Tuesday, December 4, 2012
Deward's new advertisment
I saw this commercial and felt the need to post it, since we've discussed Deward's in class. I do not like this commercial and feel the company is getting away from their target audience and what they focused on in other advertsiemnts. Instead of targeting working men looking for a real drink, this ad feels like I'm watching a bad movie about an alcoholic. Even the way it's filmed, with the blackouts of the screen and the occasional shaky shots, it seems like this woman is drinking by herself and not doing too well. After watching it a second time I see they are still attempting to target men by letting this woman speak to them in the ads, but for me, I was totally lost by everything else going on with the cinematography. What do you think?
Monday, December 3, 2012
Samsung Galaxy's Ad Campaign: New benefits in New Channel
http://www.youtube.com/watch?v=0SYMXxTNbUc
Have you noticed most Youtube videos now force people to watch a commercial before the actual clip starts? Most of them allows you to click "skip this ad" after 5 seconds. This means that if the ad successfully captures the viewer's attention within the first 5 seconds, they have the ability to provide a longer than usual advertisement. In other words, the ad can be 15 seconds or an hour long if the viewer chooses to continue watching the ad. This is great news to advertisers, because it is a new channel that provides the ability for promoters to advertise a product's functional benefit in detail.
This Samsung Galaxy camera ad is a perfect example of this. I was browsing a 2 minute video on Youtube yesterday but instead spent over 10 minutes watching this ad. As an amateur photographer I was drawn into the aesthetics and the cool functional benefits of this innovative product. Samsung Galaxy camera combined the social sharing, instant uploading and traditional camera into one tool. It is a first mover in this new category-although they might not have realized that they created a new category yet. They are at the first phrase of educating their customers on the new functional aspects of the product, laddering up to capture the user's emotional aspect. Whether they can sustain their share in the new category will depends on how they react to future new entries of competition.
There is an intensive amount of advertisement from Samsung recently. I am excited to see how their strategies unfold.
Have you noticed most Youtube videos now force people to watch a commercial before the actual clip starts? Most of them allows you to click "skip this ad" after 5 seconds. This means that if the ad successfully captures the viewer's attention within the first 5 seconds, they have the ability to provide a longer than usual advertisement. In other words, the ad can be 15 seconds or an hour long if the viewer chooses to continue watching the ad. This is great news to advertisers, because it is a new channel that provides the ability for promoters to advertise a product's functional benefit in detail.
This Samsung Galaxy camera ad is a perfect example of this. I was browsing a 2 minute video on Youtube yesterday but instead spent over 10 minutes watching this ad. As an amateur photographer I was drawn into the aesthetics and the cool functional benefits of this innovative product. Samsung Galaxy camera combined the social sharing, instant uploading and traditional camera into one tool. It is a first mover in this new category-although they might not have realized that they created a new category yet. They are at the first phrase of educating their customers on the new functional aspects of the product, laddering up to capture the user's emotional aspect. Whether they can sustain their share in the new category will depends on how they react to future new entries of competition.
There is an intensive amount of advertisement from Samsung recently. I am excited to see how their strategies unfold.
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