As defined in the BBC today article, viral advertising is a kind of advertising that spreads thanks to people. In fact, people after seeing a video they enjoyed to talk about it to relatives, colleagues or friends.
I think each one of us has experienced viral advertising once in his/her life. For my part, I often receive by email links to some unusual or entertaining videos that can be found on youtube or dailymotion.
What is intersting about viral advertising is that people tend to promote products and talk about them only because they enjoyed the ads.
I think that viral advertising can have a future in Morocco for some reasons.
First,a lot of people, especially youngsters, spend more time in front of internet than in front of TV. The Moroccan youth is particularly interested by social networking and video sharing websites. Yet, facebook and youtube are favorable conveyors for viral advertising.
Second, I think that the word of mouth is an inherent characteristic of the Moroccan society. People love spreading news and information either good or bad. Hence, viral advertinsing can indubitably work in Morocco.
Finally, it could enhance creativity among Moroccan advertisers.
dimanche 22 mars 2009
Assignment 4: Benetton
The brand Benetton is known throughout the world for their clothes and for their colorful and original ads.
One of their latest ads concerns a new fragrance that was developed by the brand under the name "essence of Benetton".
The ad can be analyzed using four consumer characteristics:
1. Behaviographics: which means targeting an audience with regard to their behavior and their past purchase behavior. To do so, the brand has probably made research about the online search activity of the targeted audience using audience management systems.
2. Psychographics on the other hand tries to capture the psychological makeup and the lifestyle of the targeted audience by focusing on the values, attitudes and motivations of the consumers. Here, the audience is supposedly a young and emancipated audience that values freedom in all aspects of their lives.
3. Demographics focuses on measurable population characteristics such as age, income or ethnicity. The Benetton ad is targeting a young population from 18 to 30 with no regard to gender. Moreover, Benetton is known for its promotion of parity and for its non-discriminative messages. Hence, the ad is targeting young people regardless of their ethnicity or of their social class.
4. Geodemographics is the last characteristic to be used for the consumer analysis and consists of targeting people that live in the same geographic clusters, assuming that they share common characteristics. In the case of the Benetton ad, the targeted audience is wide since it is addressed to a young population regardless of gender or ethnicity. However, the audience will probably be a western one (European and North American) since the ad conveys a message of a liberal society that lives in harmony with its sexuality.
One of their latest ads concerns a new fragrance that was developed by the brand under the name "essence of Benetton".
The ad can be analyzed using four consumer characteristics:
1. Behaviographics: which means targeting an audience with regard to their behavior and their past purchase behavior. To do so, the brand has probably made research about the online search activity of the targeted audience using audience management systems.
2. Psychographics on the other hand tries to capture the psychological makeup and the lifestyle of the targeted audience by focusing on the values, attitudes and motivations of the consumers. Here, the audience is supposedly a young and emancipated audience that values freedom in all aspects of their lives.
3. Demographics focuses on measurable population characteristics such as age, income or ethnicity. The Benetton ad is targeting a young population from 18 to 30 with no regard to gender. Moreover, Benetton is known for its promotion of parity and for its non-discriminative messages. Hence, the ad is targeting young people regardless of their ethnicity or of their social class.
4. Geodemographics is the last characteristic to be used for the consumer analysis and consists of targeting people that live in the same geographic clusters, assuming that they share common characteristics. In the case of the Benetton ad, the targeted audience is wide since it is addressed to a young population regardless of gender or ethnicity. However, the audience will probably be a western one (European and North American) since the ad conveys a message of a liberal society that lives in harmony with its sexuality.
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