Advertising Concepts
Advertising Concepts
“Have a good day honey!” Or something to that effect was uttered by the woman as her husband walked out of their front door. As he takes three steps, he proceeds to parachute some 5,000 feet or so in order to get to his brand new Subaru. WHAT IS THE SENSE OF THIS! Why didnt he just drive up the mountain and park in his driveway? Who would build their house five feet from a cliff anyway?
Obviously I am being superfluous in analyzing this commercial, but as a consumer, I feel that some commercials are very extra in their overall portrayal of their product. Subaru was gearing towards the adventurous type when they made this commercial. But, commercials should not annoy you! This one annoys me! For some reason I hate seeing this commercial because it makes no sense to me. That is one problem in advertising that is virtually unavoidable. What is interesting and enjoyable to one person is annoying and sickening to another. That is why segmentation is vitally important to have a successful advertising campaign.
Men do not want to see a tampon commercial in the middle of the NBA Finals. What Subaru did was target their adventurous mid-to-late twenties audience. Buying a Subaru does not mean that you are middle aged. Along with owning a Subaru comes adventure, excitement, and intrigue. At the same time, so many other car companies are taking the same approach. They are targeting the younger audience because, first of all, the younger people are buying more cars more frequently today. Cars that were synonymous with older people are now being purchased by younger consumers because of two reasons; cars are being made with more style and flare, and advertisers are targeting the younger audience with the perception that it is no longer “your dads car!”
Subarus Value Proposition offers consumers functional and emotional benefits. Functional in a way that consumers get a reliable vehicle that is stylish and safe, powerful enough for the adventurous type, and environmentally safe for the global activist. The emotional benefits include the sense of satisfaction in knowing that you do not have to worry about anything while in your Subaru!
Another commercial that I found intriguing was an Addidas commercial with Tracy McGrady. Tracy McGrady is a famous basketball star who plays for the Houston Rockets. He also happens to be my favorite player! This commercial plays off of the playground exaggerations that little kids do when watching their idols play the game of basketball. In one kids eyes, McGrady commences to take on the entire stadium full of players and spectators while battling different elements such as rain and lightning in order to score a basket. The way this commercial was done was perfect. Sometimes you need to know more about an item or service that you are trying to advertise in order to get your idea out properly. By using the fascination that people have for athletes or other popular figures in entertainment as the basis for your ad can only guarantee success for your advertising strategy. I call it “Bringing back memories!” When you get people to remember positive things they have seen, or a commercial that depicts some product in an unforgettable manner, your ad campaign was successful and sales