Be sure to identify which commercial you chose in your post. In responding to your peers, discuss any common marketing strategies you identified among the three commercials, and comment on any insights you learned from reading your classmates’ posts.
Post #1
I chose the “Thank You, Mom” ad from P&G. I am not really sure this particular ad targeted one audience per se. It seems to me that this ad was aimed at just about everyone with a clear message that it is not just these athletes that sacrifice and put in the hard work. Their familes are a huge part of why they participate in these games and their families are a driving force behind them. It is a message to anyone and everyone that wants to one day participate in the Olympics or any other sports for that matter.
This particular ad did not use a celebrity endorsement which I think actually makes it much more effective. The olympics are all about “amateur” athletes and not seeing a famous face I think tugs at the heart strings a little bit more in terms of what some families go through in order for the kids to be able to compete at that level.
I am not sure this was effective for the advertiser as a whole. This seems more like just an investment with a message they wanted to say thank you and somewhat put there name behind that message rather than advertise outright. If they wanted to just straight advertise, they probably would have put their brands more front and center rather than a quick flash at the end of the commercial.
Kenny
Post #2
The commercial I choose for this post was OMEGA- Recording Olympic Dreams Since 1932
What segment of the Olympic audience was the advertiser trying to reach?
To understand what segment of the Olympic audience the advertiser was trying to reach, we must understand what the message behind the commercial is. Throughout the commercial you hear the phrase “you can” over and over and eventually you hear the phrase “do it” on repeat. In my opinion this commercial is serving as motivation and inspiration. The advertiser is using motivation and inspiration to reach aspiring athletes, trainers, and coaches which I believe is the segment of the Olympic audience the advertiser was trying to reach.
Did the ad you chose use an athlete endorsement? If it included an endorsement, do you think the ad would have been as effective without it? If it did not include an endorsement, would including one have made the ad more or less effective? Explain your reasoning.
This commercial did use an athlete endorsement. Although the athletes in this commercial did not directly show, use, or recommend the product, they did allow their image to be used conjointly with the product and according to the book Fundamentals of Sport Marketing this is called a co-present mode endorsement. I do not think this ad would be effective without the athlete endorsements. Reason one being the song in this commercial is great and only reaches its full effect in the aspect of relating it to sports. Reason two being the message behind the commercial which was, motivation and inspiration to aspiring athletes without the use of athlete endorsements in this commercial I think that message would not have been portrayed to the intended targeted audience. Lastly, without athlete endorsements in this commercial the music choice would not have fit, and the commercial would not have made a lot of sense.
Do you think the commercial was an effective promotion for the advertiser? Why or why not?
I do think this commercial was an effective promotion for the advertiser because they incorporated a great music choice, athlete endorsements, and the product was shown frequently throughout the commercial. As a viewer I never lost track of the product throughout the commercial. I think they choose to use Olympic athletes because the Olympics is the pinnacle of athletics and they want there brand to be the pinnacle of watches and that connection also made this commercial effective. If you look at the comments under the video of the commercial you will quickly see that this commercial was effective. You will see comments like, “I could not stop watching this”, “so inspirational”, and “I love OMEGA”.
Zach
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