Marketers are actively using advertisements for promotion and sales of their products and services to new and existing customers. Numerous advertisements are targeted towards the existing and potential customers through different media. Customers see an advertisement as a communication message. But there is a lot more to an advertisement – conceiving the concept of the advertisement, developing the content and ensuring that it fulfills the objectives with which the advertisement is created (Frith, 1998).
By conducting an analysis, these aspects of the advertisements are understood. The commercial that has been chosen for the purpose of the assignment is of Ikea. The link of the commercial is http://www.clioawards.com/catalog/2013/digital/entry.cfm?entryid=201305990&award=50&from=1&to=500&order=0&direction=1
The campaign was designed with the objective to inform the people about the shifting of the location of the store and involve the neighbourhood in the whole process. The creative starts with animated visuals of shifting a store from one place to another highlighting the road to take to reach the new location.This advertisement creative is to convey the message that the company is moving the store from one location to another. The advertisement creative has successfully covered all the required information to be conveyed to the customer. It informs the consumer that a world class store is going to come up with a new location and its opening would be done in a grand way.
The advertisement has consistently carried the element of fun and excitement from start to finish. At the onset it has been mentioned that it was not a sales ad and its objective was to involve the customers in the process of relocation. The visuals and text used were very clear and concise. The creative have the ability to attract all age groups. The ways of participation portrayed helps the customer to relate to Ikea at a personal level. The customer understands that shifting is a troublesome activity just as a family faces so would Ikea face.
The success or the effectiveness of the advertisement can be measured from the participation of the customers and the help extended by them who have considered the company as an extended family. The help which has been offered even when it is not asked for shows that the advertisement had good impact on the viewers due to which they thought of it and came up with new help.
Frith, K.T. (1998). Undressing the Ad: Reading Culture in Advertising, 2nd ed. Peter Lang Publishing.