ap assignment - final

7/31/2019 AP Assignment - Final

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MKTG30010 ADVERTISING& PROMOTIONS:

ASSIGNMENT 1

Semester

2, 2011Ad Analysis: Fancy Feast Commercial

Duo Wang

Student No.: 357524

Tutor: Alka Singh (Wednesday, 3.15 pm)


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MKTG30010 ADVERTISING & PROMOTIONS: ASSIGNMENT 1

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Introduc)onThepurposeofthisassignmentistocri2callyanalysethestrategiesu2lizedintheFancyFeastCatFood

commercial*tled:TheEngagement.Thefirstpartofthisassignmentwillconsistofananalysisofthebrandstargetmarketandappropriatenessofthismarket,whereinthespecificdemographiccohorts,valuesandlifestylesaswellaspsychographicissueswillbeexplored.Thesecondpartofthis

assignmentwillanalysetheeffec0venessofthiscommercialbyinves0ga0ngthebuyerbehaviorofthe

targetmarket,aswellastheroleofpersuasionu4lizedincommunica4ngthiscommercial.

BackgroundoftheAdAmonthbefore,IcameacrossthiscommercialonYouTube:

h"p://www.youtube.com/watch?v=umczO5Y5Av0

Withoveramillionviewsandthousandsoflikes,Iw asinterestedtoseewhatexactlydrewviewerstothiscommercial.Thecommercialisforapetki2enfoodbrandcalledFancyFeastGourmetKi2en

Food.Itlastsforaminuteandisen2tledTheEngagement.Thiscommercialdepictsalovestory

betweenthefic''ouscharactersSeanandLisa,anewcouplewhoareabouttoembarkuponanew

chapteroftheirlives,engagement.Theprimarymessageofthiscommercialisthatthebestingredient

inthisgourmetki.enfoodisloveAscenebreakdownofthecommercialisasfollows:

Firstscene:SeanandLisaareenteringLisasparentshomeandLisaadjustsSeanssuitjustbefore

enteringinside.ThedooropensandLisasmumgreetsthecouple.Thebeau7fulwhitefamilycatwalks

downthestairsandLisaisextremelyhappytoseeher,givingherakissingree4ng.SeanseesthisasheentersthehousewithLisasdad.

Secondscene:SeanandLisaarediningwithLisasfamily.Lisasmumanddadarehappyandimpressed

bySean.Seanthankstheparentsbeforeleaving.Lisagivesthecaranothercuddlebeforegivingitbacktohermum.Seanlooksatthecatali2lebitlonger,though6ully.

Thirdscene:ThissceneshowsSeandoingsomeplanningbeforerenova7ngaroomtolooklikeakien

playpen.Finallyheissa%sfiedwithhiscrea%on.


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Fourthscene:SeanbringsLisainwithhereyesclosed.Whensheopensthem,acutewhiteki


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TargetMarketIden-fica-onDemographicsaredescriptorsinvolvingthesize,distribu(onandstructureofpar$cularpopula$ons(Chmielewski-Raimondo,2011,Lecture4).ThiscommercialpredominantlytargetsmaleandfemaleGenera&onXconsumers,acohortbornbetween1965and1978.Themaincoupleinthiscommercialfallsunderthisgenera/on,henceviewerswhoareofsimilaragearemorelikelytorelatetothis

commercial.Thisgroupofconsumerstypicallyenjoysintangiblerewardsandbelonging(Chmielewski-

Raimondo,2011,Lecture4),andthusitisasuitabletargetmarketasitreflectsthequalityofthepet

foodexpectedbyindividualsinthiscategory.Viewerinthetargetmarketwillrelatecloselytothecommercial,reflec%ngontheirpastorpresentexperiences,inducingthemtopurchasetheproductwhenneeded.

Psychographica-ributesdefinetheaspectsoftheconsumerspsychologicalmake -upsandlifestylesas

theyrelatetothebuyingbehaviorinpar1cularproductcategories(Chmielewski-Raimondo,2011,

Lecture4).Valuesandlifestyles,asstatedbyChi2y,Barker&Shrimp(005),representconsumer

ac#vi#es,interestsandopinions.Therecurringcutenessoftheki/enappealstoanimalloversandpetowners.Theimagesofalovingfamilygatheringaswellasthehappilyengagedcoupletargetfamilyorientatedindividualswhocherishloveandbelongingness.UsingtheVALSFramework,ameansofpsychographicsegmenta0onfocusingon valuesandlifestylesthataffectconsumerbehavior(Belch,Belch,Kerr&Powell,2009),

thiscommercialtargets

consumerswhoareachievers.Achieversaretypifiedbytheirprimarymo/va/ontoachieveinallaspectsoftheirlives,withdeepcommitmenttocareerandfamily(Chmielewski-Raimondo,2011,Lecture4).Thevisualsofthehouseandgeneralambienceofthese.ngimplythatthecharactersarequitesuccessfulandcareermindedThismeans

thatthetargetaudienceincludemediumtoupperclassconsumerswhoaresimilartothecharacters

portrayedinthecommercial.Theperfec3onofthehouseholdandtheprocessofengagementallowthetargetmarkettobedrawnintotheluxuryofthebrand,persuadingthemtopurchasetheproduct.


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Effec%venessoftheAdStrategyBuyerBehaviorTheFancyFeastcommercialishighlyeffec3veininfluencingbuyerbehavior.Encodingplaysa

fundamentalroleinthepu0ngtogetherofthoughts,ideasorinforma4onintoasymbolicfashion

(Belchetal.,2009).Itisusedtolargeextentintheformofgraphics,musicandanima+onbythesource,thesenderofthecommunica1on,tothereceiver,thetargetaudience .Thegraphicsshowaprogressionofwhathappensbetweenthemaincharacters.Theuseofso5,warm

tonesinthegraphicsgivesthecommercialamorewelcomingandpersonalfeel,suchthatthetargetaudienceisabletoconnectwiththeeventsportrayed.Themusicarrangementinthiscommercial

mirrorstheprogressionofevents.Forexample,SceneFoursmusicprogressestoaclimaxwhenLisano#cesthecharm.Thepurposeistohighlightandemphasisspecificimportanteventswithinthecommercial,specificallyengagement,symbolicofthememorablemomentsinlife.Simultaneously,the

anima%onofthescenechangesisslowpacedwithsmoothtransi'ons,givingitarelaxedfeeling.Forthetargetaudience,thismeansthattheycanbepeacefulmindedduringviewing,absorbingtheprogressionofthestorybetweenLisaandSean.

Thelackofactualverbalspeechinthecommercialsencodingiseffec$veinthattheaudiencewillbemorefocusedonthepar0cularimages

,iden%fyingthesignsandsymbolswhichthespecificelementsaretryingtoexpress.Thisisessen(alinconveyingtrustbetweenthesourceandthesenderasthe

receiverspercep"onsofthesourceisheavilyinfluencedbyhowthecommunica"onisreceived(Belchetal.,2009).Thevisualsaswellasmusicalarrangementwillserveasrecognizableelements,ac6ngas

mechanismsofrecallwhentheyaremakingpurchasingdecisions.

TheConsumerProcessingModel(CPM)andHedonicExperien.alModel(HEM)arebothapparentinthiscommercial.ThefirststageoftheCPMistheexposuretoinforma/on,where anopportunityexists forthefivesensestobeac&vatedbys&mulus(Chmielewski-Raimondo,2011,Lecture6).Here,thea"en%onofthetargetaudienceisnon-voluntary,wherenovelvisuals.muliengagestheaudiences

a"en%on.Thisessen)allyallowstheconsumertoabsorbthecommercialscommunica0on,whichis


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importantsinceconsumerinforma-onprocessingcapabilityislimitedwithoutthecapacitytoprocessincomings)muli.

Oncea'en(oniscaptured,theconsumerentersthesecondstageoftheCPM,comprehension.

Consumerswouldunderstandandinterpretthes2muliintermsofthecontextandmoodconveyedby

themarketer.Thecontextofthecommercialisaperfectlovestory,thereforeitiscommunica8ngthat

theproductitselfisabletomakelife moreperfect,becauseithasbeenpreparedwithlove.Furthermore,themoodofthecommercialishappyandloving,whichfacilitatestheunderstandingof

theproduct,indica/veofitslifestylequali$esofcomfortandwarmth.Hence,theviewerhasastrongemo$onalconnec$onwiththecommercial,andhighinvolvementwiththeproduct,whichincreasesthelikelihoodofconsumersrememberingthecommercial(Chmielewski-Raimondo,2011,Lecture6).WhilsttheCPMhighlightsvariousra2onalaspectsofdecisionmakingthroughthecontextandmood

created,HEMemphasizesthemoresymbolicandemo.onalelementstothepurchasingdecisionThis

commercialusesadualpersuasiontechniqueassensorys(mula(onintheformofnon-verbalcontentexist,genera&ngposi%veemo%onsandfeelings(Chmielewski-Raimondo,2011,Lecture6).Thevisualsandbeautyoftheen-reengagementprocessdepictedinthecommercialinducestherealiza/onofweddingfantasiesandpromisesperfec1onandhappiness.

RoleofPersuasion Themarketerseffec+velyuse a"rac%vecharactersinthecommercialtopersuadethetargetaudience.Thecatandtheki+enalsoplayaroleinpersuadingsincetheyarebothincrediblybeau5fulandcute,

cons%tu%ngtothea-rac%veelement.Thisisastrongtoolofpersuasioncalledliking.Consumersarelikelytoadoptana"tudeandundertakepurchasingdecisionsbecauseofthecharactersusedto

promotethisac-on(Chmielewski-Raimondo,2011,Lecture7).Par#cularly,physicala+rac-venessof

themaincharactersmakesthecommercialmorepersuasiveandposi#velyinfluencestheviewerspercep%onofthebrand.Thisisbecausewhenlikeablepeoplepromotebrands,consumersaremorelikelytoadoptaspecifica/tudeorundertakethedesiredpurchasingac5on(Chi8yetal.,200).Thisis

linkedwiththesourcea)ributeofa)rac.veness,wherethereceiverseeksatypeofrela.onshipwiththesource(Chmielewski-Raimondo,2011,Lecture7).Thetargetaudienceisabletoiden-fywiththelikeabilityofthebehavior,physicalappeara nceandpersonaltraitsofthecharacters.Themannerin


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whichthecharacterspresentthemselves,thefeelingofwarmthandcomfortwhichtheyexuberate

allowstheaudiencetohaveaposi1veemo1onalreac1ontothecommercial.Thisresultsintheviewerlikingthecharacters,allowingthemtorememberthecommercial.TheElabora+onLikelihoodModel(ELM)measuresthedegreeofresponsewithregardstomental

ac#vityaffectedbyreceiversmo#va#on,opportunityandability(Chmielewski-Raimondo,2011,

Lecture7).Thiscommercialfocusesonadualroutetopersuasion.Thelevelofmo+va+on,opportunityandabilityaremoderatebuttheconsumerprocessismainlyfocusedonthemessageargumentsand

peripheralcues.Theseperipheralcuesaremusic,se)ngandthecatandki1en.Whilsttheyarenotdirectlyinvolvedinthemessagethatthecommercialistryingtoconvey,ittriggersthoughtsandemo$onsinresponsetothesecues,alteringthea&tudeoftheconsumer,inducingt hemtomakepurchasingdecisions.Furthermore,themessageargumentisapparentattheendofthecommercial,

wherethetaglinethebestingredientisloveisseen.Thisemphasizesthedifferen'a'ngqualityofthe

product,itismadewithloveandoftheutmostquality.Thisisaneffec3vemeansofpersuasionasthe

peripheralcuesandmessagecontentcomplementeachotherintransformingtheconsumersa4tudes

totheproduct.


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ConclusionThetargetmarketforthisbrandhasbeensegmentedaccordi ngtovariousdemographics,values,lifestylesandpsychographica,ributes.Itisasuitablemarketinthattheirneedsanddesiresofrewardsandbelongingnessaswellvaluesandlifestylereflectthoseshowninthecommercial.Thecommercial

effec$velypersuadestheaudienceusinggraphics,musicalarrangementandanima2on,emphasizingspecificsignsandsymbolsresidingwithinconsumersmindsa"erviewing.TheCPMandHEMareusedsimultaneously,appealingtotheneedsoftheconsumersbothra)onallyandemo(onally.Finally,persuasiontechniquesusedaretheinclusionoflikeable,a5rac6vecharacters.Thisisusedin

conjunc&onwithadualroutetopersuasion,whichconveysboththemessageandperipheralcuesto

theviewer.Overall,thecommercialishighlysuccessfulina3rac4ngconsumersandpersuadingthemto

purchasetheproduct.


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BibliographyBelch,G.E.Belch,M.A.Kerr,G.Powell,I(2009)AdversingandPromoon:AnIntegratedMarkengCommunica)onPerspec)ve.AustralianEdi#on.NorthRyde,NSW:McGraw-HillAustraliaPtyLtd.

Chi$y,W.Barker,N.&Shrimp,T.A.(2005)IntegratedMarke,ngCommunica,ons.1stEdi$on.PacificRim

Chmielewski-Raimonodo,D.(2011)MKTG30010Adver:singandPromo:onLecturePowerPointSlides

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