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Running Head: TRUST YOUR POWER

TRUST YOUR POWER

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TRUST YOUR POWER
Introduction

Derrick Coleman is the first deaf person to make an NFL roster. His story became an

inspirational idea for Duracell commercial. With the story of him, Duracell wanted to inspire

people and feature the power of Duracell batteries. The article “Trust Your Power”, provides

a description of a research study conducted to examine the dissemination of the commercial,

what important for Duracell – brand recognition or bran recall, and which media would be

picked to present the advertisement to men and women.

Question 1

The commercial was so emotional and inspiring. I was deeply moved and inspired by

the story. I think Coleman’s story overpowered the brand being advertised because the story

was so mushy that I didn’t even realize the logo of Duracell at the end of the commercial. I

could realize it at second time watching the ad because especially I was looking for where the

logo of Duracell was taking place.

Question 2

As a media planner, these types of advertisements keep the brands in the background

which is not good for the brand because they spend too much on ads and they don’t get

enough engagement. I would place this ad in sports shows because the ad is about an athlete

who is achieving his goal in sports.

Question 3

In this ad, brand recall was more important for Duracell because during the brand the

power within us was being emphasized. They just showed Duracell logo at the end of the ad

for 3 seconds. They don’t even speak of the brand name specifically. If Duracell had wanted

to emphasize the brand recognition, they would have placed the logo in the ad much more.
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Question 4

Besides television, print publications and the internet would support this message and

campaign. In print publications, the story can be told with a picture and some compositions.

In the internet, like television, the commercial can be aired in video format. So, its as effective

as television. In addition, radio could support this message but the ad would be ambiguous

because in the ad they don’t speak of the name “Duracell”. But if they took another ad for

radio, that would be fine too.

Question 5

I would absolutely choose internet media to present this advertisement to men and

women because, 3 billion people are using the internet worldwide (Davidson, 2015). In the

internet media, advertiser can adjust who will see the ad by gender, age, search background of

the user, etc. Thus, advertiser can reach the target market easily and effectively.
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References

Davidson, J. (2015, May 26). 3.2 Billion People Now Using Internet Worldwide | Money.

Retrieved June 19, 2018, from http://time.com/money/3896219/internet-users-

worldwide/