Ling Chuan Chou
Dr. William Brannon
Evaluation of Courier Companies Advertisements
A successful commercial advertisement can affect a consumer’s choice, and also they often seek to generate increased consumption of their products or services through "branding" which means the mind of consumers is affected by the repetition of an image or product name to associate some qualities with the brand. The branding advertisements of UPS, DHL, and FedEx are successful models. In the United States, there exist more than ten thousands different of scales courier companies, but UPS, DHL, and FedEx are able to share 86% of the business in this highly competitive industry. The critical factor is their impression branding advertisements; moreover, they create specialized images in the mind of consumers, so they can enjoy widespread use in the United States. There are three branding advertisements of UPS, DHL, and FedEx that impress me a lot which are “we love logistics” by UPS, “the speed of yellow” by DHL, and “dominoes” by FedEx. Due to the important of branding for companies, three advertisements for these three companies can be evaluation based and how successful the advertisements support the company’s branding image and marketing. The branding advertisement of UPS emphasizes the complex process of logistics since they love to offer the best service, and its ability to make life better for people of worldwide. Also, their customers count on them to transport freight across skies, oceans, and borders in their precision process. In the beginning of the advertisement, a UPS employee stands in the midst of the UPS trucks which are arranged in the heart shape and says logistics makes the world work better. The background song which originates from "That’s Amore" by Dean Martin then comes next, and also the lyrics are recomposed about the logistics. The commercial mainly shows what logistics is and how the detailed coordination of a complex operation...
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