분야
doc2. M&M’s Communication
1) Segmentation and Target Audience
2) Communication Objectives
3) Message Strategy
4) Message Processing Goals
3. Evaluation
Reference
Appendix
Like mentioned before, the advertisement is focused on the premium chocolate series introduced by Ms. Green. The only female character in M&M’s, Ms. Green introduces new premium product to the customers and appeals its sexy image and implicitly tells the customer that this product is for hot women. According to the Rossiter & Percy grid, M&M products can be placed in the second grid, which is transformational with low involvement. First of all, in these criteria, the products should have features as ‘low perceived risk’, ‘no difficulty in trying products’ and so on. Since the product has low perceived risk and buyer is seeking positive benefits of use, the purchase motivation is positive. For this type of advertising, the crucial factor in determining success is not providing benefit-claim support (as in Low-Info) but in the correct emotional Portrayal. In other words, the audience must genuinely like the ad and all aspects of the ad from visuals to music and M&M is successfully applying all of these effects to its ads. The music builds up the atmosphere somewhat sensual and the line, which Miss Green says, gives a sense of sexiness and attractiveness. No viewers would feel a sense of boredom from the ads and most of the viewers would want to try the products for their creativity and fun part.
Unlike high involvement advertising, where the product is the most important thing, with Low-Transformational advertising, the ad itself carries more weight. So message should be subtle, implicit and repeated. M&M’s ads imply their messages in a subtle and humorous way and moreover their ads are even addictive so that people want to see them again and again. The characters-such as Miss Green-they have built up in their ads are almost perfect ways to let viewers know the product in an indirect way.
3-1) Brand Funnel
There are five different stages in brand funnel that are category need, brand awareness, brand attitude, brand purchase intention, and purchase facilitation. M&M’s is operating their advertisements, which cover these five fundamental stages. Firstly, category need is buyer’s perception of requiring “something” and whether change the motivational state current to desire. As we can see in Ms.Green’s advertisement, it removes the perceived discrepancy. M&M’s is targeting female consumers through Ms.Green. Wanting to change consumers’ perception that the chocolate is not that dark and heavy, they also induce female consumers to perceive M&M’s chocolate is most high quality and fashionable through the M&M’s Premium campaign. Secondly, M&M’s is high in brand awareness. Nearly everybody recognizes M&M and has knowledge about the brand in United States. This explains that M&M is operating well due to the high brand awareness from consumers. Thirdly, according to the definition, brand attitude is buyer’s overall “evaluation” of the brand with respect to its perceived ability to meet a currently relevant motivation. Ms.Green advertisement is doing a good role because they are meaningful as
