Assignment 1 Gunn's 12 types of ad

https://www.youtube.com/watch?v=2zoRh-Kuwpo

Type: Video Advertisement, TV Ad Demo Ad

Benefit highlighted: The USP of the Apple IPhone 6s is the features of its virtual assistant - Siri. customers are able to
find solutions quickly for the problems or questions they have. Customers are also able to run the daily
errands in their life easier. Users just have to interact with Siri by giving it commands or asking it
question; Siri will then respond by carrying out the task or providing us the answer. The benefit the
customers would get from this product is the convenience it brings. In the ad, the users are able to
find solutions quickly for the problems or questions they have.
Customers are also able to run the daily errands in their life easier.

Ad Appeal:

Apple has a branding strategy that focuses on emotional appeal. It revolve around how an Apple product experience makes you feel. Apple brand's personality is about lifestyle, imagination, innovation, passion, dreams and aspirations. Through the ad, we could see owning an Iphone 6s brings convenience and elevate the consumer's lifestyle.

The public will also be motivated by what others are doing around them. In the ad, people from different backgrounds; from commoners to celebrities are using the product. The ad appeals to the consumer's need to be a part of something.

Apple had also use the endorsement appeal by casting celebrity in the ad. Using celebrity to endorse your product will increase the confidence of the consumers towards the product itself; and broaden the ranges of audiences.

What i like about the ad:

By casting the Spanish actress Penelope Cruz in this ad, it will increase the effectiveness of this Apple ad. By using celebrity endorsement in the ad, it allow the brand to open up to a new demographic as people would always be able to recognize familiar faces in an ad. Additionally, audience will have the belief the brand celebrities endorse are high quality product. The audiences are likely to purchase the product when they see familiar faces in the ad, they would assume it must be a high quality product because they are some credentials.

This Apple ad is also directed in fast paced manner, with just duration of 30 seconds. This ad is fast
and direct, hence the audience are able to learn about the product and brand rapidly. The attention
span of audiences are also believed to be shortened compare to the past. They have the desire to
experience pleasure or fulfillment without delay. By showcasing a short ad, Apple will be able to
promote the IPhone 6s without losing the attention of audiences.

The tone of the ad is also friendly and personal towards the audience. This will allow the audience to
be comfortable, allowing them to purchase from the brand itself.

Others:

There are other common techniques to improve the ad

1. Claims - Describe a product, promote features of make claim about what the product can help a potential customer. Informing, educating and developing expectations in the buyer will create result

References

Medium. (2019). 5 Reasons Why Celebrity Endorsements Work! – Strategic Content Marketing – Medium. [online] Available at: https://medium.com/strategic-content-marketing/5-reasons-why-celebrity-endorsements-work-47de8515b072 [Accessed 30 Jan. 2019].

Visual Learning Center by Visme. (2019). 23 Types of Advertising Appeals Most Commonly Used by Brands. [online] Available at: https://visme.co/blog/types-of-advertising-appeals/ [Accessed 26 Jan. 2019].