On the last blog post, the question was what is the purpose of ads? In this blog post, we’ll explore different purposes and appeals of ads, TV ads in particular. Different brands have different motives behind their TV commercials, increase in sales being a common factor, but engagement and brand experience also form part of the list.
Inform and Reinforce
TV ads can either be to inform or to reinforce a message. Established brands will usually advertise to reinforce their brand message and also to engage with their community, their ads are usually engaging and focus on telling a story to emphasize the brand experience. For example, most Coca -Cola ads focus on a fun, family orientated and unity theme. However, Coca cola can also advertise to inform about a new product within their portfolio.
Sometimes, brands (established and new) will use the same advertising concept, mainly because their selling points are the same. For example, when MAQ introduced itself to the market, they used the same concept used by all other washing powder brands. The purpose of washing powders is to leave our clothes spotless, but do almost all their ads have to stick to the traditional displaying kids staining their clothes? This ad style is rational but it is predictable and does not highlight the point of difference but rather emphasize the point of parity.
If you were to create a concept for a washing powder ad, which appeal would you go for?
TV commercial Trends
The challenge with overly overt images is that they may end up subtracting from the overall message the advertiser wants to convey. Too often we remember the advert more than the product. The Telkom talking baby ad is a great example of a brand that set the bandwagon effect of the toddler/emotional appeal trend. Almost every product category follows a certain trend and certain appeal. Another example would be almost all fragrance product ads using sex appeal and romance to convey the message that using that specific fragrance will capture the opposite sex’s attention.
Are brands skeptical about differentiating themselves from trends? Is it safer to follow the same concept/trend because it worked for a brand leader?
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