The advertising represents one of the most important concepts in marketing and is considered as the vital mean of making customers aware of the product. The fact that the marketing first appeared in practice and its theory was formulated only after the accumulation of the practical experience gives us an indication to study the advertising on the real examples. The TV commercials are the popular types of advertising encompassing broad audience and memorizing the product image in the people’s minds.
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The aim of this essay is to characterize the TV commercial from the marketing point of view stressing its main features contributing to the competitiveness of the product.
In 2013 Coca-Cola Co. presented its new commercial which is aimed at the maintenance of the Coca-Cola beverage position on the market. On the one hand, the video shows a kind of an ideal world where all people are friendly and kind (Skahelyos). On the other hand, it gives us an idea that this ideal world will not be fantastic at all if we think about the surrounding reality in a positive manner (Skahelyos).
However, the situations presented in the commercial encourage helping others, being brave, free and easy going. In order to capture consumers’ attention, the advertiser uses the perceptional principles. In particular, the music in the commercial is rather enthusiastic and motivating (Skahelyos).
Obviously, the advertisers used a sound as one of the five senses of consumer behavior. Taking into account that the Coca-Cola beverage has been on the market for a long time, it is a product at a mature stage of the product life cycle and the maintenance of sales requires additional investments in its modifications and advertising. That is why the top-down way of processing is applied. The top-down approach starts from the brand image which Coca-Coca clearly possesses and finishes with the reinterpretation.
Both the initial and final stages assume the influence on the consumers’ attitude towards the product. As regards the Gestalt principles, the principle of similarity is the crucial one in the analyzed commercial. It is reflected in the repeat of the situations with the same basic idea. In particular, the commercial shows us different people in different situations but all of them behave in a certain way, namely, in the optimistic and social proactive way.
During the interview with my friends I asked them whether they paid much attention to the ad, what feelings the ad caused and what they remembered from commercial. Both of my friends answered that the commercial drawn their attention as they are used to see the colorful and enthusiastic Coca-Cola commercials.
In particular, they associated the commercials with the youth generation life style. In addition, both of my friends said that the commercial inspire to make your own life saturated with some bright and remaining in memory events. Answering the question of what they remembered from commercial, one of the interviewed said that he liked the music the most and that it was still on his mind, whereas another one mentioned the episode when a man saved the dog from the bus.
In conclusion, it can be said that the commercial is effective in the pursuit of its primary goal to remind people about Coca-Cola and to give them an indication that it is cool to live the lifestyle promoted by the company. That makes consumers unconsciously think that they should drink Coca-Cola in order to live that life. On my opinion, the 2013 commercial will be rather successful for the company and it will help to retain the market share.
Skahelyos. “New Coca Cola Commercial 2013”. Online video clip. YouTube. YouTube. 16 June 2012. Web.