22 Mar Radio Ad Analysis
Marketing Analysis- Radio
Product: Old Spice – “Momsong”
Radio Ad Link: http://www.aef.com/exhibits/awards/radio_mercury_awards/2014
Description of Ad: This ad won the best of show Grand Prize presented by Mercury Awards in 2014. The ad is set to music that I would place it somewhere between a ballad and a gospel song. It is sung by middle aged moms who are complaining that their teenage sons are being considered men in the eyes of women. They blame that the use of Old Spice products have magically transformed their sons from young men to full grown men who are “being treated like men” by women and now they are never at home and do not do their chores.
What was the appeal or technique used to evoke emotional response: Humor and a catchy song to get the young men’s attention with the promise that Old Spice will make them a man who is physically irresistible to women and will allow them to not do their chores.
Objectives of ad campaign: Sell Old Spice products to young men who still live at home (teens and early 20’s)
Describe the target market: young men who still live at home with their mom’s –older teens
What action does the ad want the viewer to take
Product: Netflix “Grandma/Goth”
Radio Ad Link: http://www.aef.com/exhibits/awards/radio_mercury_awards/2014
Description of Ad: An elderly grandmother describes what she enjoys doing like going to botanical gardens while at the same time her goth grandson describes what he likes to include “dimly lit rooms”. They are about to spend the holidays together and their area of common interest is watching Netflix comedies like the movie Happy Gilmore. This ad won the “Agency/Production” category of the 2014 Radio Mercury Awards.
What was the appeal or technique used to evoke emotional response: Humor along with an emotional appeal that will help multiple generations connect and enjoy similar activities over the holidays.
Objectives of ad campaign: I believe that Netflix is already a very popular mode of entertainment with the under 30 crowd so I believe this is an appeal to the 60 and older generation. They are not as computer savvy however they want to have activities that are less strenuous that they can enjoy with their grandchildren.
Describe the target market: Target market is the 60 and older grandparents who are not currently Netflix subscribers. Its goal is to inspire them to sign up in an effort to find an activity that they can enjoy doing with their grandchildren when they come and visit.
What action does the ad want the viewer to take: Grandparents subscribing to Netflix.
Product: The Humane Society “I’m Going to Die”
Radio Ad Link: http://www.aef.com/exhibits/awards/radio_mercury_awards/2014
Description of Ad: Young adult male voice (18-25 years old) describes his situation where tomorrow he is going to die along with his friends. He will be taken into a warm room by a stranger and injected with a substance that will make him die all while the stranger watches. He accepts his fate and feels that this is better than being alone, freezing, hungry on the streets. Female voice over suggested that you go to your local Humane Society and adopt a pet to prevent needless deaths. This ad won the “Student” category of the 2014 Radio Mercury Awards.
What was the appeal or technique used to evoke emotional response: Fear and sadness are the emotions that this ad evokes. It puts you in the position of the dog or cat that is about to be euthanized due to overpopulation.
Objectives of ad campaign: To get as many people as possible to adopt pets from the local Humane Society / Animal shelter.
Describe the target market: Adults and children who care about animals and who want to prevent euthanasia.
What action does the ad want the viewer to take? They are asking their listeners to go immediately to their closest animal shelter and adopt a new pet so that they can help prevent needless deaths.
Product: Mars-Milky Way “Wife”
Radio Ad Link: http://www.aef.com/exhibits/awards/radio_mercury_awards/2013
Description of Ad: John Ellis, devoted husband and Milky Way eater, is reading his apology letter he wrote to his wife. He promised to pick his wife up at the hair salon and he was so distracted by his enjoyment of his candy bar he forgot about her. She was left, outside in the rain, walking around the parking lot looking for him resulting his ruining her $250 hair style. He has been banished from the bedroom for 4 days as a result. This ad won the “Agency/Production” category of the 2013 Radio Mercury Awards.
What was the appeal or technique used to evoke emotional response: Humor was used to tell its male listeners that their candy bar is so good that it will make you forget your wife.
Objectives of ad campaign: To sell Milky Way candy bars to married or marring age men.
Describe the target market: Sell more Milky Way candy bars to men between the ages of 20-90 who are married or of a marrying age such that they would relate to a funny story about a married man getting in trouble with his wife.
What action does the ad want the viewer to take: Buy more Milky Way candy bars.
Product: Little Caesars “Do Not call”
Radio Ad Link: https://vimeo.com/65683822 1800trylittlec www.forbiddenpizzawebsite.com
Description of Ad: This radio spot tells listeners that they do not need to take the time to call 1800trylittlec in order to get a pizza. Little Caesars has “Hot and Ready” pizzas ready at all times. This radio spot repeated the phone number multiple times. This ad won the “Agency/Production” category of the 2014 Radio Mercury Awards.
What was the appeal or technique used to evoke emotional response: Humor and reverse psychology. They tell you to not call the number that they repeated multiple times. When you call it, they tell you that they told you not to call. You get another laugh. They also tell you to not checkout their website www.forbiddenpizzawebsite.com and at that website they tell you to NOT enter your address. When you enter your address it pulls up google maps and puts funny little ghosts bobbing around your house and then tells you if you go to the nearest Little Caesar’s then your home will no longer be haunted. They then give you a map from your home to the closest Little Caesars resturant.
Objectives of ad campaign: Get people to go to multiple ad platforms (radio to phone to website) which all reminds the caller to go to Little Caesars to pick up a Hot and Ready pizza.
Describe the target market: Any adult who likes cheap and fast food pizza – likely 16-60 year old people who enjoy technology and are able to drive themselves to grab a To-Go pizza.
What action does the ad want the viewer to take? Go to Little Caesars and buy a Hot and Ready pizza.
Mitch McDowell
Posted at 14:31h, 23 MarchAlicia,
I have 2 separate clients that have recently opened Little Caesars Pizza franchises. The both stated that the “Hot and Ready ” theme gives them a distinct competitive advantage in the market place. They also stated that Little Caesar Pizza franchises do better in lower income areas…higher income individuals tend to prefer gourmet pizza and view Little Caesars as lower quality. The client that opened a Little Caesar franchise in Lucedale, Mississippi is second highest grossing franchise, during the first month of operation, in the company’s fifty year history. FYI – Lucedale is definitely not a high income area!
Thanks,
Mitch
asmcpa@yahoo.com
Posted at 14:14h, 26 MarchMitch,
I would agree with your clients assessment. There is a distinct difference between people in our area who choose the $5 hot and ready pizza vs. the $26 gormet pizza all sold within 1/2 a mile of each other. Congrats to your client for their success.
Alicia
Schree Chavdarov
Posted at 01:38h, 27 MarchWe have some similar interests in radio ads. I love ads that grab my attention within the first 5-10 seconds. I like that you added a photo with each ad for the visionary learners 🙂
Angie Ritter
Posted at 00:47h, 31 MarchAlicia,
Nice job! I enjoyed your choice of ads for analysis. Humor is a popular and effective way of making a connection with listeners. It’s interesting to see the many different ways that humor can be incorporated into advertising.
Angie
asmcpa@yahoo.com
Posted at 20:33h, 04 AprilTHANKS
Maria-Elena Surprenant
Posted at 02:19h, 31 MarchAlicia,
I too did an analysis on the “Momsong” ad, and came up with the same conclusion. It was neat to read a slightly different perspective/wording of the radio ad. Out of all of the ads, the Milky Way ad was interesting, and reminded me of how dysfunctional behaviors “sell” in our society.
Great work.
asmcpa@yahoo.com
Posted at 20:33h, 04 AprilTHANKS… THE MOMSONG WAS MY FAVORITE AD
Pat Mills
Posted at 20:17h, 02 AprilAlicia,
I really liked the ads you chose and the pictures you included with them, looks great. I really liked the Humane Society Ad, really paints a vivid picture and provokes strong emotion. To Mitches’ point, I know a “Hot and Ready” pizza was a life saver when I was scraping together pennies during my undergrad at Appalachian! The Old Spice “Momsong” is hilarious and definitely nails their target market for their products in dramatic fashion.
asmcpa@yahoo.com
Posted at 20:33h, 04 AprilTHANKS
Chris Sitzman
Posted at 18:12h, 11 AprilYou make an interest point about the target audience for the “Grandma/Goth” ad. When I originally heard the ad I thought the objective was to convey the message that all age groups can enjoy Netflix. A lot of younger viewers are already Netflix members. I agree with you that the ad’s primary target audience is older individuals.
asmcpa@yahoo.com
Posted at 19:30h, 12 AprilThanks for your comments
Chris Carter
Posted at 19:16h, 18 AprilAlicia,
I enjoyed reading your thoughts about these advertising campaigns. I also chose the Little Ceasars and Milky Way advertisements. Reading your comments about each campaign gave me a deeper understanding for each of these marketing campaigns.
Thanks,
Chris
asmcpa@yahoo.com
Posted at 20:58h, 18 AprilThank you for your kind comments Chris!
Alicia