Assignment1.raza

Online Advertising Critique By Tahawar Raza St# 996975028 (due Feb 7, 15%)

Many companies these days save money and make profit by marketing for their products online. Online ads have dominated the print adds. Online promotion is presently one of the vital growing rapidly marketing practices in the world today. Today we will be critiquing two online advertisements and marketing campaigns. I have broken down this advertising critique into questions which makes it easy for the reader to understand and evaluate the information.


 * First advertisement critique: **

The first critique is about the company Under Armour (U.A.com). Mission statement for the company is “Make All Athletes Better”. The mission statement for the cold gear campaign is “our gear is built to regulate your core temp- even in the bitter cold. Stay wormer, longer” (U.A.com).

Who is presented in this ad? This ad shows famous male and female athletes skiing and skating and an NHL player Tom Brady (Quarterback).

What is this ad selling? The ad is selling cold gear for cold weather under to keep the athletes worm.

What is the context of this ad, and where does it take place? Male and female athletes are skiing and skating in the cold weather which is under 550 C.

Who is this ad targeting?

This ad is targeting the male and female viewers who work out, jog or ski in the cold weather. The cold gear keeps the person worm even if it’s under 550C.

How does this ad define beauty, and according to this ad how do we become beautiful?

<span style="font-family: 'Arial','sans-serif';">This ad defines the beauty of the product and the people who wear it. In the ad the company tells us how the cold gear works which is the beauty of the gear

<span style="font-family: 'Arial','sans-serif';">What are they trying to advance?

<span style="font-family: 'Arial','sans-serif';">In this ad they have advanced the sports gear into cold gear. The ad showed how the cold gear works. The cold gear has dual layer fabric.

<span style="font-family: 'Arial','sans-serif';">What does this add consider to be natural and normal?

<span style="font-family: 'Arial','sans-serif';">This ad considers to be a well-known athlete as normal and natural. Also because the people they showed in the ad are human just like us. Also the ad is normal and natural because it shows people skiing on the mountains which most of the people in Canada do. So everything about this ad is natural and normal.

<span style="font-family: 'Arial','sans-serif';">What techniques did they use?

<span style="font-family: 'Arial','sans-serif';">The techniques they used for this ad campaign was selling with brand name and the athletes they used. Under Armour is a well-known brand name. The athletes they showed are also well known and strong. For the viewers who want to be like those athletes should by the product because the product shows the success of the athletes.

<span style="font-family: 'Arial','sans-serif';">What e-marketing techniques did they use? <span style="font-family: 'Arial','sans-serif';">The company Under Armour used e-marketing technique to promote the cold wear products. They have a website (http://www.underarmour.com/shop/ca/en/). They have displayed advertising on websites like onlineads.com. The company has used search engine marketing technique. For search engines like Google, MSN search, Yahoo search, Bing; the company have optimized the search engine to improve the ranking of the website. So if anyone searches on internet related to the product the website will show up on the first page. The company Under Armour used social media like Facebook and Twitter to promote the company and the campaign. The UA Company has about 1494691 likes on Facebook. The company also has links on other website. The Company has also used email marketing technique in this campaign by emailing consumers who have account with the company.

<span style="font-family: 'Arial','sans-serif';">Do you believe they were effective? Why/why not?

<span style="font-family: 'Arial','sans-serif';">Yes they were effective because in Canada there aren’t any outdoor activities because the winter is cold. People don’t like going out in winter. The only activities in Canada are ski and skating during winter.

<span style="font-family: 'Arial','sans-serif';">When did you see this campaign, and where? <span style="font-family: 'Arial','sans-serif';">I saw this Cold Gear campaign by Under Armour on Facebook, couple days ago.

<span style="font-family: 'Arial','sans-serif';">UnderArmour. Advertisement. UA COLDGEAR. Web. 19 Jan. 2012. <http:// <span style="font-family: 'Arial','sans-serif';">www.underarmour.com/shop/ca/en/ua-coldgear>.


 * <span style="font-family: 'Arial','sans-serif';">Second advertisement critique **

<span style="font-family: 'Arial','sans-serif';">The second critique is on the campaign ‘FedEx International Campaign’ for the company FedEx. Mission statement of the company is customer requirements will be met in the highest quality manner appropriate to each market segment served. The campaign’s mission statement is ‘FedEx Delivers to a Changing World’ (FedEx.com).

<span style="font-family: 'Arial','sans-serif';">Who is presented in this ad? <span style="font-family: 'Arial','sans-serif';">This ad shows a male passing a FedEx parcel from the window of upper floor of a building to a female who is receiving the parcel and she is standing in the window underneath.

<span style="font-family: 'Arial','sans-serif';">What is this ad selling? <span style="font-family: 'Arial','sans-serif';">The ad is selling fastest services of FedEx internationally. The service so fast that its <span style="font-family: 'Arial','sans-serif';">like receiving the parcel from the neighbor.

<span style="font-family: 'Arial','sans-serif';">What is the context of this ad, and where does it take place? <span style="font-family: 'Arial','sans-serif';">The ad shows the map of USA and Brazil. The guy who is giving the parcel is standing in a window and he is on the USA map. The girl who is also standing in the window right under the window of the guy; she is standing on the Brazil part of the map.

<span style="font-family: 'Arial','sans-serif';">Who is this ad targeting? <span style="font-family: 'Arial','sans-serif';">This ad is targeting the businessman, and people who want to send their parcel or package fast and easy internationally.

<span style="font-family: 'Arial','sans-serif';">What are they trying to advance? <span style="font-family: 'Arial','sans-serif';">They are trying to advance the services FedEx internationally by making them faster than the other services.

<span style="font-family: 'Arial','sans-serif';">What techniques did they use? <span style="font-family: 'Arial','sans-serif';">In this ad they used the geographic selling technique by showing the map of the two different companies. And also they involved both male and female to attract the bigger variety of viewers. Also it attracts the viewers of the two countries they showed on the map which is Brazil and USA.

<span style="font-family: 'Arial','sans-serif';">What e-marketing techniques did the company used? <span style="font-family: 'Arial','sans-serif';">The company FedEx used e-marketing techniques for this campaign to promote their services. I saw this add in top ten online ads. They have displayed their ad on the side of Facebook. They have a group on facebook that has 273,426 likes So they have used social media to promote their products and services. Also the company has their website (www.fedex.com) which is the main link between the customers and the company. The company is famous and has improved their ranking by optimized the search engine. Also the company used email marketing for this campaign by emailing their customer about this campaign

<span style="font-family: 'Arial','sans-serif';">What does this add consider to be natural and normal? <span style="font-family: 'Arial','sans-serif';">This ad considers the fast delivery of internationally sent parcels and packages as natural and normal. And it’s normal because they have done it before and they will keep doing it.

<span style="font-family: 'Arial','sans-serif';">Do you believe they were effective? Why/why not? <span style="font-family: 'Arial','sans-serif';">Yes. It was an affective advertisement because the ad shows how fast someone receives the parcel. After seeing this add now even I will be sending documents to <span style="font-family: 'Arial','sans-serif';">Pakistan through FedEx because the ad shows it’s fast and easy.

<span style="font-family: 'Arial','sans-serif';">When did you see this campaign, and where? <span style="font-family: 'Arial','sans-serif';">I saw this couple days ago when I was looking through the online advertisement and it was in top 10.

<span style="font-family: 'Arial','sans-serif';">FedEx International Campaign. Advertisement. Ads of the World%u2122 | Creative <span style="font-family: 'Arial','sans-serif';">Advertising Archive & Community. Web. 30 Jan. 2012. <http://adsoftheworld.com/ <span style="font-family: 'Arial','sans-serif';">media/print/fedex_usabrazil?size=_original>.

<span style="font-family: 'Arial','sans-serif';">< http://about.van.fedex.com/our_company/advertising/international> <span style="font-family: 'Arial','sans-serif';">the images are shown in the link underneath <span style="font-family: 'Arial','sans-serif';">[|Online Advertising Critique 356.pdf]