MIDTERM EXAMINATION

ODD / SEMESTER GANJIL, ACADEMIC YEAR 2019-2020

Introduction to Advertising

Magda Harahap, MA

Nama : Reicha Aditya Dendeng

NIM : 19131030213

Major : Public Relations

Day, date : 17th, November 2019

Dear Ms. Magda, I would like to give my answers to the questions for the midterm
examination about certain brand that marketed and advertised in Indonesia. I have
chosen to analyze the brand advertisement of the new iPhone 11 Pro made by the
Apple Company. Hereby included the link for my testimony video and the brand
advertisement video link:

- Testimony video

https://drive.google.com/open?id=166qc1foEVYjlxRQ0Qy5lQ4HWrHmNL_27

- Brand advertisement video

https://www.youtube.com/watch?v=cVEemOmHw9Y

1. What is the advertising objective of the brand (Using AIDDA model)?

A. About AIDA model

Before explaining the advertising objective of the brand advertisement that I chose
to analyze using the AIDA model, I will first explain what AIDA model is. AIDA model was
firstly introduced in 1898 by E. St. Elmo Lewis, which was a basic marketing concept that
could help organizing advertisement based on what the customers’ see/feel and how they
response to marketing communication (Hadiyati, 2016). It was first known as AID which
stood for Attention, Interest, and Desire, as the guideline of a successful sale process. In
1900 however, E. St. Elmo Lewis added the word Action which formed the complete AIDA
model to strengthen the strategy in organizing marketing communications for a better
sales result.

As mentioned before, AIDA consists of (Mackey, 2005):

1. Attention
Getting customers’ attention and awareness of the brand or the product,
and its message.
2. Interest
Increasing customers’ interest by presenting about the benefits/profits of the
product/service that they will get if they purchase it.
3. Desire
Convincing the customers’ that the product/service of ours, is what they
actually need (compared to other brands).
4. Action
Providing ways and steps for the customers to purchase the
product/service.

As a conclusion, AIDA model is decision-making process of purchasing

product/service consists of customers’ attention, interests, desire, and lastly the action of
that decision-making that leads to a successful sales. So in advertising world, an
advertisement can be described as an effective advertisement if only it reaches all aspect
in AIDA model.

B. Analyzing the advertising objective

In the beginning of the brand advertisement video I chose, we can see introduction
of the new iPhone 11 Pro product. We can hear the announcer announced the product
by saying “Introducing iPhone 11 Pro.” Right from the start, the first advertising objective
that the company tries to convey is to get the customers’ attention. The advertisement
uses powerful words and beautifully shot image of the product and its brand logo, to make
the audience aware of the new product.

Next, the video continues by showing different pictures of the product while the
announcer narrating powerful messages containing how the product is made and the cool
features of it which leads to the second advertising objective, interest. The advertisement
shows different sights, colors, and functions of the product, to increase the audience’s
interest of the product.

After that, we can see in details the features of the new product from its design,
materials, performance quality, camera abilities, and how it compares with the previous
model. This is the way of the advertisement reaches the next advertising objective which
is desire. The announcer describe in details how this new phone can definitely compete
with other brands of smartphone which increases the audience’s desire to get the new
iPhone 11 Pro.

This advertisement doesn’t really specify what actions the audience should do to
purchase the product. However, since Apple Company has already made a big impact to
the world of technology and is already famous for their brand logo, this advertisement
simply just puts their brand logo at the very end of the advertisement, implicitly saying
that the audience will already know how to purchase the product just by looking at the
brand logo (which implicates the audience to buy at the nearest Apple Store).
Furthermore, in the YouTube video description of this advertisement, it is included certain
links that the audience can click that will lead them to the official page of their company’s
website, so the audience can learn more on how to purchase the product.

Overall, I think this brand advertisement video has done a good job on including
the AIDA model to get audience’s attention, interest, and desire of the product so the
audience is persuaded to take action to purchase the new iPhone 11 Pro.

2. Explain the target audience of the brand by using the four elements of
segmentation: demography, geodemography, psychography and behavior.
A. About target audience and four elements of segmentation

In answering this question, we must first know what target audience is, and how to
decide it using segmentation. Targeting is a form of deciding which groups of customers
that is the best one to aim for in making a promotion (Blythe, 2006). In advertising, we are
more concerned in target audience since we want to know whom our
message/information should we best direct to. Target audience is described as a
particular group of consumers within the planned target market (people who are most
likely to purchase or consume a particular product), that is identified as the receiver for
an intended advertisement (Kotler & Armstrong, 1997). So in another word, target
audience is potential group of people which would be exposed by promotion/advertising
campaign.

To decide the right target audience so the message is directed correctly, before
making an advertisement, marketers/advertising agencies should first identify who their
target audience are by using market segmentation. Market segmentation is a process of
dividing the market into groups of people with similar needs and wants (Blythe, 2006).
Based on the presentation given in session three about Understanding Customers and
Consumers, market segmentation has some elements which are (Camilleri, 2017):

1. Demographics Segmentation
Demographics segmentation is classifying target audience by dividing the
market into groups in physical and factual data. The demographic variables
include age, gender, income, occupation, marital status, family size, race,
religion and nationality.
2. Geo-demographics Segmentation
Geo-demographics segmentation is classifying target audience according
to where they are located such as, urban area, suburbs, rural, industrial area
etc.
3. Psychographic Segmentation

Psychographic segmentation classifies target audience according to their

psychological traits, personal interests, and lifestyles.

4. Behavioral Segmentation
Behavioral Segmentation is classifying target audience according to
personal purchase behavior, the readiness stage of each person, and attitudes
toward the product.
 B. Analyzing the target audience of the brand advertisement video

Based on the brand advertisement video, we can identify the intended target
audience using the elements of market segmentation above:

1. Demographics Segmentation
Based on the demographic aspects, the target audience that the iPhone 11
Pro brand intends is people with higher income due to the high-tech and most
recent features that the phone has. It also targets mostly young-adults people
who are around 25 - 35 years old since that group of age is mostly already
financially stable (Statista, 2011). Based on the video also, because of the great
camera quality and performance, it targets some specific occupations such as
Businessman, Video Editor and Gamer.
2. Geo-demographics Segmentation

Based on the advertisement being spread on the internet and TV, most
likely the advertisement targets people from the urban and some suburbs area
who have internet connection and are exposed to technologies.

3. Psychographic Segmentation

Based on the video, iPhone 11 Pro provide some cool features such as high
quality camera which means it targets people who likes to take picture and
videos with their phone. Then it also mention about the big battery capacity
which most likely target people who are on their phone long hours every day.
It also target people who like to play high definition games on their phone, since
it has great gaming processor. Lastly, it also somehow attracts clumsy people
since the phone is provided with a durable-dust and water resistant material,
so they don’t need to be extra careful in using their smartphone.

4. Behavioral Segmentation
Since Apple is a very famous company especially for smartphone products,
the anticipation of the new iPhone 11 Pro is very high. Because of this, the
advertisement video targets people who seek iPhone product because of their
well-known brand and have great attitude toward Apple Products.
3. What other promotion tools can the brand use to optimize advertising? Explain
and give example.
A. About promotion tools

To know about promotion tools, we first must know what promotional mix is. As we
know, promotion is one of the four Ps of the marketing mix (elements that create a good
marketing). The four Ps are, product, price, place (distributions) and promotion.
Promotion is described as activities, materials, and media used by a marketer to inform
and remind prospective customers about a particular product offering (Koekemoer & Bird,
2004). The element of promotion in the marketing mix, also includes different
communication methods and activities aimed at the target consumer, which is called the
promotional mix.

The elements in the promotional mix are (E & Baack, 2012):

1. Public Relations

Public Relations is a discipline that looks after the reputation, with the purpose
of getting understanding and support, and influencing opinion and behavior. It is
planned and sustained effort to establish and maintain good will and mutual
understanding between organization and its publics (CIPR, 2013). In promotional
mix, using PR person is an important thing a company should do to maintain a
good relationship with its publics. It also maintains a good brand image in the eye
of the publics so they would have a better perception about the company and
eventually decide to buy/purchase the company’s product/services.

2. Advertising

Advertising is a non-personal communication, usually paid for, containing

persuasive information about products or services through certain media/platform
(Bovee, 1992). Advertising is used to promote and inform product and services
with an attractive ways for the customers which also contains unique factors
compared to other competitors.
 3. Sales Promotion

Sales promotion is described as many ways of giving incentives to

raise/increase sales in a short period of time such as: discount, voucher, gifts, etc.
The goal of sales promotion is to stimulate, motivate, and influence purchase and
other actions as a response to given incentives (Kazmi & Batra, 2009). Customers
sometimes do not want to buy a product because they do not feel interested or
think that the product does not benefit them. Therefore, applying sales promotion
in a period of time, will boost customers’ interest to buy the product for they feel
benefited.

4. Personal Selling

Personal selling is two-ways communication involving direct social interaction

(face to face) with (Kotler, Keller, Koshy, & Jha, 2009). Personal selling’s objective
is to introduce the product to the prospective customers and to influence them to
buy the product. Personal selling is considered effective because it can directly
influence the customers by explaining the benefits of our product compared to
other competitors (Economic Times, 2018).

5. Direct Marketing.

Direct marketing is a marketing system where a person or organization doing the

marketing can directly interact with targeted customers. Direct marketing is usually
done through the telephone, email, or appointed meeting with the targeted
customers to get a direct response (Kotler & Armstrong, Marketing: an introduction,
1997).

In conclusion, marketers can use any one of the above promotion tools together,
or just one, depending on the marketing communication objectives.

B. Other promotional tools the brand can use to optimize the advertising

The iPhone 11 Pro brand advertisement was already good enough to get audience’s
attention, interest and desire to buy the product. However I think that some other
promotional tools can further increase the chance for the audience/customers to go and
buy the product.

The first promotional tools that I think will enhance the interest and desire of the
customers to buy the product is sales promotion. For instance, by giving certain incentives
such as 20 % discount for a limited month, or giving an additional power bank as a gift for
the first 1000 buyers, will definitely help increasing the interest and desire of the
customers to buy the product. It is also a good idea to include the specified sales
promotions in the advertisement so that the audience will be informed about the discount.

I also think that personal selling is a great way to increase the chance of customers
buying the product. For instance, a person who just watched the brand advertisement on
YouTube, came to an iBox (a store for Apple products) nearby, to get more details of the
new iPhone 11 Pro. The sales person in the store then can further influence that person
to buy the product by giving detailed and thorough explanation about the features of the
product and explain the benefits of iPhone 11 Pro, compared to the other smartphones.

In conclusion, those are two other promotional tools that I think can definitely help
optimizing the brand advertisement, to increase the chance for the audience/customers
to buy the new iPhone 11 Pro.

4. Explain how the creative concept might help to achieve the advertising
objectives:
A. Brand Positioning

Brand Positioning is defined as placing the brand in the consumers mind so that it
is perceived differently and more superior to competing brands (Ries & Trout, 2001).
Customers usually compare products/services from various brand all the time. Therefore,
as marketers, we should carefully build our brand positioning strategies to improve
customers’ good thoughts and perceptions of our products/services. Usually marketers
would choose a certain positioning statement of their brand that will resonate with their
customers, and is different with from other competitors.

I think, for this brand advertisement of the new iPhone 11 Pro, the brand positioning
elements are portrayed throughout the video. With the creative portrayal of the product,
video editing, video shooting and good narrating, definitely help to plant the brand
positioning inside the audience’s mind. The positioning statement that they choose is
mentioned at the end of the video by the statement of “This new line of iPhone has been
proved to extremes like never before, ensuring that each part is worthy of the name
iPhone 11 Pro.” With this statement, the company wants to make the audience see that
their newest product is the best smartphone they have come up with, which the audience
should have, compared to their previous iPhone products and also compared to other
competing smartphone brands. They also want the audience to believe that the word
“Pro” in the brand product’s name, is the right way to describe the exclusiveness,
sophistication, and the greatness of their new iPhone 11 product.

B. Brand Promise

A brand promise is described as practical and emotional benefits, which stated by

a company of a certain brand, that consumers should receive when they experience the
products and services of a brand (Knapp, 2008). A good brand promise is not only the
one that can attract prospective consumers to get more interested by the brand, but also
the one that actually fulfills its promise to the consumers.

In the brand advertisement video, iPhone 11 Pro product, promises a lot of things.
The first one is about the durability of the phone which can be seen in the video when it
shows the phone being thrown into the ground and sprayed by water, and is still in a good
condition. This is further supported by the narrator in the video saying “Rigorous testing
and refining have helped create a durable-dust and water resistant iPhone.”

The brand also promises about the performance of the phone being super-fast and
efficient. It is shown when the video shows the audience the shot of their Apple-designed
A13 Bionic chip, which they say “it’s the fastest chip ever in a smartphone, yet more
efficient than ever.”

Lastly, the new iPhone 11 Pro also promises about their camera and video quality.
The shots of their triple camera and clips that is showing the phone’s video results, are
widely shown throughout the advertisement. This again, supported by the statement “it
has the highest picture density of any Apple device.”
 With creative presentation of the product, the way the video was shot, and great
description of benefits of the product narrated by the announcer in the video, I think the
brand has successfully included a good technique of putting their brand promises.
Because of this, I as an audience, feel more interested to learn more about the product
and desired to get and purchase the new iPhone 11 Pro.

In conclusion, from this brand advertisement video we can see that the Apple
Company, has successfully strategized their brand positioning and promise, so that the
audience feel more attracted to buy their new product which is iPhone 11 Pro.

5. Explain 2 interesting things you have learnt about advertising so far.

I have learnt a lot this past 8 weeks. Although I didn’t meet the lecturer in person,
I got to learn from presentations and videos as my study materials. Advertising is a very
interesting subject to learn. In this past 8 weeks, I’ve learnt about advertising and its role
in marketing, other promotional tools, target audience, market segmentation, and many
more. The two most interesting things I’ve learnt so far is about brand positioning, and
other promotional tools.

I was very interested to learn about brand positioning because it has something to
do with how people perceive a brand compared with its competing brands. I learned that
the war between brands is actually happening inside the minds of the
audience/customers. I realize that every brand has their own unique positioning
statements to make their brand stands out among other competing brands. Now, if I see
a brand advertisement, I will think of what the brand positioning is and compare it with
other similar type products with different brands.

I also was very interested to learn and learned that other promotional tools such
as public relations, sales promotion, personal selling, and direct marketing, should work
together with advertising to increase audiences’ interest and desire to buy the product
that is being advertised. Now, if I see a brand advertisement, I’ll try to analyze what other
promotional tools that can be used to help the advertisement.

In conclusion, I am looking forward to study more about advertising and use the
knowledge I get in the real life.
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