Marketing in Action
Advertising in Action
What is advertising? We all know it when we see it…it’s literally everywhere; on TV, online, inside elevators, restrooms etc. about a service or product being offered. To the lay man it’s about getting the word out, but in businesses, advertising is just a single component of the marketing process. It’s the part that involves getting the word out concerning your business, product, services etc. that you are offering (Laura Lake). A good advert should be effective, have recall value and instinctive value.
For a good advertisement, Heineken Walk-in Fridge does it for me; especially with the cut throat competition in the beer industry it has an edge. (www.youtube.com, search Heineken Walk-in fridge). The clip on you tube has received over 3.1 million hits in 11 months, a strong indication of the power attributed to word of mouth in play (pg 131) The advertisement encompasses meanings, purposes, and the audience (Marketing pg 54).The setting, consists of a young couple who just bought a new house (American dream), which would naturally call for a reason to celebrate with his buddies, who are mesmerized by a basement with a walk-in fridge full of Heineken.
The wild cheering from the guys denotes the joy in anticipation of a satisfying crisp, sip from the ice cold Heinekens. It creates a festive and mellow mood always associated with beer drinking. The rowdiness from the basement creates curiosity and draws the attention of the ladies upstairs who eventually join the party, an element of persuasiveness (pg 490). The commercial also targets consumer lifestyle and in this particular case it aims at both the achievement motivated and self expression motivated groups (pg 129). Bottom line, it makes me want to own a basement with a walk-in beer fridge. The packaging, green bottle also is an asset especially now that global warming is the buzz word.
DQ’s Flame thrower burger takes my vote for a bad advertisement (www.youtube.com , search DQ’s Flame
What is advertising? We all know it when we see it…it’s literally everywhere; on TV, online, inside elevators, restrooms etc. about a service or product being offered. To the lay man it’s about getting the word out, but in businesses, advertising is just a single component of the marketing process. It’s the part that involves getting the word out concerning your business, product, services etc. that you are offering (Laura Lake). A good advert should be effective, have recall value and instinctive value.
For a good advertisement, Heineken Walk-in Fridge does it for me; especially with the cut throat competition in the beer industry it has an edge. (www.youtube.com, search Heineken Walk-in fridge). The clip on you tube has received over 3.1 million hits in 11 months, a strong indication of the power attributed to word of mouth in play (pg 131) The advertisement encompasses meanings, purposes, and the audience (Marketing pg 54).The setting, consists of a young couple who just bought a new house (American dream), which would naturally call for a reason to celebrate with his buddies, who are mesmerized by a basement with a walk-in fridge full of Heineken.
The wild cheering from the guys denotes the joy in anticipation of a satisfying crisp, sip from the ice cold Heinekens. It creates a festive and mellow mood always associated with beer drinking. The rowdiness from the basement creates curiosity and draws the attention of the ladies upstairs who eventually join the party, an element of persuasiveness (pg 490). The commercial also targets consumer lifestyle and in this particular case it aims at both the achievement motivated and self expression motivated groups (pg 129). Bottom line, it makes me want to own a basement with a walk-in beer fridge. The packaging, green bottle also is an asset especially now that global warming is the buzz word.
DQ’s Flame thrower burger takes my vote for a bad advertisement (www.youtube.com , search DQ’s Flame