Individual Assignment

Integrated Marketing Communications

Full Name: Trương Thảo Nguyên

ID Student: HS163234

Class: MC1701-CCP

Lecturer: Pham Khanh Huyen

1. Find an example of an advertisement that uses a feature appeal

and analyze it giving attention to the type of product or service

attributes discussed in the ad and the benefits they provide to

consumers in the target audience. What is your opinion of the

effectiveness of the ad you have selected?

● Advertisement: An advertisement for a new vacuum cleaner brand:

Samsung's Jet Bot+ showcasing advanced suction, easy maneuverability and

versatile cleaning accessories. The headline reads: "Smart Vacuuming, Clean

Dust," and the ad features a working vacuum cleaner that easily cleans

different surfaces.

● Analysis:

- The main focus of this ad is on the specific attributes and features of the

vacuum cleaner. The ad highlights advanced suction, showing it can

effectively pick up dirt, grime, and pet hair on a variety of surfaces. This

feature appeals to consumers who prioritize thorough cleaning and want a

vacuum that can handle different types of debris.

- The advertisement also emphasizes the easy maneuverability of the vacuum

cleaner. The Digital Inverter motor optimizes airflow by means of an ultrasonic

fan that maintains a strong suction power of 5W (~4200pa). LiDAR sensor

technology uses a 360o scanning laser to analyze and record the distance

and depth of the wall, thereby accurately calculating the location of obstacles

and automatically creating a 3D map of the consumer's house. As a result,

optimizing the path saves cleaning time and cleans every nook and cranny.

This attribute is emphasized to solve the difficult problems of consumers who

want a vacuum cleaner that can easily move around furniture, tight corners

and stairs, making their cleaning job easier. more convenient and efficient.
- Furthermore, the multi-purpose cleaning accessories are featured in the

advertisement. It can include a soft woven brush set with an antistatic silver

component, which helps remove dirt on carpets, hard floors and floor

crevices. The built-in cutter helps to shred hair and fur while vacuuming so the

brush is self-cleaning and tangle-free. Clean Station is available. After

cleaning, the robot automatically returns to the cleaning station to remove dirt*

using “Air Pulse” technology and a Multi-Layer Filter system that blocks

99.999% of fine dust

- By highlighting these attachments, ads appeal to consumers with specific

cleaning needs, such as those with pets or those looking for comprehensive

cleaning solutions.

● The benefits:

- First, advanced suction and versatile accessories allow users to achieve a

higher level of cleanliness in their homes, ensuring that dirt and debris are

effectively removed. This results in a cleaner living environment, potentially

reducing allergens and improving overall hygiene.

- Second, the easy maneuverability of the vacuum cleaner enhances the user

experience and saves time. Consumers can move easily around their home,

reaching every nook and cranny without difficulty. This attribute brings

convenience and efficiency, making the cleaning process less tedious and

more enjoyable.

● Opinion on effectiveness: The effectiveness of this ad is commendable. By

focusing on specific features and attributes of vacuum cleaners, the ads target

consumers who prioritize powerful suction, easy maneuverability, and

versatile cleaning. By highlighting the benefits of these features adds to the

 overall appeal of the product. Overall, the ad successfully targets the desired

audience and effectively communicates the unique selling points of the

product.

2. IMC Technology Perspective 9–1 discusses the need for a

creative revolution in online advertising. Discuss how online

advertising differs from the type of advertising done in traditional

media such as print or television and the challenges marketers face

when advertising on Internet websites.

● The difference:

+ Customers

- Online advertising People easily reach more customers than

advertising by offline. Because today's users mostly use the internet for

work as well as in entertainment, it is easier for marketers to target the

right target.

- Offline advertising is widely targeted at targeted customers, because it

is displayed not as expected by marketers. For example, advertising on

TV, businesses will certainly not be able to know whether their target

customers are watching their ads, who are watching their ads, not able

to classify customers. watch ads, etc. But with online advertising,

businesses certainly can. Businesses will be classified by age, gender,

occupation, etc. of customers that its products and services are aimed

at, thereby, reaching customers more easily.

+ User interaction

- Online advertising includes: Search advertising, advertising on smart phones,

banner ads, Email Marketing, social networks, youtube, etc. all have two-way

interaction between the user and the provider. That interaction happens

immediately when the business has just broadcast the ad.

- Still Offline advertising cannot do that. When it comes to the interaction

between users and businesses, this requires a long time for customers to

send letters or call to respond, etc.

+ Campaign tracking and measurement capabilities

- With online advertising, businesses will easily know immediately the results of

their campaigns are successful or failed. By the way businesses will

continuously monitor the process of advertising broadcast, how many views,

how many clicks, how many customers buy, etc.

- And offline advertising, From the outset, businesses certainly didn't know how

many people saw their ads, how satisfied those viewers were, whether they

were influenced by their ads to buy, etc. Due to the inability to measure

campaign results, businesses will not know if the campaign they are

implementing is right or wrong, should stop or should continue to develop,

etc.

+ Presence and spread rate

- Online advertising allows your advertising to be displayed 24/7, the speed of

spreading is very fast.

- Stilloffline advertising on the contrary, ads appear less and spread very

slowly. For example, advertising on television is not always broadcast, the

frequency of broadcast must also be shared with the ads of other businesses.
+ Advertising costs

- Online advertising helps businesses save costs more effectively than offline

advertising. Meanwhile, the effect of online advertising is rated many times

higher than offline advertising. Therefore, todayonline advertising is becoming

an inevitable trend chosen by many businesses.

● When advertising on Internet sites, marketers face many

challenges. Here are some common challenges they may face:

1. Ad Blocking: Users can use ad blockers to avoid showing ads on their browser. This

reduces the reach and influence of the ads.

2. Reduced Attention: Modern users tend to have short-term attention and rarely see

ads on a website. Marketers must find ways to attract and hold the attention of their

target audience.

3. Fierce Competition: On the Internet, there are thousands, even millions of websites

and advertisers competing with each other to attract users. This creates a fiercely

competitive environment, and marketers must find ways to stand out and compete

effectively.

4. Automation and Engagement: Automated advertising technologies evolve, which can

make ads boring and unreliable. Marketers must work to create interactive and

personalised advertising to impress audiences.

5. Fake and Deceptive Ads: Some untrusted websites may display fake or deceptive

ads to trick users. This causes loss of audience trust and impacts the effectiveness of

online advertising.

6. Tracking and Privacy: Growing interest in privacy and user tracking on the Internet.

Marketers must comply with privacy regulations and ensure that tracking and data

collection is done properly and with user consent.

 7. Platform diversity: The Internet has many different platforms and devices, including

desktop computers, smartphones, and tablets. Marketers must optimise ads to best

display across these platforms and ensure a consistent user experience.

3. What is meant by the mere exposure effect? Discuss how banner

ads that appear on various websites might take advantage of the

mere exposure effect.

● According to the mere exposure effect, people show an increased liking for

stimuli as they are exposed to them more. This effect is logarithmic; the first

few exposures someone has to a stimulus are more potent than later ones.

The mere exposure effect sees implications in contexts ranging from art and

architecture to advertising.

● Banner ads that appear on various websites can capitalise on the mere

exposure effect in the following ways:

+ Increase brand awareness: By displaying banner ads on multiple

websites, a company can increase brand awareness among a wider

audience. The constant exposure of users to this ad helps to create

familiarity and increased recognition with the brand.

+ Reminder Ads: Banner ads that appear on various websites remind

users of a brand or product they may have encountered before.

Repeated exposure keeps the brand in mind, increasing the likelihood

that users will remember it and consider it when they're ready to make

a purchase.

+ Positive engagement: Banner ads that appear repeatedly on reputable

and popular websites can take advantage of the positive connections

 users have with those sites. Users can channel their positive feelings

towards website content into banner ads, thereby creating a more

favourable perception of the advertised brand or product.

4. What is meant by transformational advertising? Analyze the

cinematic-themed ad for Skyy vodka shown in Exhibit 9–6 from a

transformational advertising perspective.

● A transformational advertisement is one which associates the experience of

using (consuming) the advertised brand with a unique set of psychological

characteristics which would not typically be associated with the brand

experience to the same degree without exposure to the advertisement.

Transformational advertising refers to a type of advertising that aims to create

a profound and lasting impact on the audience by evoking emotions, changing

perceptions, and inspiring personal transformations.

● The Lambesis Company created a unique image for SKYY vodka by creating

ads that associated the brand with cinematic-inspired cocktail moments (see
 Figure 9–6). High-impact commercials do not contain any copy but rely on

stylish, captivating imagery that establishes different storylines but leaves the

interpretation of real situations up to the viewer's mind. . All ads feature

SKYY's signature cobalt blue and showcase the brand as a catalyst for a

great cocktail moment. Advertising has helped SKYY achieve a deep

emotional connection with the style-conscious trendsetters the brand targets.

5. Discuss the use of slice-of-life execution techniques in

advertising. For what types of products and services might this

execution technique work best?

● A slice-of-life advertisement:

- is a kind of ad strategy that utilizes everyday scenarios to integrate a

product into the daily dynamics of consumers. With this kind of ad,

advertisers try to provide solutions or introduce efficiency using the

product to the daily common concerns of people.

- are usually done for daily essential home products like beverages,

cleaning products, daily clothing and food, but they can also be

effectively used for work dynamic products and services like

management software or internet privacy services and also for

school-related concerns like English tutoring needs.

● Advantages of slice-of-life advertisements:

- Engaging the target audience involves using the right advertising

appeal - it has to be well-conceived and strategic, something

slice-of-life ads can offer.

 - In general, the purpose of an ad is to move the target audience’s

awareness of a need. The ad has to make them recognize a problem

or an efficiency concern that your product will be a solution to.

● Types of products and services might this execution technique work best:

+ Consumer Goods: Everyday products such as food, beverages,

household items, personal care products, and clothing can benefit from

slice-of-life executions. By depicting relatable situations like preparing a

meal, doing laundry, or getting ready for a social event, advertisers can

showcase how their products seamlessly fit into people's lives.

+ Travel and Hospitality: Advertisements promoting travel destinations,

hotels, or travel services can utilize slice-of-life techniques to evoke the

desire for experiences and adventures. By showcasing authentic

moments of travelers enjoying scenic views, engaging in activities, or

 connecting with local culture, advertisers can inspire potential

customers to imagine themselves in similar scenarios.

+ Health and Wellness: Products and services related to health and

wellness, such as fitness equipment, dietary supplements, or wellness

retreats, can benefit from slice-of-life executions. Advertisements can

portray individuals engaging in exercise routines, practicing self-care,

or adopting healthier habits, connecting with the audience's aspirations

for well-being.