2013 Top Five Brands Advertisement Strategies Part 5th

advertising strategy
In previous articles we have decoded the advertisement strategies of top two brands (in 2013 according to Brandz). Today we are going to examine the ad strategy of IBM, I have actually picked up three Ads of IBM for the assessment.

Remember that what I am doing is providing the basic framework according to which an ad can be assessed; this is by no means the only or final frame work to carry out ads assessment. Guys who would like to get more insights into the strategies can add other different gauges to the framework like “type of industry” “type of product” “type of medium that will carry the specific ad” so on and so forth.

I didn’t add that many things on reasonable grounds, first it is hard to do even what I am doing right now. Second it would require far more study and understanding to give much more enriched assessment that demands lots of time and effort. Third I believe that you can also learn from doing it practically, remember that this blog is not about traditional marketing stuff, so you can always experiment with the things I provide over here and make your own set of values, theories, practices to do marketing the effective and efficient way.

Enough of talking ;p, let’ s begin take a brief review of what will be doing during the whole assessment and analysis process, let’s take a look at the framework. :)

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

IBM Advertisements

Ad Name: IBM Mobile Business- More Than Devices, It's The Data Between Them”


IBM Ad strategy to capture mobile market related segment

Aspects

Well the ad, most of it is based on rational tempting, big and important facts regarding mobile (smart phones) are narrated through a voice over by a masculine confident voice. Facts like “What is the two third of the world have with them right now, Mobile!” “Where is your bank, your plane ticket.., the mobile world is open for business” “How’s your doctor see you, your favorite store know you” then the voice over replies to all these questions in a rational way like what do you need to have in such situation, when you have tremendous amount of data, smart technology etc that’s where the IBM can help you, to help you utilize it in an effective manner, let’s work on it the IBM way and built a smarter planet.

There is emotional tempting to some extent like the background music, masculine voiceover and lastly a lovely lady in the end with an end quote “That’s what I am working on, I am an I.B.eMaar, let’s built a smarter planet”. 

To me the ad is a great blend of emotional and rational tempting, 8 stars out of 10.

Duration

Duration: 30 Seconds
Based on viewers interest: Perfect
Considering Product: lets first talk about the viewers interest, the ad is completely creative in its approach, thus it can’t be termed as one of those “just another boring ad” or clutter.

The IBM deals in many things, like computer software and hardware, likewise infrastructures, consulting services, hosting in areas from mainframe computers to nanotechnology and the ad is about all these products and services. Well considering the range of products and services in which IBM deals and most of them are required to be used with one another to achieve needed solutions or results. Like for better data analysis, you need not only good hardware and software but also consultation on how to make things work so on and so forth.

Due to this dependence of products/services, there is nothing better than this approach (ad strategy). As it does not leave the viewer confused rather make him apprehend what can IBM do in a particular situation, case or scenario (like situation of large data and smart phone technology).

Actors

Total individual number: Enormous
Well showing huge number of individuals and that too from around the world (as in this ad) helps you to reinforce rather increase the impact of facts you are mentioning in the voice over. Like if I am talking about fact regarding smart phone that is being used by two third of the world around the world and then showing mini clips (2 seconds) of large groups of people from around the world with smart phones (brandishing), would definitely increase the impact of what I am saying.

That’s why they are having huge numbers of individuals acting. The approach is to increase the impact. And that’s what you will find for each and every fact presented.

Colors

Red    
Effects on human behavior: Suggests Power, passion, excitement, energy and physical courage.
Presence Duration: 9 seconds
Blue
Effects on human behavior: Suggests Trust, Integrity, logic and communication.
Presence Duration: 30 seconds
Green
Effects on human behavior: Suggests Money, Universal Love, Environment, Mother Earth and specifically attracts youth.
Presence Duration: 23 seconds
Brown
Effects on human behavior: Suggests Warmth, Safety, Reliability and Dependability.
Presence Duration: 30 seconds
Purple
Effects on human behavior: Suggests Quality, Luxury & Decadence.
Presence Duration: 0 seconds
Black
Effects on human behavior: Suggests Exclusivity & Glamor.
Presence Duration: 30 seconds
White
Effects on human behavior: Suggests sophistication, Hygiene, clarity, purity, sterility, efficiency, simplicity, cleanness.
Presence Duration: 26 seconds
Yellow
Effects on human behavior: Suggest Happiness, Optimism, friendliness
Presence Duration: 8 seconds

According to a research (1) Ad in colors are read 42% more than Ads with no colors and 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. 

Remember that color duration count in each and every Ad is based on all possible shades of that color present in that Ad. And every possible value (tiny and large size) has been considered in the Ad. Read elaborate articles from Business Insider & Color Affects on color effects on human behavior.

Ad Plot

  • Begin with some big facts (like some I mentioned above) for certain situation (Mobile, telecommunication, smart technology etc) and relate yourself (organization) to those facts in reasonable and logical way.

That’s it for the first Ad, now let’s move to the second Ad.

IBM Advertisements

Ad Name: Smarter Marketing- Seeing customers as individuals”


Ad strategy of IBM

Aspects

The approach is exactly the same, with the same blend of emotional and rational tempting. The only change in emotional tempting is that the voiceover is now feminine ( both in this Ad and third Ad).

Duration

Duration: 30 seconds
Based on viewers interest: Perfect
Considering Product: Exactly the same as the first Ad except for video plot, in order to capture the viewers interest, the whole video approach is far more different than the first ad. It is obvious who would like to see a similar ad (video plot) over and over for different products or in this case to present IBM organization.

Therefore for each set of facts that are part of a certain situation it is necessary to create a video plot that is completely different, attractive and at the same time demands rational thinking from its viewer.

Actors

Total individual number: Enormous
The individual count is huge for the same reasons that I discussed in the first ad.

Colors

Red    
Effects on human behavior: Suggests Power, passion, excitement, energy and physical courage.
Presence Duration: 28 seconds
Blue
Effects on human behavior: Suggests Trust, Integrity, logic and communication.
Presence Duration: 30 seconds
Green
Effects on human behavior: Suggests Money, Universal Love, Environment, Mother Earth and specifically attracts youth.
Presence Duration: 27 seconds
Brown
Effects on human behavior: Suggests Warmth, Safety, Reliability and Dependability.
Presence Duration: 27 seconds
Purple
Effects on human behavior: Suggests Quality, Luxury & Decadence.
Presence Duration: 0 seconds
Black
Effects on human behavior: Suggests Exclusivity & Glamor.
Presence Duration: 28 seconds
White
Effects on human behavior: Suggests sophistication, Hygiene, clarity, purity, sterility, efficiency, simplicity, cleanness.
Presence Duration: 30 seconds
Yellow
Effects on human behavior: Suggest Happiness, Optimism, friendliness
Presence Duration: 13 seconds

Ad Plot

  • Exactly the same Ad plot, like the first Ad.

That’s all for the second Ad, now let’s move to the third Ad, the final one from the IBM. I will only add the colors duration of that Ad, as everything else about that Ad is similar to the previous two Ads except for colors duration.

There is a minor change in video plot, unlike the previous Ads where emotional tempting (through an attractive lady) had been part of the end. Here we find the lady in over all video with her touching soft voice J.

IBM Advertisement

Ad Name: “IBM Smarter Cities”


Advertisement strategy of IBM

Colors

Red    
Effects on human behavior: Suggests Power, passion, excitement, energy and physical courage.
Presence Duration: 17 seconds
Blue
Effects on human behavior: Suggests Trust, Integrity, logic and communication.
Presence Duration: 30 seconds
Green
Effects on human behavior: Suggests Money, Universal Love, Environment, Mother Earth and specifically attracts youth.
Presence Duration: 11 seconds
Brown
Effects on human behavior: Suggests Warmth, Safety, Reliability and Dependability.
Presence Duration: 20 seconds
Purple
Effects on human behavior: Suggests Quality, Luxury & Decadence.
Presence Duration: 5 seconds
Black
Effects on human behavior: Suggests Exclusivity & Glamor.
Presence Duration: 28 seconds
White
Effects on human behavior: Suggests sophistication, Hygiene, clarity, purity, sterility, efficiency, simplicity, cleanness.
Presence Duration: 29 seconds
Yellow
Effects on human behavior: Suggest Happiness, Optimism, friendliness
Presence Duration: 14 seconds


That's all for now, In upcoming posts we will be discussing the advertisement strategies of the remaining two brands.If you feel like am overlooking something or you are having something on your mind that you would like to share, well be my guest in comments :).

You may like to read :


You may also like to read posts on "strategy for generating product demand through visual media" and must have skills for marketing manager.And a "Strategy to create emotional aspect of your product".


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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