Answered Essay: select an advertisement (in any media) of an existing product. Analyze the ad's strengths and weaknesses (e.g. Does

select an advertisement (in any media) of an existing product. Analyze the ad’s strengths and weaknesses (e.g. Does it effectively communicate the product’s benefits? Is it highlighting the best features of the product? Does it differentiate the product from competitors’ products?

Expert Answer

Let us consider the advertisement of Apple iPod which is an existing brand. Apple has used a variety of advertising campaigns to promote its iPod portable digital media player. The campaigns include television commercials, print ads, posters in public places, and wrap advertising campaigns. These advertising techniques are unified by a distinctive, consistent style that differs from Apple’s other ads.

Strength: The very first advert for the first iPod (only compatible with Macs) featured a man in his room grooving to his digital music collection on his Apple iBook. He drags his music to his iPod, closes his laptop, and plugs in the ear phones. He hits play and the music increases its volume. He then dances and hops around the room, then puts on his jacket, sliding the iPod into the pocket. He dances to the door and leaves the room. The song used was “Take California” by the Propellerheads, which became the hallmark of all subsequent advertisements.

Weakness: Steve Jobs avoided using people in his ads because it was difficult to find an actor who would appeal to everyone.

Change of strategy: The Company changed its strategy to silhouette advertising campaign which featured dark silhouetted characters against brightly colored backgrounds. The tagline “1,000 songs in your pocket” in the ad was a great hit. This change of strategy was a very successful one for the company. Previous ads for Apple’s computers usually featured a high-quality photograph of the product on a white background with a short tag-line. With the creation of the Silhouette campaign, however, the focus shifted from convincing consumers to purchase the device to asking them to “buy the emotion.”

Does it effectively communicate the product’s benefits? Is it highlighting the best features of the product? Does it differentiate the product from competitors’ products?

The advertisement effectively communicates what the product Apple IPod is meant for and how an individual could enjoy the music in iPod. The ubiquitous nature of the advertising campaign ensured everyone was exposed to ads and this made the Apple iPod different from the competitor’s products.

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