A "Good" Ad

Reviewing back on the ads that were previously collected, a "good" ad would be the Coca-Cola 'Happiness Machine' ad.

Strategy:

One of the main reasons why this ad is a "good" ad is because of Coca-Cola's strategy. The brand's ad, the 'Happiness Machine' blurs the line between commercial and non-commercial content. This was probably done on purpose, as a study conducted by Taylor, Lewin and Strutton (2011) found that entertaining ads were four times more likely to generate favourable consumer attitude than informative social-networking ads. Hence, the entertaining video depicting unscripted responses of everyday students was successful in receiving favourable responses from viewers.

At the same time, the video can potentially spark conversations between peers, resulting in the generation of free publicity for the video through word-of-mouth. This, in turn, enables multiple benefits to form such as reaching a larger amount of audience, increasing consumers' trust towards the product(s), creating brand loyalty and motivate repeated purchases (Palmer, 2009).

"Social-networking advertisements may enhance the maintenance or enrichment of interpersonal relationships." (Peters, Amato & Hollenbeck, 2007)

Furthermore, Coca-Cola brilliantly planned the ad's placement. By using the Internet as the ad's media channel, the ad reached out to consumers on a worldwide scale at a low cost.

Coca-Cola also possessed knowledge regarding the behaviours of social networking sites' users, where advertising-related content was warmly welcomed and at times, promoted (Taylor, Lewin and Strutton, 2011). Having uploaded the video on YouTube, the 'unintended' viral marketing by viewers helped the brand to spread the message conveyed in the ad, resulting in the video's website achieving a current total of 3,479,158 visits.

Execution:
Unlike the American Red Cross advertisement, the combination of slice of life and mood or image executional techniques used by Coca-Cola in the advertisement created a large amount of excitement (emotional response) within viewers, resulting in a positive attitude toward the brand while potentially increasing purchase intent (Stout & Leckenby, 1986)

Creativity:
In this evaluation, the findings of Ang, Lee and Leong (2007) is used to define and measure creativity.

In the authors words, a creative ad is "perceived by its audience to be novel and different, and whose central message is interpreted meaningfully by, and connects with, its audience." (Ang, Lee & Leong, 2007, p. 222)

In short, creativity contains three important elements; novelty, meaningful and able to connect with its audience. Similar to that in the previous post, the three deciding factors of a creative ad is rated on a 1-5 scale, with 1 being the weakest point and 5, the strongest.

Elements	Rating
Novelty	5
Meaningful	3
Connectedness	5

The ad's balance between novelty, meaning and its ability to connect with consumers enables it to break through ad clutter, while at the same time, communicate meaning and information to its target audience (Ang, Lee & Leong, 2007). This point is further supported by Smith, Chen and Yang (2008), who mentioned that should divergence and relevance be symmetrical, an ad will be able to achieve its maximum effectiveness.

References:

1. Ang, S.H., Lee, Y.H. & Leong, S.M. (2007). The ad creativity cube: conceptualization and initial validation. Journal of the Academy of Marketing Science, 35, 220-232. Retrieved from Business Source Premier. doi: 10.1007/s11747-007-0042-4
2. Palmer, I. (2009). WOM is about empowering consumers in shaping your brand. Admap. Retrieved from WARC.
3. Peters, C., Amato, C. H. & Hollenbeck,C. R. (2007). An Exploratory Investigation of Consumers’ Perceptions of Wireless Advertising. Journal of Advertising, 36(4), 129–145.
4. Smith, R.E., Chen, J. & Yang, X. (2008). The Impact of Advertising Creativity on the Hierarchy of Effects. Journal of Advertising, 37(4), 47-61. Retrieved from Business Source Premier. doi: 10.2753/JOA0091-3367370404
5. Stout, P.A. & Leckenby, J.D. (1986). Measuring Emotional Response to Advertising. Journal of Advertising, 15(4). Retrieved from Business Source Premier.
6. Taylor, D.G., Lewin, J.E. & Strutton, D. (2011). Friends, Fans and Followers: Do Ads Work on Social Networks? How Gender and Age Shape Receptivity. Journal of Advertising Research, 51(1). Retrieved from WARC.

A "Bad" Ad

Reviewing back on the ads that were previously collected, a "bad" ad would probably be the American Red Cross' 'Starve A Vampire. Donate Blood.' poster.

Strategy:
According to the article published by the American Red Cross (2009), the organization collaborated with CW Network and Alloy Media + Marketing to create an opportunity to connect with the younger generation (more specifically, students) regarding blood donation activities that were held in participating schools.

This creation of a communication platform is indeed a brilliant idea, but lacked deeper insight on the target market. Agreed by many marketers, insights are important in almost every aspect of branding and advertising (Lury, 2010).

A short survey done using social networking site, Facebook, found that a majority of respondents with positive feedback were females. Therefore, the advertisement is predicted to grab the attention of females students alone, which was the case in this situation, as opposed to the organization's intention of targeting both male and female audiences.

Execution:
Unfortunately, the only strength found in the ad's execution was the chosen font of the ad, which was large and bold to draw attention to the fact that the ad was promoting a blood donation campaign.

In my opinion, the ad's execution lacked the intensity to create an emotional response. Thus, there is lower or possibly no recall of the ad even in the long-term. The striking of emotional chords, as mentioned by Phillips, is the critical success factor of an advertisement as it influences the ad's efficiency and effectiveness (Phillips & Woods, 2009).

"We have moved to a world where people no longer look to advertising for information but only for emotional engagement." - Stephen Phillips (Phillips & Woods, 2009)

Creativity:
A large amount of attention have long been focused on the term 'creativity', especially in advertising (Verbeke, Franses, Blanc & Ruiten, 2008). As creativity itself can be viewed through multiple perspectives, measuring the creativity of the ad will definitely pose as one of the more difficult tasks in this assignment. Therefore, similar to a study conducted by Haberland and Dacin (1992), the rating of four dimensions - meaningfulness, originality, reformulation and condensation, will assist the evaluation of the ad's creativity at a cognitive and affective level.

Dimensions	Rating
Meaningfulness	2
Originality	3
Reformulation	1
Condensation	2

The four dimensions, rated on a 1-5 scale where 1 being the weakest and 5, the strongest.

Based on rating given in the table above, it can be concluded that the ad performed at moderate originality but had a below average standard of creativity due to the lack of meaning in the ad. Because of that, the ad produced counter-productive consequences; deterring customers rather than to persuade them. (Peracchio & Meyers-Levy, 1997).

References:

1. American Red Cross (2009). Starve a Vampire. Donate Blood. Retrieved May 9, 2011, from http://www.redcross.org/portal/site/en/menuitem.1a019a978f421296e81ec89e43181aa0/?vgnextoid=1047c823c9253210VgnVCM10000089f0870aRCRD
2. Haberland, G.S. & Dacin, P.A. (1992). The Development of a Measure to Assess Viewers' Judgments of the Creativity of an Advertisement: A Preliminary Study. Advances in Consumer Research, 19, 817-836. Retrieved from Business Source Premier.
3. Lury, G. (2010). Consumer insight: Probe deeper than in-depth. Admap. Retrieved from WARC.
4. Peracchio, L.A. & Meyers-Levy, J. (1997). Explaining How Ad Execution Techniques can Influence Persuasion Using a Resource Matching Framework. The Journal of Consumer Research, 24(2), 178-191. Retrieved from http://www.jstor.org/stable/10.1086/209503#abstract
5. Phillips, S. & Woods, O. (2009). Measuring an Ads Strength is an Emotional Task. [Interview], 40, 15-15. Retrieved from Business Source Premier.
6. Verbeke, W., Franses, P.H., Blanc, A.L. & Ruiten, N.V. (2008). Finding The Keys to Creativity In Ad Agency. Journal of Advertising, 37(4), 121-130. Retrieved from Business Source Premier.

Brand Ad 2

Coca-Cola Happiness Machine

Created by:
Definition 6, Atlanta

Launched:
2010

Media used:
Online, Outdoor

Appeal:
Emotional

Analysis:
Based on the video above, it can be derived that the goal of implementing the 'Coca-Cola Happiness Machine' is to demonstrate the joy and excitement that Coca-Cola generates in customers until the present time. This was evident through the use of sound, where the sound effect of a slot machine hitting the jackpot was played right before a festive atmosphere erupted and the line, "Where will happiness strike next?" at the end of the video (Duncan, 2010).

Although the advertising effort above may not produce profitability in monetary terms, the free give-aways, from extra Coke to a six-foot sub, is able to break through the clutter of advertisements found in the marketing world (Wilkinson, 2010).

Through the use of hidden cameras, unscripted responses of university students in their natural surroundings were captured and made as part of the ad. For example, the female student giving the Coca-Cola machine a hug. Because of this natural setting, the video's credibility increased and was reposted in multiple networking sites such as Twitter and Facebook. This form of promotion, known as viral marketing, attracted an unexpected 1 million hits on the Internet in the first week at zero cost (Edelstein, 2010).

Overall, the video enabled Coca-Cola to successfully remind their customers of the benefits obtained from the consumption of their products. The video also communicated the good will of Coca-Cola and by going over the extent of merely selling their products, managed to further improve consumers' attitude towards the brand.

References:

1. Duncan (2010). Coca-Cola Happiness Machine. Retrieved May 8, 2011, from http://theinspirationroom.com/daily/2010/coca-cola-happiness-machine/
2. Edelstein, M. (2010). How Coca-Cola created its 'Happiness Machine' [Interview]. Retrieved May 8, 2011, from http://mashable.com/2010/07/21/coke-happiness-machine/
3. Wilkinson, T. (2010). Coca-Cola's Bold Offensive. ANA Magazine. Retrieved from WARC.

Not for Profit Ad 2

Redcross

Created by:
CW Network and Alloy Media + Marketing

Launched:
2009

Media used:
Print

Appeal:
Emotional

Analysis:
In this case, Red Cross is seen to collaborate with the producers of 'The Vampire Diaries' to use the anticipation generated by the soon-released series as an opportunity to promote and increase awareness regarding blood donations among their target market, who are students in schools and colleges around the United States (ABC News ,2009).

Like several advertisements analysed previously, the timing of the vampire-themed advertisement is compliments the recent 'vampire' trend caused by the screening of the 'Twilight' series to provide the ad with a stepping stone in terms of attracting attention.

According to an article published by the American Red Cross (2009), the ad is used to gain attention and connect to the students instead of 'pushing' them to donate blood. This is evident as the ad itself did not provide much information other than the contact details of the American Red Cross.

Instead, the ad is intended to attract students to the blood drive, which will provide refreshments, exclusive TV footage of 'The Vampire Diaries' series and special promotional items to cultivate the participation of students with the campaign (American Red Cross, 2009).

References:

1. ABC News (2009). A Vampire Ad to Encourage Blood Drives. Retrieved May 8, 2011, from http://blogs.abcnews.com/theworldnewser/2009/08/a-vampire-ad-to-encourage-blood-drives.html
2. American Red Cross (2009). Starve a Vampire. Donate Blood. Retrieved May 8, 2011, from http://www.redcross.org/portal/site/en/menuitem.1a019a978f421296e81ec89e43181aa0/?vgnextoid=1047c823c9253210VgnVCM10000089f0870aRCRD

Not for Profit Ad 1

The Salvation Army - Christmas 2009

Created by:
Mike Colling & Company and Watson Phillips Norman

Launched:
2009

Media used:
Television

Appeal:
Emotional

Analysis:
The Salvation Army's 2009 Christmas ad used a very strong level of emotional appeal to convey the message to television viewers.

This is evident in the advertisement's choice of music. In advertisements, music can be generally defined as songs, sound effects or any other form of noise that is found present. One of the main roles of music in ads today is the creation or enhancement of a mood or atmosphere (White, 2003). Therefore, it can be concluded that the mellow tune used as the ad's background music created a feeling of 'emptiness' when the ad was watched by viewers.

Additionally, the right half of the advertisement which portrayed a gloomy atmosphere had less lighting and colour compared to that of the left to further reinforce the feeling of 'emptiness' being projected by the ad.

One of the main contributions of the ads effectiveness to the campaign's success is the ad's attention-grabbing abilities. As advertisements in the Christmas season are normally promoted through the use of a merry and cheerful tone, the existence of an ad that gives out a completely opposite atmosphere enables TSA's Christmas 2009 ad to stand out among all other advertisements. At the same time, level of honesty and compassion towards others depicted in the ad increased consumers' attention and ad viewership (Mike Colling & Company and Watson Phillip Norman, 2010).

In my opinion, the Salvation Army also timed the appearance of the ad very effectively. In many countries, Christmas is a time where people exchange gifts, thus the existence of the Christmas spirit which encourages one to do good for those in need. Because of that, it is highly likely that the organization itself receives an increased amount of donations as compared to other time of the year.

Moreover, non-financial donations were also welcomed, allowing those who have less disposable income participate in the cause as well (The Salvation Army, 2009).

References:

1. Colling, M. & Company and Norman, W.P. (2010). The Salvation Army: Christmas 2009. Direct Marketing Association. Retrieved from WARC.
2. The Salvation Army (2009). Christmas is empty when you have nothing! Retrieved May 7, 2011, from http://www.salvationarmy.org.au/contactus/western-australia/latest-news/2009_media_releases/christmas-2009.html
3. White, R. (2003). Music in Advertising. Warc Best Practice. Retrieved from WARC.

Retail Ad 2

Ikea - Peace, Love and Storage

Created by:
Mother, London, United Kingdom

Launched:
2011

Media used:
Television

Appeal:
Emotional

Analysis:
Recently released to the public, Ikea's new advertising campaign named 'Peace, Love and Storage' begins with four comedians, two males and two females, debating out which gender is messier. This humorous beginning, in fact, is the ad's main method of attracting attention.

From watching the advertisement alone, it can be said that the target audience is the general public. However, once one understand the idea behind the ad, it is evident that the ad campaign is aimed towards married individuals (Kimberly, 2011).

Although the ad's setting showed a variety of Ikea products, there was absolutely no mention of a specific product or its price. This is because unlike most ads, the ad above intends to inform viewers of the existence of a voting system on Facebook, a famous social networking site.

Weird, yes. Effective? Perhaps.

The lack of information in the advertisement itself intends to pique viewers' curiousity, making them surf the Internet to look for more information. From there onwards, the viewers may choose to participate in the campaign itself. Should that be the case, the advertisement can already be deemed as effective.

The participation of the viewer caused by the ad would have a positive effect on the campaign's effectiveness, as customer involvement have the potential to contribute a significant amount of insights to the development of a business (Andersen, 2003). Additionally, this use of relationship marketing can enhance brand loyalty and recall. Ultimately, in the long run, influencing customers to purchase Ikea's products.

References:

1. Andersen, P.H. (2003). Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast. Industrial Marketing Management, 34, 39-51. Retrieved from ScienceDirect.
2. I Believe in Advertising (March 31, 2011). Ikea: Peace, Love and Storage. Retrieved May 7, 2011 from http://www.ibelieveinadv.com/index.php?s=ikea
3. Kimberly, S. (2011). Ikea rolls out battle of the sexes campaign. Brand Republic News. Retrieved from http://www.brandrepublic.com/bulletin/brandrepublicnewsbulletin/article/1063045/ikea-rolls-battle-sexes-campaign/
4. Letipak, S. (2011). Ikea preaches 'Peace, Love and Storage' with new campaign. The Drum. Retrieved from http://www.thedrum.co.uk/news/2011/03/31/20206-ikea-preaches-peace-love-and-storage-with-new-campaign/

Retail Ad 1

ALDI - Food Prices Split Sydney

Launched:
2008

Media used:
Print - Newspaper

Appeal:
Rationale

A short history on the ad:
Aldi's Food Prices Split Sydney was created a week after an article in The Daily Telegraph in 2008 reported that supermarkets discriminate pricing according to suburbs. This event occurred due to the competitive intensity between Aldi, Woolworths and Coles in certain suburbs (Betts, 2009).

Taking responsibility, Aldi quickly responded with this ad, informing the Australian market of its new National Pricing Policy. This policy was in fact, created to provide certainty to Aldi's customers that they were not geographically discriminated against and to guarantee shoppers of the existence of price equality (Aldi Stores, 2008).

Analysis:
The first critical element of the ad is its placement. Having read the history of the ad earlier on, it can be observed that Aldi was brilliant to place the ad in newspapers.
The ad generally targets newspaper readers who are aware of the price difference situation. These readers are highly likely to read ALDI's ad in the paper the following week (assuming they read at a daily basis), thus, the ad already has a guaranteed readership.

Secondly, it was observed that Aldi used a cut-out of the newspaper article's headlines, "Food Prices Split Sydney." A reason for including this cut-out is to grab the readers' attention, before the content of the ad informs consumers of its new National Pricing Policy - the practice of price equality in all stores. Therefore, the ad fulfills two of the necessary aspects of an effective ad, attraction and attention.

Additionally, the level of care and environmental-alertness shown by the ad may produce a positive perception of the brand in the minds of newspaper readers. A side benefit derived from the cut-out would probably be to reduce counter arguments that could arise from its competitors.

Thirdly, the ad not only attracted readers of the "Food Prices Split Sydney" article, but also its current customers. This is evident with the use of the colour blue in the ad, which is found consistent between ALDI's ads, logo and website. Hence, the blue-coloured ad would alert loyal ALDI customers that the ad is from them (ALDI) and prompt them to read the content.

References:

1. ALDI Stores (2008). Another ALDI first with national pricing. Retrieved from http://www.aldi.com.au/au/media/company/04_media/20080402_Another_ALDI_first_with_National_Pricing.pdf
2. ALDI Stores (2011). Fairer prices for ALL Australians. Retrieved from http://aldi.com.au/au/html/service/national_pricing_fairer_prices.htm
3. Betts, M. (2009). Survey finds Geelong has the nation's cheapest groceries. Herald Sun. Retrieved from http://www.dailytelegraph.com.au/news/national/survey-finds-geelong-has-the-nations-cheapest-groceries/story-e6freuzr-1225804412925.