TV commercial analysis sample

The program is broadcasted for 45 minutes, within that time two breaks are given. The first break is after 20 minutes of the show usually after the first trail of the automotive. The second break comes after 35 minutes from the beginning of the show. I came across 4 commercials during the first break:

1. Etisalat Telecommunication
Primary Audience: Youth and Adults both genders
Secondary Audience: Relatives, friends and colleagues.
Benefit Emphasized: “Talk more for less”, in Arabic.
Characteristics: Covers most age groups starting from 13-60 , with income above R.

O 150.
It can also be purchased by unemployed people.

This was the first commercial broadcasted . The advertisement had a funny gesture and bright attracting theme (light green & blue) which represents the company’s theme. Children and adults can be seen using the service the brand provides happily and seem to be satisfied . The commercial also emphasized on the importance of staying in touch with family and friends.

2. Clean and Clear Face wash
Primary Audience: Women
Secondary Audience: Spouse, friends, peers,

Benefit Emphasized: Clean, Clear and Confident.

The advert made sense, as it was creating awareness on how berries help the skin to glow. Moreover, as many women watch the show, it is a very effective advert. The women will be keen to try the product, since it is new in the market and also, because of the benefits emphasized.

3. Sony Vaio Accent Series
Primary Audience: Business people, technology freaks
Secondary Audience: Spouse, friends, kids etc.

Benefit Emphasized: New series of Sony Vaio. Keypad equipped with back lights i.e. the keyboard glows when laptop in use. Characteristics: Business people with high income and will be from lower uppers or upper uppers. These people might be married or unmarried and maybe males or females.

This was the third advert and was endorsed by the famous Bollywood actress Kareena Kapoor. This advert targets similar audience, as the show targets the youth who want new technologies and moreover, as the show is telecasted on Saturdays and Sundays (holidays) many people watch the show and advert including entrepreneurs. Also, since it is a new innovation, people will be inclined to watch the advert and not switch channels during advertisements. This is popularly known as the zipping and zapping strategy.

4. UltraTech Cement
Primary Audience: Engineer, construction companies,
Secondary Audience: Friends, wives, kids etc.
Benefit Emphasized: Very powerful cement.
Characteristics: They are targeting men who fall within the age group of 25-40. They will have medium/high levels of income. The men might be married or unmarried.

The fourth advert was on this brand i.e. UltraTech cement. I believe that the audience of both the show and the advert were “indirectly similar”. This is because the wives, kids of the engineers, owners of the construction companies will recommend it to their spouse, fathers. Therefore, this advert made complete sense.

5. Pantene
Primary Audience: Women
Secondary Audience: Friends, spouse, children, etc.
Benefit Emphasized: No hair fall even on combing hair hundred times. Characteristics: This is targeting women who fall within the age group of 20-45. The women will be married/unmarried and will be educated. The women will be working/non-working and will have medium/high levels of income.

The following advert was on Pantene Shampoo. This advert’s target audience and the show’s target audience are identical. They both are targeting women. This advert made complete sense and was not out of place. It is being endorsed by the famous Bollywood star Shilpa Shetty and moreover, the advert is creating more awareness and is eye catchy, as her sister is also endorsing the same product. The message conveyed was a comparative one as in the advert her sister, Shamita Shetty is assuring the audience that she has tried a number of products for hair fall but only Pantene came to her rescue.

6. Addiction Deodorant
Primary Audience: Men
Secondary Audience: Friends, spouse etc.
Benefit Emphasized: Strong and sensuous fragrance
Characteristics: This is targeting men who will fall within the age group of 20-35. The men will be working and will have medium/high levels of income. The men will be educated.

The sixth advert was on the Addiction deodorant. The target audience of the show and advert are similar. Both of them are targeting the youth. The advert did not fall out of place and made sense due to the similarity of the target audience.

7. Luminous Fans
Primary Audience: Builders, contractors etc.
Secondary Audience: Friends, spouse of the builder/contractor etc. Benefit Emphasized: One will become a “fan” of the fans. Characteristics: This is targeting men who will fall within the age group of 25-45. The men will be educated and will have medium/high incomes. The men will be married/unmarried.

The seventh advert is on the luminous fans. The target audience of the advert and show are almost similar because the viewers of the show are the homemakers and so they can recommend this product to their husbands who are into construction/building.

8. Parle Biscuits
Primary Audience: General Public
Secondary Audience: Friends, kids, spouses,
Benefit Emphasized: Helps changes mood.
Characteristics:This is targeting young mothers who will fall within the age group of 25-45. The women will be working/non-working and will be educated.

The eighth advert was on Parle biscuits. The target audience for both the show and advert are alike, as both target public from many genres. The advert was in place and made sense, as it was depicting a snack which can be consumed anytime.

9. Streax Hair Color
Primary Audience: Women
Secondary Audience: Friends, kids, spouses,
Benefit Emphasized Walnut helps in nourishment and less hair fall. Characteristics: This is targeting young women who fall within the age group of 25-35. The women will be married/unmarried and will be educated. They will have medium/high income.

The ninth advert was on Streax hair color which is an associate sponsor of the show. The advert falls in place as both the show and advert are targeting the same audience i.e. women. Moreover, this advert is being endorsed by a Bollywood actress “Maliaka Arora Khan”. Also, it makes sense, since the walnut’s benefits are being emphasized, in addition, as the trend of coloring hair is going on, the women watching both the advert and show will be inclined towards the benefits that can be gained when using the product.

10. Cadbury Bournvita Lil Champs
Primary Audience: Mother’s and their children between the age of 2 and 5 years. Secondary Audience: Friends, kids, spouses etc.
Benefit Emphasized: DHA helps in the development of the kids. Characteristics: This is targeting young mother who will fall within the age group of 25-35. The mothers will be educated. They will have medium/high levels of income and will be working/non-working. The break started with a Bournvita advert, as well as ended with a Bournvita advert but with a variation. The target audience is same for both the show and advertisement i.e. homemakers. The advert fell in place and made sense since it was creating the awareness of “DHA”, which was essential for the development of children between 2-5 yerars.

Consider Yourself- IS YOUR PROFILE MATCHING WITH THE PROFILE OF TARGET AUDIENCE OF ADVERTISEMENTS 1. Cadbury Bournvita: No, the traits are not the same since they are targeting young mothers. 2. Clean and Clear: Yes, the traits are similar, since they are targeting the men. 3. Sony Vaio: Yes, the traits are identical, since they are targeting the youth and technology driven people. 4. UltraTech Cement: No, the traits are not identical, since they are targeting engineers.

5. Pantene: Yes, the traits are same, since they are targeting the women. 6. Addiction Deodorant: No, the characteristics are not the same, since they are targeting the men. 7. Luminous Fans: No, the attributes are not at all similar, since they are targeting families. 8. Parle Biscuits: No, the traits are not the same, since they are targeting the young mothers. 9. Streax Hair Color: Yes, the characteristics are similar, since they are targeting women. 10. Cadbury Bournvita Lil Champs: No, the attributes are not the same, since they targeting young mothers.

Did any commercial connect?Why?
Two adverts connected with me i.e. Sony Vaio Accent Series and Pantene. 1) Sony Vaio Accent Series: This advert falls under the selective demand advertising since it a new version of Vaio and is creating demand for the new innovative product. The product is being endorsed by one of my favorite actress “Kareena Kapoor”. Moreover, the content of the commercial includes a “hip-hop” background score, the sponsor of the product is “Sony”, length of the advert is 28 seconds, the message of the advert is that the keyboard has back lights and lights change depending on the color of the laptops, moreover, I found the advert is very eye catchy due to the dance, dress, and hairdo of Kareena Kapoor i.e. selective retention. The appeal used is rational.

2) Pantene: This particular advert falls under the selective demand advertising. The product caught my attention because usually it was only “Shilpa Shetty” endorsing the product but in this advert even her sister “Shamita Shetty” was endorsing the product. The items of the commercial include a very gentle/soft background score, the sponsor of the product is “Procter and Gamble”, the length of the advert is 29 seconds, the message of the advert is that hair fall reduces down to zero and has “pro-v” which makes hair silky and strong and less prone to breakage. Moreover, the comparative message was an implicit one, as Pantene was being to other brands without stating specific brands. The appeal used is emotional.

References:
1) http://kannanwrites.hubpages.com/hub/Jhalak-Dikhhla-Jaa
2) Marketing Management (4th Edition)- Russell S. Winer and Ravi Dhar 3) http://www.pg.com/en_US/brands/all_brands.shtml
4) http://www.businessdictionary.com/definition/rational-appeal.html 5) http://www.search.sony.net/result/net/search.x?q=sony+vaio+2012&ie=ISO-8859-1&page=1&Go.x=0&Go.y=0