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

Coke Heist Commercial as an Effective Ad - Essay Example

Cite this document
Summary
This paper "Coke Heist Commercial as an Effective Ad" focuses on the three criterions which the author believes are the best gauge for an effective commercial. His goal is to bring these criterions into the advertising discussions by connecting them to the success of Coca-Cola advertisement. …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER94.9% of users find it useful
Coke Heist Commercial as an Effective Ad
Read Text Preview

Extract of sample "Coke Heist Commercial as an Effective Ad"

Coke Heist Commercial as an Effective AdThere are three criterions which I believe are the best gauge for an effective commercial. My goal in this paper is to bring these criterions into the advertising discussions by connecting them to the success of Coca-Cola heist advertisement. These are the soothing music, environmental setting and teamwork.Support 1. Soothing musicDetails: a. the fit between the music and the ad b. music increases communication effectiveness c. musical impact – receptivity and liking of the musicSupport 2.

Environmental setting a. Concept of the ad d. Interact with the message of the advertiser c. design implementationSupport 3. Teamwowrk Details 1. Need for collabortaion b. Develop values of teamworkTitle: Do you think Coca-cola Heist advertisement is a best commercial?Introduction While watching the Coke Heist Superbowl commercial, I got interested in looking at the factors why it was judged as an effective commercial. I found out from my research that there are three factors that could be used as criteria for judging the commercial as effective.

My goal in this paper is to bring these criiterion into the advertising discussions by connecting them to the success of CocaCola heist advertisement. To achieve this goal, I have divided my essay in three subsections. In the first section, I put emphasis on the importance of the music in the commercial. In the second section, I disccussed the environmental setting of a commercial and in third section, I expounded the need for a collaborated teamwork in production. I end my paper with questions that need to be answered in another research. 1. Soothing music.

According to advertisers, the role of the music in an advertisement is to increase effectiveness of communication. When there are no lyrics in the music, advertisers said that music has been assigned a dominant role to carry the message of the ad. (Alpert & Alpert,1991, pp. 232-238 ). Listeners relate to the appropriateness of the music to the ad. For instance, popular rap sounds is not appropriate for the Coke heist ad, and is not fit for the concept. a. Impact. Musical structure consists of elements such as sound, harmony, melody, and rhythm.

The impact of the music could be seen from the consumer’s perception on whether it is fit or does it relate to the central idea of the ad. We see that consumers become receptive of the ad when the music brings forth pleasant thoughts and association, memories and imagery and what is important for advertiser is whether there is positive or negative association with the ad. My own perception of the music is it creates an element of suspense that thrills me to wait for the end of the commercial.

It is funny, It excitess the imagination, but not soothing because it is not calming. A soothing music is calming and pacifying. 2. Environmental setting. I find that setting is vey important in commercial ad preparation because ir provides a sense of direction and purpose. Coke, in this commercial used systems thinking that utilized non-traditional designs and setting and was able to project a holistic environmental issue of the insects interacting with people and reacting to thirst and happiness. a. Concept of the ad - The concept of the ad begins with the marketing objective of the company.

Usually, this is a strategic goal that is done through a combination of models, scenarios designed to promote a product is service. Coke, in the Heist ad used concept design which is designing beyond traditional setting and systems thinking. Hugh Graham Creative, (2007) said that When Coke applied design skills in non-traditional territories, and also creating non-traditional design outputs, it has artistically interacted with the marketing objectives of Coke which is introduced world-wide, the message of ‘’Open happiness’. c. Design implementation of Coke Heist is also non-traditional setting because it usedanimation of insects that produced an effective content in the ad.

Animation has advantages over live commercials because of significant cost savings such as securing locations, renting equipment and paying actors and because production is simplified (Marquis, Aaron, n.d.0.3. Support 3. Teamwork is often seen in the workplace where better performance is expected when they work as a team. (Highere, Nov. 2007 ) The message of the commercial shows the significance of a cooperative team effort to achieve their goal. The commercial successfully projected the value of teamwork that young and adults could emulate in their daily lives.

3:  Teamwork: Teamwork is a value best described in office places and sports events as long as there is a group that interacts with each other. In the scenario, teamwork is presented to show functionality and importance of coordinated effort to achieve a common goal.b. Develop values of teamwork. Producing a commercial goes thru stages of teamwork that starts with the creative concept, then the establishment of the setting, the script, and composition of the music Conclusion:   My theories of the criteria that make a commercial effective are best reflected in the Coca-Cola Heist ad.

It has the elements of music attention getting, although the soothing quality could not be aptly applied to the commercial because it has no pacifying effect. The music called the attention and sets the mood of viewers. The environment setting defines the concept that is in line with the marketing goal of the advertiser. Doing a commercial is a work of a team wherein each piece of action should fall in place like a piece of a puzzle that is needed to complete the work. However, the final test of affectivity which is beyond the scope of the study, is did the commercial achieve the marketing objective of Coke which is Did viewers respond to the commercial and opened a bottle of coke?

ReferencesAlpert, Judy I. & Alpert, Mark I. 7 Contributions From A Musical Perspective On Advertising And Consumer Behavior. Advances in Consumer Research Vol. 18. 1991, pages 232-238Crawford, Chase (24 May 2009). What is a soothing music? Viewed 25 October 2011http://ezinearticles.com/?What-is-Soothing-Music?&id=4409697“Setting” (2010)(Background information and activities. Viewed 25 October , 2011 ww.brainpopjr.com/readingandwriting/storyelements/setting/grownups.

wemlThe significance of teamwork (30 March 2009) Highere. Viewed 25 October 2011 Hugh Graham Creative.(26 November, 2007)What is a concept design? Viewed 26 Octobr, 20211.Viewed Marquis, Aaron. Advantages of TV Animation Advertising Viewed 26 October 2011 eHow.com http://www.ehow.com/list_6670171_advantages-tv-animation- dvertising.html#ixzz1bz8PTIcS> “Setting” (2010)(Background information and activities. Viewed 25 October , 2011 The significance of teamwork (30 March 2009) Highere.

Viewed 25 October 2011

Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Coke Heist Commercial as an Effective Ad Essay Example | Topics and Well Written Essays - 500 words”, n.d.)
Coke Heist Commercial as an Effective Ad Essay Example | Topics and Well Written Essays - 500 words. Retrieved from https://studentshare.org/english/1582242-please-find-a-topic-base-on-the-information
(Coke Heist Commercial As an Effective Ad Essay Example | Topics and Well Written Essays - 500 Words)
Coke Heist Commercial As an Effective Ad Essay Example | Topics and Well Written Essays - 500 Words. https://studentshare.org/english/1582242-please-find-a-topic-base-on-the-information.
“Coke Heist Commercial As an Effective Ad Essay Example | Topics and Well Written Essays - 500 Words”, n.d. https://studentshare.org/english/1582242-please-find-a-topic-base-on-the-information.
  • Cited: 1 times

CHECK THESE SAMPLES OF Coke Heist Commercial as an Effective Ad

Information Systems

This essay describes Apple Computer that comes across as one of the few companies which has stood the test of time and crisis and has managed to turn out convincing products that have given it an image of innovation and being a radical organization.... hellip; This essay focuses on Apple, that is an American company and one of the front runners amongst computer hardware, software and allied equipment manufacturers....
12 Pages (3000 words) Essay

Branding for Mental Real Estate

The statement given in the questions can be shown to be true if we take a historical look at the art and advertisements which have gone into creating Apple Inc.... as a primary example.... The selection of Apple is important because it can be compared to other contemporaneous brands.... hellip; The present implementation of branding and the competition for placing a brand in a certain position for the consumers is certainly about making room in the mental real estate of the market....
15 Pages (3750 words) Essay

Guess or Tommy, You Should Guess

he first ad campaign is for Tommy Hilfiger.... The other campaign that will be analyzed for Hilfiger is his ad campaign for the fall of 2010 (AndreDouglasFanClub).... The Tommy Hilfiger ad for his spring 2011 line features a fake family of Hilfigers.... The ad unmistakably attempts to tie these people together as a family, and a wealthy family at that.... The cast of characters is seen throughout the ad, indifferent, stylish clothing that usually marries something super casual, like a striped golf shirt, under something more formal, like a blazer....
11 Pages (2750 words) Essay

7 page short story with a supernatural effect

Dr.... Harold Cooper had a problem.... He knew just what it was and had known for some time that it was coming.... The trouble was that he had no idea how to fix it and, unlike most people's problems, his problem was right in front of his face day in and day out.... hellip; With a lukewarm cup of overpriced coffee clutched in his hand, he rode the three floors up to his office....
9 Pages (2250 words) Research Paper

Women Fragmented Body As A Selling Tool

The role of media has became more prominent in the recent times when communication became the order of the day and even one of the reasons for the success of a number of companies.... The role of communication and the affectivity of communication are even recognised by the… Media and particularly the mass media is used to disseminate information to the larger number of people and across stretched geographic locations....
20 Pages (5000 words) Research Paper

Marketing Strategy for Apple iMac

nbsp;… Scott (1991) explains the persuasive power of the 1984 commercial as well as the artistic merits of the ad by taking a literary criticism approach to the video.... The commercial itself can be described as a young female being chased by masked storm trooper like soldiers as she rushes past trudging workers wearing grey overalls with shaved heads....
16 Pages (4000 words) Case Study

Canada Dry's Domestic Marketing Activities

This essay analyzes "Canada Dry" a successful venture and a significant 4% contributor in sales growth of Dr.... Pepper group of companies.... Indeed, people across the USA have higher Per Capita Incomes as well as have an inclination to eat out, try new food recipes and beverages.... hellip; USA is a lucrative option for Canada Dry because of similarity in tastes and preferences of Canadian and US consumers....
17 Pages (4250 words) Research Paper

Crucial Factors Of Advertisement

The essay "Crucial Factors Of Advertisement" analyzes the Cheerios advertisement in an attempt to uncover the issues that made the advertisement trigger huge discussions; thus, making the advertisement less effective.... The Cheerios advertisement would be interpreted to be less effective since it incorporated a biracial family in the storyline (1).... These two aspects make the core of the commercial since the father is Black and the mother, White....
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.
Contact Us