Effectiveness and Limitations of Nutrilon Advertisement
The Nutrilon advertisement was able to target the intended market segment in which is the parents of children from age 3 to 6 years old. The advertisement was effective in many segments. The first segment is looking at demographic and psychographic variables. Inside the advertisements, the demographic variable is clear in which is using age as the base. It target the age of small kids from 3 to 6 years old in which is effective as the milk is targeted to the segment of consumers. On the psychographic variable, the advertisement use the base in which is the things we value. The advertisement is targeted to the parents in whom the things that they value will be their children. Based on the demographic and psychographic variables, the advertisement was able to target them effectively.
The second segment will be whether the advertisement has achieved the absolute threshold level or the minimum level in which the simulations can be detected on a sensory channel of the consumer (Solomon, 1994, p.57). Looking at the advertisement, the sensory channel that will be affected through it will be vision and sound channel. The advertisement used interesting choice of background in which it evokes the interest of the natural scenery of the world. The sound channel that is used is muzak slower tempo in which it created relaxing mood to the viewers to watch the advertisement (Solomon, 1994, p.54). The advertisement is effective in terms of the absolute threshold level in which the consumers will notice the advertisement.
The third segment is the selective exposure in which will be one of the limitations to the advertisement. Consumers are more aware towards the advertisements that contain their current needs in which this will decrease the effectiveness of the advertisement in which it will go into waste (Solomon, 1994, p.62). Besides, consumers actively seek out messages they find pleasant or...