The advert that was displayed on YouTube can be targeted to everyone above the age of 12. This is shown to the audience from clip 0:19 to 0:21. This is because the device is simple and easier to understand compared to other devices. The advert that was published on YouTube which allowed all audiences to be attracted to the device as there is features were shown to them. However, the poster that was made for the iPhone was shown and shows the relevant and main features that the device brings. This makes the poster more appealing as it shows what the iPhone can offer. Both of these methods allowed the target audience to be shown the product effectively as it has a clear aim and show the latest features that the iPhone has to offer to all customers.
Key message of my case study adverts.
Subway.
The benefit of Subway's advert was to solve a problem that many audiences weren't happy with. For
example, Subway had a variety of subs to choose from, however most audiences wanted to create their own. This is discovered from the 0:46 to 0:49. This is one key message that Subway wanted to showcase. The emotion that the audience had was quite exciting from the advert as they have the independence to choose and make their own sub. This also created a unique selling point as competitors didn't have this feature available. The main point of the advert was to create something that is suitable for you. Regarding to billboards they provided a slogan and a picture which shows how Subway wants to approach this new feature. Both of the adverts show this and also has an effective way in selling this product. Therefore, the key message in the product has been met in this case study.
Apple.
The benefit of Apples advert on YoTube is to show new features of the new iPhone. This included the still camera that was displayed at the clip 0:17 of the advert. For the YouTube advert, we can see that they had a key message that was provided. The product itself brought a bit of reassurance as consumers have a new feature that is available in order to
have clearer, sturdier video. This created a unique selling point as most smartphones are not up to the standard Apple is at. Regarding the posters, they just showed the audience the picture of the device and a bit of writing. Although this is a good idea, I would improve this with providing details of the Apples website. This is because this will allow customers to find out more information about the iPhone and what specs it provides. However, both of the case studies had a key message which was successfully met as sales were made.
Approach of my case study adverts.
Subway.
One of the approaches that Subway was trying to conduct is the element of shock. This is because Subway wanted to surprise its audience with the new feature that is available. This is shown in on the YouTube clip 0:37. Furthermore the billboards also had this in the slogan that Subway had placed. This shows that both adverts provide a simple message which is easy for audiences to understand. This was important for the Subway to implement this. This was because this created a Unique Selling Point which will help the overall business as they stand out from their competitors. This made the customers full of excitement as this feature was presented in 2007 and was the first time an option like this was made available.
Apple.
One approach that Apple was trying to conduct was the element of aspiration. This allowed the audience to see that there is no limit for Apple and that they can achieve anything. This is presented all across the advert on YouTube. This also helped the audiences as they are able to feel shocked to Apples new models of iPhones. However, on the posters, I feel as if Apple could improve this. This is because there isn't much for the audience to pick up as it only provides an image and slogan. To improve this, I would compare it with an older device from Apple which clearly shows the differences from the previous devices. However, we can clearly see how Apple wanted to approach the overall advert as them letting the audience know that Apple is able to take products to another level.
Representation in my case study adverts.
Subway.
The YouTube advert campaigned "make your own sub" to all customers and audiences across the world. This is because the placed the advert on YouTube and allowed all everyone to have access to it. This is presented in the advert 1:44 where a staff member is showing customers this new feature. This made the overall campaign better as it provided a clearer message for Subway as they are addressing all audiences and rebranding the feature that was produced over 12 years ago. In terms of the billboards, they represented to social groups. This was because before they released both of these adverts, they had to collect feedback before showing this to the public. If they can address this to social groups and stereotypes and manage to win those audiences over, then they will succeed with the overall product. This made the overall marketing campaign better and let it to success.
Apple.
The YouTube advert in the campaign represents issues that are going to be addressed if the audience gets it. This is shown in the advert at minute 0:22 to 0:27. This will make the overall campaign better as Apple is trying to show it to all audiences the new features that are available. This helps sell the product from all audiences as it provides them with an urge to buy the product. Once again, the poster has very limited information hence it is why it has a different representation. The representation of the advert is to individual people. This therefore allows Apple to collect a large range of feedback from specific people and use this to help rebrand the product if required.
Campaign logistics for my case study adverts.
Subway.
When Subway is advertising their campaign, they need to be cautious of where and when they are going to release the advert. They need to consider that there are different times zones across the world and therefore may need to release it at different times. If Subway was to send this advert to TV, in my opinion I think that the best time to release the advert is in the weekend around the early afternoon. This is because most audiences are at home during the weekend, and they are able to see the advert. Also, this can get more customers because most people are off in the weekend and have more free time. However, this advert was released on YouTube. Furthermore, Subway can publish this at any time as they are placing the advert on YouTube and YouTube allows everyone to view anything at any time. This is shown at the bottom of the clip claiming the date it was launched: 25 August 2022. This means that the overall campaign can be more successful. In terms of the other method of campaigning for the product, they need to place posters and billboards at night. This is because once it is set up in the night, throughout the morning when people are travelling to work, they are able to see the advert as they are travelling to work.
Apple.
When Apple is advertising for their campaign, they may consider doing it differently compared to other companies. This is because this will make Apple stand out from every competitor and make more audiences buy more iPhones. This is also a creative way of showing off the latest and greatest iPhones as the audiences can interact with the device. When marketing and advertising these products, all audiences will have a clearer understanding of what the iPhones can offer. Once again, this advert is presented on YouTube, which means that everyone can view it at any time. In terms of the Apple campaigning for the product via posters and billboards, they will need to this early in the morning or at night. This is because once it is set up in the night or early morning, when customers are travelling to work, they are able to see the advert as they are travelling to work.
Choice of media for my case study adverts.
Subway.
Both of the advertisements that were made and produced by Subway that was intended to meet a global audience. For example, TV. Television was used to broadcast the advert and will allow customers to see it multiple times. As a result, this helped Subway in a big way as get were able to address a large audience and make more profit. In terms of print based, Subway wanted to reach a smaller audience. This is because some consumers may not have access to mobile phones or TV's which makes them unaware about the new campaign Subway is going to release. Therefore, having billboards and posters around the area built up more awareness about the campaign.
Apple.
Apple wanted to reach a massive audience with their campaign. That is why the published their advert on YouTube. This allowed everyone to see the launch of the new iPhone. Moreover, since it was released on YouTube, this allowed audiences to see it in their own time. This made sure that Apple did the best they can in order for them to get as much exposure as they can. In terms of print, this was a good way to showcase their device to those who are constantly on the move. This allowed them to reach more audiences and make the project more successful.
Call to action for my case study adverts.
Subway.
One way that customers can respond to the adverts and order their own "make your own sub" is by telephone. This means that customers are able to call employees in Subway and ask/order the sub they would like to create/order. Due to both adverts addressing the audience, they both have details that will allow the audience to be able to get in contact with Subway. This shows this in the ending of the trailer as it's the last thing audiences need to see if they would like to purchase "make your own sub". Furthermore, on the poster it clearly shows this at the bottom. This allows audiences to see where to get the "make your own sub" from.
Apple.
One response mechanism that both adverts show the results of the product being successful is e-mail and the official website. This allows Apple to track who wants the new device from the website and will allow them to collect feedback from the e-mails. This allows Apple to find out more information about what to make changes to in their next product. Also, this makes audiences feel a sense of shock as new features are available and that they believe it's the next best phone to get.
Legal & Ethical issues for my case study adverts.
Subway.
Two legal issues that would affect Subway's advert is intellectual property rights and copyright acts. This is because when launching the products Subway needs to make sure that they address who had the idea of the "make your own sub". This will allow credit being given to the owner of the idea and prevents any law case that may occur. When coming to the copyright act the advert will probably need some music. This
will allow the advert to be more engaging. Moreover, when addressing this Subway will need to ensure that they have the appropriate permission from the chosen source of music and artist. Two ethical issues that would affect Subway's advert is the material they have and public interest. This is needs to be addressed because when producing both ads the company will need to ensure that they don't discriminate against anyone. This will also prevent the company from being sued. This is why upon creating the ads Subway needs to consider the legal and ethical issues.
Apple.
Two legal issues that would affect Apple's adverts are the permission to film and copyright. The reason for this is because before releasing the product the company will obviously need a place to film. This is why it is vital for Apple to ask permission about filming in that specific location. This will ensure no fine is given to Apple and will protect them from any problems when it comes to filming the production. They also need to consider copyright. This is due to the music they are going to use they need to require permission. Two ethical issues that would need to have been the offensive language and public interest. This is because when making an advert Apple needs to ensure that there is nothing that will harm the audiences and make them feel intrigued rather than them feeling discriminated by this.
Regulation issues for my case study adverts.
Subway.
When it's regarding the ASA guidelines it is hard to see how Subway will address this. This is because Subway is broadcasting the advert online and will addressing every country. Therefore, this will be hard for Subway to address with the online advert. This isn't much shown except from clip 1:48. Although it has details of Subways information, on the poster they will be able to address this easily. This is because Subway will be able to control what can be used on the poster that will meet the U. K's requirement for ASA.
Apple.
When it's regarding the ASA guidelines it is hard to see how Apple will address this. This is because Apple is broadcasting the advert online and will addressing every country. Therefore, this will be hard for Apple to address with the online advert. However, they have done this in minute 0:28. Apple was able to address and show who help when making the product and advert. However, on the poster they will be able to address this easily. This is because Apple will be able to control what can be used on the poster that will meet the U. K's requirement for ASA.
It is not hard for Apple or Subway to address it on the advert however it is easier on the poster because there aren't any moving parts when regarding to the poster.
