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Creation wk 2

Radio Ads

5 Great Marketing Campaigns (Analysis)

Below you will find my analysis of 5 award-winning radio ads. Radio ads hold a unique portion of the market, a part that takes special consideration when reaching targeted audiences. See what you think about the ads below. Are they worthwhile efforts? Did they reach the intended goal? How could they have done a better job, or met their goal in a more profound way? Feel free to comment and discuss in the comment section at the base of this page.


1) TECATE BEER (Tecate Testimonial): (Listen to the ad here)

(Multicultural Excellence Award 2013)

  • Description
    • This action packed, pun-filled, radio commercial, teeters on the edge of inappropriate content (in a comedic way) by almost saying inappropriate things while each beer drinker describes his experience with gusto.
  • Objective
    • The objective is to make the listener feel amused and empowered at the same time. It wants you to feel like a man (however a man might feel). If you are a female, this ad may amuse you but possibly not reach you.
  • Target Market
    • Beer lovers, gritty men, men of all nationalities, men who appreciate comedy, men period.
  • Call to Action
    • Go out and try this unique beer, as soon as you can responsibly do so!
  • Value Proposition
    • Try this beer and you will feel empowered by a crisp beer (that also remains true to form in its lighter version). You will have a beer in your hands that makes you feel manly and in the know. You are one of “the guys” when you drink this beer – others will know it too.

2) KIMBERLY CLARK PRODUCTS (Celebrate Family Unity [FUN]): (Listen to the ad here)

(Multicultural Excellence Award 2015)

  • Description
    • This musically-filled radio commercial uses family culture, music, and unity to describe a husband who is happily willing to pick up a box of diapers.
  • Objective
    • To make the listener feel entertained and proud to be a part of a (strong and willing) family unit.
  • Target Market
    • Individuals in California, Family members of all kinds, those that especially like music, dance, and entering games for a chance to win.
  • Call to Action
    • Go to TheFunSong.com now and enter to win, make your family a song – and wave your “family pride flag” by doing so.
  • Value Proposition
    • Buy Kimberly Clark products and you will represent your strong family values like this company does!

3) TECATE BEER (Brewmasters Panic): (Listen to the ad here)

(Multicultural Excellence Award2014)

  • Description
    • This Tecate beer ad spends time walking you through various international perspectives while lightly playing with borderline, inappropriate content. This Tecate ad does not focus on the manly perspective (like the one above,) but does continue with the male only voice cast. This ad may do a better job of not disengaging the female customer. It’s amusing, comical, diverse, and it grabs your attention. Even if you don’t know what some of the jokes are, you still get the overlying gist, which is humorous. The backdrop of sounds, alone, really captures the audience.
  • Objective
    • To make the listener feel that Tecate is the best beer and uses comedy to do so. The storyline is that they are apologizing to other brewmasters for the fact that Tecate makes all other beer look like garbage (compared to Tecate).
  • Target Market
    • All beer lovers who know a good tasting beer and like comedy.
  • Call to Action
    • Get the best beer by choosing Tecate (when you can responsibly do so).
  • Value Proposition
    • If you drink Tecate, they will ensure that you are literally drinking the very best beer out there. You will be in the elite group of beer drinkers who knows what excellent beer really is.

4) MCDONALD’S (I am the Middle Bun) (Listen to the ad here)

(Multicultural Excellence Award 2012)

  • Description
    • This commercial uses a bilingual, male voice to describe his immigration experience via McDonald’s hamburger components. It creates an emotional attachment to the character who proudly describes his struggles and strength all in one “spoken-word” segment. The words he uses are shared in a rhythmic fashion that is relatable to diverse groups of all kinds.
  • Objective
    • To make the listener feel the emotion of the character and his struggle, while also siding with him in his love of McDonald’s food.
  • Target Market
    • Immigrants, young people, family members of those young people in similar experiences, hungry people, those who like “spoken-word” poetry, those who like rap, those who are multi-lingual.
  • Call to Action
    • Show your international pride by eating food at McDonald’s who “get’s you – where you come from – where you’re going”.
  • Value Proposition
    • If you eat at McDonald’s you will eat delicious food and you will be in alignment with a company that supports you as an immigrant (or open-minded person who is compassionate towards the struggle of others).

5) ROSETTA STONE (Expand Your World 2) (Listen to the ad here)

(Multicultural Excellence Award 2012)

  • Description
    • This commercial uses people who share their testimonials in Spanish, about the struggle of not speaking English. They describe various scenarios so that a wide range of people can relate to the stories and the products for sale.
  • Objective
    • To make the listener feel the emotion of the characters and their struggles. To make them feel capable and ready to take the next step by calling the 1-800 number to get started now.
  • Target Market
    • Immigrants, family members, Spanish-speaking communities, those who may be separated by language and even distance. Those who are frustrated by not being able to communicate in English when they need to.
  • Call to Action
    • Call the 1-800 number now and Rosetta Stone can definitely help you learn English in only months.
  • Value Proposition
    • The ease of the software/program. The ease of calling to order. The fact that Rosetta makes it so easy to learn English. If you buy the program, you will definitely learn English and this will improve your quality of life.

The ads above are parts of the award-winning portion of the radio ad industry. This sampling gives us an idea of how culture and language have a direct influence on how the ads are targeted. It is so important to know firstly, who your target market is when directing marketing funds into areas like radio ads. Also, consider what you are asking your target audience to do in response to the ad you are presenting. What value are you propositioning them with? What are you giving them that no one else can? How are you, or your product, unique? There are a variety of reasons why these ads won over others. Creativity and charm carry them a long way, but there is a definite science to the radio ad approach.

 

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8 Responses to “Creation wk 2

  • I bought the Rosetta Stone software a few years ago, and it was…subpar at best.

    Seeing that ad sort of highlights the dark side of advertising to me – hiring actors with a “story” to tell that coincidentally endorses purchase of the product – it’s essentially manipulating emotions. When I heard the woman talk about wanting to converse with her daughter, or the guy stating he interviewed with his dream company, I mainly thought “Woe to you poor suckers that buy this.”

    Note the subtle differences between the announcer’s statements – to learn English “faster” – versus the actor voices overlaid on the ad: “I learned English and might get my dream job now!”Which of these statements will the viewer latch onto (and probably form expectations about the application)? Learning “faster” is an unfalsifiable claim, and ultimately it doesn’t mean you’ll ever actually be able to hold a conversation in the language of your choice. RS knows this, so they phrase the ad this way to avoid lawsuits for false advertising if it ever comes to that.

    Thought-provoking ad, to say the least. 🙂

  • Stephanie interesting selection of radio ads. I think the best the Tecate Ads, specifically the testimonial ad. The testimonial was really close to the edge and kept you on the edge of your seat as well. Their may be some fall back from some of the listeners, but for the most part you have to like the direction that the producer of that particular ad was going.

    Eric

  • Chelsea M.
    10 months ago

    I definitely feel that it is great that you took the time to create a collective of five radio ads that all have a lot of similarities among them. Obviously, the fact that they all have multiple cultures playing into the story/product. A few of them (FUN song and both Tecates) are fairly catchy and slightly out there. The McDonald’s one and the Rosetta Stone one both “pull at the heart strings”, whether it be in a serious or playful sort of manner. The only thing that I feel you maybe needed to mention in your analysis is that the FUN song one for Kimberly Clark Products was specifically limited to California. Other than that, I enjoyed the radio ads you selected and your thoughts on each of them.

    • S. Newby
      10 months ago

      Hi Chelsea,

      Thanks for taking the time to respond. I really like your observations. You know, I just happened to be presented with the multi-cultural ads when doing research, and went with it. I enjoyed hearing from a diverse perspective while learning something new. I like your comment on the California limitation; I will definitely edit the post for this.

      Again, thanks for the feedback Chelsea.

      Best,
      sn

  • It’s interesting that you have taken on these kinds of commercials. I like your focus on culture and audience. I’m curious if there is something about this kind of marketing that lets people be more edgy or more (shall we say) focused (hmm chauvinistic?). One could certainly have such ads on TV but it seems most of the well respected ads in the Superbowl would not take the risk.

    I also wonder if the plethora or targeted radio channels also supports such closely targeted ads. With such targeted ads I worry there is an opportunity for pandering. If you can guarantee that your audience is of a certain group you can say things to that group that makes them happy. The same add (that is pro-immigrant) would clearly not play as well to many folks in the US who feel that immigration places the country at risk.

    Thanks for choosing such thoughtful ads and providing insights…

    • S. Newby
      10 months ago

      Hey Brad,

      Thanks so much for the feedback. I agree that niche marketing is a better fit for the radio ad space. This type of marketing is definitely best set to specific regions and audiences. It is an interesting group of ads isn’t it? I enjoyed reviewing this collection. I definitely feel these types of ads will effect certain groups in various ways. Hopefully, exposure to new thoughts and ideas, via ads like these, will encourage others with more closed ideals to consider new and possibly unfamiliar perspectives. Regarding your observation for specific standards being met and gray lines being crossed (in relation to culture), I think it’s possible that some cultures are open to specific types of content while other cultures maybe be offended. It is important and great that you mention this. Each culture has a specific feel, expectations, and ideals. In marketing, all of this must be considered. I agree with your observations; excellent.

      Best,
      sn

  • Hi Stephanie,
    I enjoyed your ads that you chose for this analysis radio ad assignment. The Tecate Beer radio ads were great and probably my favorites out of your list of ads. I thought they both were on edge with close to inappropriate humor, which I thought was funny. You are right the target market for Tecate is a market who like good tasting beer and humor (second ad), but you got the female market in the first one too under objective. I did also like the Value Proposition on each of these too, but think it is for both genders as a group of beer drinkers like you mentioned in the second Tecate ad analysis. You also chose ads that were all strong emotionally. The Kimberly Clark products, FUN Song, is catchy. I found myself moving to the beat, so I can only imagine how much fun a family could have with this product. The analysis for the FUN song is clear and concise for the product. The report for McDonald’s “I am the Middle Bun” is okay, but I enjoyed the previous ads you chose more. Although, your analysis is excellent. I think you gave a good description of each area of the analysis for this ad. The Target Market you mentioned was detailed, and I like how you explained further about people’s likes, such as “spoken-word poetry.” Last, is the Rosetta Stone ad, which is clear, structured and to the point about the product. Your analysis is on point with each area. Great job with your 5 Radio Ads Analysis.

    • S. Newby
      10 months ago

      Hi Colleen,

      The Tecate ads were fun, weren’t they? I agree the first Tecate ad could reach a wide variety of listeners. You never know who is into what kind of content. Diversity and perspective, in relation to ad creation especially, are advertising friends. The idea that we can label target markets, or an objective, is somewhat futile. As soon as we categorize a group or focus area, there will always be those that will beautifully break the mold. I think that you’re correct in that most beer lovers will want to try Tecate beer after hearing the ad. I will look at adjusting the analysis to reflect the broader public that will be effected by the ad as well. That’s great about the music, and how it helped you experience the “FUN” ad. I hope that most ads amuse the messenger and leave them in a better mood after hearing the ad; those are the best in my opinion.

      sn

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