The Manchester City University
The company School
Selling and Advertising department
Marketing Communication Theory and Practice assessment
Julia Putnina (08343421)
First season student
Rationale: " STARBUCKS Twice Shot EspressoвЂќ TV Advertisement. Theory: AIDA / Thready model of communication.
Description: It is an advert for the Starbucks product: Double taken espresso within a can that was launched in a given time 2002. It can be about a fresh professional person who is planning for the work as usual. Nevertheless, this morning he had a " Starbucks Dual Shot espressoвЂќ. When he got his initially sip out of your can, a band known as " SurvivorвЂќ starts to sing a music. They are with him right up until he reaches the work and is full of self confidence and strength to work through this day.
From my own point of view, this is an efficient piece of interaction because each uses humour in fact it is getting the news for the nostalgic track choice, a driving overcome and the general loathing of earnest ambition. The music is a re-make of the " Eye from the tigerвЂќ (Survivor) and they are delivering the concept through songs' lyrics. In addition , they use the actual band whose song would it be and let these to sing the re-make.
The advert uses these theories AIDA (Strong, 1925) and DAGMAR
вЂў They may have all four AIDA (Table 1) stages that a salesperson has to look at before launching the advert. вЂў Four stages are: Interest, Interest, Desire and Action. However , вЂinterest' and вЂdesire' are more associated with the product on its own than towards the advert. вЂў DAGMAR (Table 2) is Defining Advertising Goals for Measured Advertising and marketing Results. It is an approach to marketing planning and a precise way for selecting and quantifying goals or a straightforward framework as well as for using these goals to measure overall performance.
This advertisement is a good sort of these hypotheses because
вЂў They will get the Focus with a familiar song that everybody knows. It is famous, as a result of movie " RockyвЂќ. In addition , in the video this track was playing when the main character attained his desired goals. That is why each uses this tune in this offer, it demonstrates that Glen (the main persona in this advert) can and will achieve his goals. вЂў Customers are Interested in new items. In addition , Starbucks made a brand new drink that is certainly interesting in addition to a can easily. It was something totally new for the group. вЂў However , Action from this advert is definitely the biggest portion. The group is vocal and pursuing Glen everywhere, even in the bus. They follow him until he gets to work. That is why customers watch this advert until the end, to see what will happen. вЂў From DAGMAR model, they may have put anything in -- Image, frame of mind, awareness. This kind of advert simply " usually takes youвЂќ.
Evaluation: I would declare this advert is one of the best adverts. Mainly because, you want to view it until the end, plus they use the primary things to make people to watch that until the end вЂ“ connaissance and something familiar: the track. It helped me even to sing along with it. Even though it can be an old ad, I think it could look good currently as well. In addition, it helps to remember the brand plus the product, because you have the full attention to this advert before the end.
The Rationale: Starbucks Survivor " GlenвЂќ commercial (on youtube)
In addition , the DVD with this advert on it can be attached.
Richard J. Varey; (2002); Marketing Communication Concepts and Practice; London & New York.
Slides via Marketing Conversation Theory and Practice lectures (5, 8, 9)
Rationale: Complete campaign " 60 Globe HourвЂќ
Theory: Attitude change / Direct and Indirect interaction
Description: Earth Hour is the world's first global election, among Earth and global warming. WWF are asking people all around the world to choose the Earth basic safety. WWF need to reach the target of 1 billion votes when...