Whether its print, television or social media platforms, brands are competing for every space to advertise and communicate with the audience. Although many of the ads are in hope or call to action for viewers to make a purchase but creative and carefully plan ads create long lasting relationships with the viewers and turns them to be brand loyal. Many products are very similar and differentiation in integrated marketing is a key way for some brands to known so marketers are using strategies to design personalized messages with the target audience. When this is done properly, it could lead to a long-term relationship with the brand, (William, 2014).
Marketers are aware that reaching the right audience with your ads is essential as it delivers the intended message in the ads and most importantly the consumer will recall and make purchases of that that brand. It’s not a matter of how many people your ads can reach anymore; it’s about communication of the message and relationships with consumers.
There are three message strategic themes that marketers employ to achieve their advertising goals. The cognitive message strategy, this is when consumers are given a rational behind a product by highlighting the benefits and attributes. Mostly in food ads you will see this often when they are communicating low sugars and calories. This strategy is to make their brand healthier compared to that of competitors.
Secondly is the Affective message strategy which marketers use. They use communicate their brand message to invoke emotions of the consumer. The aim here is to make an emotional feeling to the products in the ads and connect with the brand. An affective strategy affects the reasoning process of the consumer and makes their emotions lead them to make purchases. A Cheerios ad uses this strategy and makes the consumer feels that the best breakfast cereals for loved ones.
Finally there is the conative message strategy, aimed more towards a call of action for consumers. Most of this ads are used to support other promotional efforts like coupons, buy 1 get 1 free, call now for special pricing. These ads induce quick action before the attributes and benefits of the products are looked at. The goal of conative message strategy is to make that purchase happen and they believe that brand recall and loyalty will come by as the product is being used, (Clow and Baack, 2007).
The two ads that I will compare in this paper will be Colgate toothpaste by Colgate-Palmolive and Crest toothpaste by Proctor & Gamble. When you take a walk down the aisle of toothpaste in a grocery store, you will notice how fierce these companies are competing for both shelve space and advertisement. The companies both have deep pockets and could afford any marketing communication. This paper will analyze their ads and show which brand has more loyalty customers.
The Colgate advertisement am using for this shows a woman holding the toothpaste and mentioning the benefit and attribute of it, after that she concluded that this is approved and recommended by the dental association of America.
The crest advertisement am using for this shows is a hockey game that went on a half time and the coach had to talk to his players. Unfortunately for the coach he had a sensitive teeth and couldn’t speak up. The ad concluded that with crest toothpaste, there is no roam for a sensitive game and you can enjoy the game.
Both ads here used a different approach and are very eye-catching. Whiles Colgate went for the more rational approach and tries to create reasons for people to use it, Crest’s message was more of an emotional approach by making the feeling of free and enjoying simple things in life like a sports game very important.
Importance of Brand loyalty (Colgate Vs. Crest)
Creating brand loyalty is about creating the emotional attachment to the brand and that will determine how your future sales going to be. In the toothpaste space this is very hard