Advertisement Campaign of Dolce and Gabbana - Case Study Example

Advert Analysis: D & G Name Course Institution Course Advert Analysis: D & G The advert that is analyzed in this document belongs to a beauty company, Dolce and Gabbana. This commercial ad features common faces in the Hollywood movies. These personalities are Scarlett Johansson and Matthew McConaughey. The ad is meant specifically for the company’s new fragrant known as ‘The One and The One for Men’. The selection of the two characters in itself communicates a lot. Johansson has had continued relationship with D&G and this is not the first ad the beauty queen has featured. The combination of the two characters is almost mind blowing. The reaction of the consumers of the perfume and the fans of the two celebrities points to exceptional reception of the ad. Many factors can be attributed to this status. First, Johansson has been voted as the sexiest woman alive for two times. This means that her beauty is indeed amazing. On the other hand, Matthew, who is now 44, has had an amazing acting career. In the video, there is an element of attraction between Johansson and Matthew. Matthew is seen to comment Johansson’s dress and that seems to be the ultimate point of connection. In this ad, inasmuch as the element of romance is evident, it cannot be compared to other ads that have been aired by the same company in relation to the perfume products. For instance, the company’s Light Blue fragrance is more romantic as compared to the ‘The One and The One for Men’ perfume. In the Light Blue perfume, the characters are seen kissing passionately. Moreover, the setting also depicts an element of romance. The two spot one another while at the beach. The girl in bikini and the man as well in some sexy pants are seen to attract each on the first sight. There is a message that the company is trying to link the perfume with romance. It seems stronger than that of the earlier perfume. This is mainly because the target customers for the two perfumes are not the same. For the romantic ad, it is easier to target women. It suits more to women as opposed to men. In contrary, ‘The One and The One for Men’ Perfume seems to target more the working class men. There is an element of being in official setting of some kind. The dressing of both Matthew and Johansson both communicates this quite well. The selection of the setting for the ad seems to have hit on the point. The ad was shot in New York City. Target Audience Just like any other commercial product, this ad has a specific target audience that is meant for. To begin with, this perfume that is being promoted is meant for men. From the content of the ad, the advertiser emphasizes some of kind of power that men possess when they use this perfume. This is communicated in the manner in which the man seems to attract the woman. The message is successfully passed across through use of the video. The car that the man is using also tells something about romantic settings. At the end of it, men are targeted by this advert. It aligns well with the perfume which has been designed mainly for men. The advert targets a very wide segment of consumers. This ad has featured on international TV channels and this means that the ad targets customers from all over the world. Similarly, since the advert is easily available on YouTube, it can be accessed easily around the globe. At the same time, D&G is a multinational company and therefore such products have been designed to target consumers even beyond the borders. Brand being offered The brand name that is being is D&G. This company has been offering the market these beauty products for quite some time now. The company’s name has become a household name in relation to supply of beauty products. Inasmuch as the advert is aimed at promoting the specific perfume, there are also overlapping objectives. Through such an advert, the company is able to sell its name. When a company markets its name, it uses different products to appeal to diverse customers. From this perspective, one will understand the fact that the benefits that accrue from advertising the perfume are not limited to how much the product sells. Through the advert, the name and overall products of the company are known and are able to attract consumers. Ad Positioning This is one of the considerations that aretaken seriously by producers of different ads. This ad, which was directed by Scorsese seem to have had a breakthrough. The selection of the characters in itself has been used to create some kind of imaginations if not feelings in the mind of the target audience. Considering the fact that these are superstars, the element of superiority of the product being advertised has been communicated. Celebrities are known to using unique products from what ordinary people use. Since the two characters are celebrities, the ultimate impression is that this is an amazing product. The concept in this ad is two people who once loved one another getting together again. What seems to be bringing these people together is another thing that the producer is trying to communicate. According to me, the producer got it. The fragrant that the man is using in this ad makes him irresistible to the lady. The positioning adopted by this ad is able to create a long lasting impression amongst the target audience. From the ad, it is easier for the customer to associate romance with the perfume. Considering the times in which we are living in, people are looking for romance. Is the advertiser selling? The producer of this ad is using what he feels to be most suitable to communicate the idea. There are several elements that have been used for that purpose. One of them is using celebrities. This is more of getting endorsement from celebrities. Endorsement from celebrities indicates that the product being endorsed is of superior quality. The two characters that have been used are actors in Hollywood. This indicates that a large percentage of the target audience already know the characters. It is the first attraction even to watch this ad again. Another aspect of this ad could be their attire. They are all smart in black attires. This could be symbolic of the long time this couple has been away from each other and the many things they missed. In addition, the conversation is of great interest. The expression of likes that is communicated in the ad is important. Considering the product being advertised is a perfume, I seem to agree with the kind of elements that have been used in this ad. The perfume has a lot to do with social life and overall cohesion amongst people who happen to interact. Literally, it creates a very good environment for people to interact and share. This seems to be guiding the items that are used in the ad. For instance, the car that is used in the ad is more suitable to social functions. The same is true with the dress that the lady is dressed in. it creates an atmosphere of relaxing and some kind of fun. Therefore, from my perspective, the various elements that have been used are appropriate. Consumer Buying Process There are several steps that a consumer takes before finally deciding on what to buy. When advertisers are planning on shooting their ads, the consumer decision making process is very critical. By use of the process given, the advertiser will understand what ought to be included in the ad. The aim is understand how best the advertiser can get the attention of the target audience. It is only when the advertiser has the attention of the consumer that the required message can be passed across. This is the most important step in the designing of adverts. This is because the consumer decision making determines the nature of positioning that will be adopted. Essentially, a well-designed ad will get the attention of the consumer appropriately. Therefore, in this analysis of the D&G ad, it is important first to understand the consumer buying process. In the consumer buying process, the first step is need identification. This is where the consumer comes to the knowledge that he/she is in need of a certain thing. Need identification may be as a result of experiencing a problem. A problem may stir up a realization that someone is in need of a certain thing. After need identification, the consumer goes ahead to search for the product that will satisfy the ultimate need. At this stage, the consumers are quite open-minded and they will give in to any product they are convinced it can serve the purpose. In this bid, they will visit shopping malls or any other places where such products can be found. The third stage of the consumer buying process is evaluation. Evaluation takes place because the consumer has several options at their disposal and is tasked with choosing one of them that has the highest utility. When the issue of utility is discussed, the focus is upon the ability of the product to satisfy the need thereof as well as the price of the product. The consumer will take time during this stage to assess the best product to satisfy his/her need. The next stage is purchase. This after the consumer is convinced that the product has the ability to satisfy the impending need. Lastly, there is post-purchase evaluation. After the product has been consumed, the customer will evaluate if they made the appropriate decision. After that, it will determine whether they will purchase the same product or not. Having understood the consumer buying process, it is appropriate now to assess the stage at which this ad is targeted. From what can be noted about this ad, the stage of the consumer buying process that is targeted is the searching stage. This as earlier noted, is where the consumer is seeking information about the product that can satisfy their needs optimally. At this stage, it is easier to manipulate the mind of the consumer. This is because at this level they have not had so much experience with different products and therefore it is easier to be swayed on either direction. In addition, the manner in which the ads are aired denotes the fact that the product is meant to solve an impending need. For instance, in this ad, the advertiser is offering a new perfume. Therefore, any individual that is searching for a perfume will stop at this ad to see if the product can satisfy the need. This is what will determine whether consumer will buy the product or not. Marketing Mix Product: this ad has been designed in a manner that makes it easier for the target audience to understand the message being communicated. The execution of the entire ad shows some sense of connection between the product being advertised and the various tools being used. In relation to communicating the brand of the company, I believe this advert has not been very effective. There isn’t much that has been done in this advert to specifically communicate the brand of the company. Price: the pricing information about this product has not been given. As a matter of fact, there is no even allusion to the price of the product in the ad. This can be caused by several reasons. One of the reasons prices of the product in the ad has been concealed could be the nature of the product. Some marketers prefer to keep some secrecy with the price of the product because the product is considered of high quality and is targeted to high class people. Keeping secrete about the pricing will make many gazing at the possible price of the commodity. Through this, the company could attract high class people. In addition to that, considering that the main characters are celebrities, avoiding revealing the price may be the best option. Place: the distribution channels are critical in any marketing process because it facilitates the transportation of products to a place where the product can be easily accessed by target customers. The nature of the products being advertised and the overall products in this industry ought to be sold through retail outlets. This explains the need to have established distribution channels. Since this is a multinational company, there is need to have different outlets all over the world. This is to ensure that the target customers around the world are able to access such products easily. Nevertheless, there is information that has been provided as it relates to the distribution of this product to the consumers. At least, not in this advert. Probably, the company felt that there are better channels to be used to communicate the distribution of the products. Therefore, the company has a reason why some activities are meant to be kept as secretes. This is mainly to withhold information from competitors. This makes it difficult for competitors to come up with retaliatory strategies in their marketing plan. Promotion: the advert that is being used in this case study is mainly for promotion. From the information that is in the ad, I believe the main promotional objectives are to inform the market, to increase the demand and differentiate the product. The advert is aimed at ensuring the market understands the presence of the product. In the process, the market is prepared to receive the product. At the same time, the advert also increases the demand of the company’s products. This is because the advert is in position to appeal to a wide range of customers. From my perspective, I do not believe that differentiation objective has been achieved. It is very difficult to identify the product that has been differentiated. In relation to the media being chosen for this ad, there are a number of reasons for selecting. For instance, one of the reasons behind the use of TV is the nature of target audience. Literally, the target audience determines the kind of media to be used. In this case, the company is targeting a wide coverage and this can be achieved through such ad. At the same time, the selection shows that the promotion budget for this company is very big. For this reason, the appropriate media must be chosen to affect the ad. 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