Outline
The objective of this paper is to establish the fact that family relationships are all about caring and sharing. In the first set of advertisement the categories in which families are usually targeting have been selected, like housing, automobiles and insurance signifying security and comfort at home, and outside, coverage and insurance against perils. While in the first set of categories, the impact has been the family, in the second set, this may not be so pronounced. It is believed that certain categories of advertisement have maximum mileage and reach through family settings, where not only individuals, but the entire family may be involved. The categories that would benefit most are items in which the feeling of caring and sharing are emphasized, like food products, beverages, entertainment electronics, leisure and amusement activities, communications, etc.
Collect ads for three different product categories in which the family is targeted.
Three product categories in which the family is targeted are:
- Housing
- Automobiles
- Insurance
Find another set of ads for different brands of the same items in which the family is not featured
Prepare a report on the effectiveness of the approaches
Both the categories of advertisements could be said to be suave, persuasive and attractive enough to catch the public eye. However, as is often the case, the advertisements involving family emotions are more appealing and should create better advertising reach. Advertisements featuring the family could be read by all members of the family, including grand-parents, parents, children. Other kinds of advertisement would have advertising reach to only a selected clientele.
For instance, the advertisement regarding Pontiac cars seem to suggest that the consumer would regret if he chose to buy any other brand, thus, hinting that customers need to make a right choice. And this ad was published way back in 1936 featuring vintage cars. So more than content the message that the ad drives out is more important, in that family ads could convey a sense of warmth, personal commitment and responsibility, just as much as a feeling of caring and sharing happiness and joy with others.
Therefore, it is necessary that advertisement agencies need to understand the categories of product lines in which human emotions could be evoked, and thus creating a better rapport between the reader and the company. It is also necessary that advertisements are meant to stimulate demand and promote products, and not necessarily to sell them rightaway. Good advertisements create a lasting impact in the minds of its readers and viewers, which in other words is also associated with effectiveness. To a very large extent, effectiveness in ad persuasion would demand on what consumers or readers need from the advertisements. Is it information, attractive layouts and visuals, or could it be just the virtues of the products being extolled, in order to impress and persuade readers.
Different consumers have different demands from ads, depending upon various criteria.
Which specific categories would most likely benefit from a family emphasis
The categories that would benefit most are items in which the feeling of caring and sharing are emphasized, like food products, beverages, entertainment electronics, leisure and amusement activities, where the unity and bonding of humans are emphasized and advertised. It could also be seen in categories where safety, security and comfort which a home provides are reiterated. In short, the human values which people cherish, both individually and jointly are the main focus in such categories of advertisements and which forms the essentials of human interactions.
The specific categories that would most likely benefit would be the target audience of the manufacturing, or in other words, the audience to whom it is most likely to appeal and create product awareness, or responses.
Therefore, the specific categories that are likely to benefit from family emphasis are hotels and restaurants, leisure and amusement activities, automobiles, housing, insurance and educational business promotions.
Works Cited
About Project: Cambridge. Pioneer Property Management. Web.
B.Young: The Company I Work For. Web.
Family Floater Health Plan: Introduction. ICICI Lombard. Web.
Unit Linked Insurance Plans from HDFC Standard Life. HDFC Standard Life. Web.
Villa For Sale: Spanish villa. Silicon Ink. 2009. Web.
1936 Pontiac Automobile AD Green Family CAR 1930s. Atomic Mall. Web.