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The good ads I have chosen is from YES company (powered by YTL) that serves in telecommunication and internet provider industry. The bad ads would be from UNIQLO that serves in fashion clothing industry. Both the ads would be justified based on several factors of why it is a good or bad ads.
Creative Techniques commonly used in advertising
The first technique would be Conveying Information in Gist (Lyer, n.d). A good ad should provide an understandings to the readers about the main intention of the ad and what kind of information to be given out. In YES advertisement, it does send out a clear message that they offer low-price telecommunication and internet package. In UNIQLO advertisement, It doesn't give a clear understanding whether the ads is promoting other brands T-shirt or their own T-shirts.
The second technique is about highlighting features of the product (Lyer, n.d). The important features should be highlighted in the advertisement to let the readers know what products are they selling and how the product can help them. YES did a good job in their advertisement by highlighting the lowest rate of 4G and Wi-fi services. UNIQLO fail in highlighting their product features in this advertisement. Readers find it hard to understand their product features.
Characteristics of Advertising
Cut-through is one of the important characteristics in advertising. It means the attractiveness of the ads and does it attract and capture readers attention on the ads. If an advertisement failed to cut-through, readers are most likely not to spend time looking at the advertisement. YES advertisement does cut-through with their different tones of natural blue color as the background and word colour. The blue colour of the advertisement actually has the calming effect in which, readers will take their time reading YES advertisement to understand what they are doing. Another thing is readers would likely to take their time to read the advertisement if they found "Free" words in it. Whereas, UNIQLO does a certain degree of cut-through by the contrast of their background colour with the word colour and size but readers might be fed up trying to understand what the advertisement is about.
Secondly, instead of cut-through, advertisement must be memorable as well. The design, colour and size of words must be appropriate and simple in order for readers to remember the ads. YES advertisement design is very simple and straightforward enough to memorize. People literally know that YES is trying to promote their value packages through the advertisement. On the other hand, UNIQLO design is very messy and confusing. People don't know which party is doing the advertisement, people might get confused between the two brands "Antoni Alison and UNIQLO".
Thirdly is the likeability of the ads. The likeability is very important because people seldom give attention to the ads they don't like or not interesting. Therefore, likeability does affect the advertising effectiveness. By using the COMMAP model, we are able to analyse the likeability of the both ads. YES advertisement might not be entertaining because it looks familiar with other telecommunication ads such as Digi, Maxis and Celcom but it scores a likeability mark in relevance and empathy as it doesn't cause confusion and alienation. UNIQLO ads is not really likeable because it causes confusion and alienation. Readers don't understand what is the advertisement relevant to and emphasize on although it is entertaining.
The last characteristic is whether the brand is well branded, which means the familiarity of people to the brand. People understand what is the advertisement about when they look at it. YES is well branded, because people understand they promote telecommunication and internet packages all the time while UNIQLO seem to be diversified in the advertisement and people get confused with the brand.
The Advertising Theories & Consumer Behaviour concept
Information Processing (IP) Model is used in both advertisement. IP model can be divided into two parts which is hard info processing that stretches on persuasion and soft info processing which in turn stretches on emotion (Heath & Feldwick, 2008) . UNIQLO advertisement is applying the hard info processing model because the words they used are direct and specific and exclamation mark is used. For example, "NOW! On T-Shirts" and "Naruto Graphic T-shirts Are In Stores Now!" UNIQLO is emphasizing on certain detail but there is no explanation for it. However, YES advertisement used soft info processing model. They do not put forceful headers to persuade people to buy, they put "Say yes to Super-sized value today" instead. From this sentence, we know that YES doesn't emphasize strongly on their details but describe it into an emotional message to let people feel the message they are trying to deliver.
Advertising creates the publicity of the brand which in turn helps to maintain the brand's salience in the highly competitive market (Ehrenberg et al, 2002) . Advertisement doesn't persuade people to buy the brand but to reinforce people about the brand. In a repertoire market, buyers are likely to shuffle around the brands, they don't show loyalty to a certain brand (Sharp & Byron 1997). People usually have a set of brand selection in their mind, and they might switch brands most of the time. If a brand can be thought of when it comes to brand choices, then there is a chance that buyer will purchase the brand. If a brand can't be thought of, buyers will never buy the brand.
YES advertisement fits all the characteristics, it is simple enough to cut-through and to be memorized. It has a good likeability based on the COMMAP model criterias and the creative techniques used by YES is successful to provide a clear picture to the readers. UNIQLO only met 1 criteria which is cut-through, it fails to deliver the message.
YES is the first 4G Mobile Internet with Voice service in Malaysia powered by YTL Communications Sdn Bhd(YTLC). From conception to execution YTLC was determined to reach out to Malaysians with the message "We're Big On Value" which become the advertisement tagline, embodying the brand's spirit.
With creative and media partners, Agenda and Carat, respectively, YTLC launched YES with massive online and printed advertisement media campaign.
The campaign started with the very first "levitator" advertisement with the homepage takeover concept, has succeeded in creating awareness of the new service, establishing a strong initial brand presence.
The service positioned as the fastest 4G mobile internet-with voice service in one plan.
To establish YES as an innovative leader in 4G broadband services.
To encourage people to subscribe for their service( the value packs).
People who travel and need mobile internet.
People who need average internet consumption, to surf net, check email, chat, facebook, twitter and blogging.
People who wants all in one billing package for their voice, phone internet and mobile internet.
Company Name - YES
Tagline - We're big on value
New Promotion - Valuepacks consists of 4G mobile internet , free calls and SMS
URL - www.yes.my
Approved brief and draft media strategy sent to consultants
Day after approval
Q&A sessions held with all consultants
Two to four days later
Written proposals due and creative presented to the evaluation panel
21 days later
Agencies concepts tested
Department approves evaluation panel's recommendation of short list, including evaluation report
Short listed agencies present to YTLC - YTLC selects agencies.
One to three weeks later
All agencies informed of outcome
2 days after YTLC selection
Before any work started
Agency starts work
After contract signed
Unsuccessful agencies debriefed
Within two weeks of YTLC decision
1st of April 2011
RM 23,000 for each insertion of Full page colour printed advertisement
RM 9000 weekly for front page top banner ads.
Name: Koh Keh Xing
Mobile Number: 012-4085978