Hola Amigas!

I apologize to take a detour from my current series of interpretation of Renault Duster integrated communications campaigns to present a brief on Advertisement Effectiveness Measures.

The reason for this detour is that one of my juniors has requested me yesterday to explain her the whole advertising campaign planning. Even if this is just one part of the whole communication strategy, these measures gives a glimpse of how well your brand is positioned in consumer's mind.

So, as we all know AIDA model, I will try to structure my response on that model. I will add Exposure element to this model.

I have tried to present every data in one shot so that remembering and hence applying the metrics is easy.

Feel free to pour in your thoughts at the comments section below.

Rest is Next.

à plus!

Hey Guys!

This blog is in continuation to my earlier blog where we were trying to understand series of campaigns analysis for Renault Duster.

[You can read about features of the car in this economic times article, click here]

So, today the agenda will again be that we will take up a newspaper ad and analyse it in terms of various parameters.

So, lets rock and roll!

                                                                  Attention Elements
Color/Background – The car placed in a mountainous and rugged area combined with the metallic green color of the car attracts readers


Position – While most cars are positioned in a smooth floor level like smooth roads, Duster’s front wheels are elevated representing its use in rugged environment where smooth roads are not available

                                                                 Interpretation Elements
The word “Adventure” combined with the green color of the car (different from the launch color which is brown) leaves the readers to interpret the unique features of this car. It is done to convey the message that the car is suitable to drive for any safari trips. The number plate showing ADVENTURE also hits the cognitive part of brain and reinforces the advertisement commitment to associate Duster with adventure.

                                                                         Cognitive
The ad highlights 7 functional benefits through the small boxes at the bottom of the ad. The benefits are proved with pictures representing the same.

                                                                         Affective
The word “Unstoppable” makes the user feel fearless and full of rigor to explore infinite possibilities. The messages and the positioning of the car try to portray that the car is for the explorers who would like to try new challenges.

Also, the common thread of Gangs of Duster, Awards, Best-in-class warranty influences the readers to have positive strong co-relation with the brand.

Feel you can add to my analysis,shout it loud in the comments section below.

Rest is Next!

Adios Amigos :)

Renault Duster: Newspaper Ads

Hi Folks,

I am starting a series of campaigns analysis for Renault Duster in which I will try to express my views on its newspaper, magazine and maybe TV ads.

Disclaimer: The opinions expressed are solely what I think the ads represent. Reader is welcomed to express her concern on the comments section at the end of post.

So let's get started:

So, after seeing this poster, following are the Elements of Attention and Interpretation:

                                                                ATTENTION
Color – Metallic brown on a light background. The contrasting combination is attractive
Intensity – The brand is less visible while the product is occupying majority of the space
Format – The word MEDIA NAV is written twice which is redundant because the font below “Intelligent” is not visible

                                                         INTERPRETATION
The brand has repeated the “Big, Beautiful, and Efficient” communication from its earlier ad because it could highlight the word “Intelligent” when users look through what is different in the ad. The word “Intelligent” when read for the first time on top of the ad, the users are free to interpret on the capabilities of the car.

Now coming to the Cognitive and Affective components:

                                                              COGNITIVE

MEDIA NAV is completely a cognitive benefit that educates user on the multiple features the car offers through simple touch mechanism

                                                              AFFECTIVE

The adjectives “Big, Beautiful, Efficient and Intelligent” personify the car to be a mixture of characters. A user will find himself/herself intelligent (say) when he drives the car.

Folks, I have tried to separate your consumer behavior learning into the above 4 heads and tried to analyse the print ad based upon those categories.

Please add on to what else can be interpreted in the comments section below.

Rest is Next!

C ya.. :)

Audi Vs BMW Ad Wars: When Tension Escalated!

Hi Friends!

The two brand's advertisement war I am going to highlight needs no mention. As mentioned in the title of the blog,, they are Audi and BMW!
They both are German and love to take a dig at each other. But things becomes interesting as they try to exploit new marketing channels, be more creative and spend hell lot of money on advertising.

The billboard fight started  in Los Angeles, CA, somewhere in April 2009, when Audi used a unique way of advertising their Audi A4

But this billboard soon changed to a snide remark of challenging BMW, "Your move,BMW".

Well a response from the big guy (BMW) did come. They set up a billboard directly across the street. It featured new BMW M3 with a simple tag "Checkmate." I am unsure if the billboard was put-up by BMW or not, nonetheless, it was able to attract attention.

Now, from here on, I have read 2 versions of the story and I really don't know which one is correct, but both are funny, so let me share them with you!

Version 1:

Audi, took this ad war to its aficionados on facebook. They were allowed to photoshop the images and come up with something to response.
[Marketing gyaan: When in peril, ask your supporters to stand for you. This way you catch the imagination of your supporters !]

So some responses which were put as a response to BMW were:

Or this cheeky one:

Finally, Audi responded with its stunning Audi R8 billboard, with its caption stating, "Time to check your luxury badge. It may have expired."

BMW did not respond and its billboard was moved from this location. Thus we come to this version of the story in which Audi kind of Won!

Lets find out the other version of the story (do I need to tell you who can be the winner in this case, keep guessing and read on!)

Version 2

So in response to "Checkmate" by BMW, Audi came up with punchline

I can imagine you guys smiling at this response, well, you should be, not only were they able to show their product, but the punchline was bang on target.

Now, it's BMW's move! 50 points to reader who can come up with a creative and innovative response [share it on the comments section below]

&

the

response

was

He he, I don't think many of you could foresee this response!

And this concludes the second version of the story.

So, again, what did we learn here:
1. Billboards are very powerful communication messages
2. Social media campaigns are the easiest and fastest means to elicit responses from your fan-following
3. Creativity and innovation in any campaign or ad war can win you hearts
4. When you competitor is big spender on marketing, you too will have to
5. There's no shying away in marketing!

Rest is next.

Regards
Vipul

[Please do express your opinions in the comments section]

Lamborghini Gallardo Advertisement

Hi Friends!

This is my second blog, and the advertisement which I am going to analyse is of Lamborghini Gallardo.

But before we do that, let us understand a concept of marketing:
When you launch a product, the major challenge of the marketing team is to get the positioning of the product right across the target segment. It means that the consumer can relate to what the brand stands for with what they have in store. It means that if you hear of the ad line, the image of the product/brand immediately comes into picture. So a single coherent image is very important so as to not confuse the buyers.

So coming back to the Lamborghini brand, at hindsight, we all know that Lamborghini was built or founded out of passion and anger, and the design of the car looks like a cross of a bull and a sports car. (My interpretation, please feel free to write your opinions on comments).

Now, take a look at this poster:

The rear view has a message,
"OBJECT IN MIRROR
WON'T COME CLOSE"


So, what does this message convey, well IMO, it goes to strike the chord about the top speed and the acceleration for 0-100 kmph, which is 320 kmph and 3.9 secs respectively. It's kind of obvious as well, don't you think?

What I also think is that these advertisements are designed keeping in view sports car freaks. So, this caption just hits that part of the brain which says this bird is hard to catch and will add to my collection, I should own it somehow! and hence inculcating the urge to buy it.

If you have any other notion, feel free to drop a comment.

Regards,
Vipul

Creative Quit Smoking Posters

Hi friends,

This is my first non-techy blog, so kindly bear with me. Lets get started.

We all know the macabre effects of smoking, but do we pay attention to any of them. I was going through the advertisements over time, and the below one caught my eye.

This PSA (Public Service Announcement) poster requires no words to express its meaning. This advertisement uses something as simple as breakout to depict the ill-effects of smoking.

Also, analysing it from AIDA framework, I guess, it did a great job. There are other advertisements at this link.

Let me know your view in the comments sections.