Is the Advert Effective for Samsung Company - Research Paper Example

Personal Tech The content and context of an advertisement is highly dependent on consumer behaviors. Consumer behaviors determine the nature, quality, and choice of advertisement media. Although most media houses intend to maximize earnings from advertisements, most ads are dependent on preference of potential consumers. Therefore, an ad might not achieve the required influence if it has an ordinary appearance or message. Utilizing existing market is an effective technique in ad development. Adverts that target existing products or brand names are more successful than those that target independent markets. If an advert targets specific futures in competitor's product, it achieves results that are more appealing. This paper will address a Samsung Galaxy Phone advert in the New York Times magazine. The magazine is in a business environment and therefore the advert is customer oriented. However, the advert has peculiar features that make it stand out amongst other competitive adverts. Firstly, the advert is titled “A Phone Bristling with Extras.” This a critical catch-up line for any advert on technology commodities. Arguably, people or consumers are on the lookout for new ideas or values. Thus, consumers will ignore or reject an advertisement that contains mediocre information. For instance, the ad would have had minimal views if it were titled “A Phone with exciting features.” This is because nearly all phones have exciting features. In addition, the message would be vague since it does not clarify how exciting phone’s features are. Thus, most readers will ignore such advertisements. Secondly, consumers are on the lookout for commodities that provide extra value. Therefore, consumers prefer commodities that provide satisfaction beyond their commodity value. It seems that developers of the ad had a clear understanding of consumer behaviors and psychology. Into the adverts’ content and you will notice stuff that is more exciting. The nature of excitement portrayed in this advertisement is market oriented. Clearly, the advertisement wishes to utilize already existing market by creating new value. In particular, the advert is targeting the iPhone market with the aim of having a share of its fortune or capitalizing on its marketing networks. The editorial environment is also business oriented. This is because the advert wishes to create an instant market. Consumer decisions are influenced by group dynamics more than rational decisions do. Thus, consumers will buy or consume commodities based on the popular belief. This is of particular interest in technology-based commodities such as phones, laptops, iPods, and cars. Most consumers are not capable of evaluating such commodities and, therefore they are dependent on popular belief as criteria for their evaluation. Recently the iPhone and most of other Apple products have had high market ratings. However, these ratings are not a sufficient measure for the product’s superiority. In fact, the iPhone might be equivalent to other cheap Smart Phones produced by less popular manufactures such as Huawei. The advert demonstrates the role of brands and popular belief in marketing. In addition, the ad demonstrates the target points in successful advertisement. In particular, successful sales message should target the brand rather than the product. This is a significant aspect of advertisement and, it seems to attract the desired traffic. Specifically, the S III ad targets iPhone ads with the aims of establishing a similar market. Considering that, Apple products have had successful marketing opportunities. From the advert, it seems that the message is comparative. This is because it relates a particular feature in S III to a similar feature in iPhone. Moreover, the ad explains why S III features are superior to those of Apple’s iPhone. For example, the ad refers to S III as the latest machine that has stunning features. In addition, the new devise is smarter than the iPhone. This is because it has inbuilt smart features such as voice commands and integrated applications. This explains why the consumers always look out for extra advantage. The ad demonstrates a clear understanding of consumer psychology in relation to purchase decisions. From a close observation, the most consistent general theme is marketing. This is clear where the advert highlights new Samsung products in the market and their attractive features for purposes of marketing. Clearly, most technology products such as mobile phones sell their attractive features to potential clients. Obviously, there can only be few features compatible with the current generation of mobile phones. This indicates that advertisers of such commodities need not rely on attractive features in their product. This is because their competitor’s products might even have more enhanced features – and indeed a greater number of them. The advert mentions features that make Galaxy S III a different experience. This element is of particular interest in the advert, since it sets the G S III apart from other alternative products (New York Times magazine). The technique saves advertisement space and the time spent by commodity hunters. Consequently, this saves advertisement revenue and time needed by potential customers to read the text. A short and precise advertisement seems more attractive than long message text, considering that commodity hunters do not have enough time to read long advertisements. There are consistent features in the advert like slimness, brightness, and faster data speed. Other department in the Samsung advert is consumer, business, support, and Samsung applications. The leading title that is personal tech, actually relates to my advert in that the Samsung G phone in the advert is a personal product and the technology experience there in is also personal. Finally yet importantly, the advert informs potential customers of the difference between G S III and other related commodities. It goes on to describe how easy it is to own the gadget. This is a significant aspect in any advertisement since consumers are interested in owning the product. It is consumer’s behavior to attempt ownership of their desired product. The advert informs interested customers on the procedures of owning the device. In particular, the advert quotes prices of the product at different outlets and, compares it with other related products. The advert also highlights the value of the product that is equivalent to its exchange price. Arguably, the advert attempts to justify the commodity price by relating its attractive features such as clear display, full touch screen, bright android features and operating systems and sharp clear images that the phone displays (New York Times magazine). Although people like to own property, they always complain of high prices charged for the products. Therefore, successful advertisement should justify the price of a product by proving information on its extra value. There are no other competitive adverts in this magazine. The advert is for Samsung smart phone users and other possible customers reading this magazine. It informs the reader on the new features in the Samsung G phone and informatively requests one to buy (New York Times magazine). This is a first-class investment in that it targets a wide range of customer since New York Times Magazine is a national magazine. Lastly, the advert informs potential buyers on the user friendliness of G S III. Specifically the advert focuses on durability of the phone and its ability to withstand damages. Moreover, the advert focuses on its compatibility with other computing devises through USB, Wi-Fi, and Bluetooth connections. This is of particular interest since consumers are always on the lookout for extra value. In conclusion, I recommend advertisements for marketing, in that they inform and equally influence the purchasing decisions of customers. However, an advert must be in the right media to reach the target customers. The advert is effective for Samsung Company since it creates the difference between G S III and other related products. Works Cited New York Times magazine. “A Phone Bristling With Extras”. Web, 16 February 2012 Read More