Perception assignment Business & Marketing Research Paper

Perception Assignment
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Perception Assignment
In the current world, consumers have always come across hundreds of commercial messages daily. The production of many commercial adverts indicates that marketers have put more effort into gaining consumer’s attention. As such, they have used different techniques and strategies to gain customers’ attention. Therefore, the assignment focuses on identifying the marketing communications that have grabbed the consumer’s attention. Specifically, the paper describes approximately two advertisements from two different ad categories such as radio, TV, magazines, in-store, signs, billboards, mobile, online, and newspapers, which grabbed consumer’s attention.
The following is an analysis of three advertisements from TV and online.
1 Description of an Ad
Option 2 is a certified TV commercial. It specifically demonstrates how certified used BMW cars function like new vehicles, which favor consumer needs. The commercial employs used digital banners, billboards, radio ads, and TV spots to advertise the used BMW vehicles. The company’s creative agency came up with the idea and decided to search the BMW commercials used before from agencies based in the United States and internationally ("BMW: Like New Again by Goodby Silverstein & Partners," 2020). The oldest BMW vehicle that consumers could purchase was manufactured in 2013, and therefore, BMW Company retrieved the ads that were used 7 years ago to combine them and produce a certified commercial that would enhance the selling of BMW used cars. However, the new program has been branded and named BMW certified, and has been tagged as ‘like New Again.” Each section of the advert has a new voiceover created by Chris Pine. Chris Pine identifies how old is each section. As the BMW certified TV commercial unfolds, Chris Pine attempts to show a girl being impressed by her boyfriend as he pulls over to fix a problem that does not exist. Chris Pine indicates that the man pretends to his girlfriend because the used vehicle is certified and everything has already been checked.
2 Description of Other ads
* Bottle Shape billboard commercial by Coca-Cola Company: Coca-Cola company used invisible branding to campaign for its product. The Coke campaign uses optical illusion to bring forth the ads meaning to clients ("Can you see the bottle in this Coke ad?", 2020). The ‘Feel it” tagline enables consumers to perceive that the Coca-Cola bottleneck is still there. The figure below shows the billboard commercial.
* The Lacta Tv commercial ad by Ogilvy Greece: Lacta is a brand similar to love. The brand requests viewers to see the love in everyone by looking beyond their stereotypes, as it campaigns for Valentine’s Day ("Lacta Film Advert By Ogilvy: See the love | Ads of the World™," 2020). Ogilvy produced the film’s TV ad and it is in the category of snacks and confectionery.
3 Description of Stimuli that competed for my attention while viewing the ads
I have always esteemed BMW cars, and I could not stop viewing the TV commercial. Unfortunately, as the ad was almost over, my college-mate called me requesting whether...