Consumer behaviour involves the study the reasons behind different kinds of actions taken by consumers as far as a given product is concerned. The consumer behaviour precisely involves the study of why consumers may decide to buy or not to buy a given product. Most of the behaviours depicted by different consumers during the times of purchase are affected by psychological factors, sociological actors and the social affiliations of different consumers. Any business enterprise will in most cases strive to influence customers to buy their products. It is therefore necessary for any business to use effective adverts so as to be able to influence the consumers’ behaviour hence attract more customers. This report covers a case study of CAR (Mini Cooper) ads and how effective or ineffective their adverts have been as far as consumer behaviour is concerned.
Effective adverts
Advertisements are actually one of the best ways of promoting the sales of goods and services of any given company. If there is an effective and a successful advertising campaign, the organisation will not only leave a strong impact on their customers but will be able to efficiently and sufficiently communicate the company’s philosophy in a very effective manner. However an ineffective marketing campaign will only result into the customer wasting resources yet they do not get a return for the campaigns that they conduct.
CAR (Mini Cooper) has a wide variety of marketing campaigns that they have been using for the promotion of their products. They have some very sophisticated and effective marketing campaigns that have resulted into a boost of their resources. However, there are some of their advertisements that do not play the intended role but instead make customers to turn away from the products of this company. In this section we are going to consider the good and bad adverts that are being used by the company and the effects that they have had on the overall performance of the business.
The good ads
There are several ads that are used by the company to pass information to the consumers and they have been very good at passing on information to the customers and also have managed to attract many customers to the company.
There is one conspicuous advert that is very effective in passing on the intended information to the consumers. This advert features two curved palm trees and a car by the company placed on a bill board. The palm trees bring about an illusion of speed and shows how effective the cars can become as far as speed is concerned. The advert is very simple and strategically placed. It is very easy to understand and also very attractive to the viewers. It meets one of the most important characteristics of an effective advert. This helps in attracting more customers to view the advert and in the process, the intended information is passed.
This advert can be further enhanced by adding some more text below the car so as to communicate effectively with the consumers. The palm trees are meant to give an illusion of speed but cannot be very evident to some viewers. Therefore it can be very prudent if more information is added below the car so as to enhance the advert more and show the consumers some of the advantages of using the cars from the company.
Source: http://swartzonmedia.wordpress.com/2007/08/01/mini-billboard-uses-nature-to-sell/
The bad ads
There is an advert that is not very effective in passing the intended information to the consumers as appropriate. This advert refers to surprisingly roomy backend tiny car which is not known for hauling things. The commercial is so flagrantly distasteful that it hardly seems to be real. The advert was not prepared with a lot of caution as most of the information being presented in the advert seems to be unreal. One major characteristic that many designers fail to adhere to when designing adverts is lack of proper portrayal of the information in the advert.
It should be carefully noted that adverts should be made as real as possible and the designers should try to make it easy for the viewers to believe the information in the advert. If an advert doesn’t seem to be real, then the intended message may not be properly passed to the end consumers. The designers of the advert should also try to make the information being portrayed in the advert to look as simple as possible. This advert lacks this attribute and has not been successful in passing the intended message to the end consumers.
I would recommend the following improvements to the advert in order to make it more real:
Make the information in the advert as real as possible
Make the information in the advert as simple as possible so that the consumers can easily understand the information being presented to them.
Make the information in the advert as interesting as possible so as to attract viewers towards the advert and make it possible for the viewers to yearn for more and the more the information is being the better the message is passed.
The featured advert is as shown below:
Source: http://adoholik.com/2007/12/26/mini-cooper/
If the above precautions are taken into consideration, then the advert will be in a position to pass the intended message successful.
References
http://www.avclub.com/articles/super-bowl-commercials-2011,51443/
CAR (Mini Cooper) website
Sandhusen, Richard L.: Marketing. 2000
