...Sociological Ad Analysis Submitted For SOCI 1005A Instructor: Priscillia Lefebvre 101015189 This advertisement created by Old Spice Body Wash was an interesting way to not only market their product but it was also comical and entertaining to their audience in such a way that it will not be forgotten by the viewers, thus making it quite popular around the world. In this short to the point ad, it has the audience engaged right off the bat with superstar NFL football player Isaiah Mustafa shirtless showcasing his desirable muscular physique and speaking in a deep projected masculine voice directly telling the audience with full eye-contact that he’s “The man your man could smell like.” In a span of 30 seconds, the Old Spice Guy was able to gain popularity and also spread awareness all around the globe about the product that was being advertised. There are many reasons as to why this ad has gained so much popularity in recent years, and it’s not hard to see why. It is a very short ad that gets straight to the point and is rather easy to share and spread around the world. Another thing that the creators did well was the emphasis on humour. Generally, when we see an ad while watching T.V. and find it hysterical and humorous, we will proceed to search it online to view it and show it to friends and family. The main issues in this ad is the gender stereotypes that is easily noticeable, such as the idea that women like a masculine good looking male...
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...107 Cluster Advertisement Analysis For my ad analysis, I choose an Old Spice ad for their deodorant and body wash. In this analysis, will elaborate on the target market, whether the product satisfies a need, want or demand, whether the ad conveys the value that the product will offer to the customer, where the product falls on The Product/Market Expansion Grid, whether it addresses the marketing mix, the marketing position of the product, whether the product addresses any macroenvironmental issues, and finally if the ad is effective. Who is the Ad Targeted At This ad is targeted at young adults and men. It is evident that the ad is targeted at men just by the manly aura it conveys. The ad shows a man with a muscular physique in a bath tub riding a motorcycle made out of suds from soap with a woman sitting on the edge of the bath tub. The ad is also evident that it is targeted towards men is because the Old Spice products that are advertised in this product is intended for men. Need, Want, or Demand This product satisfies a want because it is not a necessity for most consumers. A want is described as a desire for a particular product we use to satisfy a need in specific ways that are culturally and socially influenced. In our society, it is expected of us to practice good hygiene. So, it is a necessity to purchase products that practice good hygiene. However, buying Old Spice products is a want because consumers are not expected to buy Old Spice products. Conveying the Value...
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...Nathan Cruzen Renan Silva Jonathan Turk MRKT 327 -02 Executive Summary Introduction Old Spice is the most original brand for men’s fragrances. The Shulton Company in 1990 purchased the Old Spice brand. Procter and Gamble strategically repositioned the brand and adapted more diversified products to meet more current demands. , Old Spice is trying to re-brand its image and appeal to a younger audience to increase sales and brand awareness. In order to do this Old Spice needs to reach a new target market of males. These males should age from 18 to 34 year old. Target Audience Men ages 18-34 are interested in using men’s grooming and toiletry products. Positioning: Established in 1937, Old Spice is the leader in the men’s body care and toiletry market. For men who demand superior body care products, Old Spice offers you the highest quality and best-scented body care products on the market. Old Spice will make you smell like the best smelling man in the world. SWOT Analysis Strengths • A very renowned and successful brand. • Strong distribution channel (available in more than 20 countries). • Excellent Product quality. • Strong financial presence in the market. • Affordable pricing of products. • Diversified portfolio of products. • Sales growth is high. • Strong image and Product development Weaknesses * After acquisition, Old Spice could not completely change the consumer’s brand perception of their products. * Market...
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...Ad Analysis 1. Pepsi Next “Baby” Commercial Summary- This is a 31 second commercial about a new mother who is filming their baby doing “baby” things when the father comes home with the new Pepsi Next soda. The mother doesn’t believe that the Pepsi Next really tastes like Pepsi, since it is supposed to have 60% sugar. They try the soda and are so mesmerized by the new Pepsi Next that they don’t notice their baby dancing, doing “the worm” and playing guitar. Audience- The audience for this commercial could be diabetics who would like a soda with less sugar, or people in general who are looking for a “healthier” soda or a trying to lose weight without giving up soda. Hook- The first thing that gets your attention is the cute baby in the scene, and the super excited vibe that the father gives off about the new Pepsi Next, and finally the dancing baby makes the whole commercial hilarious. Sell Techniques- The Pepsi Next sell techniques for this commercial are the use of “shock and awe”. ie: “The NEW Pepsi Next has the SAME great taste but 60% less sugar!!” Plus it makes you feel like if you drink this soda you not notice anything in your surroundings other than the amazing taste of the Pepsi Next. Motivator- The simple fact that EVERY ‘diet’ soda on the market tastes awful, makes you want to try the new Pepsi Next just to see if it really does taste like regular Pepsi. I bought some just to see if it tasted as good as the commercial says… It actually tastes pretty good...
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...assertiveness and independence. In contrast, we have femininity in which advertising labels as passive, beautiful and co-dependant. These two images advertisers try to paint normalize the stereotypes of different gender roles. Different companies use different strategies to sell products and encourage consumers to part with their hard earned money. Advertising reinforces particular gender norms. Through an analysis of a case study of anti-aging cream aimed towards women, this paper will argue that all advertising fundamentally plays on dominant ideologies to make people believe that in order to be “normal” or “successful”, they must buy product X. In particular, it will focus on how dominant norms surrounding masculinity and femininity are encouraged. These norms suggest what is considered an acceptable male and female appearance. It will also focus in particular on gender norms which female attractiveness is above all else, while men are valued for their other characteristics. The following case study is on the analysis of women and the use anti-aging products. Growing old is a way of life, but for women in modern society it is a grim reality, the aging process cannot be stopped, but thanks to anti-aging adverts, it leaves the impression that the aging process can be slowed down. Today there are several...
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...CHAPTER 1: DIGITAL MARKETING 1. What is Digital Marketing? Digital Marketing is the new age form of marketing in which companies or brands use modern digital mediums like that of the internet. At its core, digital marketing centres around the extremely powerful medium of the internet. The internet can be used to “push” a message to someone like email, RSS etc as well as to “pull” content serving a banner ad & Pay Per Click search terms. Digital Marketing as a term has been around for too long but suffers from the lack of a clear & lucid definition. It does not include more traditional forms of marketing such as radio, TV, billboard & print because they are not real time & do not offer instant feedback. Thus the definition of Digital Marketing would be: Digital Marketing is the technique of promoting products & services using database-driven online distribution channels to reach consumers in a relevant, personal & cost-effective manner. Digital Marketing includes: 1.1 Online Marketing • Website Optimisation • Search Engine Marketing (SEM) • Video Search Engine Optimisation (VSEM) • Social Media Optimisation (SMO) • Blogs & Forums • Online Display Advertising • Email Marketing 1.2 Mobile Marketing • Messaging (SMS & MMS) • Mobile Internet • Mobile Apps • App Advertising 1.3 eMedia Marketing • Video, Audio & Content delivered via electronic devices • Digital Billboards Digital Marketing can be implemented in two ways: Push digital marketing & Pull digital marketing...
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...price our new product slightly cheaper than these brands. Asper our analysis, Gillette should charge a price of Rs 42 for 70ml pack. 9.5.3. Promotion Since we see a great opportunity for Gillette in the Shaving cream category, we recommend an aggressive promotional campaign for the new product. Our promotion would adopt a push cum pull strategy PROMOTION One important finding of our FGDs and Consumer Survey was that not a single consumer was aware of the fact that Gillette has 9 variants in the shaving gel/foam category alone. This can be attributed to one or more of the following reasons: The brand equity of Gillette is very high (57% TOMR in our study). But the category development is pretty low. The consumers have low involvement and do not search for information. This implies that shaving cream/gel/foam is more of a commodity. Gillette has spent on advertisements only for the razors and not on shaving gel/foam or aftershaves. Hence the information available to public is limited. To DE commoditize the category, to increase customer loyalty and repeat purchase, promotions have to be done on a bigger scale than what is currently been done. The promotions should have more of a pull effect in the advertisements that communicate not just the price and offers/discounts but also the values, attributes which the consumer can relate to. In short, more information has to be communicated to the consumer through ads, trade promotions etc. Some initiatives by Gillette: ADVANTAGE...
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...STRAWBERRY GIN FOREVER & STRAWBERRY GIN FOREVER SLIM Oriana Paolillo D’Andria Carlos Fernandez Maria Barambio Itziar Benedicto Alonso Bertrand Mazeaud 1 EXECUTIVE SUMMARY INTRODUCTION We have chosen Beefeater Gin, a spirit brand of Pernod Ricard due to its brand recognition and in the industry, being a market leader in Premium Gin in Spain as well as the over 100 countries that it is exported to. The product is distributed by the James Burrough company. Beefeater Gin is known for its fresh, clean and crisp taste with a subtle citrus and fruit edge. The gin brand takes pride on its multi-dimensional character, without losing its balance and robustness. The high demand for dietetic, non-sugary, low calorie alcoholic drinks in today’s society generates an opportunity to enter an exponentially growing market while focusing on a healthy product that satisfies our potential customers’ needs. We will also introduce a mix strawberry gin drink that is not of low caloric intake but readily mixed to take wherever. COMPANY OVERVIEW Beefeater’s roots go back to the 1820s, when John Taylor and his wife decided to open a small distillery in London’s Chelsea district. Beefeater Gin is a company originated in London offering the world’s most awarded gin, with its product bring a type of distilled gin made by redistilling spirit...
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...1.1 Introduction Spices are the imperative ingredient to make food tasty and delicious. It is the most common and important ingredient for food items of our daily consumption. A Bangladeshi cannot think of a meal without using spices, it is our food habit and tradition. The history of spice is almost as old as human civilization. It is a history of lands discovered, empires built and brought down, wars won and lost, treaties signed and flouted, flavors sought and offered, and the rise and fall of different religious practices and beliefs. Spices were among the most valuable items of trade in ancient and medieval times. As long ago as 3500 BC the ancient Egyptians were using various spices for flavoring food, in cosmetics, and for embalming their dead. The use of spices spread through the Middle East to the eastern Mediterranean and Europe. Spices from China, Indonesia, India, and Ceylon (now Sri Lanka) were originally transported overland by donkey or camel caravans. For almost 5000 years, Arab intermediaries controlled the spice trade, until European explorers discovered a sea route to India and other spice producing countries in the East. 1.2 Background of the Study The report has done to complete the partial fulfillment of Effective Business Communication for Managers (EMBA_504) course. The entire report is done under close supervision and instruction of our honorable course instructor Engr. Kamrul Hassan. We have completed our report based on a comparative study...
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...Compare and Contrast Gender in Advertising Advertising is a multimillion-dollar industry that targets people of various ages and gender to aid in selling gather products. The images or visual and verbal sense of the messages vary considerably by targeting different people with images and messages, which may even lead to the use of stereotyping in order to reach to a wider array of audience. For example, adverts that are solely directed for the teenage audience persuade them that purchasing a specific product makes them “fit in” with other teenagers or their role models. A comparison of advertisements that are aims at men and women show that advertisers are still using the standard gender role to advertise for their products which is causing a lot of stereotyping and biases to be seen. In order to understand stereotypes and gender bias found in the advertisements, it is first imperative to understand what stereotyping is and how it is implemented into advertisements. Stereotyping is defined as a thought that can be adopted from specific types of individuals or ways of doing things, however, that certain belief may or may not be an accurate reflection of reality. Stereotyping fits in with other types of inter group attitudes. Stereotyping, discrimination, and prejudice are comprehended to be related but are still different concepts. Stereotyping is though more as rational components of an individual since it is a reflection god expectations and beliefs about the characteristics...
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...Decoding Stuart Hall’s Encoding/Decoding model Stuart Hall is a prominent sociologist and cultural theorist and author of the significantly influential essay Encoding/Decoding; published in 1973 during the time of his position as director of the Centre for Contemporary Cultural Studies at Birmingham University (Chandler 2001). Encoding/Decoding is a theoretical framework devised to critically examine how society or the hegemonic institutions in society, disseminate messages implanted or ‘encoded’ (Hall 2001, p.167) with meaning ‘through the operation of codes within the syntagmatic chain of a discourse’ (Hall 2001, p.166). Hall’s model examines the processes in which television texts are constructed with dominant codes or ‘preferred readings’ (Hall 2011, p.172), whilst signifying theoretical strategies from which audiences can deconstruct and consume such readings existing within texts in correspondence to cultural and social conditions. Hall’s model laid the foundations for much ethnographic research; it is upon this premise and its comprehensive influence, that in this essay the advantages and limitations of his model will be evaluated with focus on how effectively it functions within the indicated parameters of specific texts and discourses. Hall’s model which is fundamentally a mode of communication and audience reception theory, stems from early models of which proposed to analyse how audiences interpreted texts through the visual and aural discourse of television...
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...MINDSET PLANNING AND MAINTAINING STRONG BRANDS THROUGH INSIGHTFUL RESEARCH * * MINDSET 1. What is a brand? 2. Why is branding important? 3. What is the brand planning process? 4. Why choose Mindset? MINDSET 1. WHAT IS A BRAND? MINDSET • • More than a product. It is like a living organism with a life cycle including a birth, adolescence, maturity and old age. It can be healthy or sick. Unlike us, the clock can be turned back and it can be rejuvenated. • • A brand has a soul and a personality. It can give meaning and identity to its user. So its benefits can be both functional and psychological. MINDSET My Personal Brandscape Globe & Mail Levis Irish Spring Finesse Crest Nike Listerine Braun Old Spice Rolex Tropicana Westclox Gap Maxwell House Quaker Oats Bic Macintosh Dole Subaru Clarica Pizza Hut Sunoco Yahoo Pepsi MINDSET THE MEDIUM IS THE MESSAGE Marshall McLuhan MINDSET THE MIND IS A MEDIUM Product Brand • View of self • Understanding • Functional Needs • Values • Beliefs • Experience • Imagination • Image Needs MINDSET AND SO IS THE HEART Product Brand • View of self • Feelings • Experience • Aesthetic...
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...A detailed report on Pakistan’s top most advertising company | Promotion and advertisement | assignment on | | This report is being submitted to: KHUWAJA TARIQ Submitting By: MALEEHA MOHIUDDIN BUSHRA SHAKEEL SHAZIA TAJ HUMAID SHAKEEL SHAH SAAD ZIA Programme: BBA 8-E Department: Management Sciences Semester: Spring, 2012 Serial number | Table Of Contents | Page number | 11.11.21.3 22.12.2 33.13.2 4 5 6 | Introduction MissionCompany objectiveThe world of advertisementIndustry and competitorsClients Environmental Analysis Internal Environment External Environment PromotionAbove the lineBelow the line BudgetTelevisionPrint MediaRadio Control World most top ten advertising agencies | 455567 7810 141517 18 21 22 | About Interflow Communications (Pvt) Ltd. Our commitment is to Brands and only Brands For almost three decades, Interflow Communications has been one of the pioneers of marketing communication services in Pakistan. With offices in Karachi, Lahore and Islamabad Interflow Communications brings creative, media and advertising management acumen of around 300 professionals to the industry. From mass effectiveness of electronic, print and out of home media to the intimacy of new media, Interflow has the true grit it takes to deliver beyond expectations. History Grew to become the largest advertising agency within 5 years and have maintained leadership...
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...Product Strategy & Management Term Paper Industry- Personal Care Industry Company – VI-John Private Limited Product – VI-John Shaving Cream Submitted to: Prof. Ramesh Venkateswaran By Group 8A Kartik Saruparia (144043) Nitu Rai (144064) Priyanka Katoch (144081) On 12.08.2015 INDIAN INSTITUTE OF MANAGEMENT, Udaipur VI-John - Journey of Desi Brand From the second storey of his office, Vimal Pande looked towards the sky and started contemplating his thoughts what to do next to maintain the pace with innovative and competitive personal grooming industry. VI-John was founded in 1960, Kochar family had built the desi company into one of the major players in manufacturing of shaving creams. Customers used VI-John shaving cream because it was affordable and delivered quality. The company is known for high-quality shaving cream in the business and charging low prices for them. The company has always targeted mass customers and never raised the price of the product alike their competitors. Currently, the company is enjoying its position in the industry as a volume leader. But the market value share (21.7%) of the VI-John shaving cream is less than market volume share (29.2%) whereas competitors like Axe, has market value share (12.9%) greater than market volume share (7.4%), similarly, Gillette having market volume share of 3.9% has a market value share of 7%. (Refer Exhibit 1) In past, the company had tried to increase its value share by increasing...
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...FINANCIAL ANALYSIS: TEMPLATE NAME: EXECUTIVE SUMMARY: Proctor and Gamble® was founded in 1837 by William Proctor and James Gamble in Cincinnati, Ohio. Today the company is the world’s largest producer of consumer goods with over 300 brands in over 180 countries. The company has a significant advantage over its competitors because of market position and brands that everyone knows such as Tide®, Pampers®, Gillette®, Olay® and many more. The company’s purpose is to “provide branded products and services of superior quality and value that improve the lives of the world’s consumers now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creations, allowing our people, our shareholders and the communities in which we live and work to prosper.” During the second half of the 20th century the company increased profits by acquiring companies that diversified its product line. Among the acquired companies were Folgers®, Old Spice®, Iams® pet foods, cosmetic giant Max Factor® and several others. In 2005, Proctor and Gamble,s® acquisition of Gillette® made it the largest consumer goods company knocking top dog Unilever® to second place. Innovation is the life blood of Proctor and Gamble®. On April 7, 2014, the company declared 7% increase in dividends. Since its incorporation in 1890, the company has been paying dividends. This 7% increase marks the 58th consecutive year that the company has increased its dividend...
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