Advertising is one of the five forms of a company’s majorpromotion tools. Marketers often use creative ways to executeadvertising messages, which catch consumers’ attention. We learnedin Chapter 12 that advertising appeals should be meaningful,believable, and distinctive.
For example, Budweiser promotes its brand using TVadvertisements every year during the Super Bowl. In the past,Budweiser created an ad that received positive consumer responses(see the following video link):
Funny Budweiser Clydesdales Superbowl Ad Hank the Clydesdale(Links to an external site.)
This TV commercial uses a horse, Hank and a dog, his friend.Through these characters, Budweiser communicates differentmessages. For instance: 1.) We can reach our dreams if we work hard(i.e., American dream is possible); 2.) a friend is always there tohelp you during difficult times; 3.) Budweiser enriches people’slives, etc.,… you may also have different interpretations. Overall,these messages are meaningful, believable, and distinctive.
I would like you to think about your favorite advertisement(e.g., TV commercial). Please describe this ad, tell us why youlike it, and analyze it based on message strategy and messageexecution style.
