Demographic, behavioral and psychographic characteristics of the advertisement
Ariel is considered one of the best detergents in the global context. There have been several advertisements in the print media that has been developed by Ariel. One of the most famous print advertisements in United Arab Emirates is “Ariel Washing Powder: Tough chocolate”. The advertisement was developed to focus on the removal of chocolate stains that was often made by children while eating chocolates. The advertisement was made to focus on a huge mass of people since almost every individual liked chocolates especially children (Mitchell et al. 2013). The advertisements also kept in consideration the psychographic factors such as habit of people eating chocolates.
McDonald’s is a fast food centre which is quite famous worldwide. McDonald’s wanted to emphasize on their delivery features, which is why they developed the advertisement “Every Order Get Its Own Trip – Burger”. This advertisement was developed for the people who are in the habit of eating fast food from the comfort of their homes. The advertisement was released in print in United Arab Emirates. McDonald’s aimed at the crowd who ordered fast food at most times and the youth who were more accustomed to fast food (Lesser, Zimmerman and Cohen 2013). However, this was done to make the people purchase more of the product since home delivery was made available.
The target group of Ariel was families who had children in them. This was because children are the main population who was accustomed to eating chocolates and leaving marks and stains on their clothes. The have made an attempt to reach the target groups with the tough chocolate phrase which has made it easier for the people to distinguish from their other products. Therefore Ariel has made several different advertisement for different products which is used for different audience base. The target group for this product would be families and people who loves chocolates are more prone to staining their clothes with chocolates (De Pelsmacker, Geuens and Van den Bergh 2013).
McDonald’s was not able to reach several locations when they initially started their home delivery service. Even when the delivery service was at a full run, many customers avoided or did not utilize the service since they were not able to trust the effectiveness of the service. This is why McDonald’s wanted to aim for their target group which is a major section of the population who at fast food into believing that they had a strong network of fast food delivery which was not far from their office or home.
The Ariel add was developed with the creative idea of focusing on different stains as different products were manufactured. This particular advertisement focused on the tough chocolate stains which were made by people. The advertisement has the mark of a stain chocolate brown colour with nails embedded on the surface. The stain was shown as a nail which was tough to remove and therefore it signified that the chocolate stain was tough which can only be removed by the detergent. The idea was a creative one since the toughness of the stain was explained through the nails that could not be removed easily and the chocolate stain was shown in chocolate brown colour.
The advertisement of McDonald’s was shown as a burger riding on top of a bike which signifies that the burger is getting a ride which means that it is being delivered. This creative nature of the advertisement was developed to make the people understand that they are able to deliver burgers to any area where it would be ordered. The concept was developed with the tagline every order gets its own trip to determine that the orders would be delivered on time and also at every location possible.
The Arial advertisement had a rational appeal to the mass as it concentrated on a very logical and rational factor of tough stains which was a very common problem for the people, especially for families with children in it (Zhang et al. 2014). The advertisement focused on the fact that the stains were a bothersome thing for the people who washed their clothes since it is not easy to remove the stains (Keshari and Jain 2014). Therefore it also did have an emotional appeal towards the households so that they would be attracted into using the product according to their needs. Therefore the detergent advertisement was able to have both rational and emotional quotient which was attractive to the mass.
The McDonald’s advertisement had both rational and emotional appeals to the people who liked to eat fast foods. This advertisement was attractive to those people who wanted to enjoy fast food from the comfort of their homes. The advertisement was able to appeal to the mass since every person is attracted to fast food and every person wants their food to be delivered at their homes or their offices if they are unable to go to the restaurant at the time. Therefore the advertisement wanted to get the trust of the people towards their delivery service.
Ariel was quite effective in their approach towards the population who were attracted to the product that they were selling in the market (Wells 2014). The advertisement was quite effective since after a few display many of the people were already purchasing the product due to the benefits that the product had and the special reason that it showed which would be liked by the people (Pham, Geuens and De Pelsmacker 2013). This was effective in many sense as people became attracted to the product due to its special quality to remove chocolate stains which was somewhat a big issue for parents.
McDonald’s was effective in their approach after the advertisement portrayed their service of home deliver. Many of the people started using their service since they came to know that McDonald’s delivered to a lot of areas and they would not have to visit the restaurant to satisfy their cravings of fast food (Moriarty et al. 2014). The people who were frequent consumers of fast food used more of this service especially people who liked burgers since this advertisement especially showed the delivery of burgers to different places.
The Ariel advertisement could have been made better in many ways which would have attracted more crowd. They could have showed the images of children along with the stain which could have appealed more to the crowd and the target market would have been clearly defined in the advertisement itself (Olbrich and D. Schultz 2014). Along with print media broadcast media could also be used since it will help to reach a larger number of crowd through television and the advertisement can be more visual which will attract better crowd. Moreover, the target group need not be always children since even older people crave chocolates, therefore it could be a huge mass of people since everyone needs detergents in their household (Albakry and Daimin 2014).
McDonald’s could also improve their advertisement in many ways. They wanted to show the large network that they have for their home delivery. They could have explained it more clearly to the audience by showing a connected map which would mean that the connectivity of their home delivery is very huge and they can cover a large area which would be attractive to the people (Debasish and Muralidhar 2013). This would make it clear to the people that the advertisement is just not about the service that they are providing but an explanation that the service is a connected one which will help them to order from almost any place. They could also use celebrity endorsements as a way to attract more people (Malik and Guptha 2014)
Among the two advertisements that have been taken in this study, it can be said that both the advertisements have been successfully in their respective fields. Ariel have been more successful in terms of sales as it displays a more useful perspective which would be beneficial for the people as detergent is a product which is commonly used by every person. However, McDonald’s is more successful in terms of visual as the advertisement is more attractive as they have more visual appeal which shows the burger. Therefore they have been more successful in their approach as people will like to see the advertisement more because of its creativity which has been showed by the company. The creative side of the advertisement is more successful and appealing to the mass and hence it has been able to reach more people. Ariel could learn a few things from the advertisement of McDonald’s which would be helpful for their future advertisements. Since the print advertisement is purely based on visual and no audio is present therefore they should make it more attractive like McDonald’s so that they may appeal to the eyesight of the people. If the advertisement is made more creative then the sales will increase more due to more people being attracted to the product because of the advertisement.
References
Albakry, N.S. and Daimin, G., 2014. The visual rhetoric in public awareness print advertising toward Malaysia perceptive sociolculture design. Procedia-Social and Behavioral Sciences, 155, pp.28-33.
De Pelsmacker, P., Geuens, M. and Van den Bergh, J., 2013. Marketing communications: A European perspective. Pearson education.
Debasish, S.S. and Muralidhar, M., 2013. Print Advertising: Consumer Behaviour. SCMS Journal of Indian Management, 10(1).
Keshari, P. and Jain, S., 2014. Consumer Response to Advertising Appeals: A Gender Based Study. Journal of Marketing & Communication, 9(3).
Lesser, L.I., Zimmerman, F.J. and Cohen, D.A., 2013. Outdoor advertising, obesity, and soda consumption: a cross-sectional study. BMC Public Health, 13(1), p.20.
Malik, G. and Guptha, A., 2014. Impact of celebrity endorsements and brand mascots on consumer buying behavior. Journal of Global Marketing, 27(2), pp.128-143.
Mitchell, L., Frank, M.R., Harris, K.D., Dodds, P.S. and Danforth, C.M., 2013. The geography of happiness: Connecting twitter sentiment and expression, demographics, and objective characteristics of place. PloS one, 8(5), p.e64417.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.
Olbrich, R. and D. Schultz, C., 2014. Multichannel advertising: Does print advertising affect search engine advertising?. European Journal of Marketing, 48(9/10), pp.1731-1756.
Pham, M.T., Geuens, M. and De Pelsmacker, P., 2013. The influence of ad-evoked feelings on brand evaluations: Empirical generalizations from consumer responses to more than 1000 TV commercials. International Journal of Research in Marketing, 30(4), pp.383-394.
Wells, W.D., 2014. Measuring advertising effectiveness. Psychology Press.
Zhang, H., Sun, J., Liu, F. and G. Knight, J., 2014. Be rational or be emotional: advertising appeals, service types and consumer responses. European Journal of Marketing, 48(11/12), pp.2105-2126.
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