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MKTG30010 ADVERTISING& PROMOTIONS:
ASSIGNMENT 1
Semester
2, 2011Ad Analysis: Fancy Feast Commercial
Duo Wang
Student No.: 357524
Tutor: Alka Singh (Wednesday, 3.15 pm)
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Introduc)onThepurposeofthisassignmentistocri2callyanalysethestrategiesu2lizedintheFancyFeastCatFood
commercial*tled:TheEngagement.Thefirstpartofthisassignmentwillconsistofananalysisofthebrandstargetmarketandappropriatenessofthismarket,whereinthespecificdemographiccohorts,valuesandlifestylesaswellaspsychographicissueswillbeexplored.Thesecondpartofthis
assignmentwillanalysetheeffec0venessofthiscommercialbyinves0ga0ngthebuyerbehaviorofthe
targetmarket,aswellastheroleofpersuasionu4lizedincommunica4ngthiscommercial.
BackgroundoftheAdAmonthbefore,IcameacrossthiscommercialonYouTube:
h"p://www.youtube.com/watch?v=umczO5Y5Av0
Withoveramillionviewsandthousandsoflikes,Iw asinterestedtoseewhatexactlydrewviewerstothiscommercial.Thecommercialisforapetki2enfoodbrandcalledFancyFeastGourmetKi2en
Food.Itlastsforaminuteandisen2tledTheEngagement.Thiscommercialdepictsalovestory
betweenthefic''ouscharactersSeanandLisa,anewcouplewhoareabouttoembarkuponanew
chapteroftheirlives,engagement.Theprimarymessageofthiscommercialisthatthebestingredient
inthisgourmetki.enfoodisloveAscenebreakdownofthecommercialisasfollows:
Firstscene:SeanandLisaareenteringLisasparentshomeandLisaadjustsSeanssuitjustbefore
enteringinside.ThedooropensandLisasmumgreetsthecouple.Thebeau7fulwhitefamilycatwalks
downthestairsandLisaisextremelyhappytoseeher,givingherakissingree4ng.SeanseesthisasheentersthehousewithLisasdad.
Secondscene:SeanandLisaarediningwithLisasfamily.Lisasmumanddadarehappyandimpressed
bySean.Seanthankstheparentsbeforeleaving.Lisagivesthecaranothercuddlebeforegivingitbacktohermum.Seanlooksatthecatali2lebitlonger,though6ully.
Thirdscene:ThissceneshowsSeandoingsomeplanningbeforerenova7ngaroomtolooklikeakien
playpen.Finallyheissa%sfiedwithhiscrea%on.
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Fourthscene:SeanbringsLisainwithhereyesclosed.Whensheopensthem,acutewhiteki
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TargetMarketIden-fica-onDemographicsaredescriptorsinvolvingthesize,distribu(onandstructureofpar$cularpopula$ons(Chmielewski-Raimondo,2011,Lecture4).ThiscommercialpredominantlytargetsmaleandfemaleGenera&onXconsumers,acohortbornbetween1965and1978.Themaincoupleinthiscommercialfallsunderthisgenera/on,henceviewerswhoareofsimilaragearemorelikelytorelatetothis
commercial.Thisgroupofconsumerstypicallyenjoysintangiblerewardsandbelonging(Chmielewski-
Raimondo,2011,Lecture4),andthusitisasuitabletargetmarketasitreflectsthequalityofthepet
foodexpectedbyindividualsinthiscategory.Viewerinthetargetmarketwillrelatecloselytothecommercial,reflec%ngontheirpastorpresentexperiences,inducingthemtopurchasetheproductwhenneeded.
Psychographica-ributesdefinetheaspectsoftheconsumerspsychologicalmake -upsandlifestylesas
theyrelatetothebuyingbehaviorinpar1cularproductcategories(Chmielewski-Raimondo,2011,
Lecture4).Valuesandlifestyles,asstatedbyChi2y,Barker&Shrimp(005),representconsumer
ac#vi#es,interestsandopinions.Therecurringcutenessoftheki/enappealstoanimalloversandpetowners.Theimagesofalovingfamilygatheringaswellasthehappilyengagedcoupletargetfamilyorientatedindividualswhocherishloveandbelongingness.UsingtheVALSFramework,ameansofpsychographicsegmenta0onfocusingon valuesandlifestylesthataffectconsumerbehavior(Belch,Belch,Kerr&Powell,2009),
thiscommercialtargets
consumerswhoareachievers.Achieversaretypifiedbytheirprimarymo/va/ontoachieveinallaspectsoftheirlives,withdeepcommitmenttocareerandfamily(Chmielewski-Raimondo,2011,Lecture4).Thevisualsofthehouseandgeneralambienceofthese.ngimplythatthecharactersarequitesuccessfulandcareermindedThismeans
thatthetargetaudienceincludemediumtoupperclassconsumerswhoaresimilartothecharacters
portrayedinthecommercial.Theperfec3onofthehouseholdandtheprocessofengagementallowthetargetmarkettobedrawnintotheluxuryofthebrand,persuadingthemtopurchasetheproduct.
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Effec%venessoftheAdStrategyBuyerBehaviorTheFancyFeastcommercialishighlyeffec3veininfluencingbuyerbehavior.Encodingplaysa
fundamentalroleinthepu0ngtogetherofthoughts,ideasorinforma4onintoasymbolicfashion
(Belchetal.,2009).Itisusedtolargeextentintheformofgraphics,musicandanima+onbythesource,thesenderofthecommunica1on,tothereceiver,thetargetaudience .Thegraphicsshowaprogressionofwhathappensbetweenthemaincharacters.Theuseofso5,warm
tonesinthegraphicsgivesthecommercialamorewelcomingandpersonalfeel,suchthatthetargetaudienceisabletoconnectwiththeeventsportrayed.Themusicarrangementinthiscommercial
mirrorstheprogressionofevents.Forexample,SceneFoursmusicprogressestoaclimaxwhenLisano#cesthecharm.Thepurposeistohighlightandemphasisspecificimportanteventswithinthecommercial,specificallyengagement,symbolicofthememorablemomentsinlife.Simultaneously,the
anima%onofthescenechangesisslowpacedwithsmoothtransi'ons,givingitarelaxedfeeling.Forthetargetaudience,thismeansthattheycanbepeacefulmindedduringviewing,absorbingtheprogressionofthestorybetweenLisaandSean.
Thelackofactualverbalspeechinthecommercialsencodingiseffec$veinthattheaudiencewillbemorefocusedonthepar0cularimages
,iden%fyingthesignsandsymbolswhichthespecificelementsaretryingtoexpress.Thisisessen(alinconveyingtrustbetweenthesourceandthesenderasthe
receiverspercep"onsofthesourceisheavilyinfluencedbyhowthecommunica"onisreceived(Belchetal.,2009).Thevisualsaswellasmusicalarrangementwillserveasrecognizableelements,ac6ngas
mechanismsofrecallwhentheyaremakingpurchasingdecisions.
TheConsumerProcessingModel(CPM)andHedonicExperien.alModel(HEM)arebothapparentinthiscommercial.ThefirststageoftheCPMistheexposuretoinforma/on,where anopportunityexists forthefivesensestobeac&vatedbys&mulus(Chmielewski-Raimondo,2011,Lecture6).Here,thea"en%onofthetargetaudienceisnon-voluntary,wherenovelvisuals.muliengagestheaudiences
a"en%on.Thisessen)allyallowstheconsumertoabsorbthecommercialscommunica0on,whichis
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importantsinceconsumerinforma-onprocessingcapabilityislimitedwithoutthecapacitytoprocessincomings)muli.
Oncea'en(oniscaptured,theconsumerentersthesecondstageoftheCPM,comprehension.
Consumerswouldunderstandandinterpretthes2muliintermsofthecontextandmoodconveyedby
themarketer.Thecontextofthecommercialisaperfectlovestory,thereforeitiscommunica8ngthat
theproductitselfisabletomakelife moreperfect,becauseithasbeenpreparedwithlove.Furthermore,themoodofthecommercialishappyandloving,whichfacilitatestheunderstandingof
theproduct,indica/veofitslifestylequali$esofcomfortandwarmth.Hence,theviewerhasastrongemo$onalconnec$onwiththecommercial,andhighinvolvementwiththeproduct,whichincreasesthelikelihoodofconsumersrememberingthecommercial(Chmielewski-Raimondo,2011,Lecture6).WhilsttheCPMhighlightsvariousra2onalaspectsofdecisionmakingthroughthecontextandmood
created,HEMemphasizesthemoresymbolicandemo.onalelementstothepurchasingdecisionThis
commercialusesadualpersuasiontechniqueassensorys(mula(onintheformofnon-verbalcontentexist,genera&ngposi%veemo%onsandfeelings(Chmielewski-Raimondo,2011,Lecture6).Thevisualsandbeautyoftheen-reengagementprocessdepictedinthecommercialinducestherealiza/onofweddingfantasiesandpromisesperfec1onandhappiness.
RoleofPersuasion Themarketerseffec+velyuse a"rac%vecharactersinthecommercialtopersuadethetargetaudience.Thecatandtheki+enalsoplayaroleinpersuadingsincetheyarebothincrediblybeau5fulandcute,
cons%tu%ngtothea-rac%veelement.Thisisastrongtoolofpersuasioncalledliking.Consumersarelikelytoadoptana"tudeandundertakepurchasingdecisionsbecauseofthecharactersusedto
promotethisac-on(Chmielewski-Raimondo,2011,Lecture7).Par#cularly,physicala+rac-venessof
themaincharactersmakesthecommercialmorepersuasiveandposi#velyinfluencestheviewerspercep%onofthebrand.Thisisbecausewhenlikeablepeoplepromotebrands,consumersaremorelikelytoadoptaspecifica/tudeorundertakethedesiredpurchasingac5on(Chi8yetal.,200).Thisis
linkedwiththesourcea)ributeofa)rac.veness,wherethereceiverseeksatypeofrela.onshipwiththesource(Chmielewski-Raimondo,2011,Lecture7).Thetargetaudienceisabletoiden-fywiththelikeabilityofthebehavior,physicalappeara nceandpersonaltraitsofthecharacters.Themannerin
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whichthecharacterspresentthemselves,thefeelingofwarmthandcomfortwhichtheyexuberate
allowstheaudiencetohaveaposi1veemo1onalreac1ontothecommercial.Thisresultsintheviewerlikingthecharacters,allowingthemtorememberthecommercial.TheElabora+onLikelihoodModel(ELM)measuresthedegreeofresponsewithregardstomental
ac#vityaffectedbyreceiversmo#va#on,opportunityandability(Chmielewski-Raimondo,2011,
Lecture7).Thiscommercialfocusesonadualroutetopersuasion.Thelevelofmo+va+on,opportunityandabilityaremoderatebuttheconsumerprocessismainlyfocusedonthemessageargumentsand
peripheralcues.Theseperipheralcuesaremusic,se)ngandthecatandki1en.Whilsttheyarenotdirectlyinvolvedinthemessagethatthecommercialistryingtoconvey,ittriggersthoughtsandemo$onsinresponsetothesecues,alteringthea&tudeoftheconsumer,inducingt hemtomakepurchasingdecisions.Furthermore,themessageargumentisapparentattheendofthecommercial,
wherethetaglinethebestingredientisloveisseen.Thisemphasizesthedifferen'a'ngqualityofthe
product,itismadewithloveandoftheutmostquality.Thisisaneffec3vemeansofpersuasionasthe
peripheralcuesandmessagecontentcomplementeachotherintransformingtheconsumersa4tudes
totheproduct.
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ConclusionThetargetmarketforthisbrandhasbeensegmentedaccordi ngtovariousdemographics,values,lifestylesandpsychographica,ributes.Itisasuitablemarketinthattheirneedsanddesiresofrewardsandbelongingnessaswellvaluesandlifestylereflectthoseshowninthecommercial.Thecommercial
effec$velypersuadestheaudienceusinggraphics,musicalarrangementandanima2on,emphasizingspecificsignsandsymbolsresidingwithinconsumersmindsa"erviewing.TheCPMandHEMareusedsimultaneously,appealingtotheneedsoftheconsumersbothra)onallyandemo(onally.Finally,persuasiontechniquesusedaretheinclusionoflikeable,a5rac6vecharacters.Thisisusedin
conjunc&onwithadualroutetopersuasion,whichconveysboththemessageandperipheralcuesto
theviewer.Overall,thecommercialishighlysuccessfulina3rac4ngconsumersandpersuadingthemto
purchasetheproduct.
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BibliographyBelch,G.E.Belch,M.A.Kerr,G.Powell,I(2009)AdversingandPromoon:AnIntegratedMarkengCommunica)onPerspec)ve.AustralianEdi#on.NorthRyde,NSW:McGraw-HillAustraliaPtyLtd.
Chi$y,W.Barker,N.&Shrimp,T.A.(2005)IntegratedMarke,ngCommunica,ons.1stEdi$on.PacificRim
Chmielewski-Raimonodo,D.(2011)MKTG30010Adver:singandPromo:onLecturePowerPointSlides
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