Brand Advertising
The main objective of brand advertising is to develop and increase brand awareness.
It is also used to develop a relationship with the audience and give a particular message to reinforce the brand image.
Journal Article:
Brand advertising as creative publicity
Ehrenberg, Andrew ; Barnard, Neil ; Kennedy, Rachel ; Bloom, Helen
Journal of Advertising Research, July-August, 2002, Vol.42(4), p.7(12) [Peer Reviewed Journal]
Abstract:
The article is based on three key terms that should be used as a framework to create good brand advertisements.
Analysis:
After reading this article, I believe that those three key points are essential in creating good brand advertisements. However other factors are also essential such as the recognition of the consumers' needs and problems as well as the objectives that the clients want to reach. To build an effective advert a strong knowledge of the company, the customers and the media is essential to create 'the perfect' ad that will reach the objectives.
It is also used to develop a relationship with the audience and give a particular message to reinforce the brand image.
Journal Article:
Brand advertising as creative publicity
Ehrenberg, Andrew ; Barnard, Neil ; Kennedy, Rachel ; Bloom, Helen
Journal of Advertising Research, July-August, 2002, Vol.42(4), p.7(12) [Peer Reviewed Journal]
Abstract:
The article is based on three key terms that should be used as a framework to create good brand advertisements.
- Publicity: Inform/Remind people that your brand is available on the market.
- Persuasion: change/reinforce the comportment of customers toward your brand.
- Salience: the presence or richness of memory traces that result in the brand coming to mind in relevant choice situations.
Analysis:
After reading this article, I believe that those three key points are essential in creating good brand advertisements. However other factors are also essential such as the recognition of the consumers' needs and problems as well as the objectives that the clients want to reach. To build an effective advert a strong knowledge of the company, the customers and the media is essential to create 'the perfect' ad that will reach the objectives.
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TAGHeuer
Media Agency :
ZenithOptimedia, Sydney, Australia.
Creative Agency : Sapientnitro
Objective: The objective from TAGHeuer is to communicate the values of the brand such as ambition, success and elegance. By using Leonardo Di Caprio, the brand is aiming to reinforce their luxury and quality image. It is also a way to create awareness as people will notice the famous actor in the ad.
Audience:
The target Market of TAGHeuer is a young professional, ambitious and successful man. It also targets mature men who are looking to appear elegant and wear a watch that shows their success.
Effectiveness:
The ad showing Leonardo Di Caprio holding a watch in his closed fist is really effective. The consumer can easily identify himself with the actor who perfectly embraces the values of the brand, success, ambition, elegance. Also when we look at his face on the ad we can see that he looks determined and he is fixing on a point as if he was going to achieve an objective. Therefore, the slogan 'what you are made of' reinforces the idea of challenges that an ambitious man will face everyday in his life.
Creative Agency : Sapientnitro
Objective: The objective from TAGHeuer is to communicate the values of the brand such as ambition, success and elegance. By using Leonardo Di Caprio, the brand is aiming to reinforce their luxury and quality image. It is also a way to create awareness as people will notice the famous actor in the ad.
Audience:
The target Market of TAGHeuer is a young professional, ambitious and successful man. It also targets mature men who are looking to appear elegant and wear a watch that shows their success.
Effectiveness:
The ad showing Leonardo Di Caprio holding a watch in his closed fist is really effective. The consumer can easily identify himself with the actor who perfectly embraces the values of the brand, success, ambition, elegance. Also when we look at his face on the ad we can see that he looks determined and he is fixing on a point as if he was going to achieve an objective. Therefore, the slogan 'what you are made of' reinforces the idea of challenges that an ambitious man will face everyday in his life.
Dior
Effectiveness:
The ad is very effective, using Robert Pattinson as the new Dior muse was a relevant celebrity endorsement that will create a 'buzz' as the actor is very popular and appreciated. Therefore, the very Rock and Roll direction of Romain Gavras, the controversial French director, gave a new life to 'Dior Homme'. The scene takes place in New York and the usage of the black and white enhance that romantic, sexy, Rock n Roll image. Cinema is highly associated with the luxury industry and Dior succeeded in their new campaign as they are selling a fragrance but also a lifestyle.
Tooheys Extra Dry
Media Agency :
BMF The Inspiration Room, Sydney, Australia.
Objective:
The first purpose of the ad is to create a strong connection between the consumers and the brand in order to increase brand recall and feelings toward the brand.
Audience:
The target audience is definitely young people. The use of a big Elctronic classic such as 'Prodigy - Breathe' and the theme of the nocturnal migration targets consumers who head out to cities with their mates to have a good and memorable time.
As beer is more a male product, Tooheys' main target is the Australian male youth.
Effectiveness:
The personification of the deer heading out to the city with mates going from a place to an other one, having munchies, flirting with females and gathering people around you as you go is very effective because it represents the perfect night in a young consumer's mind. The consumer can easily relate to the ad and feel in harmony with the life references made in the campaign.
Objective:
The first purpose of the ad is to create a strong connection between the consumers and the brand in order to increase brand recall and feelings toward the brand.
Audience:
The target audience is definitely young people. The use of a big Elctronic classic such as 'Prodigy - Breathe' and the theme of the nocturnal migration targets consumers who head out to cities with their mates to have a good and memorable time.
As beer is more a male product, Tooheys' main target is the Australian male youth.
Effectiveness:
The personification of the deer heading out to the city with mates going from a place to an other one, having munchies, flirting with females and gathering people around you as you go is very effective because it represents the perfect night in a young consumer's mind. The consumer can easily relate to the ad and feel in harmony with the life references made in the campaign.
Obey
Produced by Obey
Brief History:
The objective is create awareness through street art creations. In fact Shepard Farey creator / fundator of Obey is a still a young artist when he decides to stick graphic images of the face of the French boxer André Roussimoff a.k.a 'Andre The Giant' all over America. A few years later his stickers will take the form of massives pieces of street art mixing stencil, sitcker and painting on the wall of the biggest cities in the world. Art that are at the same time advert, as he created his own Closing brand called 'Obey', which is one of the top leader company in the street clothing industry. Obey is making arts on wall of big cities all over the world to keep strong this street association with the brand. The original street art campaign named 'Obey Giant' turned into an excellent marketing campaign and made the succes of the brand.
Objective:
Obey aims to remain an alternative brand in their consumers' mind through this kind of 'art advertising'.
Audience:
The main target of Obey is the alternative culture such as hipsters, skaters, surfers, alternative music fans, young city people cultivating a 'Too cool for school Image'.
Effectiveness:
This kind of pieces are in my mind very effective. As an obey fan I think that this type of alternative advertising is brilliant cause he sticks perfectly to the brand image and remains consistent. Therefore I believe that people appreciates the art side of every pieces/ad and it reinforce their feelings towards the brand. However, in terms of diffusion it is very limited as every ad is created by Obey artists.
Brief History:
The objective is create awareness through street art creations. In fact Shepard Farey creator / fundator of Obey is a still a young artist when he decides to stick graphic images of the face of the French boxer André Roussimoff a.k.a 'Andre The Giant' all over America. A few years later his stickers will take the form of massives pieces of street art mixing stencil, sitcker and painting on the wall of the biggest cities in the world. Art that are at the same time advert, as he created his own Closing brand called 'Obey', which is one of the top leader company in the street clothing industry. Obey is making arts on wall of big cities all over the world to keep strong this street association with the brand. The original street art campaign named 'Obey Giant' turned into an excellent marketing campaign and made the succes of the brand.
Objective:
Obey aims to remain an alternative brand in their consumers' mind through this kind of 'art advertising'.
Audience:
The main target of Obey is the alternative culture such as hipsters, skaters, surfers, alternative music fans, young city people cultivating a 'Too cool for school Image'.
Effectiveness:
This kind of pieces are in my mind very effective. As an obey fan I think that this type of alternative advertising is brilliant cause he sticks perfectly to the brand image and remains consistent. Therefore I believe that people appreciates the art side of every pieces/ad and it reinforce their feelings towards the brand. However, in terms of diffusion it is very limited as every ad is created by Obey artists.