I have watched over 20 different Asda adverts now,and they seem to have kept to the same brand ethos since the 1970's. Their most popular strapline/ theme is the slapping of the back pocket, and the phrase 'Asda price is right'.It all centres around good value. They sell clothing food, household toys and dvd/games, so their products appeal to a large market. They stand out from their competitors because of price, and that's an area i don't want to change drastically in my advertising campaign.
My main objective is to create a modern, fashionable advert without changing the brand identity or values too much. I want to keep it quite quirky and informal.....because i want viewers to be able to relate straight away to what the advert is telling showing them.
Now i have researched the Situation, I intend to crack on with my research of the target customers...using Mintel and ideas and concepts for my advert.
Thursday, 24 January 2008
Tuesday, 22 January 2008
Christmas 07'
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This is the most current advertsing campaign featuring Julie walters agian for Christmas o7'. The theme is based on real life product training amongst the asda staff, with quirky humour and laughter by the actress herself. The adverts are in good taste with lots of jokes and one-liners by Mrs Andrews. They are definitly easy to watch by viewers, and would definitly keep viewers attention, with the bold colours, quick editing and pacy scripts. This is interesting to know, when considering concepts for my advert.
This is the most current advertsing campaign featuring Julie walters agian for Christmas o7'. The theme is based on real life product training amongst the asda staff, with quirky humour and laughter by the actress herself. The adverts are in good taste with lots of jokes and one-liners by Mrs Andrews. They are definitly easy to watch by viewers, and would definitly keep viewers attention, with the bold colours, quick editing and pacy scripts. This is interesting to know, when considering concepts for my advert.
Past Advertising....1970's
I found this on You tube and it was a 1970's advertsiement for Asda. The emphasis was on it being a family orienated brand, with huge emphasis on value. Nearly 40 years on, their company ethos hasn't changed.
Friday, 18 January 2008
Coleen for George @ Asda
ASDA revealed in August 06' that Coleen McLoughlin was the face of George’s hugely successful Must Have press ad campaign, and would be making her TV advertising debut. Coleen starred in the George TV ad which aired between 31st August and 13th September.
Filmed on location in Lisbon, Portugal, viewers saw Coleen dressed in up-to-the-minute fashion walking down a continental street.
Filmed on location in Lisbon, Portugal, viewers saw Coleen dressed in up-to-the-minute fashion walking down a continental street.
The Setting
Boutique owners spot her, opening their doors and placing items in their windows, all in an attempt to entice her in. She smiles and keeps walking. The last shot is of Coleen appearing at the end of a street with loads of carrier bags…all of which, like the clothes she wears in the ad, are from George.
Effective Advertising
Professor Andrew Ehrenberg, formerly South Bank University Saliency and remaining front of mind is key to brand’s success. A précis of Professor Ehrenberg’s findings looks at what Outdoor has to offer within the saliency theory.
We believe that brand advertising works, but not by persuading consumers that a brand is different or better than other similar ones - rather our thesis suggests that advertising works by publicising the brand and making it more familiar.
Research has shown that most consumers have habitual split-loyalty brand repertoires and even wider consideration sets of brands they might buy. So being ‘front of mind’ is a key requisite for a brand. Which is where publicity comes in – it leaves memory traces for the brand and added associations in the individual consumer's mind (for example from memorable visuals). By doing this, advertising helps to keep the brand salient and maintain and perhaps to increase the number of consumers who might consider the brand as one they might buy or use.
Indeed, studies across products, countries and time consistently imply that brands' market shares vary with the number of consumers to whom the brand is salient. So while small brands survive without much or any explicit mass advertising, in general they remain small. The big brands are the ones that have been publicised big over a long time and that have done it well - with continuing impact, interest and memorability for the brand - and hence remain salient to more people.
Advertising in our view need not therefore strive to change directly what or how much consumers feel about the brand, since measures of this hardly vary across the customers of competing brands and, importantly, they vary little with increased sales. Instead the main competitive battle is one for attention, reminding experienced consumers of the brand - and at times informing them about new brands or new features.
We believe that brand advertising works, but not by persuading consumers that a brand is different or better than other similar ones - rather our thesis suggests that advertising works by publicising the brand and making it more familiar.
Research has shown that most consumers have habitual split-loyalty brand repertoires and even wider consideration sets of brands they might buy. So being ‘front of mind’ is a key requisite for a brand. Which is where publicity comes in – it leaves memory traces for the brand and added associations in the individual consumer's mind (for example from memorable visuals). By doing this, advertising helps to keep the brand salient and maintain and perhaps to increase the number of consumers who might consider the brand as one they might buy or use.
Indeed, studies across products, countries and time consistently imply that brands' market shares vary with the number of consumers to whom the brand is salient. So while small brands survive without much or any explicit mass advertising, in general they remain small. The big brands are the ones that have been publicised big over a long time and that have done it well - with continuing impact, interest and memorability for the brand - and hence remain salient to more people.
Advertising in our view need not therefore strive to change directly what or how much consumers feel about the brand, since measures of this hardly vary across the customers of competing brands and, importantly, they vary little with increased sales. Instead the main competitive battle is one for attention, reminding experienced consumers of the brand - and at times informing them about new brands or new features.
I found this article online, and thought it was really intersting. It discusses the importance of brand identity, advertsing and how brands are viewed by consumers. He explains the bigger brands need to be visible in the market to keep hold of the consumers in this busy retail environment. This could be beneficial for me when deciding my two forms of media to run alongside the advertising campaign, as the example given was outdoor advertising.
Past Advertising
- The Ashley Bolser Agency (http://www.bolseragency.com/) created an advertising campaign for Asda which centres around showing how the brand is soft and comforting and can help in lots of different situations.
The Beginning.................................?
I have chosen George @ Asda as my brand. My task is to create an advertising campaign to compliment the current ethos of the brand. I have to choose a theme, a strapline and a concept for the campaign. It's essential i research the target market for Asda, their product lines any previous advertising and the general feeling of my ideas amongst my peers.
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