Comparison Between Ad Sony’s Bravia X-Series Lcd Television and Nec’s Multeos Lcd Television Essays

Comparison Between Ad Sony’s Bravia X-Series Lcd Television and Nec’s Multeos Lcd Television Essays Comparison Between Ad Sony’s Bravia X-Series Lcd Television and Nec’s Multeos Lcd Television Paper Comparison Between Ad Sony’s Bravia X-Series Lcd Television and Nec’s Multeos Lcd Television Paper Executive Summary This report focuses on advertising appeals and executions as a means for critically analysing the following two products advertisements: Sony’s Bravia X-series LCD Television (Appendix 1) NEC’s Multeos LCD Television (Appendix 2) These products are direct competitors. It is therefore the purpose of this report to comparatively examine several aspects of these advertisements in order to propose conclusions, suggestions and recommendations that may allow Sony’s board of directors to either gain an advantage over its competitors or capitalise on their edge over their competitors, ensuring their future success. After analysis of the advertisements advertising appeals it was discovered that the common and most appropriate choice of appeal approach was informational and rational, presenting this using a feature appeal approach which emphasises the products main attribute or benefit. Each advertisement did so effectively by catering directly to the motives and desires or their target audience. It is recommended that Sony carry this approach and well directed message through to their other promotional activities. An analysis of the advertisements creative execution highlighted that both Sony and NEC had chosen a straightforward and factual style of execution. To enhance this Sony combined this style with another- imagery while NEC presented a subtle example of demonstration advertising. While both directions were well constructed, Sony’s execution was more effective especially in terms of its ability to attract the target market and improve their attitudes toward the brand and product. It is therefore recommended that Sony look to capitalise and build on their success and advantage while remaining aware of NEC’s future actions. Introduction Sony’s Bravia X-Series LCD and NEC’s Multeos LCD are direct competitors. Such products and their print advertisements will be examined by making comparisons, drawing conclusions and putting forward recommendations towards Sony’s management based on the creative strategy of the advertisements. The Sony Bravia X-series LCD televisions are currently Sony’s latest and most technologically advanced range of televisions, released in October 2006. The television is equipped with a Full High Definition (19201080) LCD panel which is powered by the newly developed Bravia Engine Ex. (Speakman 2006). NEC’s Multeos LCD offers a direct substitute to the Bravia, also being equipped with a Full High Definition (19201080) LCD panel. The television has a very sophisticated and high-end design which offers an attractive yet technology-driven television (NEC Australia 2005). Both products offer a suitable product for high-end home entertainment systems but are promoted and advertised to capture slightly different target markets. Sony concentrated on the televisions enhancement of colour eye-catching modern design, thus attracting younger, active and style conscious consumers (Appendix 5 6). In contrast NEC have focused on the LCD’s technical features and sophisticated design, attracting slightly older consumers who are well informed and have a strong desire to enhance their current home entertainment systems. (Appendix 7) Advertising Appeals Advertising appeals are a critical element for any company to consider when constructing creative advertising strategies. The approach is based upon considering an appropriate focus which will be most effective in grabbing the attention of the target consumers. Focuses include either informational/rational appeals or emotional appeals. These allow the company to concentrate on relating the advertisement to the potential customer’s feelings and attitudes toward their product and brand (Belch Belch 2007). Both Sony and NEC have appropriately utilised informational and rational appeals as a focus for their advertisements. Each advertisement does so by representing the product’s features, functions and benefits (Wells, Moriarty Burnett 2006). This approach is appropriate to the product at hand- a high involvement LCD Television. As they are high-involvement products customers would be most drawn to advertisements that not only attract them but more importantly inform them of what the product has to offer in terms of its features and benefits. Thus using a rational and informative approach it allows the advertisement to be focused on such factors and achieve customer satisfaction. In support of this is a theory proposed by Vaunghn regarding the ‘Foote, Cone and Belding’ (FCB) Grid. The grid is based upon the idea of product involvement versus the thoughts or feelings of consumers (Ratchford 1987). Ratchford’s interpretation of this grid states that the first quadrant- high involvement/thinking, led to consumers making decisions ‘characterised by a high level of involvement†¦suggesting a need for informative advertising’ (1987. p. 24). In further support of this is proof that a rational appeal approach is more effective when advertising for high-involvement products. This was revealed through a experimental study. It highlighted a trend toward rational appeal advertisements for high involvement products leading to consumers expressing a greater intention toward buying the brand or product as opposed to advertisements focused on emotional appeals (Holmes Crocker 1987). Thus it is clear that the choice for Sony and NEC to present a rational and informational appeal focused advertisement is suitable and has been proved successful. However the level of effectiveness is highly dependant on the execution styles and creative tactics utilised to enhance such an approach. Each advertisement has implemented the rational and informational appeal approach by focusing on a feature appeal, where the advertisement focuses on presenting the central trait of the product (Belch Belch 2007). While each product shares a common and central trait which sets the stage for direct competition (a full high definition (19201080) LCD panel), each advertisement presents this approach in different manners. Sony’s advertisement chooses to focus on one of the products specific benefits- enhancement of colour, as expressed through the powerful visual and subtle headline, ‘Colour like no other’ (Appendix 1). On the other hand, NEC have taken this a step further by emphasising the products main feature as the main benefit which is cleverly depicted through the headline: ‘let’s make one thing PERFECTLY CLEAR†¦this is TRUE HIGH DEFINITION’ (Appendix 2). In addition each has utilised body copy to further present the rational and informational appeals of the advertisement. NEC have done so by focusing on several features and benefits that the Multeos provides. On the other hand Sony’s advertisement has executed this in a much more detailed manner by providing body copy which has succinctly and informatively explained the main feature of the BRAVIA that provides the proposed benefit. The effectiveness of Sony’s approach over NEC’s is supported by Batra, Myers and Aaker who believe that effective body copy presents ‘facts and figures and believable details instead of generalities’ (1996, pg 423). Thus it is believed that Sony have presented their use of rational and informational appeals in a specific yet effective approach as opposed to NEC who have taken on a general approach, focusing on breadth rather than depth. In considering this, Sony must ensure that this approach is carried on as effectively through their additional campaign and promotional activities, constantly keeping in mind ways to best address their target market and do justice to its products. Advertising Execution Once an advertisements appeal has been chosen and its message has been established, the advertiser must consider styles of execution. Sony and NEC have followed fairly similar paths when considering their execution, with both advertisements using a factual message, as defined by Belch and Belch (2007), also known as a straightforward approach according to Wells et al. (2006). This execution style is very appropriate due to its common use for high-involvement products as well as for informational and rational appeal based advertising. This is supported by Belch and Belch (2007) who believe the style allows for the message to solely focus on the feature appeals and attributes of the product in a straightforward and obvious manner. Sony and NEC have executed such a style appropriately, presenting a large image of the product accompanied by facts and further information within the body copy. However a more critical analysis highlights some important insights. In regards to Sony, their advertisement for the Bravia LCD television is simple in its message while vibrant in its execution, considering not only the straightforward method of execution but also bringing in another style- imagery (Belch Belch 2007). They have combined such approaches to produce an image dominated short copy advertisement. Imagery is defined by MacInnis and Price as ‘a process†¦by which sensory information is represented in working memory’ (Burns, Biswas Babin 1993 p. 71). In other words, imagery involves the use of strong visuals which often trigger and stimulate the viewers senses i. e. sight, hearing, touch, taste and smell (Burns et al. 1993). Sony have utilised such a powerful communication method as a means of emphasising the benefit gained from the Bravia LCD television- enhanced colour. The advertisement features fuchsia coloured paint in mid air protruding out of the television and filling space surrounding it (Appendix 1). This is an effective use of imagery as the image easily stimulates the human sense of sight, attracted by the vibrant colour and abstract photography thus attracting their target market and enticing them into the body copy. Most importantly the advertisement and its use of imagery has cleverly tapped into their target markets motives, that is, a younger demographic that is behaviourally more attracted to appearances and design (Appendix 6). The effectiveness of this is supported by Scott Batra who believe that initial exposure to imagery and attractive images has a positive affect on the targeted consumers leading to ‘increased familiarity’ of the brand and product however, further exposure can lead to an adverse affect where consumers interests may ‘wear out’ reducing positive affects (2003, p. 91). Notwithstanding, the use of imagery and its effectiveness in capturing the attention of its audience has also been proved through experimental studies. Such studies show that the use of imagery within print advertisements leads to ‘positively affecting’ and ‘favourably influencing’ consumer’s attitudes toward the product and brand (Babin Burns 1997, p. 33). Thus, it is important for Sony to consider the effectiveness of such execution styles while remaining aware of the level at which they use such imagery. This will enable them to ensure they keep their target market attracted and interested, leave them wanting more rather than less. Similarly, NEC have also combined the straightforward/factual approach with another, although- demonstration advertising. The advertisement presents a large image of the Multeos LCD demonstrating its full high definition monitor, showing an image of dripping water and the subsequent ripples on the LCD (Appendix 2). This has incorporated an element of demonstration by showing the product in use and demonstrating the perceived benefits of the product, providing proof of the advertisements message (Belch Belch 2007). While the demonstration aspect of the advertisement is subtle, the use of appropriate visuals and support of a clever headline has lead to effective execution which will subsequently attract readers due to its aesthetic attractiveness. However, the advertisements overall execution lacks effectiveness as the message presented through the visual and headline has not been carried through to the body copy as effectively to truly convince their target market of the advertisements message and provide them with what they need- information. Aside from the creative execution of this advertisement it must be noted that NEC have made a very simple and fundamental error in their overall execution. The model of LCD featured within the advertisement is named ‘Multeos’ according to the NEC Australia (2005) however within the ad they have misspelt it as ‘Multieos’. Such an error misguides their customers who find the advertisement appealing and convincing enough that they attempt to perform further research. If performed through the internet they will most likely find themselves unable to find the product. This error could therefore cause damage to the company as well as the success of the product and advertisements. Overall, whilst the straightforward execution method can be effective on its own, both Sony and NEC have taken the execution a step further by combining the basic style with another that will enhance the advertisements attractiveness and effectiveness. Sony have done so most effectively by taking on a consumer focused approach producing an advertisement that is likely to capture their market more effectively. However to ensure Sony build on this advantage and superiority they must ensure they do not over use such execution styles, using imagery in moderate manners. In addition, Sony should also consider NEC’s execution blunder as a lesson in ensuring that the fundamental and mandatory aspects of their advertisements are executed with an increased level of thought and careful action. Conclusions and Recommendations After a critical analysis of competing advertisements- Sony’s Bravia and NEC’s Multeos LCD Televisions, many insights have been discovered and conclusions made regarding the advertisements appeals and execution styles. While the advertisements followed the same paths in many respects Sony’s advertisement has emerged as the most effective in terms of it use of appeals and its specific yet striking execution. In spite of this, NEC have produced an attractive and relevant advertisement, but due to fundamental errors and failures to connect to their target market on a deeper level than Sony, they fell short of their competitors. Considering this it is possible that NEC will attempt to take their original approach a step further or renew their approach in order to re-establish their message. Thus it is important that Sony remain aware of NEC’s movements and improvements whilst also focusing on capitalising on their success. Sony must ensure that they carry their current Bravia advertisements simple yet specific messages, established based on the rational and information advertising appeals, through to other forms of promotion and advertising that they explore and utilise. In doing so they must consider effective and clever execution styles that endeavour to keep their target market interested and wanting more, as done so through their combination of a factual/straightforward and imagery execution styles. However they must remain aware of the level at which this is performed to ensure they do not overload their target market with such styles to a point where they begin losing interest. Reference List Babin, A. L. , Burns, A. C. 1997, ‘Effects of print ad pictures and copy containing instructions to imagine on mental imagery that mediates ttitudes’, Journal of Advertising, vol. 26, no. 3, pg. 33 (12 pages). Batra, R. , Myers, J. G. , Aaker, D. A. 1996, Advertising management 5th edn, Prentice Hall, New Jersey. Belch, G. E. , Belch, M. A. 2007, Advertising and promotion: An integrated marketing communication perspective 7th edn, McGraw-Hill/Irwin, New York. Burns, A. C. , Biswas, A. , Babin, L. A. 1993, ‘The operation of visual imagery as a mediator of advertising effects’, Journal of Advertising, vol. 22, no. 2, pg. 71 (15 pages). Clulow, C. 1993, ‘New families? Changes in societies and family relationships’, Sexual and Marital Therapy, vol. 8, no. 3, pp. 269-273. Derwent Howard Advertising, 2001, T3 rate card, Derwent Howard, Sydney, 6 April 2007, http://www2. derwenthoward. com. au/files/T3_Ratecard. pdf Holmes, J. H. , Crocker, K. E. 1987, ‘Predispositions and the comparative effectiveness of rational, emotion and discrepant appeals for both high involvement and low involvement products’, Academy of Marketing Science Journal, vol. 15, no. 1, pg. 27 (9 pages). NEC Australia Pty Ltd. 2005, Full HD LCD display, NEC Australia, Victoria, 8 April 2007, ec. com. au/product_search. aspx? term=Multeos Ratchford, B. T. 1987, ‘New insights about the FCB grid’, Journal of Advertising Research, vol. 27, no. 4, pp. 24 – 38. Scott, L. M. , Batra, R. 2003, Persuasive imagery: A consumer response perspective, Lawrence Erlbaum Associates Inc. , London, 16 April 2007, http://books. google. com. au/books? id=A28e1NTA- lwCdq=book+scott+and+batrapg=PP1ots=jGUFd4AJ9esig=1n7xXLafjiokcxZYUnTckxHMAykprev= google. com. au/search%3Fhl%3Den%26q%3Dbook%2Bscott%2Band%2Bbatra%26meta%3Dsa=Xoi=printct=resultcd=1#PPR3,M1