Description
This objective of this presentation is about Ad analysis of toyota and dettol.
Integrated Marketing Communications
Toyota Rav4
Recreational Active Vehicle with 4-wheel drive
• First compact crossover SUV • Introduced in 1994 • Three generations
– 1994–2000 (Corolla Based) – 2001-2005 (Edge & Cruiser based) – 2005-present
• Currently available in three editions
– Base – Sport – Limited
Ad Campaign - A Car to make your own
Agency: Saatchi & Saatchi Country: New Zealand Media: TV Released: March, 2006 Creative director: Toby Talbot
Creatives: Jay Benjamin, Andy DiLallo
Agency producer: Fiona Champtaloup Director: Paul Middleditch Director of photography: Andrew Lesnie Editor: Jonathan Venz Music: ‘Happy Together’ (1967) by US Rock Band ‘The Turtles‘
Segmentation
• Demographics • Age • Education • Generation • Psychographics • Interests • Attitudes
Target Audience
• Urban Youth • Well educated young working couples • Progressive • “Wanting to stand out” customers • Adventurous and fun loving
Positioning
• Car of your own • Personal and sporty • Irresistible
Differentiation
• Toyota Brand Name • Fuel efficient & environmental friendly • Fashionable and fun • Crossover SUV
Review
• Background music complements the entire theme and brings out the irony • No mention of features of Rav4 in the ad • Ad conveys the message of “A car to make your own” beautifully • More of a product/brand reinforcement ad
Dettol Instant Hand Sanitizer
• To promote good hygiene practices in healthcare and community settings
• Tagline : Be 100% Sure
• Value Proposition :
Dettol Instant Hand Sanitizer kills 99.99 per cent of germs instantly without water, leaving hands feeling refreshed.
Advertising Agency: EURO RSCG Location: Kuala Lumpur, Malaysia Segment: Health and Beauty Executive Creative Director: Mr. Deenadayalan
Creative Director / Copywriter: Mr. Ramanjit Singh Gulati Art Director: Ms. Hital Pandya
Photography/Retouch: Studio ROM
Objective of the advertisement
• To illustrate the need for using the hand sanitizer and the possible benefits obtained through its use
Segment
• Psychographic • Based on activity
Target
• Those involved in activities where anytime/anywhere product for keeping hands germ free is needed
Position
• An instant solution to keep hands germ free
AIDA Model
• Attention
– utilities of hand shown in a single frame – unique concept
• Interest
– how can Dettol help me in keeping hands clean for these day-to-day activities
• Desire
– all these activities makes our hand dirty in some way, thus a need to keep hands clean anytime, anywhere
• Action
– buys the product
Message
• An outstretched hand with various projections, each holding an object which represents a particular user activity which is possible sources of germs
Similar Ads
Child
Woman
Man
Connection between message and target audience
• Shows various scenarios in which a man’s hand is exposed to germs.
• TG of office going men or men who are involved in outdoor activities. • They can relate and identify with the situations shown.
Advantages
It can be used • anytime, • anyplace, • without water or towels.
Disadvantages
Though it is very effective at killing germs on the hands, but it is not effective at removing dirt
Thank You
doc_495907799.pptx
This objective of this presentation is about Ad analysis of toyota and dettol.
Integrated Marketing Communications
Toyota Rav4
Recreational Active Vehicle with 4-wheel drive
• First compact crossover SUV • Introduced in 1994 • Three generations
– 1994–2000 (Corolla Based) – 2001-2005 (Edge & Cruiser based) – 2005-present
• Currently available in three editions
– Base – Sport – Limited
Ad Campaign - A Car to make your own
Agency: Saatchi & Saatchi Country: New Zealand Media: TV Released: March, 2006 Creative director: Toby Talbot
Creatives: Jay Benjamin, Andy DiLallo
Agency producer: Fiona Champtaloup Director: Paul Middleditch Director of photography: Andrew Lesnie Editor: Jonathan Venz Music: ‘Happy Together’ (1967) by US Rock Band ‘The Turtles‘
Segmentation
• Demographics • Age • Education • Generation • Psychographics • Interests • Attitudes
Target Audience
• Urban Youth • Well educated young working couples • Progressive • “Wanting to stand out” customers • Adventurous and fun loving
Positioning
• Car of your own • Personal and sporty • Irresistible
Differentiation
• Toyota Brand Name • Fuel efficient & environmental friendly • Fashionable and fun • Crossover SUV
Review
• Background music complements the entire theme and brings out the irony • No mention of features of Rav4 in the ad • Ad conveys the message of “A car to make your own” beautifully • More of a product/brand reinforcement ad
Dettol Instant Hand Sanitizer
• To promote good hygiene practices in healthcare and community settings
• Tagline : Be 100% Sure
• Value Proposition :
Dettol Instant Hand Sanitizer kills 99.99 per cent of germs instantly without water, leaving hands feeling refreshed.
Advertising Agency: EURO RSCG Location: Kuala Lumpur, Malaysia Segment: Health and Beauty Executive Creative Director: Mr. Deenadayalan
Creative Director / Copywriter: Mr. Ramanjit Singh Gulati Art Director: Ms. Hital Pandya
Photography/Retouch: Studio ROM
Objective of the advertisement
• To illustrate the need for using the hand sanitizer and the possible benefits obtained through its use
Segment
• Psychographic • Based on activity
Target
• Those involved in activities where anytime/anywhere product for keeping hands germ free is needed
Position
• An instant solution to keep hands germ free
AIDA Model
• Attention
– utilities of hand shown in a single frame – unique concept
• Interest
– how can Dettol help me in keeping hands clean for these day-to-day activities
• Desire
– all these activities makes our hand dirty in some way, thus a need to keep hands clean anytime, anywhere
• Action
– buys the product
Message
• An outstretched hand with various projections, each holding an object which represents a particular user activity which is possible sources of germs
Similar Ads
Child
Woman
Man
Connection between message and target audience
• Shows various scenarios in which a man’s hand is exposed to germs.
• TG of office going men or men who are involved in outdoor activities. • They can relate and identify with the situations shown.
Advantages
It can be used • anytime, • anyplace, • without water or towels.
Disadvantages
Though it is very effective at killing germs on the hands, but it is not effective at removing dirt
Thank You
doc_495907799.pptx