UNIQUE SELLING PROPOSITION < Pepsodent toothpaste boasted of its unique selling proposition with its therapeutic action which cannot be found in any other brand. First they show the costumer what would happen to their teeth if they don’t use a toothpaste. After applying the problem they immediately launch into presenting the solution to it: their very own product, acclaimed by them as gum friendly and prevents the occurrence of gum bleeding. In this advertisement, Pepsodent aimed to take the lead in the market by emphasizing the unique feature of their product in comparison to other brands. For instance, they knew that colgate has already made the consumer believe that their brand is the best in preventing cavities. Likewise, sensodyne stuck with the slogan “the relief for sensitive teeth” in order to compete head-on with these brands, pepsodyne opted to find a unique feature of their product that they could flaunt before the eyes of their costumers. v

INHERENT DRAMA http://www.youtube.com/watch?v=Rscs2W71A00 The commercial, in an attempt to be entertaining, portrayed a heart-tugging story where every family can relate to. The storyline went this way: There’s this mother who longed to be visited by her workaholic son, whose hectic schedule cannot permit him to do so. One day, her granddaughter thought about writing a letter to her grandmother. She then intentionally placed the letter inside her father’s suitcase. Her father was able to read the letter and was touched by it. As a result, he decided to visit his mother and bought kfc along with them. KFC used inherent drama to advertise their product. This kind of technique used emotional appeal where they relate to their customer’s social and psychological needs for purchasing a product. They believed that emotion’s works better at selling a brand. They could attract a large numbers of buyers by touching their hearts using dramatic characterization, with the hope that the positive feelings they evoke will transfer to the product.

BRAND POSITIONING The advertiser’s positi

on their product by using the competitive advantage appeal where it usually claims superiority to another brand. In their commercial, they surveyed certain people on what is their top leading dandruff shampoo. There was overemphasis in the idea that Head and Shoulders is the no.1 anti-dandruff shampoo. In fact, in a tremendous attempt to place their shampoo at the zenith of marketing boards, they even used a model whose unquestionable excellence in his field is also beyond comparison. They chose somebody popular and achingly sweet to the eyes of their consumers to present their shampoo—Manny Pacquiao. This inculcated a notion in the minds of the audience that BEST people only uses BEST brands. It understandable why Head and Shoulders utilized positioning as their main marketing strategy. First, there’s the fact that there were several competing anti-dandruff brands available in the market. Second, these brands have the same or minimal differences in their suggested retail price. Third, the other competing brands were newly launched in the market, making the clients curious of these new brands. Because of the aforementioned reasons, the advertising scheme of Head and Shoulders is to make sure that customers would see that their shampoo is still the leading and unbeatable brand in the market.

BRAND IMAGE This advertisement of Sunsilk Co-Creations employed the brand image style of product advertisement. This brand built up their image to the costumers by using professionals in promoting their product. World-renowned hair specialists joined forces to personally come up with a hair concoction that can answer to the hair style needs of every Filipinos. In addition, these experts came in different races and specializations. Consequently, the credibility of Sunsilk was raised a notch higher. The result is evident as buyers flock to purchase these “personalized hair shampoo” created by bigwigs in the arena of hair styling. Indeed, who wouldn’t be interested? If I were the costumer, I would undoubtedly go for a shampoo whose credibility is without reproach, as endorsed by trusted people in that field. This advertisement builds a strong impact to their consumer because their concept of using experts is very appealing.

The first thing we do in analyzing a product is to first have a knowledge and understanding toward the product--- What exactly is being advertised? The Methathione is used to help treat blood disorders, and detoxify the liver of heavy metals, toxins, and alcohol; it helps to protect cells and tissues against oxidants. MET-TATHIONE has anti-aging effects, and as we grow older, supplementing MET-TATHIONE can help prevent the levels from dropping. The secret to excellent marketing is to deeply understand who your target clients are and what exactly their needs are. If you hit a raw nerve as to what they desire in a product, then you can also be sure that you were able to strike a jackpot. For instance, the target audiences in the above image are women who wants glowing, beautiful and youthful skin like the model herself, Kris Aquino. The advertisers are aware that the characteristics model more or less reflects those of the product as well. So in order to project an excellent unrivaled product, they also chose somebody whose beauty, personality, socioeconomic, and popularity status is considerably unequalled—Kris Aquino. These aforementioned qualities of the said actress are the very same characteristics of the target purchasers whom the company wants to reach out. The advertisers wanted to look appealing to power-clad, independent, career-oriented, and modernized females who are more likely inclined to spend much on vanity. Hence, they decided to ask Kris Aquino to endorse their product—the ultimate epitome of class and status symbol. The name of the product was placed at the bottom in ravishing, huge fonts that are attractive to the eyes and unquestionably legible. The background color exudes warmth and is identical to the exact color of the item being sold. Moreover, the tag line sounded enticing, promising a glowing, fairer, whiter skin to would-be consumers. In general, the goal of this ad to encourage consumers to spend for the purpose of obtaining, or acquiring the appearance of, a higher socioeconomic status by using a top-of-the-line products endorsed by a model with a big name and a whooping social profile.

advertisement analysis (mama sita's)

The advertisement Mama Sita’s is located at Luzuriaga Street near downtown area. As you can observe, Downtown can be considered as the heart of the city or the beehive of different people from different races, age and genders. In addition, it is the busiest place in Bacolod City. It is said that one of the factors of a good advertisement is its visibility, or its ability to be seen by everyone. Mama Sita’s billboard could attract large amount of prospective buyers. It could make them aware of the existence of such product, thus taking their marketing strategy into a higher level. The target audiences of the product are the housewives or mothers, those who are engaged in cooking businesses--- food entrepreneurs and carinderia owners alike. The overall design of the product involved use of bright colors, such as red, green and yellow that stimulates the mind and captures the attention of the audience. Legibility was also given priority; its big fonts ensured that it can be read even from a far. Furthermore, it has charismatic tag lines that describe and highlight the important features of their product. Moreover, not all Filipinos can understand English, thus the ad utilized Filipino as its medium of language in order to ensure that it is well understood by its target buyers. The key objects being featured were different samples of Mama Sita’s pastes and sauces which came in different flavors. The characteristics that were given importance were the ones that are more likely to entice the readers to patronize their products. Examples of such characteristics are the following: 100% no artificial color and flavor, low in sodium, and with slow-cooked ingredients. There were no specific backgrounded nor foregrounded features, but, one can easily know which features are deemed important by merely looking on the size of fonts used. Understandably, bigger fonts mean bigger emphasis. The lesser the fonts are, the lesser its importance. In general, the ad being discussed in this blog can be considered excellent in presentation and appealing to the costumers, because it was able to highlight the strengths of the product, and conceal its flaws or weaknesses.