Multiple Testimonial

Brand: Belo
Year: 2011


                  It started in 1990 when founder, Dr. Vicki Belo, opened her first clinic in Medical Towers, Makati. Belo Medical group has pioneered in so many beauty breakthroughs such as Liposuction, surgical and  non-surgical beauty procedures, lasers and more. And mostly their clients are celebrity artist. 
                  
                 They also provide beauty products such as soap that endorse by different artist that became their client.

Target Consumers 

                The target customers of Belo soap are the high class people who want to have a fairer skin like a celebrity artist.

Analyzation of Technique

Testimonial

                This advertisement became popular to people because they always use different artist as an endorser of their products and it is not very difficult for them to get an artist, all of their endorsers are the client of Vicki Belo. Attracting by a well known artist together with the benefits that could bring will totally attract consumers.

Artwork and Layout

                 As you can see on their advertisement they use four artist, one of them are boy and 3 girls. The advertisement want to show that using the soap of Belo will make you a good looking person that can easily attracts people. And that is what consumer wants to become handsome/beautiful, therefore, consumers will spent money on this no matter how much it is.

Testimonial Branded Energizer

Brand: Vitwater
Year: 2009


                The company of Vitwater make the plain water more interesting and made healthier so that people will enjoy drinking it. Vitwater consists of purified water enriched with different nutrients that are added according to the flavor and intended health benefit of the drink.

                It's lightly flavored and sweetened, and only contains about 50 calories per bottle.

Target Consumers

                Their Target consumers are the athletic people and workers who need some extra energy that can boost them when they are working.

Analyzation of Technique

Testimonial

                This advertisement used testimonial by featuring and including Manny Pacquiao in the advertisement of their product. Making Pacquiao as endorser of their product would be very effective, because we know that Pacquiao is a well known fighter of boxing and many people idolize him so it can really cause alot of footfalls for Vitwater company.

                Pacquiao serve as a "branded energizer" also, people may think that drinking Vitwater can make them stronger like Pacquiao.

Artwork and Layout

        The background design that they used make the product more enlighten and standout on the advertisement. The combination color of the variety of Vitwater makes it more colorful also the inclusion of the signature of Pacquiao make it  powerful because having a signature of a well known person on your brand make people think that it is proven and advisable.

Shave What You Want

Brand: Gillette
Year: 1998

           Gillette is a brand of men's safety razors, and previously the name of the company that bears its name that has now diversified to manufacture a large portfolio of products, among them shaving supplies and other personal care products it is owned by multi national corporation Procter & Gamble. 

           In advertising they always use exaggeration to make their products seem better than anyone else. Exaggeration is used when you want to make something seem bigger then it actually is.

Target Consumers

            Their target markets are the matured Men and Women which actually use shave for their beard, mustache, armpit and legs.

Analyzation of Message

Snob Appeal 
            This advertisement use snob appeal technique base on their catchphrase "No Stropping No Honing" which mean their product are better than others. When consumer started to see this catchphrase, they will be attracted easily. They are attracted easily because what they are looking for is stated there already and they wanted to be sure that they are buying the right product.

Artwork and Layout

              The image that they use on this advertisement is humorous and exaggerated that's why it is very catchy to the eyes of consumer. As you can see they use a baby to show that it is safe and effective to use on different part, because we know that babies have a sensitive skin and what they show is even the baby can use this.

HistOREO

Brand: OREO
Year: 1990

           
            Oreo was the standard bearer for "real-time marketing." It had been around for almost 100 years. It was born the same year the South Pole was discovered and the Titanic sank. It had witnessed a dozen presidencies, endured technological breakthroughs, countless fashion trends, and survived diet crazes. And maybe, just maybe, it might have something brilliant to contribute to culture if it focused on something other than its own circumscribed existence staring down the barrel of a glass of milk.

           The part of planning process involves deciding who will be on the receiving end of your marketing efforts. Your products might appeal to a large group of people, but it doesn’t make sense to try to market to everyone.

But you should know how to define your target audience and choose where to spend your time and money. Selecting a target audience will help save your resources. Focusing on a portion of the people who might be interested in your products will allow you to communicate and engage with that segment more deeply.

Target Consumers

        The target of their advertisement are the kids and Mothers,  NABISCO know that cookies are more popular to young ones and that thing triggers their mother to buy.

Analyzation of Message

Glittering Generalities

            This is the one that they use on the advertisement which is the another technique used to influence people's thinking.  This technique uses words that sound good but have little real meaning. Like what they use "they are pure NABISCO cookies!" so what if that is Nabisco right? Many advertising slogans are glittering generalities. But the real catch phrase that makes it effective is the sentence "Let them have another,Mother" which means you can really enjoy eating it and will make you crave for another one for your mother.

Artwork and Layout

        This advertisement has a catchy image that makes people curious of what though it taste like, by seeing the two kids enjoying the cookie with a catchy phrase of "Let them have another, Mother, they're pure NABISCO cookies!" 

The word "pure" which is underline makes you think what that pure taste like and its sounds delicious. 

The Layout also make the cookie stand out to be very catchy, because it has an interesting appearance that will make you crave for other variety of cookies that's in there.

Telegenic Targeting

    Brand: Alaska                                                                                               

    Year: 1974

                Before engaging in marketing campaigns and promotions businesses need to decide who they would like to aim their products at. Since Alaska is popular among athletes and involved with sports for a long time, they take the advantage of putting an athlete on their commercial which is an import in PBA, Cisco Oliver the first high-scoring, loose-living and flamboyant black.

                Tagalog phrases of Cisco Oliver became popular the "Galing mo!"- you're good! "Masarap?"-Delicious? He spits the words out like he accidentally got a mouthful of ants.

Analyzation

                The commercial that they use is Basketball which is popular to people and the athlete that they use (Cisco Oliver) was a well known basketball player. They encouraging the fans and other people who like basketball to drink the milk Alaska because their Idol basketball players are drinking it too.

Target Consumers

          This is generally for all people who drink milk but their demographic target is the athletes mostly the basketball players and fan of basketball.

Advertising Message

                At the end of the video you can see that little kid was enjoying his Alaska milk after playing basketball which make him strong and defeat Cisco Oliver the well known basketball palyer. Everybody wants to be stronger than their idol in basketball that is why their going to drink that milk also.

Artwork and Layout

          Since the video doesn't have quality in graphics it is not that too entertaining but the 55 mins of video that has amusing message will actually satisfy you and the funny phrases will live upon you.

• Audio 

               The background that they use are not that exciting and sometimes it is wrong in timing of cutting the music on the middle of the commercial.

Thrilla Tagline

Brand: Family Rubbing Alcohol

Year: 1995

The tagline is an important part of branding that can be your best brand communication tool if you could do it right. It is also known as slogans, catchphrases and positioning lines that are the first step and an integral part of brand building. Taglines can be your best and least expensive form of advertising value but it is mostly need years, and over time until it builds a value. If the business name, logo and tagline are working all together and they match-up, they become an advertisement in and of themselves.

Well this is the one that become famous tagline in 1995 the Family Rubbing Alcohol which has a tag line of “Hindi lang pampamilya pang sports pa!” it is also commercialize up to 2004, maybe some of you do forget this commercial already but the tagline of this brand may not be forgotten.

This product created by PAGODA Philippines Inc. and advertised by La Familia Advertising Co.

    Strategy and Medium

Analyzation

           Some of you might not know the man in the middle of this commercial, this man is a world class boxing referee, his name is Carlos Padilla Jr. and everytime this commercial shows on TV my Dad always tell me that in early 1975 this man refereed the Thrilla in Manila (Muhammad Ali vs. Joe Frazier).

Target Consumers

         Generally this is for everybody but their demographic target customers are the parents who worried for their children and athletes who are mostly close to germs.

Advertising Message

         At the end of the video you can see the message that they want us to perceive, that many people are already using this brand happily even the known referee of the boxing match of Muhammad Ali and the store which has a Family Rubbing Alcohol in entire shelving.

Artwork and Layout

         This Advertisement did not waste a 38 second commercial letting people see what product they have. As you can see the shelving of the store are full of Family Rubbing alcohol and the Doctor from the end of the video are holding many of this, which the La Familia Ads. Co. wants to say that even the doctors are proven the Family Rubbing Alcohol.

• Audio 

The background music is compatible in the exact changing of features and closing time of the music together with the tagline.

Humorous Advertising Campaign

Brand: Cornetto

Year: 2008

              The advertising campaigns that have humor are prime examples of the most effective ways to draw in an audience. Presenting a product or a service in a funny way is a great way to amuse consumers and help them remember a product. As well, it is nice to see that brands have a human side and don't take themselves too seriously.

The humor and overall likability campaign of Cornetto is created by Lowe and Partners. What can you do with P20?

The agency’s “Sarap ng 20 Pesos” TV ad series began in 2008 on affordability and taste platform. The series included “Horror” “Barber” and “Bouncer.”

In their previous commercials, the advertisement demonstrates what you can’t do with 20 bucks nowadays but you can with delicious, yummy and flavorful Cornetto.

Strategy and medium 

             In order to be the most memorable ads campaign they tend to be funny. They use this strategy to attract customers to their product. Lowe and Partners know that the audiences like to be entertained, but not pitched. People will pay more attention to a humorous commercial than a factual or serious one, opening themselves up to be influenced.

Like in this picture, the key to funny advertising is assuring the humor is appropriate to both product and customer. The balance between funny and obnoxious can often be delicate; and a marketer must be certain the positive effects outweigh the negative before an advertisement can be introduced. The best products to sell using humor tend to be those that consumers have to think the least about. Products that are relatively inexpensive, and often consumable, can be represented without providing a lot of facts, and that's where there's room for humor.

But there are some point to consider when using humor in advertising, that there are different things that are funny to different people. A commercial that may leave one person gripping their sides from laughter may leave a bad taste in other people. The target market must always be considered. What's funny in a client presentation may not be funny on others.

That is why the Cornetto's advertisement "Saan aabot ang 20 pesos mo" became successful because they considered their target markets.

The jingle strategy

Brand: Ariel

Year: 2015

              These product claims superior quality have been proven true by the consumers themselves. I will conclude that everyone is happy: the manufacturing company, the marketing men, the salesmen, the supermarkets, the advertising agency, and, most importantly, the consumers.
The product I am referring to is Ariel Swak laundry detergent, which has a very joyful and cheerful 30-second TV commercial and it was launched by Saatchi & Saatchi Singapore, announcing that Procter & Gamble’s detergent product Ariel was available for only P7.50 in its brand new “Swakto sachet” packaging. Account manager Angeline Manahan explained: “In the detergent market, there are several cheaper detergent options that many moms settle with thinking they are able to save. What they do not know is that because stains are easier to remove with Ariel, they actually get to save more with Ariel in the long run.

  Strategy and Medium

            In March 2015, Ariel has made it even easier for housewives to get the Ariel clean they deserve with the new Swakto sachet for just P7.50.” to think it clearly, Ariel wants to further grow its market shares to include the housewives who are after saving money. So, the TV commercial shows young housewives together, joyfully doing their wash. And what emphasizes their extreme happiness is their singing together while they energetically wash their clothes. Their “washing movements” go very well with their singing. There might some choreographer that helps the scene to become good in casting here, considering that the talents are not celebrities or dancers but it will encourage you to sing it once you hear it. The original song purchased for the commercial was “Finally,” CeCe Peniston’s first and biggest hit song of the 1990s. It’s a perfectly chosen song for the Ariel jingle, with lyrics that go:

“Finally, Ariel happened to me. One wash clean sa labada for just 7.50. Finally, Ariel happened to me. Ang gaan sa bulsa coz it’s just 7.50. This music was so beautiful and very happy music, and it’s sung so well together while washing clothes like they are dancing.

As you can see here in the picture and when you watch the video they are pointing that all of those housewives from younger to older are happily washing the clothes, because they know that they can save money using Ariel Swak.

             What they see on the commercial was really amusing, so the tendency if they are going to buy that detergent soap they could be happy, sing and dance freely. The effect of the strategy of music together with dancing while they are washing clothes is the product positioning in the minds of consumer, if the wash day approaches and they need to buy some detergent soap their minds will recall easily the song jingle in Ariel that makes them pursue to buy that detergent soap, because they really feel the rhythm of the music in their minds.