English Advertisement Assessment

Introduction

This blog contains the review of the Green and Blacks Valentines Chocolate promotion.

Client: Green & Black's
Product: Organic Chocolate
Advertising Type: Print media
Campaign Period: Valentines Day
Agency: Brave UK

The objective is to reviews the advertising effectiveness and creative of the advertisement.




The purpose of the advertisement

The main objective is to gain sales during the Valentines Day period and to use a common valentine present, chocolate, and to promote the selling with it being the target of couples for the event of Valentines Day. The Ad uses the theme of movies which is a popular past time for couples and promotes the romance of chocolate and valentines day.


Marketing mix, the four Ps

-Product- high quality, organic, indulgence
-Price- this product is not price sensitive and uses quality to attract the consumer.
-Place- Organic, gourmet food stores as well as general supermarkets. The advertisement places product high quality category of the market.
-Promotion- The promotion based on quality desirable romance and the organic appeal of the product.



Consumer behaviour

This ad demonstrates the use of internal and external buyer behaviour by using the examples below

Internal buyer behaviour

Perception- the Ad shows that its classy and is indulging chocolate for the event of valentines day

Learning- By the information in the advertorial you discover that it is all natural and does not support slavery for the collecting of the resources

Motivation- What motivates you in purchasing the product could be that it is organic, delicious, supports fare trade and a gift for valentines day

Personality- What you personally like about the chocolate from your personal feelings and emotions e.g. lovers of fine foods or lovers of each other.

Attitude – supporters of fair trade and organic principals.






External buyer behaviour

Culture- people in relationships
Social class- This Ad appeals to people in higher social classes
Environment- society that highlights valentines day as a gift giving time



The structure, form and layout of the advertisement

The layout of the ad uses the advertorial used to deliver the information and the background of the product. The structure of the part of the ad uses a lot of information to inform the reader. The use of a recipe in the advertorial attracts readers’ attention.
The main ad it self is very simple and bold relying on the picture and minimal text.
The layout and theme of the ad is in the style of a movie advertisement with reviews giving all five stars to confirm the quality of the product while delivering the message.


Written and Visual techniques and Marketing tools


Written
The advertisement is very simple and easy to understand and minimal copy writing does not allow the reader to lose attention yet delivers the message clearly.

The date in the ad “14th of February” draws the readers attention and the call of action to buy chocolate for there partner.

There is good use of the product brand at the top, on the packaging of the actual product and in the right bottom corner. This will result in high brand recall and memorability.

This campaign used the catch phrase “deserves a little respect” ties in the “respect” given to the farmers as a result of fair trade, the respect the quality of product deserves and the “respect” for the recipient of the product.

The words used are all descriptive words relating to both the chocolate and valentines day this is good use of adjectives to describe the quality of the chocolate





Visual

The colours play a big part in attracting consumer’s attention with the text and some of the picture in gold to show that it is stylish giving the impression of good quality.
The various colours of the packaging of chocolate become main focal point against the black background drawing attention to the product.

The lush quality of the image and reproduction in glossy magazines highlights the attraction to the product making it desirable.



Media Use Patterns

This ad was used as a double page spread incorporating the advertorial in high end fashion and life style magazines and also in broad sheet newspapers. Advertising in these publications was the best way to reach there target market.


The target audience
Green and blacks target audience include home entertainers, food enthusiast and supporters of organically grown and produced foods.
The use of a psychographic system for this brand has gained extremely positive results by defining its target audience not predominately by age, income or gender, but by psychographic principles concentrating on the consumer’s values and lifestyle as opposed to demographical or generational led target audience.
Another advantage of defining the target audience by psychographic variables helped not only creative directors with the development of advertising appeals but also media planning with the selection of effective media channels. The consumer group enjoys food and entertaining and has an awareness of Green / Ecological principles which allowed the most productive media to be accurately identified.
Primary Target Market
The economic demographic is in the higher scale of earners who have available funds for gourmet products. The consumer generally bases their social activities around friends and the home. They will have a passion for quality and the “exotic frequently watching and reading lifestyle media.
The specific target market for this campaign
This particular Ad was used to promote three special green and blacks chocolate varieties for Valentines Day. The movie theme used in this Ad was to target consumers to purchase this product as a gift or to be shared.

Conclusion
The conclusion of the ad campaign towards valentines day sales were higher then expected and had increased by a large sum of sales and was a huge success.