Effectively Formulated and Presented Information - Essay Example

Advertisements Introduction An advertisement refers to an effectively formulated and presented information that seeks to increase customer awareness of either a product or a service. Also known as promotion, advertisements serve fundamental roles in increasing a product’s market share thus productivity. In developing an advert, marketers must carry out an effective product and market analysis in order to determine the particular features of either the product or the service to portray conspicuously in the advert (Richard, 2003). An effective advert has a target audience, this refers to a section of the market that the marketers targets with the hopes of increasing the sales of the product. In order to achieve this, marketers employ a tool known as the promotional mix, which provides the features of either the product or service to include in the advert. In one way or another, an advert must convey particular meanings associated with either the product or service as the below analysis of historical adverts portrays. According to the promotional mix, advertisements perform five major functions that include selling, direct marketing, publicity, sales promotion and advertising. The five help marketers budget their operations besides the process of creating effective adverts. Each of the above functions influences the placement of different elements in adverts depending on the media that the marketers seek to use in conveying the advert (Ewen, 1976). Among the elements that advertisers use in developing their adverts are audio, video, graphics, texts and images among many others (Kotler, 1997). Through the effective consideration of both the target audience and the unique features of the products, marketers develop appropriate adverts and communicate them in particular media that increase their success rates thus increasing he profitability of either the product or service. Besides the five elements of the promotional mix, advertisements have three specific objectives, which include the presentation of information to both customers and others, increasing demand and differentiating a product. Presentation of information is vital in increasing the product or service profitability since this helps raise the public knowledge on the product. Products and service seek to fill a gap in the society (Clow & Baack, 2007). By informing the public, advertisers raise the society’s awareness on the on the gap and the fact that the product or service fills the gap. Such information targets everyone in the society indiscriminately; however, it has more essence on the target consumers of either the product or service since such constitute the potential market for the product. Coca cola is among the leading advertisers globally, the company that enjoys international presence utilizes billions of dollars in creative advertisements. Even though the company has existed for more than fifty years, the company still carries out effective advertisements with the aim of informing their target market on the trending features in both the company and the industry. The advert alongside performs numerous functions including brand promotion, information and publicity among many others. The characters in the advert for example have appropriate dressing that helps convey the celebrator seasons. Drinking is a major part of such celebrations as charismas and the company seeks to inform the public that their products are essential at such times since they help refresh the users. In developing the advert, the developers incorporate the use of the company’s corporate colors. Such a strategic feature purposely increases the publicity of the product thereby drawing the attention of public regardless of the product loyalty. Coca cola has myriad competitors, the conspicuous inclusion of the company’s corporate colors thus help distinguish the product from the numerous brands that may promise similar satisfaction. Every feature of the above advert is strategic thus performing specific functions. The black background contracts with the red poster thereby making the advert more conspicuous. The texts on the poster convey the name and particular features of the product thereby enhancing the message the advert communicates. The poster runs a large print of the unique Coca Cola name that also sums up as the company’s logo. This seeks to differentiate the product from its competitors. The name and the logo stand out thereby attracting a potential market. Besides the brand name in the poster is the brand positioning statement, the concise statements servers a particular ole conveying specific features of the product. Delicious and refreshing are unique features of the product that the advertiser strives to communicate to the target audience. The two are fundamental since they underscore the importance of the product thereby increasing the customer’s awareness of the product. Additionally, the information portrayed in the advert is relevant to both the product’s customers and others. As discussed earlier, an advert’s primary roles are to differentiate a product, increase the product demand and to present the information about the product to both its customers and to other people in the society. The above coca cola adverts perform the three functions while retaining a limit of consciousness. Coca cola customers who have used the product in the past understand both its taste and quality. Despite such understanding, the advertiser proceeds to claim that the product is both delicious and refreshing. The speculative message targets other members of the society who may not have used the product in the past. The message is purposely sensational with the view of attracting more buyers (Fournier, 1998). Coca cola is one of the leading global advertisers. The company invests billions of dollars annually with the view of increasing the customer awareness of the product through different media. Such endeavors have succeeded in turning the product into a household name thus a market leader (Bogomolova, 2011). Despite the large advertisement budgets, the company has creative advertisers who develop strategic adverts that serve particular purposes. The above advert is one such example of a creative advert. Every element of the above advert is deliberate with the advertiser including them purposely to perfume particular functions. The man in the advert helps portray the timing of the advert. The man adds a celebratory ambiance to the advert thereby portraying the advertisers target market. The advert that debuts around Christmas seeks to increase the product’s market share during the celebratory season. Additionally, the brand positioning statement complements the timing as the man communicates. Christian adherents value Christmas celebrations and therefore use such seasons to relax and celebrate with family. Unlike other secular celebrations, coca cola strives to capitalize on the religious connotations of the season thereby increasing the sales of the nonalcoholic drink globally. Delicious qualifies the product to serve the entire family, refreshing on the other hand positions the brand as a compulsory product in all celebrations including the Christmas. The advertiser includes yet another conspicuous statement in which he analyses the pose of the man in the advert (Bonnie & Terry, 2009). The statement claims the pose refreshes. The statement is a promotional technique that the advertisers include deliberately with the view of enticing more customers. While societies experience changes, effective advertisers often strive to influence the changes by developing appropriate adverts that will help influence the society to behave in particular manners. The man’s sitting position is common albeit most societies lack either a name or a cultural practice to associate the posture. Coca cola therefore seeks to capitalize of this through the advert thus claiming that the posture helps refresh. The man holds a coca cola drink a feature that accentuates the posture. By heightening a hype on the posture, the company hopes to increase the sales of the product. Each advert is a strategic undertaking just like any other that the company invests in with the view of making profits (Abrams & Eugene, 2003). The different features of the advert thus portray the aims of the advertiser thus hinting on the strategy that the company will use to increase its profitability. The celebratory seasons are likely to expand the market for soft drinks. At such times family stay at home enjoying their time while relaxing. As a soft drink, coca cola is appropriate for all times especially during the celebratory seasons. The man in the advert portrays the target market by hinting to the timing of the advert. With such an increased market, the company will make higher sales thereby improving the sales of the products. The advertiser readily identifies the product with the celebrator atmosphere a feature that hints the audience the advert targets. The advert positions the product as a compulsory accessory during the celebratory seasons when people relax and enjoy the celebrations. Another equally important feature of an advert that every advertiser considers before developing an advert is the media. Each media has its strengths and weaknesses thereby requiring the portrayal and use of particular elements in order to safeguard the success of the campaign. The above advert is appropriate for use in different media including posters, billboards, newspapers and magazines among other similar media. The type of media influences the elements to employ in the development avert. The above advert is a poster. The advertiser therefore uses particular elements that seek to increase the success of the advert. Among the elements are graphics, images and texts. In manipulating these particular elements, the advertiser uses such features as coloring and fonts to influence the nature of the advert thereby tweaking particular elements with the view of achieving the three primary objectives (Gentle, 2012). The consumption of the contents of such media compels the advertisers to utilize specific graphic design elements in designing and developing the advert. Color is among the most fundamental of such graphic design elements that the advertiser uses in the creation of the above advert (Benkler, 2006). Different colors blend effectively thereby complementing both each other and the intended message. In the above advert, the advertisers balance red, white, black and green. The four colors blend seamlessly thereby complementing each other. Through the effective blend of the four colors, the advertiser avoids instances of run-ons most of which would jeopardize the advert. The black colors forms a conducive background for the placement of the man dressed in a red and white rob. Both colors blend thereby complementing the company’s corporate colors, which the advertisers use in developing the poster. Other manufacturers of similar brands use red among other closely related colors in positioning their products. This implies that the advertisers must employ their colors creatively with the view of differentiating the product from such; the advertiser in the above advert succeeds in doing this by placing the unique coca cola emblem and name within the poster. This influences the audience who thus internalizes the content of the advert with a degree of bias owing to the specific features that the advertiser gives prominence. Additionally, the advertisers use particular fonts that help make the advert more conspicuous. As explained earlier, the uniqueness of the advert helps differentiate the product thereby limiting both confusion and competition. The advert for example instructs the target audience to drink coca cola. The calligraphic writing of coca cola is among the oldest features of both the product and the company (Tabbush, 2011). The company has preserved the calligraphic writing for the longest time possible with the view of making the product unique. The use of the calligraphic writing on the advert helps position the product through the advert. Alongside is one of the most successful adverts by the same company. Just as discussed earlier, the company is among the leading global adverts. The company has therefore developed numerous unique adverts including the one alongside. The advert has numerous connotations and therefore targets a wide audience. Among the fundamental messages in the advert is the growth of the company. Coca cola is among the oldest company began in the early 1900s in the United States. Operating as a public company in the United States, the advert therefore portrays the growth of the company to both the company’s aspiring shareholders and the consumers of the products besides the rest of the public. The advert refers to the company growth through time thereby depicting its effective operation as a fundamental cause for the growth. The fact that a company grows through time implies that it enjoys a large market (Albert, 2006). The advertisers therefore seek to use this to widen the market further by convincing other people in the market. The second advert therefore seeks to increase the product’s market share by target newer markets. The advert uses the fact that the company has grown in the past to foster its growth further into new territories. Just as with any other coca cola advert, the advertisers portray creativity and realistic marketing as they use unique graphical features in capturing pertinent features of the product in the advert. The calligraphic writing of the company’s logo and emblem help position the advert as unique ad=nd different from other similar products. In a summary, the success of an advert relies in the packaging techniques. The advertisers must exhibit their creativity and ability to convey particular messages in their adverts. Coca cola advertisers have portrayed their creativity thereby succeeding in winning the company the large market it currently enjoys. Through sustained media adverts, coca cola have increased; its market share thereby portraying that effective advertisement can meet the three primary objectives. References Abrams, R. & Eugene K. (2003). The Successful Business Plan: Secrets & Strategies. 4th ed. Palo Alto, Calif: The Planning shop. Albert, N .(2006). Creating a winning E-Business. New York: Cengage Benkler, Y. (2006). The Wealth of Networks. New Haven: Yale University Press. Bogomolova, S. (2011). Service quality perceptions of solely loyal customers. 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