Advertisement campaign

Marketing. Publishing a product. Product launch. Brand name

  • Enviado por: Inés Santisteban
  • Idioma: inglés
  • País: España España
  • 15 páginas
publicidad

INDEX

INTRODUCTION 1

ADVERTISEMENT ANALYSIS 2

CONCLUSION 7

ANEXES:

METHODOLOGY 9

ADVERTISEMENT´S TECHNICAL CARDS 10

ADVERTISEMENTS 12

BIBLIOGRAPHY 15

INTRODUCTION

Advertising is the way the companies use to explain and to show their product and why they believe it could improve consumer lives. Advertisers try to convince consumers that they have a need for the product. And that the only way they have to satisfy that need is acquiring the product. The better the craving need they produce the better the advertisement is.

Advertisements are everywhere. They have been there for a long period of time. The first advertisement known is sculpted on a Greek island and was offering a recompense for the find of a scaped servant. This one bribed people to go searching after the slave. Why? Because they would have obtained money in exchange of him.

Advertisers try to display an image of the product in the consumer's mind by describing it with artistic and linguistic elements. They use graphic design and slogans. A slogan is the phrase, or couple of them, created with the aim of making the product remembered. These items will depend on the target market the advertisement is destined to attract. The target audience of a product is the one the company believes it will likely buy it. They form their idea based on a specific Market Study. The most frequent channel to reach the targets markets is print media: magazines, newspapers and street-posters. The average American receives at least one newspaper or magazine on a daily basis. He can opt to buy it over the counter or to have it sent home. I chose to analyse a campaign published in the kind of women magazine one could subscribe to during the late seventies to the early eighties.

Magazines are directed to a specific audience. “Over 21” was directed to young financially secure women. It was published by MS Publishing Limited, printed in Great Britain and distributed by Spotlight Magazine. It had womanly articles (Fashion, Beauty, Living, Fiction and obviously the Regulars). And 98% of the advertisements where of beauty products. The campaign I analyse is of one of them: “Quickies Cleansing Pads”.

ADVERTISEMENT ANALYSIS

I am going to analyse some of the “ Quickies Cleansing Pads ” campaign ads which where published in “ Over 21” from April 1979 till March 1981. In total three ads.

1ST ADVERTISEMENT (Published on April 1979) The Product Launch

  • Description:

  • The page is horizontally divided in two sections. The upper one contains half of the headline Get it on, get it off and shows a made-up right girlie eye while she is putting on the mascara. In the inferior one you can read the second half of the headline and see the product the young woman is going to use to clean her face with. The product appear as white round pads which fit inside of two different packages, one with more amount of product than the other. The body copy of the ad is also written here to the right of the product photo: Gently does it. Take off nice and easy. Get it all off the quick and easy way. The Quickies way. With remover and cotton all in one. Get it all together. Get Quickies. They are all you need. Quickies. Under this paragraph is the small print all along the bottom line and in bold letters are written the names of all the brand products and where to find them: quickies cleansing pads. Quickies varnish remover pads. Quickies eye make-up remover pads. Get them where you get your make-up.

  • Analysis:

  • This ad is trying to appeal firstly to young women, then to women in general. The advertisers show it in multiple ways. The eye seen is not wrinkled and it has heavy make-up. Hurry is generally applied to youths. Also they prefer the easy way of doing things. Quickies allows women to demak-up quicker and easier because they only have to use one product. The text is repetitive (easy appears twice and quick appears everytime the brand name is pronounced). There is a

    “G” remembrance all over the ad. In the headline, and in the paragraph. It is used to ad action to the ad, such as “Get going, girl! This is your product!” The brand name is well chosen. It is the written image of the product: these cute little things that easily remove all the eye make-up leaving no mess behind. The advertisers use a very visible contrast: a colourful photo of an eye and a black and white clean photo of the product. It remarks the idea of shiny clearness hygiene of the product. As it is a new product the ad gives information of what it should be used for (the box has an eye flicker represented on it) and the rest of the brand products that complement it and where to find them. The Brand Company spent less than other companies. This is noticed because the ad appears in a left even page and near the end of the magazine (the 100th of 114 pages).

    2ND ADVERTISEMENT: (published on May 1980) The Product Diversification

  • Description:

  • Now the page is divided vertically in two parts. The left one is a photograph of a surprised looking young woman. She holds a white round cotton-cleansing pad with her right hand. The right part of her face is clean while the left continues painted. Also her nails are half painted. It is as if she had cleaned from her forehead to her nails with the pad she is holding.

    The right side of the ad holds a large amount of text (eighteen paragraphs), but the first line answers the question that appears over the woman's head: An all in one Quickies cleansing pad. Oh, wouldn't it be lovely? The answer: Don't be fooled by our photograph. It still takes three different Quickies pads to handle your eyes, your nails and your face. […] The rest of paragraphs tell details of how they are made, what they are specially made for and how they are packaged. The last two sentences are important: 1. In fact Quickies are the cleansing pads most girls prefer. 2. Isn't it time your skin felt the fresh cool cleansing touch of Quickies? Under all the text are the three small amount of product packages. One red (nails), one blue (face) and one black (eyes). Red and Black have golden images printed on top representing their uses.

  • Analysis:

  • This ad clearly shows that the company profits did increase only by the mainly sale of one product, the eye make-up remover. As Quickies launch advertisement was this product, girls had little acknowledgement of the rest of the product family. That is the reason why advertisers made this ad. Teaching the girls in the use of the different products. They remark the properties of each concrete product. They repeat such words and their derivatives: Clean, easy, fresh, handy, three, different, remover and pads to emphasise and to get the whole attention of the reader. They affirm that the pads they are advertising are the ones most girls prefer. In fact that it is what they want to transmit. The women will remember that Quickies are three different products boxed differently and the most preferred of all in the market. The colour of the boxes empathises the use of the content: as nails are generally painted in pink to red colours the box that contains the varnish remover it is better remembered in bright red colour. As mascara colour was black the colour box of the remover was also black. Advertisers also pay notice on the size of the box as another reason for buying. The box is small enough to be carried everywhere in handbags or in night-bags and also it would not occupy much space in the bathroom shelf.

    This ad is more expensive than the first one: it is placed on an odd page of the magazine. And there is the common thought that consumers remember best what is advertised on the right of the ad. It is better the bottom right hand corner and it is due to the way we read, from left to right, and from top to bottom.

    3RD ADVERTISEMENT: (published on June 1980) The Product Consolidation

  • Description:

  • This ad differs from the other two in it's layout. It is not divided and it is a photograph. It shows a bare shoulder young woman covering her mouth with a round white cleaning pad. She has reddish hair and green eyes. She has the look of the second advertising model. She is looking backwards and she has no make-

    up on. But she seems to have some blush on her cheeks. The ad headline is written on top of her head. It says: Quickies, the cleansing pads most girls prefer. The background is dark as if she was illuminated with a dim light in a dark room.

  • Analysis:

  • As the brand name is consolidated everybody knows how the products are used so the advertisement reinforces the image of Quickies. The clean look of the girl speaks of a reliable product. Her appearance, no explicit flamboyance but glamorous and sexy, all the same, tries to communicate that every girl can use the product with complete success. Why someone may use Quickies? Because the product offers protection to her beauty.

    CONCLUSION:

  • Environment:

  • The brand is advertised in Over 21 instead of Cosmopolitan or She because its products are conceived for young women's daily use. Cosmopolitan or She cover the more adult market segment whose products are specialised make-up and spiced perfumes.

    In Over 21 articles make-up tips are listed, make “overs” done and product characteristics are clearly well explained. In such way that the magazine appearance is as an informal textbook. The magazine seems to be schooling the new grown-ups to become, in the end, readers of the other magazines where beauty products are presented as a need more than an option.

  • Quickies as a commercial brand:

  • The marketing department of the company knew how important was to make young people understand the use of Quickies products. So they chose simplicity as the leading aspect of their advertising campaign. The paragraphs involved in the ads are simply constructed and are maintained from ad to ad for two reasons: 1. To foment the easy understanding, 2. Because repeating obtains a remarkable feeling of necessity.

    C. The commercial campaign:

    The campaign follows this pattern:

    1st Stage: The Start Up: The advertisers make Quickies look as the most exciting thing to happen to a young woman daily cleansing routine.

    2nd Stage: Diversification: Guidelines show the user how to use the different products.

    3rd Stage: Image Consolidation: Fidelization is obtained by remarking that the product puts the skin in peak condition and keeps it that way.

    ANEXES

    METHODOLOGY

    I decided to approach this Advertisement Campaign Analysis Business English Paper as a way to demonstrate that marketing is not a new science yet the name of what advertisers had always done. In fact, the advertisements I chose are from the late seventies till the early eighties but could have been done today.

    I chose them as well because they manifest the different needs the company displayed during the product life in that period of time. The method I use to analyse the advertisements is first describing the layout then examining briefly the meanings of both text and images. Finally I deduct a conclusion from all the stated information.

    ADVERTISEMENT´S TECHNICAL CARDS

    1ST ADVERTISEMENT: The Product Launch

    Company: Quickies

    Product: Eye make-up remover pads

    Launched: 1979

    Slogan: Get it on, get it off

    Advertising Agency: Not known

    Magazine: Over 21

    Time: April 1979

    Published by: Ms Publishing Limited

    Printed in: Great Britain

    Distributed by: Spotlight Magazine

    2ND ADVERTISEMENT: The Product Diversification

    Company: Quickies

    Product: The three kinds of pads

    Launched: 1979

    Slogan: An all in one Quickies Cleansing

    Pad. Oh wouldn't it be lovely?

    Advertising Agency: Not known

    Magazine: Over 21

    Time: May 1980

    Published by: Ms Publishing Limited

    Printed in: Great Britain

    Distributed by: Spotlight Magazine

    3RD ADVERTISEMENT: The Product Consolidation

    Company: Quickies

    Product: The brand

    Launched: 1979

    Slogan: Quickies, the cleansing pads most

    girls prefer.

    Advertising Agency: Not known

    Magazine: Over 21

    Time: June 1980

    Published by: Ms Publishing Limited

    Printed in: Great Britain

    Distributed by: Spotlight Magazine

    ADVERTISEMENTS

    1ST ADVERTISEMENT: The Product Launch

    2ND ADVERTISEMENT: The Product Diversification

    3RD ADVERTISEMENT: The Product Consolidation

    Advertisement campaign

    BIBLIOGRAPHY

    MAGAZINES:

    Over 21: Published by Ms Publishing Limited, April 1979, Great Britain

    Over 21: Published by Ms Publishing Limited, May 1980, Great Britain

    Over 21: Published by Ms Publishing Limited, June 1980, Great Britain

    REPORTS:

    “Advertisements” published by COSHE´S Reports.

    “Ads” published by COSHE´S Reports.

    “Use of women in advertisement” published by COSHE´S Reports.

    From COSHE´s Reports

    Name of the magazine where the campaign was published

    Ads equals to advertisement for now on

    Quickies does not appear in the Over 21 magazines published during 1978.

    ANALYSIS OF AN ADVERTISEMENT CAMPAIGN

    QUICKIES CLEANSING PADS

    BUSINESS ENGLISH 15