In Week 3, you analyzed an advertisement for a global product based on a set of advertising concepts. You are going to use your week three assignment and build on that in your final paper.
For your Final Paper, locate one additional advertisement for the same product, using the same medium, but targeted for a different country (e.g., if you chose a print ad for Pepsi in the United States for Week 3, you might choose a print ad for Pepsi in Japan for this assignment).
Although these two advertisements were designed for the same product and the same medium, you should notice a few differences, based on the target market. Examine the similarities and differences between the two advertisements.
In your paper,
Provide a brief overview of the two countries selected (e.g., location, general characteristics, etc.), the company, and the product being advertised (note: this should be the same product for both advertisements).
Describe the segmentation strategy of the target market in each country.
Describe each of the four types of segmentation strategies (i.e., demographic, psychographic, geographic, and behavioral).
Describe which type(s) of segmentation strategy is used in the two advertisements and why.
Identify where the product is in the product life cycle curve.
Discuss the company’s marketing mix strategies of the product (based on where the product is in the product life cycle curve).
Describe at least five elements of the creative strategy statement you identified by looking at each advertisement (refer to pp. 195-196 in your textbook, in the “Writing the Creative Strategy” section.).
Describe the medium used for both advertisements (both advertisements should use the same medium).
Discuss some of the pros and cons of medium used (i.e., was it an ideal medium for the product, based on the FCB grid on p.139 of your textbook?).
Examine how both advertisements reflect the two cultures, specifically in relation to color scheme, general design, and imagery.
Explain the ethical considerations that should be kept in mind when advertising for each of the two countries.
Describe what concerns, issues, and societal impacts might result if each of the two advertisements were presented to the opposite countries.
Explain the legal and cultural aspects of each advertisement.
Recommend additional suggestions that would make these advertisements more effective for their targeted countries based on the concepts above (imagine you are the advertising manager for this product for this section).
The Evaluating Advertisements Paper
It must be at least 7 pages I am paying for 6 new ones being that this website did the paper that I am attaching that can be used to build this one. (approximately 2,400 words) in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.).
Must include a separate title page with the following:
Title of paper
Student’s name
Course name and number
Instructor’s name
Date submitted
Must use at least three scholarly sources in addition to the course text.
The Scholarly, Peer Reviewed, and Other Credible Sources (Links to an external site.) table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
Must document all sources in APA style as outlined in the Ashford Writing Center.
Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.
Carefully review the Grading Rubric (Links to an external site.) for the criteria that will be used to evaluate your assignment.
Apple Inc. launched iPhone XS in 2018. According to the company, it was the ideal phone as it was better, faster and more suitable for the users. In addition, the phone camera was also suitable as it helped in finding balance for the users. The company, therefore, made various commercials to promote their new product worldwide.
The UAE is located in the Arabian Peninsula’s southeastern part. It is at the border of Saudi Arabia and Oman. It has dramatically developed over the past few years, and currently, it is noted for its modern infrastructure, transport hub, trade, and international events (Murad et al., 2014). The UAE is known because of its two large cities, Abu Dhabi and Dubai. These two cities have constantly drawn millions of tourists worldwide. Also, Dubai does not have only has the largest building in the world, but it also has a hub for skyscrapers. Above all, the UAE is a desert. The primary language in the UAE is Arabic, and it is taught in schools.
New York City is situated on the United States’ northeastern side. It is approximately in the middle between Boston and Washington DC. In the United States and the world, New York City is the most famous city. Also, like UAE, it is the city that has captivated many people worldwide. It is known for the different exclusive shops it has, Broadway performances, and many other activities. It has busy streets, and NYC life is a 24-hour life. It is a city full of energy and inspiration that most people consider can help them do anything in the world.
Segmentation strategy, as earlier mentioned, is a customer organization done by a business depending on the geography, demography, behavior, and psychographics lines. Market segmentation is a strategy used by an organization to break down a target market into smaller and manageable groups. For the two countries, Apple Inc. used various segmentation strategies to manage its target markets.
Psychographic segmentation is similar to demographic segmentation. However, it is slightly different as it mainly deals with emotional characteristics of the buyers. Observing the characteristics may not be easy but the observation process offers vital information on the customers’ needs and preferences. Beliefs, interests, attitudes, and lifestyles are the most common examples of psychographic characteristics.
Geographic segmentation is market segmentation from the customer’s location. Your customer’s site may have an essential role in determining the customer needs, which will further allow a company to make a suitable ad for the customers. This method also allows customer identification from their location’s characteristics. In some cases, an organization may have to use the country’s local language to ensure the commercial message is passed across
In most cases, demographic segmentation is mainly used. It is the statistical data about a particular group of individuals. The most common data on this segmentation include location, ethnicity, religion, and race (Dolnicar, 2020). The most seen benefit of demographic segmentation is that a company looking for this information can easily access it, often at a low cost. It is also essential to note that certain products are made for specific demographics. Providers may get required information from various sources like third-party providers.
Behavioral segmentation is when an organization segments its markets depending on customer behaviors. When looking at customer behavior, the company mainly focuses on how the customer behaves regarding the product. As the company does this, they are better positioned to create commercial that caters to the customer’s portrayed behaviors. Below are some of the behaviors organizations look for in customers;
In the iPhone XS commercial, Apple uses demographic, psychographic, and behavioral segmentation. Psychographic segmentation is the segmentation that focuses on both the mental and emotional characteristics of the buyer. Geographic segmentation is when an organization splits the market according to the buyer’s location. Lastly, behavioral segmentation is the market segmentation depending on the buyer’s behavior. Apple celebrated Eid and Ramadan season by focusing its local creativity in the Middle East and the UAE. It targeted the celebration and reminded the users of capturing the Ramadan moments with these new iPhones with the best camera. The ad is taken in the UAE, showing the desert part of it, and the people in the ad are wearing veils and robes. It is an indication of how Emirati citizens dress for the occasion. It demonstrates how well the camera can capture the desert and their UAE lives with this phone.
In the iPhone XS commercial, Apple uses demographic, psychographic, and behavioral segmentation. Generally, New York City is known for its busy streets and life. In this commercial, the roads are busy as usual, and everyone is chasing something. Through the busy streets, the Apple camera manages to capture the face of the lady. In addition, since the camera has a depth control feature, the new users are better positioned to filter out what they don’t want on their picture background.
Apple uses geographic segmentation to assure the customers that even in the busy streets of New York City, the new iPhone has the best camera and qualities that allow them to edit out what they do not want from their pictures.
The product life cycle curve is a classic graph in the lifecycle of a product. It shows the sales curve that a product undergoes. A sharp rise in the introduction of the product rounded peak during maturity stages and a gradual decline that indicates the product’s withdrawal from the targeted market. Currently, the product is in the decline stage. In this stage, the audience has moved on, and their interest in the product is not as much anymore. As a result, the price of this product is currently lower, and it is discounted. This is because the company already moved on and made more enhanced products that the customers prefer.
The company released this iPhone in 2018. After this, two more iPhone brands were released. Therefore, the company changed its marketing strategy for this product. First, it reduced the product price. The price suits many people who could not afford it at the beginning and release of it. The iPhone XS is a product with the best technology designed in it. It offers the users the best camera and other technological advancements. Despite other iPhones having come out, the iPhone XS is accessible to many people today worldwide. It is still a global product accessible through online and retail stores. The product is no longer promoted today because Apple has new products with better features that they are currently promoting.
The elements of creative strategy I identified include
For the two advertisements, the company uses outdoor ads. Outdoor advertising is one of the most effective strategies used in ads. Often used in the right location to indicate the effectiveness of a particular product. In the two commercials, Apple uses the outdoor medium to pass across its message (O’brien, 2019). The New York advert takes place in the busy streets, and in the UAE advert, it takes place in the desert. The advertisement shows what the camera can capture in the moments of the user’s activities.
The UAE is a desert, and it is an Emirati nation where most citizens dress in Abayas for the women. New York City is known for its busy streets. The two advertisements reflect on the two cultures in imagery and general design. When we look at the iPhone XS advert in the UAE, the captured moment is done in a desert where men and women are decently dressed in the regular dress codes. Women are dressed in Abayas while the men are in a Kandura and Gutras on their heads. Since the UAE is a desert, the caption takes place in the desert, representing the location. The desert is brown, which the advert portrays well in their color scheme. The New York advert captures various activities that happen in the streets of the city. Like a man taking a yellow cab to wherever he is going. The roads are busy, and everyone is on their toes trying to catch up on something on a rainy day.
The ethical consideration the advertisement should remember in the UAE advert is that it respects the religion in the country. Also, when making commercials in the UAE, the company must ensure that it provides media content that is fair and respects every citizen’s privacy despite their cultural composition. In the UAE, media regulation ensures that every advertisement protects every community from harmful influences. Therefore, every company should keep these considerations in mind before anything else.
In New York City and the United States as a whole, every advert should meet three leading principles. These principles include upholding human dignity, truthfulness, and social responsibility. They should ensure that the advert gives complete truth to the audience to avoid misleading information. Also, being a culturally diverse country, it should ensure that every advert released upholds human dignity.
The main issue that the UAE may face if the NYC advert was brought is their dress code. They would prefer the advert be done if the lady wears an Abaya and the men wear Kanduras. If the UAE advert were taken to NY, the main concern would be representing other cultures in the US. Yes, the advert depicts the Emiratis, and it is culturally approved; however, others in the UAE need representation.
In UAE advertisement, there is consumer interest, and it is sensitive to the cultural tolerance and expectations of the region. The UAE is guided by religion, and its dress code has been considered. For instance, the Emirati women’s traditional dress is Abaya. Women can, however, wear their clothes under the Abaya. The advert ensures that the women in it are well dressed, following the country’s dressing culture codes.
In New York City, the advert focuses more on consumer interest. The United States, especially New York City, is a culturally diverse country. The advert meets the expectations and requirements as there is no form of cultural discrimination in it. It meets the needs of every American citizen despite where they come from.
The best way to improve the advert in these two countries will be to give it a good storyline. Whereby it will have various picture sizes like a tiny picture and another big one. It will allow the users to get varieties from just one caption. Show the user more he can do with the camera, something other brands lack.
Dolnicar, S. (2020). Market Segmentation for e-Tourism. Handbook of e-Tourism, 1-15.
Murad, A., Zhou, X. D., Yi, P., Alshamsi, D., Aldahan, A., Hou, X. L., & Yu, Z. B. (2014). Natural radioactivity in groundwater from the south-eastern Arabian Peninsula and environmental implications. Environmental monitoring and assessment, 186(10), 6157-6167.
O’Brien, K. (2019). Apple appeals to Ramadan celebrators with iPhone ads and features. The Drum. Retrieved 26 August 2021, from https://www.thedrum.com/news/2019/05/20/apple-appeals-ramadan-celebrators-with-iphone-ads-and-features.
T-Mobile. (2018). Apple iPhone TV Commercial, ‘Depth Control: The Backdrop’ Song by FKJ [Video]. Retrieved 26 August 2021, from https://www.ispot.tv/ad/IKGE/apple-iphone-xs-and-xr-depth-control-the-backdrop-song-by-fkj.
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