Task 1: Research Portfolio (U20: P1, M1 U24: P1)
Learning Outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products.
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries.
Red Bull Summer Edition:
The aims and objectives of Red bull's advert on Instagram is that they drive awareness of the extension of the brand and so that their Instagram campaign was based on boosting awareness and sales of their tropical flavoured “Summer Edition” energy drink for the Australian market. Their target audience for this advertising campaign was their younger people such as teenagers and their customers in their early twenties as they enjoy their Instagram accounts as they have a very good mix between videos and photos that their audience enjoys their posts due to the bright colours so it draws them in and makes them pay attention to it. They approached the marketing campaign by posting teasers on their Instagram to get their customers excited for the new products that they are brining out and then once their customers were aware of the upcoming products and they used yellow filters throughout a range of images on their Instagram and incorporating summer links in their videos to portray typical summer days. By doing this it meant that Red Bull was more likely to be associated with the hashtag #thissummer than any of its competitors. Red Bull decided to do this campaign over Instagram because they have over 13 million followers which meant that the majority of them will see the advert so product awareness will increase. There was an ethical issue with these products that Red Bull was introducing to the market as some customers and other interested parties were concerned if the caffeine came from ethically sourced coffee beans and the farmers were payed a fair wage.
The purpose of this advert is to introduce the new electric Porsche Taycan to their customers and to show the development of Porsche over the years and how they've improved as they have loads of their cars from recent years and their diesel powered tractor from 1960 and they can show that their electric car is just as good as their petrol cars. They also made the viewers engaged with the advert because it is entertaining because of the car chase which meant that they were more interested with it meaning that they will remember the product.The aims and objectives of this advert is that they wanted to increase awareness to their new electric car and they also wanted to show potential customers that it is better than their competitors. Porsche's target audience for this advert is aimed at men and women who are in the upper class that have a high income because it is an expensive sports car. Porsche made their target audience males and females as it shows both men and women driving the car at a high standard so it shows that it is a car that is easy to drive. The key message from this advert is that they are introducing a new car to the market and that it is suitable for anyone to drive and that it is an exciting car to drive. Porsche approached the campaign by advertising it during the super bowl advert breaks millions of Americans would be watching which means that they would get an increase in product awareness. Porsche decided to advertise their new car on television because they knew that more people would see it as they can't skip adverts on television so they will just carry on watching it so they know about the new product.
In both the Red Bull Instagram advert and the Porsche television advert they both try to push the same message that their products are better than their competitors and that they are different. Red Bull portrayed to their customers with this advert that their new summer editions were something special and unique because of the different flavours the customers could have. This means that they were able to stand out because of the bold colours on adverts to draw the consumer in and to get them excited for the product to be released. Similarly Porsche promoted their product as being different from other electric or hybrid cars is that their new car was Porsche's first fully electric sports car as not many car manufactures had done it before. This showed their customers that they are leading the market which can persuade the customers to buy one because it is such a good car.
Red Bull adapted their products to better suit the seasons because it would be a special edition that would be out in the summer. this allowed them to promote their products early so it would help get consumers excited for summer and it would also help their customers remember the products because they would connote summer with the Red Bull summer edition products as it would have been repeated to them so much that they would just remember it.
Porsche adapted their products to their changing market because consumers would have wanted high speed petrol cars and now the customers have changed what they want due to social trends changing. For example customers now want electric or hybrid cars because they are more economical and that petrol prices are rising so customers want to save money. This means that Porsche have had to change their cars to suit what the customers want because they will be more likely to buy it if it is what they want.
Methods of advertising
Emotional appeal- Manipulates the viewers emotions into doing what they want.
Promotional advertising- Used to attract interest in a product or service through offering additional incentives for making a purchase.
Bandwagon advertising- A specific type of propaganda advertising technique that tries to get the target audience to jump on board, so as to not "miss out" on what everyone else is doing.
Facts and statistics- Can persuade the audience into buying the product as they can be influenced by the facts about a product.
Endorsements- The action of endorsing someone or something.
Complimenting the customer- This can make the customer purchase a product just because of being complimented.
Repetition- If the name is constantly repeated to the audience then they will be more likely to remember it.
Humour- It can entertain the audience into purchasing the product or service.
Brand summary- Makes the brand's benefits and specialities clear.
Brief- Clear and to the point.
Rhymes- Sticks in the mind and easy to remember.
Alliteration- Easily remembered by the consumer.
Use of second person- Consumer feels spoken to personally and involved in the product or identity on offer.
Use of every and always- Indicates the companies unswerving commitment.
Present tense- Universality/timelessness.
Imperatives- Assertive demands designed to sweep the consumer along in agreement.
Use of capitals- For emphasis.
Humour- Consumers are entertained, so tend o be well disposed towards the brand.
Use of puns/word play- Gives a second layer of meaning to impress the consumer with it's smartness and novelty.
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