Case study of advertising campaigns

Case study 1: KFC zinger burger 

The product in this advert is a chicken fillet burger that has crispy chicken that includes spice. It's also topped with hash brown and cheese also some hot salsa, The advert for this was made in 2011. This advert would be displayed on television as well as billboards also. I found this advert on YouTube. This specific advert was created for everyone as this food campaign is sold in multiple countries such as Trinidad and Tobago which is where it was introduced at first. Then it was later introduced to the UK, India, and Australia. 

Aims: 

The aim for both of these adverts is to spread brand awareness. This is because KFC had launched a new product. The television advert also informed the audience by showing what's inside the burger and the end of the advert at 0:29 it shows the brand logo and states that 'can't beat the taste'. The billboard advert emphasises how good the burger is and how inexpensive it is also. Both of these advert's link because they're promoting the same product and wanting the same outcome which is to go out and buy this product. This then will make the audience want to buy the burger and taste it themselves. This will then lead to many people knowing about the product and spread awareness about it as well. 

Target Audience: 

The target audience for both of the adverts is everyone. This is because it's something that adults and children can both enjoy. The age range for this is people from the ages 4-45. It's something that's very flavourful and yet very simplistic as it has quite a wide range for their target audience. It's a unisex product as it's not targeted towards one specific gender. Some people's lifestyles include going to work whereas some may be going to school or university even and many would purchase this product during lunch breaks or afterschool some may even buy this for dinner even.  

Key message: 

The key message for both of the adverts is that how they like the zinger burger as it shows what's specifically inside the zinger burger as they're making one and this pushes the benefits of the product. At 0:28 seconds in the television advert is where it shows the key message for this Tv advert and shows that there's a variety of chicken fillet burgers and have a selection to however you like your chicken burgers. This key message is very effective as it caters to everyone and not just one specific target audience and people can choose what they want to add or remove in their burgers.

Approach: 

The approach for this advert is showing a lot of close ups and saying how good this burger is. At 0:04 seconds it shows a man and a woman promoting the burger with excitement and happiness and saying how much they really enjoy the burger and also near the end of the ad there's a clip showing a close up of the burger being stacked.  

Representation:

Both of the advert's representation is that it looks appealing and well put together. In this photo as you can see only shows half of the burger. This can be seen as some sort of mystery as it will make the viewers interested in what else is in the burger. As a result, this will help KFC get an increase in profit and an increase in customers. 

Campaign logistics:

This television advert will air at sometime during the day roughly around 1pm. This would be the best time to be scheduled because as it's at lunch time and people tend to eat then and ay purchase this burger during then. The billboard advert would be best placed outside on a huge sign so people who are driving can see it. This is because everyone can see it and they are targeting all audiences. Scheduling the tv ad would maximise the advert's chances of reaching its audience as because of their product they will need to schedule this during lunch or even in the evening also as people tend to eat fast food during lunch or dinner even. 

   

Choice of media: 

This advert is a Tv advert. This advert uses young adults and are promoting their zinger burger and showing how they stack this burger and the variety that they sell also. This is shown throughout the whole advert from 0:00 - 0:31 seconds. This advert is suited to this type of media because it's a good way to help catch the viewers' attention as if they're hungry it will persuade them to buy it. The choice of media for this product is also a billboard advert. This is suited to this type of media because as people are walking and driving by, they can see the advert as it's on a huge sign and people may be on their lunch break or going to go out to eat and may come across this and want to purchase the product. 

 

Call to action: 

The television adverts response mechanism is to go phone the fast-food restaurant and purchase their burger. The adverts response mechanism is throughout the advert from 0:01-0:17 seconds where the actors would say how much they liked and enjoyed the burger. However, for the billboard the response mechanism is the exact same but instead to walk into the fast-food chains restaurant and order the burger so overall the outcome is the same. I believe that the response mechanism for this product is very appropriate as it's the only suitable option and is the only way they can increase their revenue/profit. 

Legal &ethical issues: 

One legal and ethical issues are intellectual property rights. This is because with both of the adverts another fast-food company may have had that same idea on how to advertise one of their new products of theirs. This issue will be managed in the adverts as it was an original idea and didn't steal any other companies' ideas as only the brand KFC knows what they are doing for the advert of their burger. Another legal and ethical issue is copyright. This is because so no one can steal the music that's been used in the advert and can't use it without the company's permission.  

Regulation issues: 

 The television adverts stay within ASA guidelines as it's not offending the viewers who are watching this ad and are just simply talking about their product and service, they are providing in this food ad. Another thing also is that it clearly shows the collection of burgers they have. With the billboard advert it stays within the ASA guidelines also as it's truthful and not misleading anyone as it just clearly states their zinger burger and how it looks also. 

Case study 2: iPhone 14 

The product in this advert is a mobile phone. This is Apple's latest iPhone which is the iPhone 14. This ad was made in 2023 and would be displayed on billboards and is also a television ad also. I found this advert on the internet specifically on YouTube. This specific advert is targeted towards everyone but especially teens and adults this is because in this generation technology is a big thing and is very popular as nowadays practically everyone has an mobile phone. 

Aims: 

The television adverts aim is to spread awareness about the iPhone and persuade people to buy it. This shows this at 0:12 seconds where it clearly states that there's action mode on the iPhone making that specifically stand out. This achieves that aim as it's something unique and different and not all phones have that mode. The billboard advert has the exact same aim as the television advert which is to purchase the product. This is seen as it shows the iPhone 14 and the various colours it comes in also which will attract the eye. 

 

Target audience: 

The target audience for this is mainly towards teens and adults and is for all genders as it's a unisex product. Loads of people have phones and people have it for all different lifestyles. This is because in this day and age having a mobile phone is considered as something which is essential. The moment that would appeal to the audience the most was right at the end of the advert as the phone was shaky, but the video was recorded still which will have people amazed and shocked also.  

Key message: 

The key message for both adverts is that it has an action mode which is what makes the phone stand out as well as it's the latest apple iPhone this shows the persuasion of the benefits of the product. This is specifically at 0:12 seconds. This key message is effective because it will intrigue the consumer. This is because the consumer will most likely not have this mode which will make the consumer want to get this phone even more. 

Approach: 

The approach for both adverts is exciting/ amazed. This all starts from at 0:12 seconds when a woman is running while record on her phone and the phone is shaky, but the video is recorded very steadily. This approach is evident for the advert as people will be surprised and it's a good way for the company to get an increase in profit. 

Representation:

The adverts representation is to individuals. This is because many people in this generation especially have iPhones and are a common thing. This at 0:12 seconds as it shows a woman recording a video of her son. This help sells the products as it shows any gender and race can purchase this item as it's suitable for everyone. 

Campaign logistics: 

The campaign logistics for this is it would be on tv as a television advert. This would advert would tend to be on during the day as there's no certain age group for a mobile phone as many people have them from a range of ages. This would maximise the advert's chances as there reaching towards all target audiences. For the billboard advert it would be there throughout the day as it will be seen by all of their target audiences either by walking by or even driving by. 

Choice of media:

The adverts choice of media is a Tv advert ad and also a billboard advert. This is because many people from different ages watch tv and with billboard adverts everyone sees them when they're in the car on the bus even walking by etc. Both of these adverts is suited to this type of media as these two types of advertising are the most viewed as many people either see majority of ads either on Tv or on billboards. 

Call to action: 

Both of the advert's response mechanism would be to go on their website or walk into one of their stores. Due to this the expected reaction for this is for people to go buy and purchase this product. The response mechanism for this is appropriate as the company's whole aim is for people to buy their product and the more the people buy it the higher the demand for it is which is expected as they do tend to sell out sometimes especially when a new phone comes out. 

Legal & Ethical issues: 

One legal and ethical issues for this are intellectual property rights. This is because someone else or another company may have had the same idea as apple. Another issue is copyright. This is because the music that was used in the background may have been used without permission and other companies may steal the music that was used in the television advert. If so, Apple may need to pay the owner of this music and ask for permission as they used it to promote their product. 

Regulation issues: 

Both of these adverts stay within the ASA guidelines as it's nothing that will cause anyone harm or being offensive to anyone. This is seen throughout the whole television advert as well as the billboard the advert. Both adverts are just simply promoting the phones and in the television ad it's showing a woman recording her son