Demonstrate a comprehensive understanding of marketing communication theories and concepts by reviewing a real campaign.
Daikin Air conditioning Pte ltd is a Japanese air conditioning company that applies cutting-edge technologies to promote man’s inner space. Its products are of high quality and designed to meet customer expectations, and to save costs.
Over the years, the company has been trying to innovate as much as it can to ensure the product meets the modern day technology. This includes coming up with applications which can control the device while a distance away, and establishing new ways of making it to enhance the consumer experience (Adrian, 2013).
The Daikini product is also compact and stylish, meaning the company strives to ensure it is appealing to its customers. This factor makes the product to receive high demand because consumers like purchasing products which portray uniqueness, and ones which serve different needs in their day to day lives.
This gadget also cools quietly and does not disturb the people around in anyway. Customers like purchasing products which serve their purpose without causing any disturbances such as producing unnecessary sounds (Camelia, 2012). The product is also eco-friendly and saves energy.
The manner in which the product is designed to enhance efficiency and to provide cooling for not only for an individual but also for a family. This means it is ideal and cost saving for people who have both small and large families. Therefore, the product can help in saving the cost which would be incurred if each person in the family was to purchase his/her personal cooling gadget (Boonchai, 2017).
This product serves various customer needs, one of them being minimizing manual labor. From the advert, this product can be controlled through an application installed in a mobile phone, indicating that the user does not need to be in conduct with the gadget in order to adjust or it. This feature gives customers a better experience because they like purchasing products which do not give them a lot of burden in controlling their functionality.
The gadget is also easy to use. When a product is not complicated in its usage, it attracts many people because consumers have varying skills of using gadgets. Addressing this need makes this company to have various advantages including continuous sales because people of different skills can purchase them.
The other customer need addressed by this product is attaining much from a product that uses less energy. As time goes on, the cost for energy, like for example electricity continues to increase, and therefore customers like purchasing products which do much with less consumption. This product portrays this feature because it is able to provide sufficient cooling for the family with less energy consumption.
As time goes on, the demand for eco-friendly products is increasing and customers are shifting to purchasing from companies that consider producing products that function without polluting the environment. Daikini has considered this aspect in production of this product because it functions without any environmental pollution. This means it serves the consumer’s need for green environment (Marta, 2014).
It also addresses consumer need of having fresh air in their houses by using products which promise efficiency. Consumers like purchasing products which function well without chances of breaking down or causing accidents. From the advert, the product is highly efficient and likely to serve consumers to satisfaction.
This advertisement is good because it uses an ideal media for a short, simple and attractive advertisement. For an advert to be easily understandable, it should be short and eye-catching. This one is attractive because it includes a dance and sounds which can attract the viewers’ attention. Long and unattractive adverts tend to be boring and makes the viewer to concentrate on other things or fail to identify the main theme of the advert.
The advert is also simple and straightforward (Jung, 2014). Being simple, in this case, means that the advert should have a meaning but expressed in a simple language. From this advert, the words used to describe the features of this gadget are not ornamental or tough, and therefore it means people with different communication skills can easily understand them.
The other strength portrayed by this advert is that it has a convincing value. This implies that in can make the viewer to think about purchasing the product. The advert was framed in a manner which attracts people to purchase the product because it outlines some of the benefits which can be attained by purchasing the product (Islam, 2014). For instance, it mentions that it is nice for a family because it helps in saving energy, works quietly, highly efficient and can be controlled by use of a mobile phone. This kind of information makes the product to appear better to the consumer and will therefore make him/her to see the reason why he/she should purchase from this company and not from its competitors.
The manner in which the advert is framed is capable of having an ever lasting impression on the viewer because the suggestions are backed by convincing arguments (Ong, 2010). For example, saying that Daikini is for everyone is supported by saying that it is good for a family because of various reasons. The convincing strategy used does not also not also make the viewer to have any doubt concerning the quality of the product because the manner in which they are expressed makes the consumer to see a sense of reality.
The other strength associated with this advert is that it is effective in targeting (Joseph, 2014). To make an advert bear positive fruits, it is important to know who exactly the target audience is. When a company makes an advert, chances are the product being advertised will not be appealing to every person, and therefore it is important to identify a segment of the population that is most likely to be in need of what the company offers (Costas, 2011).
From this advert, the target segment is family units. This can be shown by the company using people who seem to be of one family to make the advert. It is also using terms related to its target audience, like for example saying “cooling for the family.” Identifying the target audience is fundamental because it makes a company to choose the kind of media to use (Hemnat, 2012). For example, it makes one to decide which television program, radio stations and other advertisement venues that may be highly effective.
One of the weaknesses associated with this advert does not include unique features which can make it memorable for the viewer because it does not include unique words or other features that can make him/her to remember what it was all about (Costas, 2014). If a company makes an advert that does not make the viewer to remember anything after a while, it wastes time and money because it cannot serve its purpose. With a good advert, the audience should be in a position to clearly remember what occurred during the course of the advertisement.
The other weakness is that the advert is too fast for someone with low listening skills to understand. Although the media being used can attract people with different listening skills because it allows one to attain information through listening and reading, the advertisement speed is too fast for the audience to understand what is being said (Mohan, 2016). Good adverts should not only be short, but should also give the reader an opportunity to understand what every word contained in the advert. For this case, before a person hears what is being said, another word is mentioned, hence becoming hard, especially those with poor listening skills to understand the information.
Conclusion
From this advert, it is clear that the product serves various consumer needs. One of the needs is being able to operate without using a lot of energy. The reason why this aspect is important to the customers is that it aids in saving costs. The product is also able to be controlled by use of a mobile phone, indicating that it minimizes the burden of moving from time to time to adjust it. Other needs addressed include efficiency, being eco-friendly, serving large number of people, being stylish and compact, among others.
The media used for this advert is ideal because it allows the audience to see the physical reactions concerning the people advertising. One of the strengths associated with the advert is that it is short, simple and attractive. When an advert portrays this feature, it become easy for the audience to understand what it talks about. Other strengths include having a convincing value and being effective in targeting.
Although this advert portrays various strengths, there are various weaknesses that need to be addressed. One of them is lacking features that can make it to be memorable to the consumer. One of the strategies which the company can use to address this weakness is using unique words or other features that can ring in the mind of the consumer from time to time. The other weakness is the high speed used in moving from one idea to the other. To address this issue, it is advisable for the company to reduce the speed to allow the target audience to capture the information without challenges.
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Boonchai, Hongcharu. Content Recall in Marketing Communications: A Study of Communication Tools and Message Strategies. International Journal of Business and Management Science, 7(1), 2017, 78-92.
Camelia, Mihart. Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process. International Journal of Marketing Studies, 4(2), 2012, 124-135.
Costas, Hadjicharalambous. A Unified Framework for Evaluating Brand Alliances and Cobranding Strategies: Implications and Future Directions. Academy of Marketing Studies Journal, 17(2), 2013, 154-165.
Costas, Olsen. The Periodization of Marketing: Myth or Reality? Evidence from the Scott Paper Company. Academy of Marketing Studies Journal, 15(2), 2011, 89-98.
Hemnat, Katole. Evaluation of Retailers’ vs Customers’ Views on the Usage of Advertising as Communication Tool. International Journal of Marketing Studies, 4(6), 2012, 65-95.
Islam, Azzam. Strategic Communication for Customer Acquisition in Jordan: Converting Consumers into Customers. Competition Forum, 11(2), 2013, 55-69.
Joseph, Weyers. Tu and Usted in Mexican Advertising: The Politeness Systems of Written Public Discourse. Southwest Journal of Linguistics, 30(1), 2011, 24-35.
Jung, Bon. An Empirical Study on Factors Influencing Internet Advertising Effects. Advances in Management, 7(9), 2014, 124-135.
Marta, Grybs. Creating New Trends in International Marketing Communication. Journal of Economics & Management, 15, 2014, 201-215.
Mohan, Chebolu. Focus. IUP Journal of Management Research, 15(1), 2016, 35-46.
Yi-Ping, Ong. The Language of Advertising and the Novel: Naipaul’s A House for Mr. Biswas. Twentieth Century Literature, 56(4), 2010, 54-65
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