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Fill the brand in the space below
A: Did you see the ____ads on TV. last night?
B: Yes, the one that has Lalita as a presenter, right? Her skin is so nice. I might have to try their new soap this time ,so that my skin will look like hers.
As we all know that advertising objectives are to create brand awareness, selling point and image at the same time. In order to meet all those three purposes, many branded products use "famous stars" as an "expressway"
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I am certain that you could fill in the product brand if you are frequent TV. watcher.
From the conversation, we must accept that stars like singers, actors or actresses play a vital role in advertising campaign because they create product recall much more easily and quickly. This may be the reason why many branded products increasingly use stars as a vehicle to bring their message across. Some branded products even sign yearly contract with famous stars to be their long-term presenters. Now, here are some of the famous products that frequently use stars to increase sell-volume.
- Lay's potato chips: Thongchai McInthai ( Singer & actor)
- Smooth E cream: Siriyakorn Pookawetch ( Actress)
- Lux shower cream : Lalita Panyopath ( Actress)
- Avon: Cathereeya McIntosh ( Actress)
- Brand chicken soup: Jeetarin Wattanasin ( Singer)
- Nawinta (Singer)
Why use stars in advertising campaign?
As we all know that advertising objectives are to create brand awareness, selling point and image at the same time. In order to meet all those three purposes, many branded products use "famous stars" as an "expressway" to bring their message across the targeted consumers. To illustrate it more clearly, people originally viewed Mistine, the cosmetic product, as a product for low-income consumers because of its low price. However, they recently changed their product image by using Lalita Panyopath as a presenter. Consequently, the ads quickly becomes talk of the town and the product itself turns to be the product for modern and working women. Another example that reflects "the stars' impact" well is "Lay's potato chips" advertising campaign. They use various famous singers from the Grammy Entertainment like Marcha and Bird for product promotion. At present, their sell-volume has grown up to be the no.1 compared to other potato chips brands.
From the situation, we might say that "stars" are the role model for consumers. They want to be like their favorites. So, no matter what product their favorite stars represent, they also want to use it. This could create psychological compensation for the targeted consumers.
Additionally, various kind of branded products today all share the same quality and selling points. Therefore, the company must build their own product image to differentiate their products from the others. Consequently, almost every famous stars could make a fortune from the advertising business.
Using stars in advertising, does it always work?
Though stars could create image, selling points, and image for the products, there are a lot of advertising campaigns that fail. Why?.. The followings are the answers..
- A lot of times ads are banned because the consumers do not like the presenter for some reasons. For example, Tata Young was a presenter for a facial foam product. When the ads was launched for the first time, there were lots of criticism from targeted consumers who do not admire her. Consequently, the ads could not last very long.
- Instead of focusing on the product, some ads focus too much on the stars. This is a big failure to create the product recall because the consumers would remember the star not the product.
- Some ads campaign overlook the qualification or image of the stars. They should be a role model for consumers because their images also reflect the product image as well.
Using stars, is it a must?
Imagine " Harmony VS.Protex soap ads campaigns" and "Sumsung VS. Hitachi electrical appliances ads campaign", which one can you recall best?
All four branded products use different strategies to create product recall. To illustrate, Protex uses Sinjai's family while Hitachi uses Areeya Sirisopa as presenters. On the contrary, Sumsung and Harmony use other creativity as a mean to create product recall. Apparently,the research shows that all four products create the same level of product recall.
In reality, there are a lot of "Talk of the Town" ads with no famous stars on it, such as the famous campaign " Dinosaur and Sulphur Dioxide" by PTT (Petrolem Authority of Thailand), the campaign "Hell" and "Grandma" from Halls etc. Those ads make good use of creativity and successfully create product recall.
From those facts, if the company really want to use the stars to promote their products, they must carefully consider many factors. Why? Because the money spent on stars is a great deal. In some situation, the company might as well invest that great amount to the production process or the frequency (on air time). However, I am certain that if the company carefully plan the ads campaign, it would effectively create all three advertising objectives ; brand awareness, selling points, and image, no matter there is a star in the campaign or not.
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