‘What type of ad should we run’ – is the question from CEO for marketer. The marketer need to identify the advertising goal, marketing goal and corporate goal to explain their answer. Advertising facilitates customer’ awareness or it attempts to persuade potential customers that the featured brand is superior to competitors’ market offer. Is that true?
According to Iacobucci (2014, p.145), ‘advertising is the primary means by which a company communicates to its customer about its products, brand and position in the marketplace. Product, place and place also signal a brand’s positioning.’ Let have a look with real advertising from big company below.
Coca-Cola: Hello Happiness, Phone Booth
In recent years, consumers referred Coca Cola as a “Brand of happiness”. Coca Cola is considered the most successful, because the marketing campaign is not only the direction of Coca Cola to share happiness to people but also to focus on solving social problems.
Open Happiness (Source from: Coca Cola)
In 2014, Coca Cola installed 5 public telephone booth which called “Hello Happiness” in Dubai labour camps that accepted Coca-Cola bottle caps instead of coins (Vara, 2014). The people working there is almost no time to call their relatives and their happiness every day is simply to speak with family. The workers make about 6 dollars per day and it’s very expensive to call home. In exchange for the cap from a bottle of Coke—which costs about fifty-four cents—migrant workers could make a three-minute international call. Coca Cola had recorded this happy moments of the workers while they are talking to the family. It has really given them the happiness in simplest way and practical. The “Hierarchy of Effects” model is about how consumers change through a gradual procedure as they perceive marketing messages that lead them to forward an action to take decision. Applying hierarchy of effects model (Robertson, 2010), we analyse this marketing campaign in the table below.
However, Robertson (2010) stated that shoppers may purchase products when little or no preference is involved, because of coupon, discounts, or other purchase incentives cause them to choose one brand instead of other. For example, you go to Coles/Woolworth and can see many home brand products from supermarket which is very cheap when compare with popular brand.
A2 Milk – Knowledge about the benefit of A2 protein
In A2 milk ad, the key point makes the difference for the product of a2 Milk is milk source. A2 milk is cow’s milk that contain only the A2 type of beta-casein protein rather than the more common A1 protein commonly found in regular milk which especially does not contain the proteins are at risk of causing some kind of disease (Keith, 2009).
Where does a2MC branded milk come from? (Source from: A2 Milk Company)
Mean-end chain suggests that an advertisement should contain a message, or mean, that leads the consumer to a desired end state (Robertson, 2010). Applying means-end theory, it uses 5 elements in creating ads: the product’s attributes, consumer benefits, leverage point, personal values and the executional framework.
Healthy is the key important factor on A2 milk advertisement. A2 Milk show us the different benefit from A1 and A2. Members of the buying centre can be influenced by personal values, organisation values and corporate goals (Robertson, 2010).
So, what is the leverage point? Interesting, both the hierarchy of effect model and the mean-end chain approach lead to leverage point. It based on the benefits to linking those benefits to personal values. For example, the need of worker for calling home or the need of customer require a better milk product. Therefore, marketer need to focus the primary data and secondary data from market before creating an interesting ad.
Coca-Cola Hello Happines 2014, Youtube, Coca-Cola, 7 May, retrieved 7 May 2016, <https://www.youtube.com/watch?v=zlA9tXYxD8g>.
Iacobucci, D 2014, Marketing Management (MM), 4th edn, South-Western, Cenage Learning, Mason.
Keith, W 2009, Devil in the Milk: Illnes, Health and the Politics of A1 and A2 Milk, Chelsea green Publishing, North America.
Robertson, N 2010, Advertising and consumer behaviour, Deakin University, Pearson, Australia.
Rodrigo, 2012, ‘Differences in Media Advertising of The Coca Cola Company across cultures’, 19 November, retrieved 7 May 2016, <http://writepass.com/journal/2012/11/differences-in-media-advertising-of-the-coca-cola-company-across-cultures/>.
Vara, V 2014, ‘Coca cola happiness machines’, New Yorker, 15 May, retrieved 7 May 2016, <http://www.newyorker.com/business/currency/coca-colas-happiness-machines>.
What is A2 Milk™? 2015 Video 2015, Youtube, The a2 Milk Company, 31 May, retrieved 8 May 2016, <https://www.youtube.com/watch?v=Y5d5IoiH9eU>.
Student name: Ba Trung Nguyen – 211638346