Gymshark Essay

As the article “what we are to Advertisers” by James B Twitchell informs that Advertisers use the strategy of positioning to attract consumers to their product. Positioning is a marketing strategy that exerts a brand to get the attention of customers. The product itself doesn’t even have to attract the consumer, the advertiser just needs to make an ad that creates a spark into people's minds. Although a product might be similar to its competitors, an ad can make a difference with how they are interpreted. Twitchell makes to understand that even though all of us are put into a category, we somehow all connect.

The company exemplifies the typical branding success story. Since its inception, Red Bull’s successful market strategy and ways of penetrating the lucrative energy drink market has demonstrated the company’s ability to think outside the competitive box through its innovative branding and sales and distribution strategy. Since the targeted’ age range is quite young, Red Bull employed unique methods to attract its customers. Amongst these non-conventional advertising routes, Red Bull used marketing « below the line », « buzz marketing », and « tribal marketing » (Brocooli, April 2012).

When trying to emotional brand someone, pun-intended, one must appeal to those feelings or causes that elicit an emotional response, one that leads to brand-loyalty. Brands become an invitation into a whole new lifestyle. They are looking to transcend through spiritual meaning. Saachi and Saachi is an advertising agency, Kevin Roberts, its CEO, describes a "loyalty beyond reason," its where the "premium profits lie," argues Roberts. He thinks he can turn any product into an object of devotion. Roberts calls these particular products "Lovemarks," ones "infused with intimacy, mystery, sensuality, and you recognize it as having an iconic place in your heart." This is how emotional branding occurs, which leads to brand loyalty. For example, picture a Cherios commercial that shows a baby and a grandma telling a story by playing

Appeal is the key to the car of spending. Advertisers know, to be successful, they must be able to quickly grab an audience’s attention and promptly make their point to keep it. A good advertisement must also contain all three of Aristotle’s appeals; pathos, ethos and logos, in order to convey a message to the masses. The visual appeal that is given from the Crest Complete with Scope ad is a prime example of how the Procter and Gamble (P&G) Company market their products to a generation that in fast-paced and easily distractible.

Some companies like to tap into your emotions to make you feel sad or happy about something. Other companies make you laugh or make a reference to something you may know. The Turbo Tax commercial tries to persuade you to buy their product by making a reference so something that is well known and funny. The Snickers commercial tries to persuade you to buy their object by using part of their famous quote, and a humorous commercial. Companies are smart, and know what makes people want to buy/use a product.

In today’s time we come across a vast amount of advertising using various forms such as outdoor billboards, print advertisements, TV commercials and online advertisements. Advertising is a very common means of getting customers to see one’s message, brand and product. However, it is apparent that advertising is intentionally deceptive in the sense that it tries to prey on one’s weaknesses as a human being. For example, beer commercials constantly use sex appeal with attractive women to charm men and perfume commercials use the idea that their product will bring women the love that they have so long desired. Likewise in the Nike advertisement featuring Serena Williams, the advertisers use vivid visual elements to convey the idea that Nike products will make the consumer popular, athletic, beautiful, skilled, talented, hardworking and ultimately successful. This definition of Nike is achieved through the use of the famous athlete, the words of the ad, her facial expression, her stance and the background scenery.

Advertisements have hidden messages, saying and signs that help in attracting the attention of the viewer. The advertisements have different elements that appeal to audience thus promote a stronger message. The ideas of ethos, pathos, and logos help in drawing interest from viewers and make them elicit some feeling about the product advertised. Advertising is intended to entice the viewers through logic, credibility, and emotions. The Nike Company advertisement, for instance, uses the ‘Weave your way to immortal’. The advertisement slogan proved to effectively sell Nike products and gain strong support from the audience. The company avails its

Advertisements are all over the place, whether they are on T.V, or in a magazine, there is no way to escape them. They all have their target audience who they specifically designed the ad for, and of course they are selling their product to. This is a multi-billion dollar industry and the advertisers study any and every way that they can attract the consumer’s attention. Anytime a products advertising tagline becomes incorporated into a popular culture, a pinnacle of success has been reached. The “Got Milk?” tagline has been integrated in messages across the country such as churches, “Got God?” cheerleaders, “Got Spirit?” and even universities, “Got Whoop?”. The “Got Milk?” ads have

The purpose of an advertisement is to promote a product, service or event to the target audience. Advertising techniques involving visual and linguistic techniques, such as slogans, salience, etc; are utilised for the Ad’s effectiveness. They are featured across the media, frequently television commercials, websites, newspapers and magazines. The ‘Fuel Your Sport’ advertisement is a demonstration of a typical advertisement featured within ‘Inside Fitness’ magazine. The magazine targets athletic people, predominantly men moreover promotes bodybuilding and diet advice.

They try and create brand preference where they prefer their brand over others because they are personally invested. Many companies try and reach a certain group of similar buyers by dividing them into market segmentations using one message platform, brandtech companies try and get their products to consumers in many ways using digital platforms. Social media is an easy way to get their products out to a variety of consumers. Red Bull is one more example of how this distributed form of marketing has been a success. They worked through YouTube having specific channels use their products in different ways. Thus, they gained 4 million subscribers. A good, solid product can be made or broken by its promotion techniques. Brandtech techniques have proven to be very beneficial for promoting products. I found this article to be very helpful and informative because there are so many ways to promote and sell products it is smart to know how other successful business go about finding their success. This article was well written and easy to understand because everything that was talked about was well explained with examples. I recommend this to article to others because it gives a different perspective over how to run a successful

In order to attract a specific demographic, advertisement companies employ diverse methods of persuasion. Corporations such as Wendy’s hire advertisement agencies for their expertise in how to attract target audiences to their products. Wendy’s advertisement campaign for ‘Where’s the Beef?’ integrates a few different methods of persuasion; credibility, similarity with the target, and likeability. Wendy’s is trying to entice the 16-40 age demographic of Americans. By incorporating these methods of persuasion to attract the aforementioned target age demographic, Wendy’s is anticipating to attract new customers, consequently increasing profitability.

The message conveyed through the advertising appeals influences the purchasing decisions of consumers. In this case, the advertisement was aired by Carl’s Jr fast food restaurant to advertise their new “all natural burger”. It was aired during the Super bowl because majority of the audience, men and woman, are watching the game. And it makes it easy for them to put their product out because most people that watch the Super bowl just watch the commercials.

Branding is all about differentiation. Stephen King said; “A product is something made in a factory; a brand is something bought by a consumer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a brand is timeless.” This is the very root of why companies should brand their products. Brand equity is a massive asset to the company. It is relatively easy for a company to replicate another company’s physical assets as well as their logo and packaging etc. However it is the brand equity that cannot be replicated. This is where the competitive advantage stems from. A perfect example of this is Pepsi and coca Cola. In a blind taste test, the result indicated that the majority of Americans, in fact, favour Pepsi over Coca Cola. Coca Cola is the number 6 brand in the world and Pepsi doesn’t even reach the top 50. Coca Cola’s huge success is entirely to do with its effective branding which has lead to massive brand equity and it’s bottom line results speak for themselves.

The brands strength is not just limited to its different identity or its quality in the market but they instead satisfy the psychological need of the consumer/customer. The product merely describes the company or brand in tangible terms when the consumer enjoys the convenience the product offers in real time. For example if we talk of Dettol it strikes the minds of all that it is an antiseptic/cleanser liquid used by doctors before surgery, to disinfect houses, hospitals, also to disinfect open cut wounds, etc, this the image associated with Dettol or we can say that it is a household name for disinfecting anything & everything, that is how strong the brand image Dettol enjoys for the past 75+ years of being in the market. There are two ways of a rewarding marketing strategy to create a market presence, one of them is to destroy any competition in the market by bombarding it with advertisements or by regular communication in favour of the brand. In return to this consumers offer to pay a premium for such brands, provided they offer added value in terms of higher quality or psychological satisfaction. Brand advertisements/communications should also connect with the consumer at a personal level so he feels it he needs it. Strong brands act as natural

Challenge- I agree with the author as every consumer have their own perception about brand because it give a feel to the customers about the quality it provide in the term of the services and products. Now a days, customers are very quality conscious and they want value to their money. So the logos and