Marketing Communication Theory and Practice Assessment
The Manchester Metropolitan University
The Business School
Retail and Marketing department
Marketing Communication Theory and Practice assessment
Julia Putnina (08343421)
First year student
2009
Rationale: “STARBUCKS Double Shot Espresso” TV Advert.
Theory: AIDA / Linear model of communication.
Description: It is an advert for a Starbucks product: Double shot espresso in a can that was launched in a year 2002. It is about a young professional man who is getting ready for the work as usual. Nevertheless, this morning he had a “Starbucks Double Shot espresso”. When he had his first sip out of the can, a band named “Survivor” starts to sing a song. They are with him until he gets to the work and is full of confidence and energy to work through this day.
From my point of view, this is an affective piece of communication because they use humour and it is getting the buzz for the nostalgic song choice, a driving beat and the universal loathing of earnest ambition. The song is a re-make of the “Eye of the tiger” (Survivor) and they are delivering the message through songs’ lyrics. In addition, they use the real band whose song is it and let them to sing the re-make.
The advert uses these theories AIDA (Strong, 1925) and DAGMAR
• They have all four AIDA (Table 1) stages that a salesperson needs to look at before launching the advert. • Four stages are: Attention, Interest, Desire and Action. However, ‘interest’ and ‘desire’ are more related to the product itself than to the advert. • DAGMAR (Table 2) is Defining Advertising Goals for Measured Advertising Results. It is an approach to advertising planning and a precise method for selecting and quantifying goals or a simple framework and for using those goals to measure performance.
This advert is a good example of these theories because
• They get the Attention with a familiar song that everybody knows. It is famous, because of the movie “Rocky”. In addition, in the
The Business School
Retail and Marketing department
Marketing Communication Theory and Practice assessment
Julia Putnina (08343421)
First year student
2009
Rationale: “STARBUCKS Double Shot Espresso” TV Advert.
Theory: AIDA / Linear model of communication.
Description: It is an advert for a Starbucks product: Double shot espresso in a can that was launched in a year 2002. It is about a young professional man who is getting ready for the work as usual. Nevertheless, this morning he had a “Starbucks Double Shot espresso”. When he had his first sip out of the can, a band named “Survivor” starts to sing a song. They are with him until he gets to the work and is full of confidence and energy to work through this day.
From my point of view, this is an affective piece of communication because they use humour and it is getting the buzz for the nostalgic song choice, a driving beat and the universal loathing of earnest ambition. The song is a re-make of the “Eye of the tiger” (Survivor) and they are delivering the message through songs’ lyrics. In addition, they use the real band whose song is it and let them to sing the re-make.
The advert uses these theories AIDA (Strong, 1925) and DAGMAR
• They have all four AIDA (Table 1) stages that a salesperson needs to look at before launching the advert. • Four stages are: Attention, Interest, Desire and Action. However, ‘interest’ and ‘desire’ are more related to the product itself than to the advert. • DAGMAR (Table 2) is Defining Advertising Goals for Measured Advertising Results. It is an approach to advertising planning and a precise method for selecting and quantifying goals or a simple framework and for using those goals to measure performance.
This advert is a good example of these theories because
• They get the Attention with a familiar song that everybody knows. It is famous, because of the movie “Rocky”. In addition, in the