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Advertising Management Exam

Name

Course

Institutional affiliation
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Question 1

Advertising Campaign for Gordon’s Pink Launch

Background

Gordon’s is brand of dry gin, established in London, in the nineteenth century. The brand

is a property of Diageo, a British spirits firm. It is known globally for producing the best-selling

dry gin (Diageo 2018). It has nurtured its reputation over the years, providing different variations

to its dry gin by incorporating different ingredients such as orris root and lemon peels, until the

latest version, Pink, which is based on fruit berries. Gordon’s image penetration has been

stagnant for some years (Naylor 2018). The idea of creating Pink was inspired by the belief in

the possibility to further expand the gin market by targeting a new category of gin-consumers

who had previously found, gin too bitter, majority of whom were women (Diageo 2018). The

target group prefer alternative products such as wine on a night out with their peers as the perfect

social setting. To capitalize on this, Gordon’s created fruit-based gin that offers a social

experience.

The product was introduced in July 2007 and has seen great success. In the past four

years, Gordon’s flavour variants had never resulted in more than 1 per cent of sales, however,

Gordon’s Pink gin surpassed the limits and took on a new sociable position, propelling the

Gordon’s brand further.

Brand essence

Gordon’s brand essense is centred on people and their motivations. Gordon’s Pink gin

provides unique sensory experiences, alongside its fashion-rending pink color and the sweet

flavour, which match up with the taste preferences and lifestyles of women and millennials, the

target audience (Diageo 2018). For people’s whose life are already dominated by distractions,
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Gordon’s seeks to offer the ultimate social setting where consumers feel totally at ease, refreshed

and surrounded by people they love. The company understands that those moments help people

lose their disappointments and reclaim their smile.

Target audience

Gordon’s Pink gin seeks to appeal to a younger adult audience. It also targets women,

who failed to enjoy gin previously due to intense bitterness. With the heightened popularity, a

refreshing and delicious taste and the prominence of the well-established Gordon’s brand name

are key in ensuring that Gordon’s pink becomes successful in with the young adult audience

before expanding into the UK main market (Diageo 2018; Naylor 2018). Applying Maslow’s

hierarchy of needs together with the activities, interests and opinions (AIO) profiles, the target

audience of young adults with great interest in trends and energy as evidenced by their presence

on different social media platforms (Binet and Field 2017). By taking advantage of social media

sites such as Facebook and Instagram, Gordon’s can manage to reach the target audience easily.

USP

Gordon’s unique selling proposition is the triple distilled gin based on fruit berries that

make the product taste delicious and look amazing on social media. The USP distinguishes

Gordon’s Pink from the rivals because it is the only gin brand that focuses on how consumers

feel about the product and their willingness to share the social experience.

Message points

The key message that has to be communicated throughout the advertisement campaign is:

Gordon’s pink is a triple distilled gin based on fruit berries, and thus is a flavourful and colourful

drink. It is also essential that Gordon’s brand continues to be linked with terms such as aligned
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innovation and sociable setting. The campaign must also promote a sociable product image for

Gordon’s pink gin.

Objectives

The first objective of the campaign is to reinforce Gordon’s pink gin as a berry fruit-

based drink for the young adult audience. Secondly, the campaign should present Gordon’s pink

as a more Instagram-able option compared with other gin brands. Thirdly, the campaign should

help to increase sales by 50 per cent during 2021. Fourthly, Gordon’s pink should continue to

increase brand awareness via brand recognition. Fifthly, the campaign should point out the

perceived benefits of using fruit berries in making triple distilled gin. Lastly, the campaign must

promote the association with an emotional and social setting.

Emotional response

The advertisement campaign should elicit positive emotional response from the target

audience. Most young people strive to have an active social life by making friends and being

surrounded by people they love (Wood 2012). Gordon’s connect the pink gin to these friendly

gatherings, thereby evoking positive emotional responses.

Media outline

The following media types are suitable to make certain that the target audience gets

exposed to the campaign numerous times. Firstly, it requires a television advertisement running

for thirty seconds. Secondly, it requires a 90 second film to be uploaded on social media

platforms such as Facebook, YouTube and Twitter. Thirdly, there should be promotional

displays for bars in all metropolitan areas across the UK. Fourthly, the promotional teams

working in the identified bars and clubs should be issued with t-shirts. Fifthly, there should be

digital advertising, mainly animated banners.

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Question 6

Advert a

The advert features a unique selling proposition centered on no contract for users.

Through the advert, Hello Now Television network seeks to attract the target audience with a

promise of monthly subscriptions for streaming their favourite shows rather than annual

subscriptions. The USP applied in the advert makes Hello Now TV streaming services not only

attractive but also affordable since most users only watch specific shows which run for a certain

number of months and not the entire year (Hall 2002). As such, the no contract USP makes sense

for consumers who may be interested in streaming specific television shows. The USP also helps

to distinguish Hello Now TV from other streaming service provider brands. For instance, unlike

other brands such as Amazon Prime which hold users with contracts to renew their subscriptions

monthly, with Hello Now TV, consumers only pay for one month’s access and the subscription

can only be renewed if they choose.

Advert b

The unique selling proposition in Netflix’s advert is specificity. The USP is meant to

capitalize of the consumers’ interest in the specific show. It satisfies the idea of boosting a

product’s sales effectively in advertisement by conspicuously highlighting the product’s USP.

Without highlighting the USP, consumers may not be interested in purchasing the product

(Rosenbaum-Elliott 2016). The USP of Netflix’s products makes it stand out from the other

streaming services. Unlike the competitors in the streaming services market whose adverts focus

on depicting the titles of the shows, Netflix approach is exceptional since it is specific by

focusing on the particular show. It drives interest in the target audience to find out what happens
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in the particular episode of the Kingdom television show. Consequently, the USP is likely to

result in more people subscribing to Netflix streaming services.

Advert c

The unique selling proposition in Amazon Prime’s advert is convenience. A strong USP

makes a company stand out, but it also plays a key role in building a brand (Katz 2016). In the

case of Amazon Prime, the USP helps to promote the brand as a platform where users can enjoy

the content without restrictions on the number of devices or geographic locations from which

they access the services (Armstrong 2010). The USP helps to differentiate Amazon Prime from

other streaming service providers such as Netflix which restricts users from access the content

from certain geographic location. Consequently, Amazon Prime’s USP can help the company

attract consumers who use multiple devices and are interested in a streaming service platform

that does not restrict their access to content when they travel to a different geographic location.

Advert d

In the advert, Disney’s unique selling proportion lies in providing more value to the

target audience. For instance, Disney offers content from multiple content creators including

Marvel, Pixar, National Geographic and Disney itself. A good USP plays to a company’s

strengths and has to be based on what makes the brand uniquely valuable to the consumers

(Armstrong 2010; Ehrenberg 2000). It is also critical to note that a product being “unique” is not

a strong USP on its own, instead, it is essential to distinguish a brand based on some elements

that the target audience value (Butterfield 1999). In the context of Disney, the USP is effective

because it captures diversity in its product, which helps to distinguish it from other players in the

market such as Netflix which offers its own produced content. As such, the target audience for

Disney is guaranteed value by accessing content from different creators on one platform
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Advert e

In the advert, Sky Q’s unique selling proposition is centered on ability of users to record

and access their favourite shows at their convenience. A compelling USP has to be assertive, yet

defensible because a specific position that makes a company stand out against other brands is

more memorable (Binet 2013). The slogan in Sky Q’s advert is assertive because it depicts the

company’s intention to change how the target audience enjoy streaming content. The company

understands that most people are busy with work and running errands to the extent that they miss

to watch their favourite shows aired on television. With the recording capability, Sky Q seeks to

address the issue by ensuring that users can continue doing other activities and come back to

recorded content at their convenient time (Fletcher 2010). The USP distinguishes Sky Q as the

only platform where users can record shows unlike other competitors who require users to

download shows via internet connection.

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References

Rosenbaum-Elliott, R., 2016. Strategic advertising management. Oxford University

Press.

Butterfield, L., 1999. Advertising and. Excellence in Advertising: The IPA Guide to Best

Practice, p.261-279

Armstrong, J.S., 2010. Persuasive advertising: Evidence-based principles. Palgrave

Macmillan.

Binet, L. and Field, P., 2013. The long and the short of it: balancing short and long-term

marketing strategies. Institute of Practitioners in Advertising.

Binet, L. and Field, P., 2017. Media in focus: Marketing effectiveness in the digital era.

Institute of Practitioners in Advertising.

Fletcher, W., 2010. Advertising: A very short introduction. OUP Oxford.

Katz, H., 2016. The media handbook: A complete guide to advertising media selection,

planning, research, and buying. Routledge.

Ehrenberg, A.S., 2000. Repetitive advertising and the consumer. Journal of Advertising

Research, 40(6), pp.39-48.

Hall, B.F., 2002. A new model for measuring advertising effectiveness. Journal of

Advertising Research, 42(2), pp.23-31.

Wood, O. 2012. How Emotional Tugs Trump Rational Pushes: The Time Has Come to

Abandon a 100-Year-Old Advertising Model. Journal of Advertising Research, Vol. 52, No. 1

Naylor, T. 2018, December 6. Pink gin is booming – but here's why many purists loathe

it. The Guardian.

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Diageo. 2018. Drive innovation at scale Flushed with success: launch of Gordon’s

Premium Pink Distilled Gin driven by speed and scale. https://www.diageo.com/en/news-and-

media/features/drive-innovation-at-scale-flushed-with-success-launch-of-gordon-s-premium-

pink-distilled-gin-driven-by-speed-and-scale/