Beer Advertisement in Australia - Assignment Example

Introduction Marketing communication is concern about how messages and information is delivered in the business world to enhance effective marketing of the products and services. This mostly involves creating public awareness of existence of a commodity of concern hence convince them to prefer it amongst the list of the available and related. There are many forms of marketing communication considered in the current market society due to the changes in technology and advancement in the lifestyles of people. Advertising, sales promotion, public relations, graphic design and online marketing among the others are some of the forms of marketing communication. Advertisement is the commonly used form of marketing communication in Australia due to its effectiveness in delivery of the intended message. The advertisement messages are delivered to their targeted audiences through many and different devices of transmission. The study below considers an online video advertisement which was used to advertise beer. Beer advertisement in Australia The following is a web link of a You Tube advertisement commonly published in Australia to improve the marketing of Denmark beer. Australia can be listed among the leading in advertisement not because of its high population or economic development but because of the competition in the business world thus the producers of various products and services are struggling hard to ensure that they win the attention of as many consumers as possible. http://www.youtube.com/watch?v=L11fQ6-QTIc&NR=1&feature=fvwp Many related commodities are being manufactured and released to the market for the consumers to access them. These commodities for example the beer brands all serve the same purposes. To ensure that the objectives of the sales set are achieved, the producers should create awareness of all the information concerning the product especially that which makes it appear more unique to the others thus the targeted consumers may consider them to the others. The advertisement shown in the You Tube above is promoting Denmark beer in Australia. The targeted audiences of this advertisement are the young people especially those that are not married and looking for beautiful women and men to marry. The composer of the advert consider the non verbal mode of communication, because the drunkards are not expected to communicate well or sometimes sense and non verbal is assumed to be the most factual with less exaggerations thus the audiences are expected to believe all what they see. It is full of humour especially how the man sees the changing images of the woman he is attracted to. As he becomes more drunk the image of the woman that he saw at the beginning changes and becomes more beautiful and attractive. The advertisement is also targeted to reach the audiences undergoing some mental stress because the beer is able to change ones perception of things and the image that one has in life. This advertisement although was banned due to the messages of immorality that it delivered included all the qualities which can be assumed to be of a good and effective advertisement. The advertisement communicated its intended message effectively to the targeted audiences. Its mode of communication was non-verbal therefore the audiences only needed to watch the video part. Although one of the main subjects was a drunkard, his movements were simple for anyone interested to follow and understand. The flow of the scenes are also very systematic beginning with when the gentleman gets into the drinking place, the image of the lady that he first have in his mind. He looks at her hair and has a image of shaggy hair but as he continues to take the beer, the image changes to better and towards the end the lady appears to be very beautiful and attractive. After he is through with the drink, he starts regaining his conscious and he starts seeing the real appearance of the woman. He then orders another drink to continue having more time in his imaginary world. The transaction between the scenes or the changes in the appearance of the women shows how the man becomes drunk. Having the young man and woman distinguishes the audiences that are being targeted because any young man would be eager to discover what the advert is all about when he sees a man of his age or the changing images of the woman. From the theory of persuasion, the persuasion technique that is being employed in this advertisement is humour. The aim of applying this is to make the audiences laugh hence hold their attention. Although the direct message being delivered is very little, the audiences will understand because they will take time to glimpse any content of the commercial and discuss with their friends in case they miss any bit. The viewers will be able to remember the commercial because of the humorous parts hence they have positive feelings towards it. It also bears some emotional appeal because it makes the audiences feel some sense of happiness or excitement hence they are likely to transfer the feelings they have towards the commercial to the product. For example, most of the young men may want to experiment the product to have the feeling that is portrayed in the advertisement. The advertisement also considers the technique of plain folks because the images that are used are those of the human beings and young people just like the target audience. The techniques used in the advertisement effectively persuade the targeted audiences because they all fit their personalities. Any young person and human being will always be attracted to the things that are humorous or in a position to create an exciting environment especially when one lives in this era full of most challenging things. This advertisement can attract the audiences when watching in the evenings after having a busy day. The emotional appeal techniques persuade the audiences to transfer the feelings of excitement that they have towards the advertisement to the product thus they are developing the need and desire to consume the product and be associated with the happiness. The technique of the plain folks highly persuade the audiences to be in the same position as the subject of the advert thus they go on buying and consuming more bottles of beer. Video advertisement are better in terms of audience persuasion than textual, they are good impressers of the targeted audiences. In Australia the video advertisers whether in comparison with the audio parts or not are very common and used to advertise more competitive products like beer due to their audience holding power. Some of the advertisements which were done on the print media or audio mediums like radios have been restructured to include the video parts due to the power of vision. It may be difficult to remember the exact words which were used to describe a certain product but easier to have its image in mind. The videos on the changing appearances of the woman in the advertisement may attract the attention of most of the viewers thus they are eager to know the reason behind it. The message of this advertisement is put forward without any fuss and the audiences decode it without any problem. It is blended with other useful contents that are useful in the process of encoding, delivery and decoding the message, for example, the two subjects were involved to as devices of the delivery of the message and hold the attention of the audiences. Good advertisement is considered as the lifeblood of all businesses especially in the highly competing marketing world in Australia. Without it, the business is likely to be overtaken by the others and eventually collapse due to the losses incurred. The nation covers a large geographical area hence it is necessary to keep all the members aware of the availability of certain products in the market and convince them to prefer them to the others. The producers are also very many as people struggle to meet the needs of the public as well as earn their daily living. The producer of this advertisement is well organized especially in the flow of the ideas. He selects good subjects based on the target audience so as to attract their attention. This advert attracts all the young people both male and female because the subjects used represent both genders and object of concern is beer which is the favourite of most of the young people. There is need for any organization to be recognized by its products or services that they are willing to offer to the targeted groups. The process is advantageous to all the parties involved in the marketing process. The buyers are able to acquire information concerning the products and services they are interested in and the sellers have an opportunity to learn identify and understand their buyers hence come up with the ways of satisfying their needs. The advertising agencies in Australia are very keen to ensure that the products and services of all the businesses are recognized and marketed correctly. These are mostly full service based on the agreement with the producers on the mode of payment: whether fee based or commission based. The fee is paid for the process of marketing that is carried out while commission is paid to the media. The above advertisement could only be used the electronic media which could display its video. Recommendation The composers of the adverts should always try to be imaginative but not misleading. Most of the audiences might end up relating the drink with sexuality and immorality thus once they drink they go seeing all beautiful ladies. They may also go on over drinking with the assumption that drinking more bottles increases the beauty that one sees in girls. They should also learn to command attention but not forcing it offensively. This attention is held by the structure and content of the advert thus the audiences develops the will to continue viewing it and understanding all the details of the content. This is important because the objective of the achieving the intended message is achieved. The audiences take time to analyse the advert hence access the information which was intended to benefit them. The advertisement should always be simple and direct to the point such that by just viewing the scenes, the audience can have an idea of what is being communicated. It is also necessary to consider telling the whole truth concerning the product or service to avoid misleading the audiences. This can completely spoil the reputation of the company and its relationship with the public in case the buyers discover that all the information delivered by the commercial was false. It is also important to consider and combine different forms of communication due the differences in the understanding of the individuals. For example, instead of considering only the non-verbal mode of communication as in this advertisement, the agencies should considers others like written or verbal because some people may not have the ability to decode information in the non verbal communication hence they end up being entertained by the commercial and not informed. Some of the people may not be in a position some of the electronic devices appropriate for the above advertisement. They may only have radios which only deliver the audio part of communication thus they may never access the information delivered. Conclusion Marketing communication is most necessary in the determination of sales made on the commodities. This is because the buyers consume the market products and services depending on the information they have concerning them. Advertisement is the most considered method of business communication for creation of public awareness as well as persuading the target audiences to consider some products and services over the others. The above commercial is of a certain brand of beer called Denmark and is aimed to convince the young people to consider it to other brands due to its effects in the social life. The advertisement agency tries to encode the information well to reach the target audiences by holding on to the humorous aspects although he overlooks other aspects such as simplicity and being precise to the point. Reference Chitty, W., Barker, N., & Shimp, T. (2008). Integrated Marketing Communications. Australia: Cengage Learning. Blyth, J. (2000). Marketing communications, England: Prentice Hall, Harlow. Fitzgerald, M & Arnott, D. ( 2000). Marketing communications classics. Australia: Thompson Learning Business Press. Parente, D. ( 2000). 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