Comparison the Ads of Enfagrow and Mamil Gold

AT&T’s “Close to Home” commercial effectively develops pathos through consumers using children. The company uses sentimental moments to give the audience a warm feeling inside and stir up their emotions. The commercial shows the children and how they are affected by a simple texting and driving accident. The child can be killed or left without their families. AT&T states, “No text is worth it.” Aaker, the professor of Marketing Strategy at the University of California, states “Wells, Leavitt, and McConville (1971) include adjectives from their study such as gentle (also in Aaker and Bruzzone's warmth factor), tender, soothing, serene, and lovely in the factor they term ‘sensuousness.’ Schlinger (1979) found an ‘empathy’ factor associated with commercials involving affectionate couples, warm relationships, mother-child interactions, attractive products, vacation settings, or appealing characters such as Pillsbury's ‘soft and cuddly’ doughboy.” Children make the advertisements relatable and cause the audience to feel empathetic. Children bring out general emotions and help persuade consumers to buy their products.

The audience feels emotional triggers when viewing the commercial due to the continuous use of humor, compassion, and amusement. The initial way they pull at your emotions is through tenderness and innocence. The commercial uses a curious little girl with an adorable voice and her concern for her father's well-being, causing a heart-warming sensation within the audience. Also, the commercial consist of a humorous story of the oblivious little girl pouring the cereal on her dad’s chest while he was sleeping because she was told Cheerios are good for the heart. In turn, audience feels light-hearted, relaxed, and amused because of the cute little girl’s compassion for her father. Furthermore, the commercial uses a bright yellow for the color of the cereal box intended to generate happiness, joy, warmth, and affection. Overall, the emotional appeal within the commercial adds the most allure.

In the world today, media is one of the major ways that companies and businesses sell or inform the society about their products. Television specifically uses commercials to get the attention of their audience by using language, sound, visuals, and persuasive strategies. The commercial, “A Boy and His Dog Duck,” was created by the company IAMS. This commercial is meant to persuade their target audience into buying IAMS food for not only one stage of their animal’s life, but for all stages of its life. The commercial that IAMS created, is quite effective for middle-class new mothers wanting their children to have a long-term companion.

The commercial being analyzed is the “Extra Gum: Origami” commercial. The purpose of this advertisement it to try to get the audience to buy their gum. The target audience is people of all ages, but it leans more towards kids and parents because of the story being told. In the commercial they share a story of a farther and daughter’s relationship growing throughout the years while sharing a special bond over Extra Gum. The primary appeal that the producers use in this ad is pathos, it is effective because the audience can make an emotional connection with the story being told, the producers also use ethos and logos appeals to persuade the audience.

Words like “help,” “feel,” and “faster,” are used in this ad to subtly make readers believe that NyQuil will cure Mom’s illness quickly when, in fact, they really only say that the products might make her symptoms briefly subside quicker than another indistinct method of treatment. This subtle method of advertisement is actually very common in all types of ads. Another technique used to attract attention of audiences is the adorable image of a mother and daughter playing dress up together. When someone sees this image, they are expected to feel strong, loving emotion for the seemingly deep mother-daughter connection in the photo. This mode of persuasion, pathos, is used to play on the emotions of viewers who see this ad. By using pathos in advertising, advertisers are also showing the main values of a culture.

According to Horner and Swarbrooke (2005: 39), Segmentation may be defined as the process of dividing a whole market into subgroups or segments for marketing management purposes. Market segmentation is the division of the overall market for a service into various categories with common characteristics. In response to different segments, organisations facilitate the available resources to achieve greater efficiency, in order to satisfy specific needs of customers.

The recipe for an advertisement captivates elements of an individual's subconscious mind. Advertisements not only provide thought-provoking notions but also incorporate various fonts and themes. A successful advertisements results in a unforgettable, yet clever, impression of a company. Chick-fil-a’s advertisement presents a cow holding a billboard as the focal point (McDowell). However, Dunkin Donuts’ advertisement illustrates a polychromatic donut, an incomplete quarter, and the company’s simple, yet memorable logo (VanSleen). Although both advertisers highlight pathos, repetition, and present a similar appearance in typography, the portrayal of ethos, the color scheme, symbolism, and denotative meaning of the typography differ, demonstrating the effectiveness of each advertisement.

Segmentation describes the division of a population into more or less homogenous segments based on their acceptance and buying patterns of products or services. This JB market can be broken down into the following market segments and sub-segments.

In order to market the product into the market successfully, marketers need to have some marketing strategy to enter the desired market and make profit. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics (Schiffman et al., 2011). Understanding the market size and segmentation is valuable, but the keys to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends ( Berry, 1999).

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and applications

The segmentation has been done on the basis of buying behavior of the customers. Knowledge of segment buying behavior can help redirect marketing resources for profit gain.

As every customer has unique needs and expectations towards certain products, the ultimate goal of market segmentation is to organize customers into groups which allows targeting of customers with similar needs of and response to the products. The key is to minimize differentiation within each segment

Segmentation is a tool; purpose is to choose target market.Segmentation comes prior to target market Many different tasks are involved other than segmentation when choosing target market Look at each segment on its own as an individual marketing opportunity. Potential worth of each segment To examine whether the whole market should be chosen or only few segments To find segments which are less satisfied in market from competitor brand.

Market segmentation is an approach used by a company to select their target market and provide data for a marketing plan. “Market segmentation consist of a two-step process; naming broad product markets and segmenting these broad products-markets in order to select target markets and develop suitable marketing mixes” (Perreault, Cannon, & McCarthy, 2014, p.97). There are 4 categories pertaining to market segmentation; behavioral, geographic, demographic, and behavioral.

We will be marketing a food product, “Healthy Protein Snack Foods” that will be marketed to the athletic people, people playing soccer games, and people from ones who joined sports clubs in Dubai. The prime focus of the product is mainly on Dubai, that is u males between the ages of 20-35 years of age in order to get their attention to the efficacy of the product with to improving their health. From there we want to spread to other cities of UAE. The success of the “Healthy Protein Snack Foods” will be dependent on the way, we take the product to the people in our target market, describing its features and the aspects of health that it contributes, the replacement it can give for the fast foods, and the overall value it can add for the family health. we would like to marketing strategy that would enable us to reach the population of Dubai in a faster way, and in low cost method. The “Healthy Protein Snack Foods” is one of the kind of the products, created specifically for the sports people in Dubai, to help them upkeep their health.