1. Overall, what types of advertisement is chosen by your teammates?
The advertisements that we have chosen are Franck Muller's Geneve, "7 Days Power Reserve" from a magazine and Casio's "Multifunctional Chronograph" from a newspaper.
From our analysis based on Donald Gunn's 12 Master Advertising Format, the Franck Muller's advertisement belongs to Unique Personality Property (UPP) as it highlights the feature that makes the product stand out. From the advertisement, the paragraph stating “Manual winding mechanical with caliber FM1700, developed and manufactured in-house by Franck Muller®, 18K rose gold case with power reserve indicator at 11 o’clock” proves its unique product feature. The advertisement also ended with a tagline, “Master of Complications”, stating that its product is made in a very professional manner and not easily copied, proclaiming their brand status.
Casio’s “Multifunctional Chronograph” advertisement also belongs to Unique Personality Property (UPP). As its UPP shown in the advertisement are products designed for Formula 1 drivers and its added features includes their Multi Mission Drive Operating System which enables users to assign multiple functions to individual hands. Besides that, the Casio’s advertisement also belongs to the Ongoing Character or Celebrity (OCC) as it defines as a consistency of a character or celebrity that helps associate themselves and the product into your memory, creating a stronger impact. Daniel Ricclardo and Sebastian Vettel who represents Red Bull Racing are seen in the advertisement, as they were endorsed to play the part of the “ongoing character”.
By: Ng Min Hui, 1001F76564
2. Give clear, rationalised reasons why ONE of the best advertisement chosen is considered "good".
The advertisement that we chose out of the two ad is the Casio ad. The reason we chose this ad is because the ad displays a unique personality property which covers most of the functionalities and features of a watch. The watch has a multi-functional chronograph feature where the watch serves as a stopwatch as well as a display watch which would be great for F1 racers to keep track of time while they are on the race track.
Not only that, the watch also functions as a compass and is also vibrant resistance which is ideal for the formula one drivers as they require a lot of motion and energy during the race and they definitely need a vibrant resistance watch so that it will not be damaged easily despite going through a lot of motion and movement from the race, and as the tagline states, “for the extreme condition of formula one”.
Besides that, Casio also used two F1 racers as the face of promoting their brand and this will definitely be a major attraction for F1 fans and they would want to wear the same watch as their idols(the F1 racers )and this will somehow make them feel associated with them .
The advertisement that we chose out of the two ad is the Casio ad. The reason we chose this ad is because the ad displays a unique personality property which covers most of the functionalities and features of a watch. The watch has a multi-functional chronograph feature where the watch serves as a stopwatch as well as a display watch which would be great for F1 racers to keep track of time while they are on the race track.
Not only that, the watch also functions as a compass and is also vibrant resistance which is ideal for the formula one drivers as they require a lot of motion and energy during the race and they definitely need a vibrant resistance watch so that it will not be damaged easily despite going through a lot of motion and movement from the race, and as the tagline states, “for the extreme condition of formula one”.
Besides that, Casio also used two F1 racers as the face of promoting their brand and this will definitely be a major attraction for F1 fans and they would want to wear the same watch as their idols(the F1 racers )and this will somehow make them feel associated with them .
By : Michelle Lam Mei Ching , 0316701
3. Provide a different advertisement approach for the best advertisement (based on Donald Gunn's). Why choose that particular advertisement type?
Another approach that can be used for the better advertisement chosen could be “Testimonials”. This approach is a common technique used in media whereby users of a product or service give a brief or detailed comment on their experience using the said product or experience. Testimonials usually carry a positive feedback towards the product or service. Furthermore, it stresses on how other consumers can benefit from using that particular product or service.
When actual users of a product or service provide a testimonial on a product, consumers would find the advertisement more believable. Since the advertisement we chose already has celebrity endorsements, a testimonial from any one of the two celebrities would provide the much needed credit for the product in the advertisement. In fact, a testimonial from a regular consumer would be a great endorsement for a product as consumers would not think of it as a marketing gimmick since the testimonial would be coming from an “everyday” person just like them, rather than a famous celebrity.
Link ; http://www.printwand.com/blog/how-to-use-customer-testimonials-in-advertising
Another approach that can be used for the better advertisement chosen could be “Testimonials”. This approach is a common technique used in media whereby users of a product or service give a brief or detailed comment on their experience using the said product or experience. Testimonials usually carry a positive feedback towards the product or service. Furthermore, it stresses on how other consumers can benefit from using that particular product or service.
When actual users of a product or service provide a testimonial on a product, consumers would find the advertisement more believable. Since the advertisement we chose already has celebrity endorsements, a testimonial from any one of the two celebrities would provide the much needed credit for the product in the advertisement. In fact, a testimonial from a regular consumer would be a great endorsement for a product as consumers would not think of it as a marketing gimmick since the testimonial would be coming from an “everyday” person just like them, rather than a famous celebrity.
Link ; http://www.printwand.com/blog/how-to-use-customer-testimonials-in-advertising
By: Jeinthiran Kajaintharan, 1003C78432