2013 Top Five Brands Advertisement Strategies Part 3rd
We have been analyzing advertisement aspect in the marketing strategies of world top 5 brands And this is the 3rd article in that series of “2013
Top Five Brands Advertisement Strategies” today we will be doing assessment
and analysis of Google advertisement strategies, the study is based on number
of Ads of two Google products “Google Chrome” and “Google Glass”.
So let’s begin with the first product (Google Chrome) Ads
but before going for the assessment let’s just get through the whole assessment
methodology that we have been following in this whole series so far.
Assessment Framework
- Aspects
Rational
Vs Emotional Tempting
- Duration
Based
on viewers interest
Considering
product
- Actors
Number
of Individuals (Greater VS Lesser)
- Colors
Type
of colors used
Effects
of used colors on human behavior and psychology
Presence
duration of each color
- Ad Plot
This is the procedure that had been used in the previous
article and will be used in upcoming articles of this series too. We have total
of two Ads for the first product (Google Chrome) and so we are going to assess
and analyze both of them according to
the methodology mentioned above. So let’s begin with the first Ad.
Google Advertisements
Ad Name: Chrome - For Foraging Ahead
Aspects
The Ad has only rational aspect; there is no emotional aspect to the Ad. And even the rational tempting is not quite impressive when
considered in terms of whole product. But considering the whole approach from
promoting a specific feature of the product one can conclude that the approach
is perfect. And It is obvious from its duration (15 seconds) that the Ad is not
about to promote or highlight the whole product but a specific feature and that
too in an interesting way.
The ad introduce a situation where the actor is making a
rational judgment or analysis about something (in this Ad a mushroom and its
edibility etc) and then relate the product (Chrome) feature by suggesting that
the product feature (handy searching feature) can surely assist you in making
clear rational judgments or analysis.
In previous articles I have put forward the research work of
famous neurologist that has concluded after years of research that without
emotions, human beings are unable to make decisions, here it doesn’t mean that
it is wrong. Google must have considered the emotional aspect, being the leading
brand in itself is clear proof that it has that emotional link with its target
market and it is not necessary to strengthen those links rather to work on
rational links to strengthen the whole “Google & Target market” relation.
People makes decision on emotions but imagine people having
the positive emotional link plus rational grounds too, how many would then jump
ship for other brands, this will definitely increase and strengthen customer loyalty
and that’s what makes Google one of the top five brands.
Lastly I would recommend this approach for any intangible
services and products (Softwares etc) especially when you want to promote your
products & services through world wide web.
Duration
Duration: 15 Seconds
Based on Viewers Interest: Perfect
Considering Product: The ad is perfect considering the
product, it provides the viewer a short but thought provoking (handy searching
feature that can assist you in making clear rational judgments or analysis)
video that would probably lead customers to make positive decisions about the
product.
Actors
Total Individual Number: 1
Considering the scenario that the Ad presents, single
individual is sufficient to promote the product and provoke the viewer to
consider the product. The approach compels the viewer to consider himself as
part of the situation (presented in the Ad) thus involving him in a thought
processes (rational tempting), consequently leading him to make judgments that
might end in decisions beneficial to both parties.
Colors
Red
Effects on human behavior: Suggests
Power, passion, excitement, energy and physical courage.
Presence Duration: 11 seconds
Blue
Effects on human behavior: Suggests
Trust, Integrity, logic and communication.
Presence Duration: 7 seconds
Green
Effects on human behavior: Suggests
Money, Universal Love, Environment, Mother Earth and specifically attracts
youth.
Presence Duration: 15 seconds
Brown
Effects on human behavior: Suggests
Warmth, Safety, Reliability and Dependability.
Presence Duration: 10 seconds
Purple
Effects on human behavior: Suggests
Quality, Luxury & Decadence.
Presence Duration: 0 seconds
Black
Effects on human behavior: Suggests
Exclusivity & Glamor.
Presence Duration: 8 seconds
White
Effects on human behavior: Suggests
sophistication, Hygiene, clarity, purity, sterility, efficiency, simplicity,
cleanness.
Presence Duration: 7 seconds
Yellow
Effects on human behavior: Suggest
Happiness, Optimism, friendliness
Presence Duration: 15 seconds
Ad in colors are read 42% more than Ads
with no colors according to a research
(1) plus according to another
research (2)
between 90% to 62% assessment of
product, person(service), environment( product & service) by an individual
is based on color alone. That means colors play significant role in ads,
products & services purchase decisions thus it is imperative to understand
the importance of colors in terms of its effects on human behavior, sales and
viewership.
Ad Plot
- Introduce an interesting situation that involves rational processing, relate your product to the whole situation, suggest how it can help you in that rational processing (In different a way) by suggesting a specific feature of your product. Lastly suggest the whole product accessibility/availability (only if you really have it) through relevant platforms (as smart phones, tabs, laptops, desktops etc in this Ad) or where it is required for usage.
Now let’s move to the second Ad assessment and analysis.
Google Advertisements
Ad Name: Chrome- For Making Food, Man
Aspects
The add is totally similar in its approach like the above
one, and has focused on the same product feature but with a different situation
or from different angle.
Duration
Duration: 15 Seconds
Based on Viewers Interest: Perfect
Considering Product: Completely similar to the above Ad.
Actors
Total Individual Number: 1
Similar approach like in the above Ad.
Colors
Red
Effects on human behavior: Suggests
Power, passion, excitement, energy and physical courage.
Presence Duration: 7 seconds
Blue
Effects on human behavior: Suggests
Trust, Integrity, logic and communication.
Presence Duration: 10 seconds
Green
Effects on human behavior: Suggests
Money, Universal Love, Environment, Mother Earth and specifically attracts
youth.
Presence Duration: 15 seconds
Brown
Effects on human behavior: Suggests
Warmth, Safety, Reliability and Dependability.
Presence Duration: 7 seconds
Purple
Effects on human behavior: Suggests
Quality, Luxury & Decadence.
Presence Duration: 0 seconds
Black
Effects on human behavior: Suggests
Exclusivity & Glamor.
Presence Duration: 7 seconds
White
Effects on human behavior: Suggests
sophistication, Hygiene, clarity, purity, sterility, efficiency, simplicity,
cleanness.
Presence Duration: 14 seconds
Yellow
Effects on human behavior: Suggest
Happiness, Optimism, friendliness
Presence Duration: 14 seconds
Ad Plot
- Exactly the same as above Ad.
That’s all for this post, in the next post we will be assessing last
one from Google products (Google Glass ad), hope this assessment has provided
you the key insights on “how to develop Ads for intangibles especially
softwares to run over world wide web” that captures the viewers attention and
compel him/her to buy your product/service consequently.
Lastly read the key guidelines on Advertising in Visual Media, Product Strategy of Apple, Super Strategy and Super Strategists.
References
1.
White, Jan V., Color for impact,
Strathmore Press, April, 1997.
2.
CCIColor, Institute for color research.
TAGS Ads Making Advertisement Strategies Advertising Brand Value Brands Google Advertisement Strategies Marketing Mass Media Marketing Organization Strategies Visual Media
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