2013 Top Five Brands Advertisement Strategies Part 3rd

advertising
We have been analyzing advertisement aspect in the marketing strategies of world top 5 brands  And this is the 3rd article in that series of “2013 Top Five Brands Advertisement Strategies” today we will be doing assessment and analysis of Google advertisement strategies, the study is based on number of Ads of two Google products “Google Chrome” and “Google Glass”.


So let’s begin with the first product (Google Chrome) Ads but before going for the assessment let’s just get through the whole assessment methodology that we have been following in this whole series so far.

Assessment Framework

  • Aspects

Rational Vs Emotional Tempting

  • Duration

Based on viewers interest
Considering product

  •  Actors

Number of Individuals (Greater VS Lesser)

  • Colors

Type of colors used
Effects of used colors on human behavior and psychology
Presence duration of each color

  • Ad Plot

This is the procedure that had been used in the previous article and will be used in upcoming articles of this series too. We have total of two Ads for the first product (Google Chrome) and so we are going to assess and analyze  both of them according to the methodology mentioned above. So let’s begin with the first Ad.

Google Advertisements

Ad Name: Chrome - For Foraging Ahead


Google ad strategy

Aspects

The Ad has only rational aspect; there is no emotional aspect to the Ad. And even the rational tempting is not quite impressive when considered in terms of whole product. But considering the whole approach from promoting a specific feature of the product one can conclude that the approach is perfect. And It is obvious from its duration (15 seconds) that the Ad is not about to promote or highlight the whole product but a specific feature and that too in an interesting way. 

The ad introduce a situation where the actor is making a rational judgment or analysis about something (in this Ad a mushroom and its edibility etc) and then relate the product (Chrome) feature by suggesting that the product feature (handy searching feature) can surely assist you in making clear rational judgments or analysis.

In previous articles I have put forward the research work of famous neurologist that has concluded after years of research that without emotions, human beings are unable to make decisions, here it doesn’t mean that it is wrong. Google must have considered the emotional aspect, being the leading brand in itself is clear proof that it has that emotional link with its target market and it is not necessary to strengthen those links rather to work on rational links to strengthen the whole “Google & Target market” relation.

People makes decision on emotions but imagine people having the positive emotional link plus rational grounds too, how many would then jump ship for other brands, this will definitely increase and strengthen customer loyalty and that’s what makes Google one of the top five brands. 

Lastly I would recommend this approach for any intangible services and products (Softwares etc) especially when you want to promote your products & services through world wide web.

Duration

Duration: 15 Seconds
Based on Viewers Interest: Perfect
Considering Product: The ad is perfect considering the product, it provides the viewer a short but thought provoking (handy searching feature that can assist you in making clear rational judgments or analysis) video that would probably lead customers to make positive decisions about the product. 

Actors

Total Individual Number: 1
Considering the scenario that the Ad presents, single individual is sufficient to promote the product and provoke the viewer to consider the product. The approach compels the viewer to consider himself as part of the situation (presented in the Ad) thus involving him in a thought processes (rational tempting), consequently leading him to make judgments that might end in decisions beneficial to both parties.

Colors

Red    
Effects on human behavior: Suggests Power, passion, excitement, energy and physical courage.
Presence Duration: 11 seconds
Blue
Effects on human behavior: Suggests Trust, Integrity, logic and communication.
Presence Duration: 7 seconds
Green
Effects on human behavior: Suggests Money, Universal Love, Environment, Mother Earth and specifically attracts youth.
Presence Duration: 15 seconds
Brown
Effects on human behavior: Suggests Warmth, Safety, Reliability and Dependability.
Presence Duration: 10 seconds
Purple
Effects on human behavior: Suggests Quality, Luxury & Decadence.
Presence Duration: 0 seconds
Black
Effects on human behavior: Suggests Exclusivity & Glamor.
Presence Duration: 8 seconds
White
Effects on human behavior: Suggests sophistication, Hygiene, clarity, purity, sterility, efficiency, simplicity, cleanness.
Presence Duration: 7 seconds
Yellow
Effects on human behavior: Suggest Happiness, Optimism, friendliness
Presence Duration: 15 seconds

Ad in colors are read 42% more than Ads with no colors according to a research (1) plus according to another  research (2) between 90% to 62%  assessment of product, person(service), environment( product & service) by an individual is based on color alone. That means colors play significant role in ads, products & services purchase decisions thus it is imperative to understand the importance of colors in terms of its effects on human behavior, sales and viewership.

Ad Plot


  • Introduce an interesting situation that involves rational processing, relate your product to the whole situation, suggest how it can help you in that rational processing (In different a way) by suggesting a specific feature of your product. Lastly suggest the whole product accessibility/availability (only if you really have it) through relevant platforms (as smart phones, tabs, laptops, desktops etc in this Ad) or where it is required for usage.

Now let’s move to the second Ad assessment and analysis.

Google Advertisements

Ad Name: Chrome- For Making Food, Man


Ad strategy of Google

Aspects

The add is totally similar in its approach like the above one, and has focused on the same product feature but with a different situation or from different angle.

Duration

Duration: 15 Seconds
Based on Viewers Interest: Perfect
Considering Product: Completely similar to the above Ad.

Actors

Total Individual Number: 1
Similar approach like in the above Ad.

Colors

Red    
Effects on human behavior: Suggests Power, passion, excitement, energy and physical courage.
Presence Duration: 7 seconds
Blue
Effects on human behavior: Suggests Trust, Integrity, logic and communication.
Presence Duration: 10 seconds
Green
Effects on human behavior: Suggests Money, Universal Love, Environment, Mother Earth and specifically attracts youth.
Presence Duration: 15 seconds
Brown
Effects on human behavior: Suggests Warmth, Safety, Reliability and Dependability.
Presence Duration: 7 seconds
Purple
Effects on human behavior: Suggests Quality, Luxury & Decadence.
Presence Duration: 0 seconds
Black
Effects on human behavior: Suggests Exclusivity & Glamor.
Presence Duration: 7 seconds
White
Effects on human behavior: Suggests sophistication, Hygiene, clarity, purity, sterility, efficiency, simplicity, cleanness.
Presence Duration: 14 seconds
Yellow
Effects on human behavior: Suggest Happiness, Optimism, friendliness
Presence Duration: 14 seconds

Ad Plot


  • Exactly the same as above Ad.


That’s all for this post, in the next post we will be assessing last one from Google products (Google Glass ad), hope this assessment has provided you the key insights on “how to develop Ads for intangibles especially softwares to run over world wide web” that captures the viewers attention and compel him/her to buy your product/service consequently.


References

1.        White, Jan V., Color for impact, Strathmore Press, April, 1997.
2.        CCIColor, Institute for color research.
 

About Publisher Arshad Amin

Certified SEO Professional, Small Business, Start-up, Marketing Expert with ton's of practical, actionable ideas, insights to share, Proud Founder and Owner of www.easymarketinga2z.com and www.topexpertsa2z.com

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