Marketing on Advertisements - Research Paper Example

? Marketing Research on Advertisements Marketing Research on Advertisements Marketers are always sin constant attempts of understanding the behavior of the consumers day in day out which therefore presents a challenge to almost all marketers as to how to be influential in terms of shaping the consumption behaviors of the consumers so as to favor the products that they are selling in the market. Consumption behavior can be described as the processes through which different people tend to be involved in the processes of using, purchasing and disposal of their products so as to satisfy their wants and needs as well as desires. The first advertisement selected is the VO5 Styling Gel. The advertisement is audacious as well as catchy to the consumer due to the ‘take a look at me’ colors that are used as well as the bold texts located in the fourth chapter (Belch, 2009, p 119). The advertisement is aimed at the girl and women consumers with bold words that say that, ‘Now you have the power’. The main purpose of the advertisement is in the promotion of the gel whose main purpose is in the styling of the lady’s hair which tends to come in different forms as well as is primarily focused on the red color. One of the main purposes of the ‘Now you have the power’ tag is to let or rather assure the consumer that despite the fact that they may not have the ability to change some other countenances of their lives, they can be assured that this gel will be able to change the object aspects of their lives. The latter tends to give the consumer a sense of assurance as well as a trust with the brand that this is a product that is worth trying out as well as relying on it. One of the channels that I would make use of includes billboards, television advertisements and internet- social media. The reason for the use of the television advertisement is that the product is mainly aimed at a target audience that is not yet decided on the gel that they want to use or want to change the one they use and the largest undecided lot is the younger generation due to the fact that these are times that they tend to try out the things that suit them most in terms of the aspects of beautification. The use of the television advertisements is based on the sense that the younger generations are the ones that are mostly glued to the television sets therefore it will attract them more to use the product. The use of billboards is aimed at research results that show the highest numbers of the target audience residents as well as routes of transportations so as to ensure that they get to see that the product exists. The use of social media is based on the earlier said principle that most of the target audience is young. As research shows, most of the younger people tend to spend a lot of their time on the social media which is why it will be most suitable basing this on the sense that if you advertise a product whereby most of the target market is located, you will most likely win their minds. The backlash that would arise would be in the television advertisement basing this on the sense of the chosen time for the run of the advertisement, the target audience’s attention is captured by another show on another station or an issue that might affect the running if the advertisement such as national breaking news. The second advertisement that I selected is one found in the fourth chapter is one that was meant for the purpose of the promotion of Michelin tires. This advertisement is aimed at an audience target that is more likely to purchase the product which in this case is most likely; families, males or any other person who owns a car (Belch, 2009, p 124). One of the things that tends to make the advertisement eye catching is the fact that they used the Michelin mascot in their advertisements. The Michelin mascot is a pumped up cartoon version of a stout tire like a man who is saving a bunch of woolly adorable creatures. The advertisement shows a car that is driving along the woods on a night that can be described as dark and stormy and is about to hit the little woolly creatures before the Michelin mascot comes to their rescue. The main aspect of the tires that can be deducted from the advert is that it portrays how safe the tires are as well as how vital it is to have them in your possession in terms of having them in your car. The advertisement tends to generate a sense of warmth in the customer on the basis that they know that the little animals will not get hit by the car due to the safety that is provided by the Michelin tires. The Michelin mascot tends to stand for the strength that the masculine tires have which tends to generate a feeling of ‘must have’ especially for the manly consumers. The advertisement as earlier said is also directed to the family through the use of cartoon characters which captures the attention of the parents as well as the kids. The latter is also a supporter of the interpretation that kids will tend to feel safe in a car that is being driven on Michelin tires. One of the key aspects of the Michelin advertisements is to lure the consumer to make their product a must have product which aids in terms of sales in the long run basing this on the sense that once a consumer buys a product, chances increase that they will buy that product again in the future. The advertisement for the Michelin advertisement would be on the television sets and the roadside billboards. The two ways of adverting are effective on the basis that the target audience watch the television and that due to the fact that they will eventually need tires, they will have to drive along the road whereby they will see the advertisement. The backlash that would arise would only be in the air of the advertisement on the television on the basis that the target audience’s attention has been captured by other things such as the internet and breaking news as well as programs on other television which will divert the attention of the consumers from the advertisement. Reference Belch, G. E., & Belch, M. A. (2009). Advertising and promotion: An integrated marketing communications perspective. Boston: McGraw-Hill Irwin. Read More