Promoting Product Red Company - Essay Example

For companies that produce products, one of their main objectives for successful performance for that which they have created, would be the method(s)chosen for advertising. Such thought being placed into the style, content and overall representation placed into the ad campaign, resulting in it reaching the desired outcome, which would be the greatest level of product sold. With the countless advertising campaigns that have taken shape over the years, one such example, would be the Product Red campaign. Overall, the Product Red campaign, would center upon the awareness of a greater awareness and attention that needed to be paid, as it came to the crisis of AIDS that impacted many individuals globally, in this case Africa specifically. A campaign that, with the creative forces of music giant Bono, along with the likes of Hollywood stars from music and film, the ads for this effort, would be seen through the use of print, commercial, as well as public appearances. In this case, there would have been a great deal of effort that would have been placed into making the Product Red campaign, a successful production. For instance, while not being constructed in such a manner that most would see it as a conventional ad, the appearance of such an individual like Oprah Winfrey being seen with Bono in the quest of purchasing products depicting the distinct logo of the cause, would lead many to consider that as being a public display, using the necessary aspects, of encouraging the cause and bringing high recognizable people to the cause. Using highly famous people, such as Oprah, to show that the drive behind promoting Product Red, would have been universal and widespread. In an era of the human condition, that would see it increasingly aware of information through various stimulating factors, where the greatest known celebrities draw the biggest crowds, the talent utilized for making the case known for the product red cause, would have been considerable. As it came to clothing giant Gap, their partnership with the effort, would be out there in the open for everyone to see. Colorful banners draped in store front windows, with the images of Jennifer Garner among others, that would showcase them wearing appropriately labeled attire, promoting the cause and at the same time, being manufactured by Gap. While not just seen in malls, the product red advertisements would go on to be seen through, among other things, billboards and magazine spreads. While each would have been placed to reach a wider audience in its given market demographic: the commuter, the fashion-forward, as well as the everyday magazine reader. Those behind the information structure of the Product Red team, would seek to do what they wished to do, in as many ways that they were able to. By assessing the issues as to whether or not the campaign could be considered effective, that in itself, would remain a sort of double edged sword in a sense. While on the one hand, there were real issues to be addressed and the desire would have been present for many to educate as much of the public as possible, at the end of the day, there still would remain the question of garnering a financial outcome from everyones effort put forward. Such economic returns, that would achieve the kind of outcome, that everyone clearly wanted. The campaign waged on the part of the Product Red promoters, would have clearly been compelling. Maintaining the notion of educating the public at large, through images used, about an issue that many, when looked at more closely, would agree that more attention should be paid to. Creating the haunting images of those inflicted with the insidious disease but who, with the lack of economic means and healthcare available, are forced to live with the horrific effects that come with having AIDS. Giving a sense of what one aspect of the population had and what another clearly lacked but strongly desired for themselves. The ability to live within a time, in which AIDS would be something that could be potentially cured. Consumer response would not rise to the level of what would have been expected from such output, according to Mya Frazier in the article titled Costly Red Campaign Reaps Meager $18 Million: Bono & Co. Spend up to $100 Million on Marketing, Incur Watchdogs Wrath. In this case, “The disproportionate ratio between the marketing outlay and the money raised is drawing concern among nonprofit watchdogs, cause-marketing experts and even executives in the ad business. t threatens to spur a backlash, not just against the Red campaign-- which ambitiously set out to change the cause-- marketing model by allowing partners to profit from charity-- but also for the brands involved,” (Frazier, p. 2). With the high level of monetary investment made by those behind the campaign, the resulting return would serve to ultimately be a bitter taste in everyones mouth, not the sweet success of victory, which most would have been hoping for. For any ad campaign to be successful, the primary focus, would continue to be the distribution of the information through as many channels as possible. The promotion of the information material through as many forms that would have been available to those most interested. For this particular campaign, that would for instance, come in the form of discussion that would have occurred beforehand that would have been intended to create a heightened awareness and expectation of the campaign itself, once it would have been launched. With this cause, “By any measure, the buzz has been extraordinary and the collective marketing outlay by Gap, Apple and Motorola has been enormous, with some estimates as high as 100 million. Gap alone spent $7.8 million of its $58 million outlay on Red during last years fourth quarter, according to Nielsen Media Researchs Nielsen Adviews,” (Frazier, p. 2). A significant amount of money spent, that in the end, would reap only a portion of it back in the form of profits earned. The demographic sought through the ad campaign, would have been diverse. The quest to reach as many people as possible and to unite them through information. To draw upon the unique indicators of human behavior and as such, bring the general populous together for the cause of AIDS awareness and the drive to do something about the epidemic. The mood through the ads, would be one of seriousness and certainty. Arguing the seriousness of the disease and maintaining the certainty that, with public awareness, a resolution may be within the realm of possibility. The copy used within the ad campaign, would lie strictly within the text seen on the garments worn by those who purchased them. Simple phrases that would, in theory, say the most about the reasoning behind the drive. The lighting for the ad campaign found in Gap, would provide the clear and crisp image of somber individuals, promoting awareness of a serious and somber issue. The general talent utilized throughout the campaign would remain consistent, with the intent being that, highly recognizable faces present throughout the construction of the media campaign, would allow the public to gravitate easier towards learning more about the cause behind the images seen, as they walk into their local mall and into the store itself. That would be the unifying tool behind the ad representations presented. Promoting the urgent situation behind the rising number of AIDS cases and calling for a united effort to help eliminate the disease, or at least provide some relief in whatever form that may be. From a visual representation standpoint, the following would be an example of the ad campaign for Product Red, as seen in a storefront window of a local Gap store. (“Gaps”, p.1). References Frazier, Mya. “Costly Red Campaign Reaps Meager $18 Million: Bono & Co. Spend up to $100 Million on Marketing, Incuring Watchdogs Wrath”. Advertising Age. Section: AdAge Industry Events. Published: March 5, 2007. Retrieved January 10, 2010 from http://adage.com/article?article_id=115287 “Gaps (PRODUCT) RED Artist Edition t-shirts 2009”. Published: no date given. Retrieved January 11, 2010 from http://www.flickr.com/photos/ari/3785952831/ Read More