Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

Advertising Campaign - Case Study Example

Comments (0) Cite this document
The aim of the present work is to analyze advertising campaign from the viewpoint of how advertising campaigns should be performed theoretically and main aspects they should account, and to create new improved advertising campaign. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER91.7% of users find it useful
Advertising Campaign
Read TextPreview

Extract of sample "Advertising Campaign"

Download file to see previous pages This advertising campaign cost the network about $20 million and was supposed to be one of the best advertising campaigns of the year 2006. The aim of this campaign was to use emotions as the means of attracting new clients and visitors; the campaign implied the use of emotion of experience and not physical experience as the basis for the development of the new global instrument of expanding the range of clients. The use of the core human values as the values which are peculiar of the personnel and the creators of the Sheraton hotels network, and thus provide their visitors with homelike warmth and comfort, has become the central theme of the 15: and 30: second TV spots. The development of the campaign was ruled by the Duo Rene Villar-Rios and Jan Vogel, who had become well-known for the development of successful ad campaigns for Coca-Cola and Nike. The central slogan of the advertising campaign 'we belong' was meant to make people understand they 'belong' to any hotel they decide to visit within the Sheraton network, and as people need to belong, hotels become the means of making people feel at home while in reality they are far away from it. (
The aim of providing people with all homelike options possible has also been achieved through provision of the clients with 10-minutes free telephone card to call those 'who matter'; Sheraton has also created new Internet site for the promotion of its services online.
Now let's analyze this advertising campaign from the viewpoint of how it should look and be conducted with the account of the principal theoretical notions which have been given through lectures.
The first interesting aspect to analyze in the advertising campaign is the two way communicative models. It is interesting to note, that this model has been used as the basic one for the creation of the Sheraton's ad campaign. I have come to the conclusion that this model has made this campaign very successful. What is seen here in more detail is that the coded message which appears as a slogan in each TV spot, namely 'we belong', is the coded message which each of those who see it interpret in his (her) own way. However, it is also important to note that interpretation should also be directed, because the consumers of the advertising products should decode the message the way the seller (advertiser wants it), thus it is not a simple process here. (Mittal, 2004) While the message is 'interpreted in different ways', the advertiser should care for these ways to be limited within the desired range. Thus, the message 'we belong' should first of all carry meaning of belonging to the hotel network, becoming its permanent clients and show the way the visitors will be treated during their stay there. This is why the core message here 'you don't just stay there - you belong'. Probably it would sound better is this message were made fuller and used in a wider form, but as the campaign has mostly been aimed at TV channels, thus capturing both visual and hearing attention of people (potential consumers) it is possible to say, that the decoded message has reached the targeted audience, but the message 'we belong' should be very brightly depicted, so that the audience interprets it in the necessary way through additional visual effects. (James & Kover, 1992) In this advertisement the source was the Advertiser, carrying the coded message 'we belon ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Advertising Campaign Case Study Example | Topics and Well Written Essays - 2250 words”, n.d.)
Retrieved from
(Advertising Campaign Case Study Example | Topics and Well Written Essays - 2250 Words)
“Advertising Campaign Case Study Example | Topics and Well Written Essays - 2250 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Advertising Campaign

Blue Advertising Campaign

...? "Blue" Advertising Campaign "Blue" Advertising Campaign Advertising aims at convincing people to purchase either goods or services by a certain brand. For any organization to make a sale, it has to conduct some form of advertising. Categorization of advertising mainly is on the intended results of the advert, which is how well the advert manages to convince people to purchase a particular brand and not the others. Thus, persuasive advertising aims at persuading people to purchase a product or service. For Blue commercials, the main aim is persuading pet owners to use their food to feed their pets. To consider an advert as successful, it must have achieved its purpose; in this case, persuading target market to purchase a product... or a...
8 Pages(2000 words)Case Study

Advertising campaign

...? Advertising Campaign Introduction An advertising campaign comprise of a cycle of advertisement messages that segment aparticular idea and theme. This impression and theme compose an integrated marketing communication (IMC). It is worth noting that advertising campaigns appear in diverse media across a precise time frame. The principal part of creating an advertising campaign is shaping a campaign theme. This is because the campaign theme is believed to set the tone for the specific advertisements and additional kinds of marketing communications that ought to be used. As a result, the campaign theme is the essential message that will exist communicated in the advertising activities. The campaign themes are frequently developed... ...
9 Pages(2250 words)Essay

Advertising Campaign

...a marketing degree helpful for their career. The chief objective of the promotion is to double the awareness of UniSA'smarketing degree in Hong Kong in a year and increase the applications for the degree by 30 per cent. STRATEGIES The promotion should highlight the key benefit or unique selling proposition (usp) of UniSA that should immediately appeal to the target audience. That is to say it should tell the audience how the University of South Australia is different from its competitors. A perceptual mapping will prove beneficial in this regard to chart the target audiences' perception of UniSA compared with that of Harvard school of business. "Before you embark on an image advertising campaign, you...
2 Pages(500 words)Case Study

Advertising Campaign

...Advertising Campaign How to sell a product – this is what advertising is all about. To achieve this goal, advertising agencies go to great lengths to study how a product entrusted to them by a client company could make it to the shopping list of its intended consumers. As first step, the advertising agency mobilizes its creative workforce to formulate an advertising plan on how the product would be presented and sold to the prospective consumers. The master plan for an advertising campaign consists of the following: 1) Objective – here, the agency sets its sights on the type of market...
5 Pages(1250 words)Essay

Advertising Campaign: Blackberry Bold

...The BlackBerry Bold Campaign Analysis The marketing campaign behind the recently released BlackBerry Bold has its share of hits and misses. Thecampaign, spearheaded by RIM and AT&T, launched several advertisements and commercials in an attempt to capture a cross band of consumers for their new product, but in doing so may have fallen short of its initial goal. The most well known commercial appeared on CNBC, and depicted a track runner running the 200-yard dash while engaged in his BlackBerry Bold. The marketing goal was to connect to the sports and athletic minded demographic. The commercial shows the runner’s legs moving at a supersonic speed while everything else in the commercial...
5 Pages(1250 words)Essay

Successful Advertising Campaign

... of the Advertisement is about the battle of the consumers mind. Company studies the commercial trend, those wholesome personality endorsers, its competitors, and the kind of philosophy that the company is trying to advance to promote its products and its brand. Noting all these influences, it is believed that one of the successful advertisements ever done are the products of Nike. The company used international marathon competition in promoting its sports wears’ products from shoes, shirts, shorts, and head caps. It has even controlled in total monopoly such advertisement opportunity and the craze “Just Do It!” marginalized Reebok shoes at the market. The adage gained consumer’s liking as something motivational, positive... , which wrapped...
2 Pages(500 words)Assignment

Advertising Campaign/ Communication plan

...with CarPlay system on it. In addition to the gift cards, we will adopt the celebrity effects, which will involve Hollywood stars using CarPlay on their cars. This will build credibility and trust among the customers. In addition, companies that sell the cars in which CarPlay is being installed will further provide information about the product. As customers visit the shops to purchase these cars and others supplied by the different companies, they shall inform the customers of the new product and this will not be paid for. Apple will benefit from this approach and as a result, the product shall receive more free publicity and exposure. Personal selling shall also be included in the advertising campaign...
8 Pages(2000 words)Research Paper


...Advertising Campaign The Smile of a Dog is a Sign of Success Objective: To inform the dog owners on how the “high-quality ingredients for outstanding nutrition and taste” being made by the Purina Pro Plan make dogs happy. Specific Objective: to ensure pet owners have made a step towards making their dogs smile. Budget: advertisement of this campaign will be through print ad. As a result of this, it will cost approximately $1000. Message strategy: majority of the pet owners do not know that the dogs that are often jovial are the most attractive (Astrid, 2013). Purina Pro Plan dog food constitute of ingredients that keep dogs healthy. Media strategy: the texts in the...
2 Pages(500 words)Assignment

International advertising campaign

...International Advertising Campaign: Illustration using Cisco Systems Inc. Competitive Position, Marketing Strategy and Marketing Mix Cisco Systems Inc. is the leading supplier of products and services used in computer networking all through the world. The product line associated with the organization includes the likes of remote access devices, switches, routers as well as internet service devices among others. The company has been engaging in constant innovation in order to improve its global competitive position. The Viking project that was aimed at implementing the high-end router is one of the endeavors that have helped Cisco attain such a state. As pertains to brand positioning, the company has...
5 Pages(1250 words)Research Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Case Study on topic Advertising Campaign for FREE!

Contact Us