Communication Between The Adverts And The Audiences In An Advertisemen

Question: Discuss about the Communication Between The Adverts And The Audiences In An Advertisement. Answer: Introduction An important aspect of working in an advertisement consultancy is to have the prime attention towards the clients. They should be the primary concern. Hence, communication has been the most significant element in advertising. Successful communications in the advertisements involve stressing on specific audiences with adequate information, which meet the requirement of the group. An important kind of communication is by the way of branding. Thus, communication between the adverts and the audiences has been a vital part of advertisements. The three magazines that would be preferred to place this advertisement The feasible options of magazines that would be preferred for placing the advertisement would be Lovas Nemzet, Scooby-Doo! Magazin and Wellness. Lovas Nemzet is a magazine in Hungary, which has been placed supposedly in the category of sports. It has been designed for highlighting the unique and precious relationships between a person and horses. It has been serving for quite a long time around two decades. The newspaper has particularly been designed for the persons who are interested and has a connection of sentiments with the horses. Hence, placing the advertisement, in the magazine would be targeting this section of the people, who are supposedly tough, and inclined to sports. Another aspect of choosing this magazine would be that, though this attracts a particular section, but this has been serving for a period of around two decades now. Another feasible magazine that can be preferred would be Scooby-Doo! Magazine. This magazine has been categorized in the section of kids. This magazine attracts a specific section of the society, namely the kids section, aged around four years to ten years of age. However, many adults are also interested in cartoon magazines. Many adults, such as parents of children are often seen to be guiding their kids, while reading books or magazines. Hence, attention of the concerned advertisement can be gathered in this case. Finally, placing the advertisement, in the Wellness magazine or the CKM, which would attract the males, particularly the young crowd. The magazine highly appeals to many section, particularly the adolescents as well as the adults. The magazine is categorized in the field of entertainment. Two other kinds of background against which the male models would be placed Nike has been a brand particularly designed for the athletes and sportspersons. The male models have been placed against dark backgrounds, which specifically symbolize strength and independence. Initially, the brand had invoked gendered competitions for luring the initial audiences (Salminen 2017). In the advertisement campaign of Nike shoes, where there was a displaying the single male models, there has been a stereotyping and gendered view, where there has been a challenge between the males and the females in a playful manner, tripping one another, stealing each others glasses, and others (Chen and Hsieh 2012). The other backgrounds against which the male models could be placed would be, in a stadium, engaging in the activities of sports. An example can be taken of the Jordan Super Fly, categorized in the section of basketball shoes, it has been manufactured with a suede leatherwork and an exclusive design motivated by the Jordan traditions Another background for placing the male models could be running, as running shoes are specially designed, or in a casual background, highlighting the Nike free section, which assures that the wearer would feel free and light, after wearing the shoes. Nowadays, across the world the lifestyle shoes have been given high importance, not only in the developed nations, but also in the developing countries. A casual background would thus be appealing and attractive to the audiences. An example can also be taken of the Nike Air Vapormax Flyknit that falls into the category of running shoes. The male models could be placed in a setting of running, conveying through texts or other means, about the rubber pods, the soles, the lightweight, and others, displaying about comfort and feel that would be appealing to the audiences. The audiences those are most likely to respond to this advertisement The intention of the brand had been to build a strong impact on the audience across the world. It has attempted to connect emotionally with the mass, by displaying stories of heroism. This creates a feeling of strength, which could be interpreted by the mass. Although, the concept of heroism has been used by other brands as well. This brand specifically attracts the youth, who are enthusiastic and active (Neuhausen 2012). Thus, it has been seen that the energetic and enthusiastic youth are most likely to respond to the advertisement. The reason being it particularly focuses on the sports shoes. However, the brand has been trying to suffice the needs of various sections and age groups, like, sports, lifestyle, running, casual and others. A brief assessment of the audiences needs, that could be suggested by this advert The needs of the audiences suggested to focus on would be highlighting on the local needs of the people or consumers. Of course, the innovations of the product have to be in a prime position. Supposedly, whilemarketing shoes of the athletic section, should be well distinguished from the brands that sell other types of shoes like, stilettos or high heels. The audiences try to seek elements that are distinguishable from the other products or brands (Rice and Atkin 2012). The audiences often seek for customer services, like having an approachable and user-friendly website, which has been designed in a customer-oriented manner. Like, the products can be searched according to the wishes of the customers, such as colors, size or materials, and others, with proper reviews. The audiences also look for advertisements where there are scopes of direct responses (Parente and Strausbaugh 2014). A questionnaire that could be designed to find out how the intended audience responds to the advert In order to assess the responses of the audiences, a questionnaire can be drafted stating the following queries to the audiences- firstly, it can involve different ways of assessing, like, voting, polls or surveys. The survey could include, questions like: To what extent did the audience feel it to be appealing? Was the features and specifications of the product was conveyed in a clear manner? Whether the titles and headlines were appropriate? Whether the product shown in the advertisement was distinguishable from the other brands or products? Whether the demographics of a region have been paid attention to, and have been addressed accordingly? Finally, whether there was any factor that could be modified or improved? (Aaker and Biel 2013). An alternative version of the advert intended to appeal to males An alternative version of the advertisement intended to appeal to the males, would be highlighting the product in a recently trending background. For example, displaying the gym shoes, that has specific properties. Displaying the male models in a gym set up, could lure the male audiences, by giving a vivid description of the specifications, which would make an impact in the audience (Moriarty et al. 2014). Conclusion In conclusion, it can be stated that the advertisements are viewed by the audiences with appreciations of the qualities as well as with an aesthetic eye. Even the new audiences are targeted, and the persons who give a quick response. In short, advertisements target the ideal persons. Though the brand has been more focused on targeting the youngsters, it has kept in mind to attract the high school students who have been trying to impress their mates. The brand has also focused on the contemporary hipsters who have been concerned with sustainability, with an exclusive design. Even the needs of the fitness gurus have been met, who have been constantly on the move. References Aaker, D.A. and Biel, A., 2013.Brand equity advertising: advertising's role in building strong brands. Psychology Press. About Nike - The official corporate website for NIKE, Inc. and its affiliate brands.. (2017).About.nike.com. Retrieved 18 November 2017, from https://about.nike.com/ Chen, P.T. and Hsieh, H.P., 2012. Personalized mobile advertising: Its key attributes, trends, and social impact.Technological Forecasting and Social Change,79(3), pp.543-557. Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014.Advertising: Principles and practice. Pearson Australia. Neuhausen, F., 2012.Marketing of Nike. An Analysis of Relationships with Customers and Suppliers. Parente, D. and Strausbaugh-Hutchinson, K., 2014.Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning. Rice, R.E. and Atkin, C.K. eds., 2012.Public communication campaigns. Sage. Salminen, M., 2017. Development of a Shoe Brand and Design of a Shoe.