ENTRY2_HUYNGUYEN
Entry 2: Understanding Advertising Message
Item 1: Thai Life Insurance : “Mae Toi”
Components
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Contents
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1
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Source
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Thai Life Insurance
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2
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Target audience
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All people
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3
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Medium (Media)
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Broadcast on TV
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4
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Context
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In 2010
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5
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Objectives
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Suggest a life insurance service.
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6
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Message
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General selling proposition
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To insure your life and your loved ones
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Product attributes
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Customer benefits
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Personal values
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Wisdom, Pleasure, Happiness.
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7
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Message execution
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Description
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-Based on a true story about a woman named Toi, who was dumped by her husband, adopted three piteous and abandoned children. Even though she can only live for less than two more years because of cancer, with noble heart , she still loved her children , wholeheartedly dedicated to care for the three children and taught them valuable lessons in life.
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Execution styles/ or rhetorical devices
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Musical: Song “Kazamidori”
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8
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Evaluation
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Impressive, touching, profound.
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Item 2: Pepsico drink.
Components
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Contents
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1
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Source
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Pepsico
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2
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Target audience
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Everypeople ( especially football fans)
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3
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Medium (Media)
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Broadcast on TV
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4
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Context
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In 2003
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5
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Objectives
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Persuade people to love and buy Pepsi
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6
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Message
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General selling proposition
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If you drink Pepsi, you will have the best relaxation and pleasure.
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Product attributes
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Carbonated
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Customer benefits
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Good taste, thirst-quenching
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Personal values
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Pleasure , wisdom, excitement.
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7
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Message execution
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Description
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The background when Beckham was on the way to the locker room. He met a little boy with a Pepsi can in his hand. Thirsty as Beck was, he asked the boy for a gulp of Pepsi. After that the boy asked Beck for his suit, Beck took it off and gave it to the boy, supposed that he was a big fan. Surprisingly, the boy just used the suit to wipe the Pepsi can’s mouth and then went away. It turned out that he was a Juventus’s fan.
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Execution styles/ or rhetorical devices
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Musical
Humorous
Product Endorsement
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8
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Evaluation
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Funny, interesting, impressive.
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Item 3: “Zero Degree Green Tea”
Components
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Contents
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1
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Source
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Tan Hiep Phat Company, Ltd
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2
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Target audience
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Everypeople
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3
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Medium (Media)
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Leaflets/posters
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4
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Context
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In 2006
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5
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Objectives
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Raise brand awareness and make people to buy “ Zero Degree Green Tea Drink”
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6
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Message
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General selling proposition
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Drinking “ Zero Degree Green Tea “will help you quench your thirst and cool off.
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Product attributes
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Extracted from lemon leaf , rich in vitamin C&E , help slowing down the aging process.
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Customer benefits
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Good taste, thirst-quenching, cool.
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Personal values
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Happy, pleasure.
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7
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Message execution
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Description
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Image:
Zero Degree Green Tea with lemon leaves.
Slogan
Ingredients
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Execution styles/ or rhetorical devices
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Image
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8
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Evaluation
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Impressive, cool
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Hey guy, I have some comment for you :)
ReplyDeleteItem 1: Product attributes: Insurance or sth like that
Customer benefits: safety life in the future
The left items are quite good
Congratulation and goodluck to u, Huy :)
in my view, in your item 2, you should add some points:
ReplyDelete- general selling proposition: aslo help customers feel thirst-quenching
item 3 is ok :)
- about the first ad:
ReplyDeletein my opinion,besides your ideas, the general selling proposition is also to protect the customer from unfortunate things in life.
- about the third item:
Medium: it's a printed advertisement which is expressed by poster of leaflet form.
customer benefits: you will be very relaxed and not feel thirsty anymore.
Thank you all for your comments.
ReplyDeleteIn item 1:I think Product Attributes:
ReplyDeleteEconomical, effective, credible
Customer Benefits: have safe future,
reduce the financial burden of patients, victims when they are sicked, wounded, share responsibilites for community...
In item 2 and 3, i think " good taste" should be in Product attributes, not in " Customer benefits"
DeleteI would like to say a few things. In item 1: cusomer benefit is that customers worthyness is recognized and cared. Besides, the execution style is using slice of life. In item 2, I think, the target customer is not football fans, just everyone especially TV viewers
ReplyDeletei really like the 2nd item, it's funny :))
ReplyDeletehowever, i think you should move good taste to the product attribute
And in item 3 - personal value, i want to add wisdom
Vi