Marketing Communications and Consumer Attention: Analysis of Television and Online Advertisements
Overview
This assignment analyzes advertisements that have successfully captured consumer attention across different media channels. The paper examines three specific advertisements from television and online categories, including a BMW certified used vehicles commercial, a Coca-Cola optical illusion billboard campaign, and a Lacta chocolate Valentine's Day commercial by Ogilvy Greece, while reflecting on personal experiences of attention and distraction during advertisement viewing.
What this coursework covers
- Introduction explaining the prevalence of commercial messages and marketing strategies used to gain consumer attention
- Description of the BMW 'Like New Again' certified used car television commercial featuring voiceover by Chris Pine
- Analysis of competing advertisements including Coca-Cola's invisible branding billboard and Lacta's Ogilvy Greece television spot
- Personal reflection on stimuli that competed for attention while viewing the advertisements, including external interruptions
Preview
Perception Assignment
Student’s Name
Institutional Affiliation
Perception Assignment
In the current world, consumers have always come across hundreds of commercial messages daily. The production of many commercial adverts indicates that marketers have put more effort into gaining consumer’s attention. As such, they have used different techniques and strategies to gain customers’ attention. Therefore, the assignment focuses on identifying the marketing communications that have grabbed the consumer’s attention. Specifically, the paper describes approximately two advertisements from two different ad categories such as radio, TV, magazines, in-store, signs, billboards, mobile, online, and newspapers, which grabbed consumer’s attention.
The following is an analysis of three advertisements from TV and online.
- Description of an Ad
Option 2 is a certified TV commercial. It specifically demonstrates how certified used BMW cars function like new vehicles, which favor consumer needs. The commercial employs used digital banners, billboards, radio ads, and TV spots to advertise the used BMW vehicles. The company’s creative agency came up with the idea and decided to search the BMW commercials used before from agencies based in the United States and internationally ("BMW: Like New Again by Goodby Silverstein & Partners," 2020). The oldest BMW vehicle that consumers could purchase was manufactured in 2013, and therefore, BMW Company retrieved the ads that were used 7 years ago to combine them and produce a certified commercial that would enhance the selling of BMW used cars. However, the new program has been branded and named BMW certified, and has been tagged as ‘like New Again.