2013 Top Five Brands Advertisement Strategies Part 5th
Remember that what I am doing is providing the basic
framework according to which an ad can be assessed; this is by no means the
only or final frame work to carry out ads assessment. Guys who would like to
get more insights into the strategies can add other different gauges to the
framework like “type of industry” “type of product” “type of medium that will
carry the specific ad” so on and so forth.
I didn’t add that many things on reasonable grounds, first
it is hard to do even what I am doing right now. Second it would require far
more study and understanding to give much more enriched assessment that demands
lots of time and effort. Third I believe that you can also learn from doing it
practically, remember that this blog is not about traditional marketing stuff,
so you can always experiment with the things I provide over here and make your
own set of values, theories, practices to do marketing the effective and
efficient way.
Enough of talking ;p, let’ s begin take a brief review of
what will be doing during the whole assessment and analysis process, let’s take
a look at the framework. :)
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
IBM Advertisements
Ad Name: “IBM Mobile Business- More Than Devices, It's The Data Between Them”
Aspects
Well the ad, most of it is based on rational tempting, big
and important facts regarding mobile (smart phones) are narrated through a
voice over by a masculine confident voice. Facts like “What is the two third of
the world have with them right now, Mobile!” “Where is your bank, your plane
ticket.., the mobile world is open for business” “How’s your doctor see you,
your favorite store know you” then the voice over replies to all these
questions in a rational way like what do you need to have in such situation,
when you have tremendous amount of data, smart technology etc that’s where the
IBM can help you, to help you utilize it in an effective manner, let’s work on
it the IBM way and built a smarter planet.
There is emotional tempting to some extent like the background
music, masculine voiceover and lastly a lovely lady in the end with an end
quote “That’s what I am working on, I am an I.B.eMaar, let’s built a smarter
planet”.
To me the ad is a great blend of emotional and rational
tempting, 8 stars out of 10.
Duration
Duration: 30 Seconds
Based on viewers interest: Perfect
Considering Product: lets first talk
about the viewers interest, the ad is completely creative in its approach, thus
it can’t be termed as one of those “just another boring ad” or clutter.
The IBM deals in many things, like
computer software and hardware, likewise infrastructures, consulting services,
hosting in areas from mainframe computers to nanotechnology and the ad is about
all these products and services. Well considering the range of products and
services in which IBM deals and most of them are required to be used with one
another to achieve needed solutions or results. Like for better data analysis,
you need not only good hardware and software but also consultation on how to
make things work so on and so forth.
Due to this dependence of
products/services, there is nothing better than this approach (ad strategy). As
it does not leave the viewer confused rather make him apprehend what can IBM do
in a particular situation, case or scenario (like situation of large data and
smart phone technology).
Actors
Total individual number: Enormous
Well showing huge number of individuals
and that too from around the world (as in this ad) helps you to reinforce
rather increase the impact of facts you are mentioning in the voice over. Like
if I am talking about fact regarding smart phone that is being used by two
third of the world around the world and then showing mini clips (2 seconds) of
large groups of people from around the world with smart phones (brandishing),
would definitely increase the impact of what I am saying.
That’s why they are having huge numbers
of individuals acting. The approach is to increase the impact. And that’s what
you will find for each and every fact presented.
Colors
Red
Effects on human behavior: Suggests
Power, passion, excitement, energy and physical courage.
Presence Duration: 9 seconds
Blue
Effects on human behavior: Suggests
Trust, Integrity, logic and communication.
Presence Duration: 30 seconds
Green
Effects on human behavior: Suggests
Money, Universal Love, Environment, Mother Earth and specifically attracts
youth.
Presence Duration: 23 seconds
Brown
Effects on human behavior: Suggests
Warmth, Safety, Reliability and Dependability.
Presence Duration: 30 seconds
Purple
Effects on human behavior: Suggests
Quality, Luxury & Decadence.
Presence Duration: 0 seconds
Black
Effects on human behavior: Suggests
Exclusivity & Glamor.
Presence Duration: 30 seconds
White
Effects on human behavior: Suggests
sophistication, Hygiene, clarity, purity, sterility, efficiency, simplicity,
cleanness.
Presence Duration: 26 seconds
Yellow
Effects on human behavior: Suggest
Happiness, Optimism, friendliness
Presence Duration: 8 seconds
According to a research (1) Ad in colors are
read 42% more than Ads with no colors and 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.
Remember that color duration count in
each and every Ad is based on all possible shades of that color present in that
Ad. And every possible value (tiny and large size) has been considered in the
Ad. Read elaborate articles from Business Insider & Color Affects on color effects on
human behavior.
Ad Plot
- Begin with some big facts (like some I mentioned above) for certain situation (Mobile, telecommunication, smart technology etc) and relate yourself (organization) to those facts in reasonable and logical way.
That’s it for the first Ad, now let’s
move to the second Ad.
IBM Advertisements
Ad Name: “Smarter Marketing- Seeing customers as individuals”
Aspects
The approach is exactly the same, with
the same blend of emotional and rational tempting. The only change in emotional
tempting is that the voiceover is now feminine ( both in this Ad and third Ad).
Duration
Duration: 30 seconds
Based on viewers interest: Perfect
Considering Product: Exactly the same
as the first Ad except for video plot, in order to capture the viewers interest,
the whole video approach is far more different than the first ad. It is obvious
who would like to see a similar ad (video plot) over and over for different
products or in this case to present IBM organization.
Therefore for each set of facts that
are part of a certain situation it is necessary to create a video plot that is
completely different, attractive and at the same time demands rational thinking
from its viewer.
Actors
Total individual number: Enormous
The individual count is huge for the
same reasons that I discussed in the first ad.
Colors
Red
Effects on human behavior: Suggests
Power, passion, excitement, energy and physical courage.
Presence Duration: 28 seconds
Blue
Effects on human behavior: Suggests
Trust, Integrity, logic and communication.
Presence Duration: 30 seconds
Green
Effects on human behavior: Suggests
Money, Universal Love, Environment, Mother Earth and specifically attracts
youth.
Presence Duration: 27 seconds
Brown
Effects on human behavior: Suggests
Warmth, Safety, Reliability and Dependability.
Presence Duration: 27 seconds
Purple
Effects on human behavior: Suggests
Quality, Luxury & Decadence.
Presence Duration: 0 seconds
Black
Effects on human behavior: Suggests
Exclusivity & Glamor.
Presence Duration: 28 seconds
White
Effects on human behavior: Suggests
sophistication, Hygiene, clarity, purity, sterility, efficiency, simplicity,
cleanness.
Presence Duration: 30 seconds
Yellow
Effects on human behavior: Suggest
Happiness, Optimism, friendliness
Presence Duration: 13 seconds
Ad Plot
- Exactly the same Ad plot, like the first Ad.
That’s all for the second Ad, now let’s
move to the third Ad, the final one from the IBM. I will only add the colors
duration of that Ad, as everything else about that Ad is similar to the previous
two Ads except for colors duration.
There is a minor change in video plot,
unlike the previous Ads where emotional tempting (through an attractive lady)
had been part of the end. Here we find the lady in over all video with her
touching soft voice J.
IBM Advertisement
Ad Name: “IBM Smarter Cities”
Colors
Red
Effects on human behavior: Suggests
Power, passion, excitement, energy and physical courage.
Presence Duration: 17 seconds
Blue
Effects on human behavior: Suggests
Trust, Integrity, logic and communication.
Presence Duration: 30 seconds
Green
Effects on human behavior: Suggests
Money, Universal Love, Environment, Mother Earth and specifically attracts
youth.
Presence Duration: 11 seconds
Brown
Effects on human behavior: Suggests
Warmth, Safety, Reliability and Dependability.
Presence Duration: 20 seconds
Purple
Effects on human behavior: Suggests
Quality, Luxury & Decadence.
Presence Duration: 5 seconds
Black
Effects on human behavior: Suggests
Exclusivity & Glamor.
Presence Duration: 28 seconds
White
Effects on human behavior: Suggests
sophistication, Hygiene, clarity, purity, sterility, efficiency, simplicity,
cleanness.
Presence Duration: 29 seconds
Yellow
Effects on human behavior: Suggest
Happiness, Optimism, friendliness
Presence Duration: 14 seconds
That's all for now, In upcoming posts we will be discussing the advertisement strategies of the remaining two brands.If you feel like am overlooking something or you are having something on your mind that you would like to share, well be my guest in comments :).
You may like to read :
2013 Top Five Brand Advertisement Strategies Part 4th
You may also like to read posts on "strategy for generating product demand through visual media" and must have skills for marketing manager.And a "Strategy to create emotional aspect of your product".
References
1.
White, Jan V., Color for impact,
Strathmore Press, April, 1997.
2.
CCIColor, Institute for color research.
TAGS Ads Making Advertisement Strategies Advertising IBM Advertisement Strategies Marketing Mass Media Marketing Strategies
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