Analyses of Shine.com add in MINT

ADD : SHINE.COM( in Mint ,newspaper,6-dec-2013)

The appeal which is predominant here is seen clearly as

The advertiser uses Fear Appeal here.

Advertiser  attempts to create anxiety in the consumer on the basis of fear, so that the consumer is encouraged to resolve this fear by purchasing the product or service. The  advertisement  uses people's fear of offending or of rejection to influence them to purchase the  products.

Also the advertisement tries to make customer to realate the fear and the solution given by the product to overcome that fear.

This is shown by the tag line used “ don’t take chance with your CV “  which realtes to picture shown being the words and then enforces the customer to read the lines of the product.

Let us see the salient features of the add

1.The add is relatively small but effective with the content.

2.The picture of soiled resume really makes customers think .

3.As it an add related to career , the company uses such take punch lines which is engaging the customer.

Inform and persuade:

Advertiser(SHINE.COM)  informs the potential consumer about products their benefits and utilities. It also persuades the consumers to purchase such products and services.

In short, the add  is focusing in  awakening of a desire to possess product(shine services ) . Also it  is a mass persuasion  appealing   career oriented people.

One question really comes in our mind -Is the ad really attractive and helps the company to accomplish its objective?

In my opinion the add is effective  but not that much.

It is effective because it moves in right direction and fine message and so manages to do a fine job.

On the other side  the fear appeal is not so engaging that the customers would be really motivated to buy quickly .

Also if the company could have created a full sized page add then it would have much more effect than the current one. I think the company could have also used punch lines like “ don’t  risk your career as you may not have a job further ,contact us ”

Colgate Plax latest add really makes consumers think !!!

The add below  is captured by  me in one the chemist shop in Lajpat Nagar  New Delhi

Few days back I went to a medical store in Lajpat Nagar -1  to buy medicines for my grandmother .The visit to this common  medical shop was really uncommon.As when I entered this shop, on my left side many  products  were displayed  and on the right was the main counter to get the medicine .But before I can buy the medicine I  stopped at the entrance where the products were displayed  and the reason is the picture that you can see above.

The space where Colgate Plax was put  and was decorated  or surrounded by its add really made me think.

This add  which is unusual  with a garbage faced person pointing towards Colgate Plax , and saying  "Saas ki Bhadbu ko bolne na de" (in Hindi)  . In English meaning that the product wont let your  bad breath speak.

And at the bottom right "Lambey smay tak taza saans" meaning  fresh breath for long time.

Looking at this add and placement of it  made me say "wow" .It is an amazing add .

The garbage faced person  on the add  and words used, links to the people whosoever sees this.The add states the problem on the decorated space which makes you think but also  at the same time shows the solution which is physically existing on that very space making ,one feel  better   .

My experience was ,that after looking the add or place   I started thinking if I smell bad or not  and while I was thinking I saw Colgate Plax  on the display shelf.It really made me feel that I should buy the product because the add really connected to me and made me think i.e.showing me the need and solution -Colgate Plax.

The matter is not confined to point that if I  or anyone has bad smell breath or not but the important thing is it made me think because anyone can bad smell any day ,so connection of the product  with Psychology or thought process,  made  me  stop and think for while.

Conclusion : The idea of showing ad  may be on paper but  showing solution physically or vice-versa  can really effect the thought process of the consumers and ultimately lead to benefit of the brand as the consumer may buy that product in many cases.

One thing to notice here is that the example and ad pic given above was placed at right location i.e. chemist or medical shop and targeting the right audience i.e. urban/semi urban segment (Lajpat Nagar here).

And  so ,along with creative ideas and strategies ,target audience and location  also matter when objective is "To Trigger"  in consumers current state.

By Ankit Sapra

A bit about the freshness expert

About Ambi Pur

Ambi Pur is a brand of air freshener products available in the United States, Europe, Asia and Oceania. Their range of products may be used in the home or in the car with a variety of smells and properties such as odor neutralisation

Products

• Plugins - singles and multi fragrance.
• Stand-by, and not the plugin.
• Washings, cleaning toilets.
• Aerosol, mini aerosols and timed multi fragrance aerosols.
• Car air fresheners, and one multi fragrance.
• Air freshener for wardrobes and small spaces.

History

Ambi-Pur's first product was launched in 1958 in Spain by Javier de Merelo Barberá Sanromä Cruz. Cruz Verde was a Spanish household brand selling a wide range of products, and even in the 2010's is a well-known brand in Spain because of the great tradition of innovation and advertising. Cruz Verde was purchased in the 1970's by the US multinational company Syntex. Ambi-Pur, which differs from other products and Cruz Verde, became a brand name, with cellulose products "constant" and aerosols, and in the late 1970's and 1980's, continued to strengthen the brand with new products and diversification of the intended use.

Acquisition by the Sara Lee Corporation

In 1984, the Sara Lee Corporation acquired Cruz Verde and began to roll out air fresheners throughout Europe. It was the first brand to launch a plug-in liquid air freshener, toilet rimblock fluid, and fluid air fresheners for cars. After Western Europe, the brand expanded to Eastern Europe, Asia, Japan, and Oceania, as well as in the United States and Canada. From the 1990's until 2010, Ambi-Pur was among the three market leaders for air freshener brands in Western Europe.

Acquisition by Procter & Gamble

The Sara Lee Corporation announced on 11 December 2009 that it would sell Ambi-Pur air care business to Procter & Gamble for $468 million.

Brand vs Brand name

How much brand name  can effect the brand itself  ?

The brand becomes a brand by its product or service or by doing some unique events  and  supported programs.The company / product   in reality  becomes a  real brand  when people and customers really recognizes it.
Like Nike known for its variety of shoes ,Micromax known for its cheap price smartphones and handsets,Airtel known for its services ,Tata tea or Idea better known for its advertisements than products etc.
So its the game which takes a bit of time and uniqueness in some way plays a vital role .Advertisements in any form helps to create awareness and buzz if really different and interesting.

But did you notice one thing similar in all of the above examples .......
These different types of organisations  after putting efforts and building a   brand  in the market  have a unique "BRAND NAME"
And so  when a brand comes in the market and in the picture of consumers  ,the consumer generally recognize  or link the USP of the brand to the  brand name  like -Ask any consumer  about "Just   Do It" he/she would just say one word "NIKE" or ask  on searching online he/she would just say one word "GOOGLE"  i.e the brand name .The linking in consumers mind of such tagline or say product is linking to brands name.

Brand Name is important but what if any company for any reason changes its brand name.Then ....

Would the change in the name of brand effect consumers ?



I would take an example of India where  the best and most popular  news channel "Star News " changed its name or its brand name to "ABP News" in April 2012 .
(You can read the literature  and the reason of change in name  at : http://en.wikipedia.org/wiki/ABP_News)

After the name  changed ,the company heavily advertised about it on various forms media .
But the important part is -Did it effect the consumers and even news market ?
And the answers is a big YES, People never went into details why the name was changed  but they saw that Star News is not existing now and rather unknown an name for consumers called "ABP" has taken over .

The result -2nd positioned news channel called "Zee News"   has now taken the position of Star News or ABP News" and more  importantly taken a place in consumers mind .

The no. 2 has become No. 1 (Zee News) and a simple reason is Brand Name .
The consumers didn't trust a name which was not known to them(ABP)  though the irony is that the  most of people and the real company was same(Star News) .


Therefore I believe that Changing Brand Name should be avoided and in case it is necessary to change the name ,the company should not only advertise  but also keep advertising and reminding about the changed name.A company can also advertise through promotional events at places where it feels that the customer base is big.
Also while changing the name  the brand should also  be linked with some new things in order to make the new brand name look more attractive and trustworthy.

By Ankit Sapra

Analyses of Renault Duster add in MINT

ADD: RENAULT DUSTER (in Mint ,newspaper 6-dec-2013)

Looking at the ad we clearly see predominant appeal which the company uses .

The add gives a social appeal as the advertisement   talks about Recognition, Status, Respect, Involvement,  Affiliation/belonging, Acceptance, Approval.

The add gives an emotionally social appeal showing the car in various dimensions  such as Renault Family, 65000 customers ,awards .

Also looking at only car being showed ,it really talks without words .The massive front grills of the car  gives a message  and creates a perception  that the car stands a part .It really gives a feeling of  being differentiated

Other than the social appeal and  the add trying to engage customers as socially differentiated, watching the add carefully we see another appeal i.e. rational appeal

As it uses words such as exchange bonus, additional warranty and free stuff  which makes the consumers think rationally that yes the car really giving real benefits.

The salient features of the add are very interesting

Following are the points which I noted as the salient features:

i. Paid form:

Advertiser (Renault) uses  a paid form of communication and hence commercial in nature. Thus, advertising can clarify be distinguished from publicity which is not paid for by the sponsor.

ii. Non-personal presentation:

The advertiser is advertising in a non-personal presentation but , advertising is  directed to a mass audience rather than to any individual. This is shown by message of the add  i.e. Duster Gang and so it tries to engage such customers.

iii. Inform and persuade:

Advertiser(Renault)  informs the potential consumer about products and services, their benefits and utilities. It also persuades the consumers to purchase such products and services.

In short, the add  is focusing in  awakening of a desire to possess product(Duster Car) and services(Gang of Duster). Also it  is a mass persuasion  appealing  middle or high middle class people .

The important question is - Is the ad really effective and making customers feel excited about the car ?

According my Opinion  this add is really impressive ,it is one most effective add by Renault in India till now .

One fact of the add is its optioning of the advertisement on paper i.e. the add is on the backside  of the paper  and also it is displayed in full size  and so any reader would look and devote a few seconds at least and the potential customer would posses  a feeling of buying the product.

The main add displays everything one customer could expect from such segment car  plus the idea of engaging the customer through Gang of Duster , is really good as it gives a feeling of involvement and differentiation.