Year – 2005
Company – Sony Bravia
Ad Title – Bouncy Balls
Category – Aesthetics
Description: This TV ad is promoting the Sony Bravia LCD flat screen TV by using brightly colored bouncy balls released in the streets of San Francisco.
Objectives: The goals for this ad are to illustrate the significance of great color for the viewer, and how the Bravia can create the best visual experience for a TV. The objectives are attainable and measurable because Sony can track the sales of new Bravia TV units during the ad campaign.
Target Market: The target market for this ad is adults wanting to upgrade their TV viewing experience to the latest and best technology.
Viewer Action & Benefit: The ad wants the viewer to go out and buy a new Sony LCD Bravia, the benefit for the viewer is they will have exceptional color from the latest technology.
Value Proposition: The tagline for the LCD television, “Colour, like no other,” Sony promises the best picture and color for a TV, and this alleviates the pain point of watching a poor quality TV.
Year – 2003
Company – Reebok
Ad Title – Terry Tate Office Linebacker
Category – Humor
Description: This ad features fictional linebacker Terry Tate, being employed by Felcher and Sons to keep the staff on task. The moment someone is distracted by idle conversation or computer games, Terry Tate appears out of nowhere, knocks them down, and gives them a message to remember.
Objectives: The goal of this ad is to impress upon the viewer that Reebok’s representative, Terry Tate, is high-performance professional, and successful people should associate themselves with Reebok. The objective is attainable and measurable because Reebok can evaluate the sales growth of their products during and after the ad campaign.
Target Market: The target group for this ad is anyone interested in athletic apparel and wants to be considered successful.
Viewer Action & Benefit: The Ad wants viewers to buy Reebok products, like shoes and clothing. The benefit for the consumer is the cool factor for wearing Reebok branded products.
Value Proposition: Out of the box thinking promises increased productivity and success. The consumer can alleviate the pain of being a sub-par performer by purchasing Reebok merchandise.
Year – 1999
Company – Monster.com
Ad Title – When I Grow Up
Category – Humor
Description: This black and white ad features young kids satirically describing what they want to be when they grow up. Their aspirations are the things that nobody wants to pursue in a successful career.
Objectives: The goal of this ad is to encourage the viewer to use Monster.com to find their next job. This objective is attainable and measurable because Monster.com can track the success of the ad campaign several ways, like visits to their site, the number of new subscribers, and the percentage of subscribers that get hired.
Target Market: The target group for this ad is anyone dissatisfied with their current career, employer, or job.
Viewer Action & Benefit: The ad wants the viewer to go to monster.com and subscribe to their service. The benefit is an effective means to change their career path.
Value Proposition: The value proposition from Monster.com is a promise to take the viewer away from the pain of being stuck in a rut and helping them move on to a better work situation.
Year – 1995
Company – Budweiser
Ad Title – Frogs
Category – Humor
Description: This ad for beer has three frogs on a nighttime pond croaking the name Bud – Weis – Er as they peer up at a neon sign for Budweiser Beer on a nearby bar.
Objectives: The goal of this ad is to promote drinking Budweiser Beer to the viewer. This objective is attainable and measurable because Budweiser can evaluate sales growth if their product during the ad campaign.
Target Market: The target group for this ad is anyone over 21 interested in drinking beer.
Viewer Action & Benefit: The ad wants the viewer to buy Budweiser Beer instead of their normal choice. The benefit for the viewer is the opportunity to try something different.
Value Proposition: The value proposition in this ad is not significant, other than the association with a really cool commercial.
Year – 2004
Company – Honda
Ad Title – Hate Something, Change Something
Category – Social Awareness
Description: In this animated ad, Honda promotes its diesel engine with a catchy song, as cute animals cough and wheeze at noisy old engines that smoke and cause air pollution. But when a new, improved, eco-friendly engine comes along, the creatures lives are changed for the better.
Objectives: The goal for this ad is to pull on the viewer’s emotions and desire for a cleaner environment, and encourage consumers to buy Honda’s diesel offering. This objective is attainable and measurable because Honda can determine the sales growth of their diesel models during and after the ad campaign.
Target Market: The target group for this ad is the socially aware and concerned car buyer.
Viewer Action & Benefit: This ad wants the viewer to visit the Honda dealership and buy a new car with the eco-friendly diesel engine. The benefit for the consumer is a piece of mind and satisfaction that they are doing their part to improve the environment.
Value Proposition: The value proposition in this ad is a promise from Honda that buying their diesel product is helping to alleviate the pain of tolerating old polluting engines that are bad for the planet.