IMC Project: "Aiguebelle"

Aiguebelle Presentation Final

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Assignment 5: Viral Advertising

Viral advertising is a marketing technique to increase in the brand awareness or to achieve other marketing objectives through self-replicating viral processes. This kind of advertising can be word-of-mouth (WOM) delivered or enhanced by the network effects of the Internet.
In fact, this WOM or Buzzword is created through systematic and organized effort to encourage people to talk positively about a specific product and to recommand its usage to others from the same surrounding.
However, I think that all of us have already experienced this. For example, when I see an ad about cosmetic product, I start talking about it to my friends and try to get some feedback about the product. Right after this, I go to the shop and I buy it. Therefore, after trying it, I start on talking about it in a positive way to all people who surrounds me and I start giving them advice about its use so that they can buy and then try it.

Analysis of Beneton's ad:

We can analyse Beneton's ad based on the four consumers' characteristics as follow:

• Behaviorgraphics: the company has conducted a study about its targeted audience and has therefore, noticed that young people are the ones who are attracted by such products. From that we can say, that we have analyzed the audience' attitudes toward a specific product.
• Psycographics: it is mainly about the consumers' behaviour, values, objectives, and way of being. These charctericts are thus, the ones that allow us to manke a psychological analyses of our audience. For that, Beneton has made a research to know more about people's attitudes and actions when selecting their best product, trying it, buying it, and advising others to consume it. therefore, this is how can the company studies the psychological behaviour of the consumer.
• Demographics: this aspect includes all what it is related to gender, age, salary, and ethnic background of people. From that, we can conclude that the categories of consumers that are targeted in this ad are young people from about 15 to 30 years old. Also, it targets both males and females from any races. However, only people from moderate to upper class are targeted in this ad.
• Geodemographics: consists of targetting people, especially teenagers, from a certain geographic area since they may share the same lifestyle, values, and attitudes in most cases.

Assignment3: Link to my video

http://www.youtube.com/watch?v=oUbkiQhwWVQ

Video about Guess Ads

Analysis of the Video (Guess Ads)

Guess is a brand that can be considered as sophisticated since its product can be afforded by upper class people. As you can notice, I classified those ads in a thematical order; from black and white ads to coloured ones. From these, we can see that most of the black and white ads wants us to think of the 60's since women are dressed in a very sophisticated way and have old hairdressing which may refer that the ads target people up to 30 years old. However, coloured ads are more designed for jeans, and new style clothes as a purpose to target young audience.

Apple's Analysis

At the beginning of apple's ad, we see people walking and listening to their walks and others watching a strange video. Those people look very strange as they were functionning in mechanistic way. They are all wearing dark clothes, they are sad and they seem to behave like if they were machines and not human being. At the same time, we can visualize some policemen pursuing a young woman, wearing bright colours and running in direction to the projection that those "prisoners" were watching. Then, the woman throw out a hammer in order to broke up the screen in which there was the projection of what those men were watching.
After watching this ad, we can conclude that apple's used fear appeal to deliver its message. Also, the company targets all people from modernized societies. In fact, apple's professionals wants to show that their creativity and innovation will end-up this monotonous way of life and bring to it something fresh with colours, happiness, and dynamism. These greatful changes are illustrated by the woman wearing red and bright colour, and the policemen want to stop her because this product might be considered as a kind of revolution. However, ad the end end of the ad, the slogan is: "1984 won't be like 1984". In other words, apple wants to show that it will change the world and improve the life of human being.