Comparing two advertisements for the brand "Got milk?"

Résumé du document

First, this report discusses projected images by comparing and contrasting two different advertisements and the brand themselves. Second, it analyze the techniques employed by the marketer to project those images. And finally, it analyzes and assesses the positioning strategy of both the brands with reference to attitude changes in the target market, using relevant models of consumer behaviour.

Extraits

[...] This is why it has become increasing important to gets teens to drink milk. The campaign uses teen celebrities, such as Fefe Dobson, to do whatever they can to get teenagers to start drinking more milk. The advertisements themselves have been extremely successful by using the repetition concept. Repetition increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting[4]. Although this method can lead to advertising wear out, it seems as if MilkPEP has done a good job of avoiding this. [...]

[...] While many people see milk as an person drink”, this advertisement is trying to make it more popular with the younger crowd. Fefe is saying the milk is cool and that she herself uses it to be cool. The second ad is much more subtle and informative. It appeals to the older generations of women who are trying to lose weight by showing the skinny milk glass. It is not exciting like the first ad, but still does a great job of getting the point across. [...]

[...] July Kendall; Pat, PhD, R.D, Got milk? Unfortunately, for many teenagers a more accurate question is October Schiffman & Kanuk, Consumer behaviour, Prentice Hall, Chapter Pg 212 Schiffman & Kanuk, Consumer behaviour, Prentice Hall, Chapter pg 145 Schiffman & Kanuk, Consumer behaviour, Prentice Hall, Chapter pg 141 Schiffman & Kanuk, Consumer behaviour, Prentice Hall, Chapter pg 179 Schiffman & Kanuk, Consumer behaviour, Prentice Hall, Chapter 5 Schiffman & Kanuk, Consumer Behaviour, Prentice Hall Chapter 4 pg 103 Schiffman & Kanuk, Consumer Behaviour, Prentice Hall Chapter 4. [...]

[...] Conclusion I believe that the advertisements have been extremely successful in pushing milk to particular markets. In addition to these ads, the campaign also includes many other advertisements featuring famous celebrities targeting specific markets. It is becoming more and more important to drink milk, and these ads are emphasizing health benefits in creative ways. I feel that both ads are equally entertaining, and both get their point across, while reaching two separate consumer markets. They are pleasing to look at, and both make you want to drink more milk. [...]

[...] The advertisement itself shows a glass of milk and lots of text. The actual glass of milk is indented in the middle, as if it was depicting a smaller waistline. The background is a mellow green colour, so the ad itself is very tranquil and soft, unlike the other, vibrant milk ad. The slogan in the middle simply states, “Drink milk. Lose This slogan is followed by three paragraphs of text at the bottom of the page. It ends with the same, logo at the end of the text. [...]