P1/M1 Case Studies of Existing Advertising campaigns

 First case study: McDonalds Signature collection 

TV Ad link: (1) The Signature Collection™ | Love affair - Luxury in a bun | TV Ad | McDonald's UK - YouTube

The "Signature Collection," a new product line for McDonald's, was promoted in a television commercial. A thicker 100% beef burger with carefully chosen components is part of the new line that is shown in the advertisement, along with a brioche-style bun. The traditional, BBQ, and spicy burgers are the three options. The commercial debuted in 2017 and was broadcast on a number of television networks. Only participating restaurants in the UK made the collection available to consumers, hence the commercial was only made for that country.

The purpose of McDonald's television advertisement is to publicise a new product and introduce it to the market. The purpose of the advertisement is demonstrated at 0:27, where a woman is seen engaging in a "love affair" with the burger on the right and the new burger collection on the left. By educating the public on the new product line they are offering, the advertisement has succeeded in its goal. Additionally, it informs the audience about the various burger varieties they are selling as well as their appearance. As a result, those who are viewing the advertisement will be made aware of the product and may decide to try it out for themselves. 

The 20- to 35-year-old demographic is the target market for McDonald's new trademark collection since they prefer upscale, flavourful burgers with several components. They will primarily be of British ethnicity, and they will include both men and women. They will likely commute to work, so they might buy the burger during their lunch break. The male and female actors who feature in the TV commercial will draw viewers. This may be the case since they will share the same gender, ethnicity, and age as the actors in the advertisement. 

The message of the McDonalds Signature collection TV ad is that the audience will love the burgers if they buy them. This is because the advert shows a woman having a 'love affair' with a burger, which creates a very humorous and romantic tone. This suggests to viewers that the Signature Collection is very tasty, which will encourage them to buy the product to try it for themselves. 

The approach of the McDonalds television commercials is love and humor. This is evident throughout the commercial, where viewers see a woman running away from a man and falling in love with a burger. It's pretty funny because you can not have a love affair with a burger. The approach of love and humor is therefore evident in the commercial as the woman has a 'love affair' with the new McDonalds burger and prefers it to the man who loves her.

McDonalds television commercials are reminiscent of perfume commercials in that they usually show a woman/man looking attractive and doing something unrelated to the product. This can be depicted in the McDonalds advertisement, which shows a beautiful woman in a dress and high-heeled shoes running to get a burger. There is also a handsome man trying to be with her. This illustration helps to sell the luxurious "Signature Collection" burgers as it shows the public that the new burgers are of higher quality than the usual burgers, which is a unique selling point for McDonalds.

The response mechanism of the television advertisement is to go to the website and the expected response is to buy the signature burger. The reaction mechanism and expected reaction can be shown at 0:29 where viewers are shown a link to the McDonalds website where viewers can find the nearest McDonalds that sells the Signature Collection and buy it. The reaction mechanism and expected response are appropriate for the product, as the only way for McDonalds to make a profit is for people to go to the fast food restaurant and buy the new Signature Burgers.

Two legal and ethical issues affecting the television commercial are royalties and material. Royalties are an issue because the commercial contains music that is the property of an artist. Therefore, McDonalds should solve this legal problem by offering the owner a royalty payment to use his music in the commercial. The material is a problem because the commercial imitates the perfume commercial and may even mock it because it often resembles the content of this commercial. Therefore, McDonalds must pay attention to this ethical problem and try not to associate it directly with the perfume commercial.

The advertisement adheres to the guidelines of ASA, as it is not misleading and does not cause harm to viewers. The content of the woman having a "love affair" is considered humorous and is meant to exaggerate the deliciousness of the burger. The commercial does not cause harm to viewers because the plot of the commercial is not comparable to real life and is intended to have a humorous effect on viewers. However, the commercial might violate the guidelines by showing the audience that it is okay to have an affair with another person, which might make the audience question the purpose of the McDonalds commercial.

Billboard advert: 

On public billboards, the new McDonald's "Signature Collection" was also promoted. Three new burgers, the traditional, BBQ, and spicy, are part of the new line that is featured in the advertisement. The advertisement debuted in 2017 and was displayed on a number of billboards throughout the UK. Only participating restaurants in the UK made the collection available to consumers, hence the commercial was only made for that country.

To raise awareness of their new signature selection of burgers, McDonald's created a billboard advertisement. The billboard is utilised to accomplish this goal since it advertises the product to thousands of onlookers and makes the new product line as widely known as possible. Additionally, placing a sizable billboard in a busy area is likely to attract a lot of attention. This will make people curious about the burgers' flavours and increase the number of people who buy items from McDonald's new signature collection. 

Both of these adverts, which are part of the same advertising campaign for the McDonald's trademark collection, have the same overall objective. 

The target demographic will be between the ages of 20 and 35 because they prefer richer, more flavorful burgers with more components than younger or older people do. They are primarily targeting people of British ancestry, both males and ladies. They will likely commute to work, so they might buy the burger during their lunch break. Because the target market will be seeking for something to eat for lunch during their break, the outdoor billboard display will catch their attention and persuade them to buy the upscale signature burger. 

The message of the McDonalds Signature Collection billboard is to showcase their unique selling proposition. McDonalds' luxury burgers are a new product that is not available in other fast-food restaurants like KFC or Burger King. The Signature Collection poster conveys to the audience that the burger is very luxurious and high quality compared to other fast-food burgers that are of lower quality compared to the Signature Collection. This is therefore very effective in selling the burgers as it stands out from the competition and adds value to the product.

Overall, both commercials of the same McDonalds campaign have the same core message. The main message is to show the audience that the new burgers are unique and delicious. This is shown through both the television commercials and the billboard ads, as they both set the burgers apart from the competition and attract the audience.

Approach McDonalds' approach to billboard advertising is to introduce their new signature burgers to the audience and make them look attractive. The approach of McDonalds is obvious on the billboard because the burgers can be seen on the picture and look very colourful, luxurious and delicious. This makes the burgers stand out to the audience and entice them to buy them.

Overall, the television commercial and the billboard from the same McDonalds campaign have a slightly different approach. The television commercial seems to have an affectionate and humorous approach, while the billboard commercial does not.

The McDonalds billboard advertisement does not represent a specific group/person. The advertisement represents McDonalds as the burger collection, showing the audience the different types of food that McDonalds offers. This will encourage people to go to McDonalds and try the new signature burgers.

Overall, the television advertisements and billboard advertisements differ slightly in how they are portrayed. The television commercials portray stereotypes of models, while the billboard commercials only show an image of the product.

This is a print advertisement. It informs the audience about the new signature burger collection and shows what it looks like. Outdoor billboards are placed in popular public places to reach a large number of people, as thousands of people can come in contact with the McDonalds billboard in one day. This will attract customers as it looks delicious and will raise customers' awareness of the new burger collection and make them buy it.

Overall, the television and print advertisements of the same McDonalds campaign have cross-media elements as they both feature the signature burger collection, which makes the audience hungry and encourages them to try it.

The response mechanism for the McDonalds billboard ad is to go to the website address, and the expected response is to visit the restaurant and buy the product. The response mechanism can be seen from the fact that it says "Exclusively available at selected restaurants." This means that the audience's response is to check the website to see which restaurants have the Signature Collection. The expected response is also made clear by this statement, as it prompts the audience to go to McDonalds and buy the burger. The response mechanism and expected response are appropriate for the product, as this is the only way to find out more about the collection and purchase it.

Overall, both the television ads and the billboard ads use the same call to action, as the response mechanism is to go to the McDonalds website and the expected response is to go to the fast food restaurant and buy the Signature Burger.

Two legal and ethical issues that may impact McDonalds billboard advertising are ensuring that it looks exactly as it does on the billboard and public interest. McDonalds needs to make sure that the Signature Collection looks the same as it does on the billboard, otherwise it could mislead the customer and raise some legal/ethical issues. This problem can be solved by ensuring that the burgers look identical. Public interest could also be an issue, as the billboard could be placed in a location where it should not be, such as near a mosque, as Muslims do not eat beef burgers or non-halal foods. McDonalds should therefore consider where its billboards are placed to avoid raising ethical issues.

Overall, slightly different legal and ethical issues must be considered for television advertising and billboard advertising. In the case of television advertising, royalties and materials must be considered because it is an audio-visual advertisement, whereas in the case of billboard advertising, the public interest must be considered and it must be ensured that the burger looks exactly as it would if customers were to buy it in a restaurant.

The billboard complies with the guidelines of ASA, as it is not misleading and does not cause harm or injury to the public. The billboard clearly displays the Signature Collection Burger and where the customer can purchase it. The billboard is not harmful/offensive to the public as it does not contain sensitive content and focuses solely on the product being advertised.

Second Case Study: Paco Rabanne Million Perfume 

TV ad: #MillionNation - 1 Million & Lady Million | PACO RABANNE - YouTube

The item featured in this television commercial is the brand-new fragrance "Million" by Paco Rabanne. The commercial debuted in 2019 and ran during commercial breaks on a number of well-known television stations. The music, performers, and voiceover were all English, indicating that it was made with people in Great Britain in mind.

The purpose of Paco Rabanne's TV ad is to promote their new product to a wide audience. The purpose is demonstrated at the conclusion of the commercial, when the perfume is eventually unveiled, and the viewers can see what it looks like and is called. This advertisement succeeds in its goal since it informs the viewers about Paco Rabanne's newest scent and encourages them to buy it.

Young people of various races who will be both male and female will make up the target market for Paco Rabanne's new fragrance, which comes in two varieties: "1 million" for men and "Lady Million" for ladies. For them to remain presentable, they'll want to smell nice. They may enjoy attending parties and other social gatherings as part of their lifestyle. The target audience will find this TV ad appealing because it features youthful, appealing individuals of many ethnic backgrounds dancing and clicking their fingers to music. The target market will be drawn to this since they might be able to relate to them, which will persuade them to buy the scent. 

 Paco Rabanne's key message for the television commercial is to highlight the benefits of the new "Million" perfume, such as making you feel good and smell good, which boosts self-confidence. This is represented in the commercial by many different people who are happy, confident and dancing. This key message is effective for selling the perfume because people want to smell good and be confident.

The approach of Paco Rabanne's television advertising is trust. This can be seen in the commercials where many people are dancing, snapping their fingers and smiling. So the confidence approach is obvious in the TV commercial, as it suggests to the viewers that the new perfume Million will give you confidence and make you feel good about yourself. The finger-snapping models are one of the main features of the campaign and set Million perfume apart from the competition.

Paco Rabanne's television ads feature a variety of young, beautiful models. These fit the typical stereotypes of attractive people, as they are slim, glamorous and blonde. This representation helps sell the new Paco Rabanne Million perfume, as the audience wants to identify with them and feel beautiful.

The television commercial for Paco Rabanne's new perfume should be aired in the evening on popular channels such as ITV. This is suitable because the commercial shows dancing people wearing formal wear such as glittery dresses and suits, suggesting that they are at a party, which often takes place in the evening. This scheduling would maximise the ad's chances of reaching the audience, since viewership is especially high in the evening, when people are just getting off work. This would therefore lead to an increase in awareness and interest in the new perfume "Million".

The response mechanism of the television commercial is to search for Paco Rabanne's new fragrance online. The expected reaction to the commercial is to buy the perfume Million. This can be shown by the commercial because it only informed the viewers about the name of the perfume, which interests the viewers and may lead them to search for it online to find out more about the product, such as where they can buy the perfume and how much it costs. Therefore, the response mechanism and the expected response are appropriate for the product because the only way for the customers to try the perfume is to go to the shop and smell the fragrance.

Two legal and ethical issues that may impact the television commercial are royalties and intellectual property rights. The Paco Rabanne ad uses the song 'Rappers Delight' by Sugarhill Gang. This means that the company must obtain the artist's permission to use his song in the advertisement and offer him a fee for doing so. Intellectual property rights could also be a problem, as the models are wearing clothes and gold jewellery that probably belong to big companies, and there are also two shots of a car. This means that Paco Rabanne will have to get permission from the companies for the models to wear their clothes/jewellery and for the car to be included in the commercial.

Paco Rabanne's television advertising complies with the guidelines of ASA, as it is not misleading and does not cause harm to the audience. This is evidenced by the fact that the commercial clearly states the name of the perfume and the appearance of the perfume being purchased. The commercial does not hurt or offend the audience because the content shows people dancing and being happy. Therefore, the Paco Rabanne advertisement does not violate the guidelines of ASA.

Print ad: Magazine. 

The product in the magazines is Paco Rabanne's new perfume called 'Million'. The advert was launched in 2019 and was displayed in magazines such as 'Client magazine'. It was created for people who live in Britain as the magazines that the perfume features in are British.
The item advertised in the publications is Paco Rabanne's brand-new fragrance, "Million." The advertisement first appeared in periodicals like "Client magazine" in 2019. Given that the periodicals that the perfume appears in are British, it was made for those who reside in the United Kingdom.

The purpose of Paco Rabanne's magazine advertisement is to raise readers' awareness of their new fragrance. To guarantee that everyone who reads the magazines learns about their "million" perfume, they have placed advertisements in them. The advertisement succeeds in its goal since it reaches a wide range of individuals because even those who don't watch much television may read more publications. This implies that Paco Rabanne can grow their clientele by doing magazine ads.

Overall, the purpose of these two ads from the same Paco Rabanne marketing campaign is the same. These commercials' objectives include promoting a new product, raising awareness, and boosting sales.

 Young people of various races who will be both male and female will make up the target market for Paco Rabanne's new fragrance, which comes in two varieties: "1 million" for men and "Lady Million" for ladies. In order to be confident and presentable, they'll want to smell good. They may enjoy attending parties and other social gatherings as part of their lifestyle. A young, gorgeous couple wearing very formal attire and clicking their fingers is seen in the magazine. The target audience will find this appealing since they might identify with the individuals in the picture. Overall, both of these ads from the same Paco Rabanne marketing campaign are interesting to the same target market since they both feature a picture of two attractive young people tapping their fingers. Therefore, young adults of mixed ethnicities who enjoy going out are the million perfume's target market. 

Paco Rabanne's key message for the magazine advertising is to show the audience that the perfume is unique and used by wealthy and beautiful people, like those in the magazine advertising. This is made clear by the fact that the models in the ad look very sophisticated and pretty. Therefore, this core message is effective in selling the perfume "Million" because it encourages people to buy it, as it shows that the perfume is high quality and viewers can feel that they can identify with the models in the ad and feel good about buying it.

The approach of Paco Rabanne's ads is trust. This is evident in the ad where the man and woman look glamorous and snap their fingers. Million has created an iconic finger snap throughout the campaign, showing that the models have confidence and stand out from other perfume ads.

Overall, both the television ads and the print ads have the same approach. The self-confidence approach can be seen in both commercials as they are very similar. Both show confident people clicking their fingers.

The magazine advertisement of Paco Rabanne represents the typical stereotype of an attractive and high class person. This can be seen in the magazine advertisement as it shows a handsome and elegant man/woman. This representation helps to sell the new million-dollar perfume, as it shows that the perfume is intended for upper class people and that the perfume is also of high quality.

Overall, both the television commercials and the printed ads have the same presentation, as the same models are seen in both commercials. This shows the audience that the new million-dollar perfume is aimed at people who take pride in their appearance.

Paco Rabanne's print ad was to be placed in magazines that deal with fashion and beauty and are aimed at both men and women, such as Vogue. The reason for this is that the print ad features a handsome man and a beautiful woman who look very sophisticated and attractive. This is in line with the content of magazines like Vogue, as they contain many pictures of models. Placing an ad in Vogue would therefore maximise the chances of the ad reaching a large audience, as Vogue is one of the most popular magazines in the UK and is also read by people who care about their appearance and want to smell good.

Both ads from the same Paco Rabanne campaign use timing to target the same audience, as they target their perfume to a young and modern audience, as most of them have bought perfume and want to improve themselves.

This is a print advertisement. This magazine ad shows two models and the perfume. Magazine ads are used to target a specific audience and get them interested in the product. For example, the Paco Rabanne ad can be found in the French magazine Vero. This magazine is aimed at women who are interested in beauty and fashion. Therefore, this ad will attract their attention and interest them, as they will most likely want to buy fragrances like the new Lady Million perfume.

So, the TV ad and the magazine ad for the same Paco Rabanne campaign contain elements from two different media, as they both present the perfume to the audience and target groups.

The response mechanism of the magazine ad is to check out the website and perhaps use social media. In one of the ads there is a hashtag (#MyMillionProblem) and in the other there is a link to Paco Rabanne's website. Thus, the response mechanisms of the ads allow customers to learn more about the perfume through the website and talk about it on social media to increase awareness of the new Million perfume. The expected response to the ad is to go to the shop and buy the perfume, because the image of the perfume entices the audience to go to a perfumery and find the perfume to test whether it smells good or not. Therefore, the reaction mechanism and the expected mechanism of magazine advertising are suitable for the product because they arouse the interest of customers and increase the awareness of the perfume million.

Overall, both the television and print ads of the same Paco Rabanne campaign use the same call to action. The response mechanism of the ad is to check the website and also use social media such as Twitter, as the campaign used the hashtag #MyMillionProblem to increase awareness of the new perfume. The expected reaction is to buy the perfume, as they will not know what it smells like until they try it.

The magazine advertisement adheres to the guidelines of ASA, as it does not harm the audience and is not misleading. This is clear in the ad, as it shows two models and the new perfume "Million." It is also clearly indicated that the advertisement is by Paco Rabanne. Therefore, it is not misleading and will not offend the audience. However, if the image of the new perfume were not clearly visible to the viewer, it would mean that the models were the focus of the commercial, which could mislead the viewer into thinking that it was a designer clothing company or a model company.

Overall, both the TV and magazine ads of the same Paco Rabanne campaign adhere to the guidelines of ASA, as they neither cause offence nor mislead the audience.

Advertising Introduction U20, P1

What is an advert?

Advertisements can be seen across a variety of venues, including radio, newspapers, magazines, social media, and television. This makes it possible for a sizable audience to view the advertisement, increasing the likelihood that more people will buy or use the product.

What is an advertising campaign?

An advertising campaign is a strategy used across media to advertise and draw attention to a good or service. Designing the content, locating the target audience, and distributing it across various media are all part of advertising campaigns. The effectiveness of the advertising campaign is assessed once it has begun.

What different mediums can adverts appear in?

Adverts can appear in several different mediums including television, social media platforms, radio, newspapers, and magazines. This allows the advert to be seen by a large audience, which will lead to more people purchasing/consuming the product.

What is the main purpose of an advert?

The main purpose of an advertisement is to increase recognition of the brand/product and communicate information about the product to the public. It is also used to increase the number of sales of the product. Advertising helps to increase the attractiveness of a product to the audience and persuades them to purchase/consume the product. An advertisement's primary goal is to spread awareness of the brand or product and provide the general public with information about it. Additionally, it is employed to boost product sales. Advertising encourages consumers to buy or consume a product by making it more appealing to the audience.

An example of an advertisement:

Snickers advertisement: https://www.youtube.com/watch?v=qIVDxL2lgN4

This advertisement is for snickers, a chocolate bar that is full of nuts, and is covered by a layer of chocolate. The advert is for promoting the chocolate bar and spreading awareness so they can increase the company's revenue. The advertisement uses a popular character - Mr Bean, denoting him as a ninja in Asia on a special mission, He then eats the sneakers bar and then falls through the floor, making the audience laugh, enhancing Snickers brand image as products so it can be advertised on television and social media like YouTube.