-dining. Of course, with such expenses, their main concern would be the value they get for the amount of money they pay. Nevertheless, if their interests of being treated as kings, princesses and royalty for their duration of their stay is met, their satisfaction would be guaranteed.

6. What is the message?

    The ad conveys a message of opulence, hinting to viewers if they'd like to take a luxury vacation. If so, 'The Venetian' is just the place.

7. Discuss the message being conveyed.

    The message is conveyed through screen/vid-shots of the facilities and services offered by the resort. Showcasing their main attractions, it serves to entice potential visitors at the promise of luxury being tendered.

8. Who does the message appeal to?

    Spendthrift customers or luxury hunters. People who appeal to lavish living/lifestyles and have deep pockets.

9. What is the desired communication outcome?

    For people to actually be moved to book, visit or spend at 'The Venetian' is actually secondary. Being a directory medium, the main desired outcome for this ad would be for people to visit or gather more information from Voyage(the author of this ad) and it's networks.

10. What other communication channel is most effective?

      Billboards and banners would be relatively productive. In scenarios of adults returning home from work or caught in traffic jams, would be a good way to entice thoughts of vacations and respites.

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

     It is an overview advertisement where only glimpses of the 'product' being advertised(the facilities & services) are shown. In this way, it shows enough just to get it's audience interested but not enough to induce complacency (i.e; "That's it? I thought there was more...").

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

      All of the above, in addition to architecture and facilities.

13. What is not discussed about the product?

      Whether truly satisfactory/ quality of experience is confirmed. The ad only showcases visuals, easily acted or thrown a facade.

14. What image is portrayed?

      Luxury, enough said.

15. Is it true to life or puffery?

      In terms of physical appearances, it is true to life and scale. Though perhaps camera angle and editing might be able to stretch it, though doubtful that risk has been taken. However, as for the actual experience(the service), that can only be confirmed with secondary research(testimonies, reviews, etc) or actually trying first hand.

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

     Slice-of-life, definitely. Slice-of-the-luxurious-kind-of-life.

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

portray?

      i) Visitors: 
          - Portraying the 'experience' you could have. 
      ii) Staff:
          - Portraying the friendly and efficient 'services' that is seemingly promised.

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

      Colours used are lavish to say the least, all the luxurious trimming of gold, silver, velvet, maroon and so on. Mood is kept rather passive, serene and low-keyed however to ensure peace and a relaxing-get-away is still present. The music compliments this aspect, nothing fancy and just a little 'up-beat'.

19. Is the ad memorable?

      In terms of the promises portrayed, such as luxury, excitement and so on, yes. However, details of its facilities and services can be somewhat lost. Hence, needing for the ad to be re-viewed or to have secondary research.

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

      Most probably not. Personal preferences, luxury does not appeal to everyone and not all people can accommodate luxury, vice-versa.

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

      In terms of setting, filmography and advertising structure, it serves its purpose. Though cliched, it is a good ad.

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.