ONLINE+ADVERTISING+CRITQUE

Pick two instances of an existing online advertising/marketing campaign and critique their design and approach. Who is their target audience? What are they trying to advance? When did you see this campaign, and where? What techniques did they use? Do you believe they were effective? Why/why not? Post this on your personal wiki.



Online Advertising #1- Company: Nike Football [| http://inside.nike.com/blogs/nikefootball-en_GB/2010/05/21/write-the-future-full-length-version] http://www.youtube.com/watch?v=DDgLNInkkt8&feature=fvst Write The Future Year of commercial-2010


 * 1) 1. Who is their target audience?

The target audiences are the people who play soccer or are interested in soccer. They also target people who's wearing other brands(ex. adidas).


 * 1) 2. What are they trying to advance?

The purpose of this online commercial is to raise awareness for the World Cup, and also show that superstar soccer player wearing Nike brands apparel can write their own future. They want the audience to believe that if you put on Nike soccer apparels, you can also write your own future. The concept of the "Write the Future" will allow Nike to put its brand in the minds of millions of people.


 * 1) 3.When did you see the campaign, and where?

I saw the campaign online at youtube when the World Cup was going on in South Africa last summer.


 * 1) 4.What techniques did they use?

The technique they used is to create different story-line for each superstar soccer player feature on the commercial. They have story-line for each player so they can attract the fans of all the superstar soccer players combine. They try to create the importance of one soccer play can change the soccer player's future. There are Nike Signs everywhere in the commercial, they show it in a way that audiences will know it is a Nike Ad, without being told. They did it by having Nike signs on the player's clothes, the background signs. They were able to raise brand awareness through this technique. There is also a Facebook page for this commercial, where users can see the different versions for this commercial. The music and sound used in this commercial is very upbeat and intense, where I was able to get the excitement and disappointment that the player feel on the commercial. Athletes from different sports also made cameo appearence, to show that soccer somewhat affects athletes from other sports too. (ex. Kobe doing the Ronaldhino dance when he scored a basket).


 * 1) 5.Do you believe they were effective? Why/Why not?

This ad is an very effective ad, because it is able to effectively promote the sport and the brand at the same time. There is a lot of soccer superstars from different countries on this commercial, which makes it a global ad because many people from different countries can relate themselves to this ad, since their are players from 6 different countries on the commercial. This commercial is also very interesting to watch since the idea and concept of the commercial is new. The commercial was also able to build brand awareness for Nike, as it has been shown everywhere online (ex, Youtube, NikeFootball.com,Facebook). This commercial is also not boring to watch, and it makes you want to watch it till the very end. The Facebook page created for Nike Football is also a very effective idea, because it attracted over 4.5 million to like the page, and it is free advertising for Nike with no extra cost.

Sources

[] [|http://www.b2cmarketinginsider.com/consumer-marketing/nike’s-“write-the-future”-world-cup-2010-commercial-is-world-class-0316] []

Online Advertisement #2

Mac Online Commerical shown on Engadget. Year of Commercial - 2007 []



This is a Mac online commercial that was first shown on Engadget back in november, 2007.


 * 1) 1. Who is their target audience?

The target audience of this commercial is for the Window users especially the Vista users. This ad also targets audiences who are indecisive between Mac and PC.


 * 1) 2. What are they trying to advance?

They are trying to show the difference between Mac and PC, and how MAC is an upgrade over PC. In the end of the commercial, they have a picture of the IMAC, with words on top showing "Upgrade to Mac". They are trying to show that the Window Vista program has a lot of issues, that a lot of people are either switching to Mac, or downgrading to XP, because of the inconsistency of the Vista program.


 * 1) 3. When did you see the campaign, and where?

I saw the campaign 2 years ago on Engadget.com, at that time the newest software for a PC was Window Vista.


 * 1) 4. What techniques did they use?

In the commercial, they used humans to represent Mac and PC. The guy on the right with jeans, sweater with a youthful look is representing Mac. While the guy on the left, who is chubby, wearing a suit, and glasses is representing PC. They made the PC guy look like that because it kind of resemble Bill Gates, the founder of Microsoft. In these Mac commercials, the PC guy always will have problems or issues when he is trying to do something. In this commercial, the PC guy has problems lighting the signs properly. He's trying to light the sign " Don't give up on Vista", but he always couldn't light all the words up, and he ended lighting up "give up on Vista". This technique used on the commercial is very clever, as it indirectly show that Vista has so many issues, even the lighting system won't work in its favor. The Mac guy on the other hand never had any problems with anything, and this resembles that the Mac programs will never have any issues or problems when it's up and running.


 * 1) 5. Do you believe they were effective? Why/why not?

This advertisement is definitely very effective in promoting Mac. It also is very effective in comparing PC and Mac, and showing the difference between the two. Mac want us to believe in this online commercial comparing to Vista, it is a much better program. PC was shown having issues, while Mac is issue-free. This kind of comparison is very effective, because PC is Mac main competitor, and the commercial was able to mock at PC indirectly. It is also very effective against me, after watching this commercial, it gave me reassurance that I bought the right program and computer ( I am a Mac user). For Window users, they might second thought their decisions of buying PC, and switch to Mac in the future. The commercial is also very interesting and funny, and it is not boring to watch, it leaves a good impression of Mac to the viewer, and leaves an impression on the viewer( It's been two years since I watch this advertisement, I still remember it). The only way that might not make this advertisement as effective as the Nike ad, is that the concept and idea is not new, they been coming out with this similar concept commercial ( with one guy as PC, and one guy as Mac) for Mac for quite a while, and some audience might be getting bored with this.