TWO EXAMPLES OF ADVERTISEMENT 1

Description of Two Attention-Grabbing Advertisements

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The omnipresent phenomenon—advertisement—is part and parcel of everyday life.

Advertising is the most significant part of every single marketing process that concentrates on

promoting and presenting one special product or service in order to grab the attention of

consumers or non-consumers (potential consumers) and made them pay hard-earned cash for the

company’s goods and services willingly. This marketing tactic encompasses a message called

advertisement, or ads and advert, in short forms. Nowadays, there is a great deal of placement to

show an advertisement, namely TV, radio, on-line, mobile, in-store, magazine, to name but a

few.(LaMarco, 2018)

I aim to write about two more recent advertisements I have been exposed to, especially

their strategies and techniques. The first one is the Pepsi video ad that came to me while I was

watching culinary videos on YouTube, so the ad is classified as an on-line advertisement. The

latter is an in-store advertisement for Kit Kat chocolate bar, which grabbed my attention when I

was purchasing in the supermarket.

Before proceeding further and directly explain about two aforementioned advertisements,

we need to know more regarding advertising strategies and principles. Since advertising is the

only way to ensure companies that their message sends to consumers perfectly, it is important to

identify target customers. In order to reach a vast number of target customers, demographic

characteristics, including age, gender, strata level, education level, and so forth are often

harnessed by brand marketers. Afterward, choosing the right environment and the best channel(s)

for conveying the message is of great importance to catch the attention of users. Several

advertisement classifications exist. Most advertiser agencies categorize them into five types,

namely Broadcast advertising—TV and radio, outdoor advertising—Billboards, signs, and

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leaflets, in-store advertising, online advertising—website and social media, magazines, and

newspapers.(LaMarco, 2018) For instance, consider one corporation want to advertise a special

product applicable to elderly people; without enough knowledge of demographic characteristics

and rout of transformation, the corporation might buy a costly ad on websites only having young

audiences instead of distributing leaflets on local places which cost less.

Let’s back to personal experiences of advertisement. To begin with, the Pepsi Zero Sugar

Super Bowl commercial will be entirely described, which has been shown on TV at the

beginning of 2020, and at once, on the YouTube website as one of the diverse ads that appear

before start watching a video. A 30-second teaser promotes the new product of PepsiCo, one of

the world’s leading beverage companies, named Pepsi Zero Sugar. Like the most previous

PepsiCo ads, the sponsor of the NFL Super Bowl employed female celebrities to convince in the

latest advertisement. Grammy-Award winners Missy Elliot and H.E.R. are chosen as two leading

actors and singers. The team was completed by adding American record producer Timbaland as

co-producer who could have created a listenable version of a classic and Rolling Stones song

whose title is “Paint it Black” with the guitar and vocal of H.E.R.

In the video, H.E.R. holding a conventional red-colored can of cola sings “I see a red

door, and I want it painted black”, and at the same time, whose can color suddenly turns into

black. Then, she starts to runs toward the wall, breaks it, and enters the new black world; the new

world is indeed the Pepsi Zero Sugar world in which H.E.R. joins Missy, and afterward dance as

well as rhythmic music commences. At the end of the video catchy slogan—that is—ZERO

SUGAR. DONE RIGHT.” is illustrated.

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Videos (like Pepsi video ads) are the only ad types that enjoy both auditory and visual

aspects in contrast to other advertising channels. The audio and sight of these types of adverts

involve different senses of audiences simultaneously, for instance, if he or she misses the sounds

and music, the visual effects can still draw the attention or vice versa. Therefore, the influence of

such kind commercial advertisements is often far more than any other form, and as a result,

stimulate audiences to choose them over other analogous brands. (Matthews, 2019)

PepsiCo always searches for creative and attention-provoking ideas to advertise its own

foods and beverages to sell more and more, and statistics show the company has made it. For

example, in 2018, Pepsi net revenue was more than $64 billion, and customers get pleasure from

PepsiCo products in approximately more than 200 countries, which means to make attention-

grabbing ads, Pepsi could have truly implemented all related techniques and strategies, two of

which employing celebrities and creating Jingle.

While hiring a renowned athlete, actor, and singer—particularly in TV advertisements—

costs more, it brings more profit as well. Celebrity endorsement is one of the novel techniques in

the advertising field, in which Pepsi Company exceeds the main and serious rival Coca-Cola. In

recent years, celebrities—especially well-favored female ones—like Britney Spears, Lady Gaga,

Beyoncé, Jennifer Lopez, David Beckham, Steve Carrel, etc. have attended the Pepsi commercial

ads. Used in the more recent Pepsi ad, the next important technique is producing a piece of music

written specifically for advertising a product through radio and TV—that is—jingle. This kind of

music directly goes into the listener’s subconscious. The track “Paint it Black” is the very jingle

example.
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The next experience, within the last three months, is an in-store Kit Kat (by The Hershey

Company) advertisement. Unlike other chocolate-producing company advertisements, Kit Kat

tends to use one of the attention-related concepts named simplicity. The latest company ad is not

excluded from the governing rule; the picture of red-colored Kit Kat was printed at the center of

a middle-sized white shop advertising banner, and at the bottom side of this banner, the long-

time slogan “Have a Break, Have a Kit Kat” was written down.

Brand managers insist on finding the most cost-effective and suitable place in order to

have a great deal of impact on consumers. According to statistics, 70% of purchasing decisions

are made in supermarket aisles, despite the fact that 65% of customers provide a shopping list

prior to going shopping. (Fam et al., 2011) Therefore stores are one of the most strategic and

affordable spots to advertise because advertising in supermarkets can lead to an unplanned and

instant purchase. Zell studies show that in-store advertising gives rise to more awareness of

products regardless of age, gender, income, to mention but a few. (In-Store Ads, 2009) By

knowing all the advantages of outdoor advertising, the majority of Kit Kat ads are demonstrated

in this form.

In every form of advertising, more specifically outdoor ones, simplicity comes first and

makes one advert unit. Thus, implementing an innovative graphic design is vitally important.

The more straightforward one advertisement will be, the faster catch viewer’s eye. (Fam et al.,

2011)The simple motto promotes Kit Kat as a snack that can be ingested not only when any

individual long for something sweet. Additionally, the motto encourages customers to make a

close relationship between break time and this type of chocolate-covered wafer. In other words,

in this motto, wonderful break time is not built unless one person consumes Kit Kat! These
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distinguishing characteristics immediately captured my attention to select and purchase Kit Kat

among Mars and Snickers chocolate bars with far less eye-catching advertising.

All in all, advertising agencies make a great effort to represent a product or service

through whether traditional advertising ways with enormous unfocused audiences like the Kit

Kat advert or digital ones with a wide range of audiences such as the Pepsi video ad. Such

agencies perpetually contest consumer attention, and the ultimate goal of advertisers is the

transformation of attention into action. Pepsi and Hershey Companies succeed in reaching this

goal thoroughly.

References

Fam, K., Merrilees, B., Richard, J. E., Jozsa, L., Li, Y., & Krisjanous, J. (2011). In‐store

marketing: a strategic perspective. Asia Pacific Journal of Marketing and Logistics,

23(2), 165–176. https://doi.org/10.1108/13555851111120470

In-store ads. (2009). https://www.marketingcharts.com/industries/media-and-entertainment-

8623#:~:text=It found that across all,awareness and communicating product

benefits.&text=Ads in stores were given,32%25 of respondents%2C vs.

LaMarco, N. (2018). Kinds of Advertising. https://bizfluent.com/info-7736409-10-kinds-

advertising.html

Matthews, K. (2019). Video advertising. https://www.outbrain.com/blog/online-video-

advertising-guide/