Some Work Some Don't

With so many advertisers constantly trying to persuade consumers into purchasing, donating and consuming a variety of products many are left wondering what works and what doesn’t. For any form of advertisement to excel it has to be able to captivate the target audience attention by being relevant, relatable and unique to anything viewers have seen before. Advertisers need to be able to establish a level of trust in the products that they are selling to consumers, many oral products do this by saying dentists approved or recommended. I think one company that was able to set its self apart from the pack and weed through the clutter was Hewlett-Packard Development Company (H.P).
http://www.youtube.com/watch?v=kdpwpW4vSoY
http://www.youtube.com/watch?v=fsE0g-8CDQo
http://www.youtube.com/watch?v=MlSGJGHJEpI&feature=related
The H.P ad were new, relevant and relatable, they target a new audience with a product that they could effectively use. The company created an ad campaign that targeted to a younger generation that were always searching for information to be socially aware, This target market felt that customizing was a major feature in modern technology. During this time computer ads were targeted at the head of household as a family purchase the young adult audience was not being targeted. Computer were marketed to consumers as safe dependable technology, most didn’t highlight any mass appeal. The commercials featured celebrities, that talked about items that make the computer personal. The celebrities that were in the ads were so significant to viewers that all that was feature were their torso and voices.
http://www.youtube.com/watch?v=UdpkdcvGAaA
http://www.youtube.com/watch?v=_wtYiGgM4OY&feature=related
Another ad campaign that was successful was Macy “The Magic of Macy”. The commercials featured the celebrities that brands were carried in the department store. Before the commercials aired Macys had become forgot about by consumers, it was losing sales due to the appeal to fashionable cooler specialty stores and boutiques. The commercials made the department store relevant again. The superstars that were put in the commercials covered a broad basis and were current and important to the target consumers and future consumers.
When I think about ads that were unsuccessful the first two that come to mind are McDonalds “cha cha slide” and Burger King’s “wake up to the king commercials.” The McDonalds concept for the commercials was no longer relevant the “cha cha slide” fad was dying down. Another issue with the ads were that the target market was not clearly defined. In my opinion the Burger King ads failed because they lacked importance. They also left the viewer confused. The company did not make a clear understandable message to a defined market