Month: January 2011

Here is an interesting advertisement of DHL.

In this advertisement, the advertiser delivers the message that DHL is committed to deliver objects in an integral and intact condition. The scenario in the commercial is warm and humored.  When the lady kissed the delivery man, the sad and lonely look in the lady’s eyes touch the audience which is essentially funny in a way. The whole idea is very creative; therefore, it is impressive for the consumers. This ad successfully seized people’s feelings, hence affected people’s attitude towards DHL.  It might also influence consumers’ behavioral attitudes.

Another fantastic advertisement here.

This is a commercial for Pantene.  Instead of showing how great your hair will look after using the shampoo directly, the commercial allegorically tells you a touching story about how a deaf-mute girl became an excellent violin player. I think the story is inspiring and they present it pretty well, but I don’t see the relevance of it with Pantene, it doesn’t emphasize their own product in there. However, I think it is still quite effective, people will definitely remember this advertisement. Moreover, it creates a good image of the company that they care about making people to realize their dreams and living up to their true potential. At the end, the subscript means “Pantene, You can shine.” It is likely that the customers will just connect the meaning they received from the ad to its brand.  Hence, it becomes “Pantene brings you confidence and make you shine!”  I would think this commercial did an excellent job in building up affective attitudes towards the product.

Range Rover is a famous brand under the Land Rover company which has a distinguished goodwill among its consumers. The company is famous for its products’ reliability and outstanding performance. Range Rover represents the upper class luxury four-wheel drive SUV. In chapter 5 we learned that consumer decision process is affected by 4 factors basically. 1 marketing mix 2 psychological factors 3 social factors 4 situational factor   These factors explain that in order for a marketing strategy to be effective, the company could consider both internal and external needs of their consumers.

This commercial successfully promotes the series of product’s features. First, it is appealing to the target costumer from their psychological factors. As the an firmly adamant car, it undoubtedly satisfied people’s safety needs in the Maslow’s Hirearchy of Needs. Also, one’s love needs will be achieved by owning an Range Rover car, since it projects an upper class social status.