Nease_Devon_ENT610_Greatest Marketing Campaigns Radio Analysis

  1. http://www.radiomercuryawards.org/audio2018/11003.mp3

Year – 2018

Company – American Egg Board       

Ad Title – 4-Second Recipes

Category – General

Description: This radio ad promoting eggs is appealing to the listeners’ sense of creativity and inspiring them to try new and different ways to enjoy eating eggs.

Objectives: The goals for this ad are to increase the listeners’ consumption of eggs by expanding the frequency and time-frame the product could be used by the consumer. Second, is to educate the consumer on more ways to cook eggs beyond the traditional breakfast options. The objectives are attainable and measurable because the American Egg Board can collect accurate data on egg sales during a specific timeframe after the ad campaign runs.

Target Market: The pitch line in this ad, “How do you like your eggs?” identifies the target group as people who already eat eggs.

Listener Action & Benefit: The ad is encouraging the listeners to buy more eggs and explore new recipes and ways to enjoy eggs more often than just breakfast. The benefits to the listeners are healthy inexpensive meal options that are easy to prepare, providing new and exciting menu choices.

Value Proposition: The pain point in this ad is the boredom people experience with traditional egg dishes. The value proposition is offering new and exciting ways to enjoy eggs, driving the consumer to purchase more of the product.

Year – 2018

Company – Allied Termite and Pest

Ad Title – Space Raccoons

Category – Humor

Description: The focus of this radio ad is a service for pest control, and is a funny take on a bad pest situation in your home.

Objectives: The goals for this ad are to sell more services and create a sense of urgency with the listener to act now. The objectives are attainable and measurable because the company can survey customers to identify the referral source, and track service calls after the ad campaign runs.

Target Market: The target group for this ad is homeowners and potentially small business owners.

Listener Action & Benefit: The ad wants the listener to schedule a service call. The benefit for the listener is the evacuation of the pests, repair of any damage, and prevention of future pests invasions.

Value Proposition: The pain point in this ad is the damage the listener is experiencing due to a raccoon in the attic. The value proposition is a promise to remove the pest and end collateral damage.

Year – 2018

Company – Radio Flyer, Inc.

Ad Title – Stinky Broccoli Forest

Category – Humor

Description: This ad for a Radio Flyer wagon is a satirical and humorous piece that plays to the listeners’ imagination and senses as it describes a fictional place that can only be reached in the Radio Flyer Wagon.

Objectives: The goal for this ad is to sell Radio Flyer wagons by appealing to the listeners’ imagination and desires to travel to a fictional place called The Stinky Broccoli Forest. The objectives are attainable and measurable because the Radio Flyer Inc. company can collect accurate data on wagon sales during a specific timeframe after the ad campaign runs.

Target Market: The target group for this ad are young children primarily, but also possibly their parents, as they remember their childhood and playing imaginary games.

Listener Action & Benefit: The Ad wants the listeners to go out and buy a Radio Flyer wagon. The benefit for the consumer is the fun experiences that can happen while playing with the wagon. This will make the child happy, which will make the parent happy.

Value Proposition: The value proposition is summed up in their tag line, “The only way to get there is in a Radio Flyer wagon, imagination on wheels.” It is the promise of happy and imaginative play and time well spent.

Year – 2018

Company – Sandy Hook Promise

Ad Title – Thoughts and Prayers

Category – General

Description: This ad has a serious and emotional tone as it describes the expected and preventable events of a mass shooting at a school, taking place one day in the future. The ad is promoting Sandy Hook Promise, a national non-profit organization.

Objectives: The goal for this ad is to motivate the listeners to visit the SandyHookPromise.org website and educate themselves on gun violence prevention programs, become members, and donate to the organization. The objectives are attainable and measurable because the organization can track website visits, new memberships, and donations after the ad campaign runs.

Target Market: Adults who value the protection of children from gun violence.

Listener Action & Benefit: The ad pulls on the listener’s emotions as it encourages them to visit the website, get educated, and get involved. The benefit for the listener is piece of mind and confidence that participating in the programs and practices offered by Sandy Hook Promise will protect children from gun violence.

Value Proposition: The pain point is this ad is the tragic loss of children’s lives and the pain the families feel after a gun violence event. The Sandy Hook Promise organization is committed to turning tragedy into transformation through support for education and early identification and treatment of students with mental health disorders which is of particular importance in reducing large-scale violent attacks at schools.

Year – 2018

Company – Tropicana

Ad Title – I Am A Mouth

Category – Humor

Description: This radio ad promoting Tropicana Orange Juice engages your mouth as the main character. The mouth is humorously asking the listener to stop putting chemicals and preservatives in it, and instead, put healthy Tropicana juice in it.

Objectives: The goal for this ad is to sell more Tropicana juice products by appealing to the listeners’ desire to be healthier, make better choices, and avoid chemical and preservatives. The objectives are attainable and measurable because the Tropicana company can collect accurate data on juice sales during a specific timeframe after the ad campaign runs.

Target Market: The target group for this ad is everyone who enjoys prepackaged drinks and wants to have healthy options.

Listener Action & Benefit: This ad is encouraging the listeners to choose Tropicana juice products for their prepackaged drink needs because that’s what their mouth really wants. The benefit for the consumer is a healthy choice with no preservatives or other chemicals.

Value Proposition: “Tropicana is just juice, no preservatives, and always from concentrate.” The promise is that the consumer can feel good about Tropicana products because they do not have preservatives or chemicals.

1 thought on “Nease_Devon_ENT610_Greatest Marketing Campaigns Radio Analysis

  1. With the Stinky Broccoli Forest Ad, I have a hard time identifying the target market sometimes as it pertains to children. Ultimately, adults are the target market (which you mentioned), because they are the ones who will be buying the product for their children. I think that makes it difficult for the people who are trying to sell their product because there is some gray area on how to reach the customers. I just remember seeing the ads on television and bugging my mom to get it for me or circling it in a magazine when asked for my Christmas list. Great job on clear analyses.
    Best,
    Hailee

    Like

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