KAGOME print ad

It's Friday. Been writing too much already. Want to leave something for your discussion again. My only comments about this ad is that it may have include too many copy points selling different attributes of the product. How would you choose one from the various attributes and make it the key message that sells ?


Comments

Anonymous said…
Is it necessary to limit the message to one only? is there a range for the number of key messages? Thanks
12:24 pm
Louis Lau said…
Single-mindedness is the key to a successful ad. Key message and support are two diffeernt things. We need to make the hard decision when we plan an ad.
4:24 pm
Anonymous said…
i do think that they just need to concern about the main point of 100% real tomato juice, and they contain 4 complete tomato, and it contain 3 倍蕃茄紅素， that's enough, other things can be easily interpret by the consumer, when marketers just simply say the above statement, and they know how healthy is this product.
11:42 pm
Louis Lau said…
The question is which one of the following points you mentioned is the most consumer-benefit-oriented :

- 100% real tomato juice
- 4 complete tomato
- containing 3 倍蕃茄紅素

If you are able to choose from above as the key message, you are getting somewhere.
1:04 am
irene827 said…
i think "100% real tomato juice" is the most appealing to the customers.See nowadays, there are many "fake food" in the markets, like fake egg, fake fresh meat etc.
People may so eager to have some foods which is "real" indeed.

See "果粒橙", its popularised rapidly maybe because it emphasise "有好多果粒" which is so appealing.

Besides, i always doubt the effectiveness of adding so much chemical terms like "3 倍蕃茄紅素"... I am just wondering how many hk ppl will know what 蕃茄紅素 is, and how does it good to our health.
11:12 am
Anonymous said…
O i see your point, and i think that Irene point of real is good.

Coz nowadays people are concerning the real food, if the quality is not ensure, then nothing can be said about the chemical that can enhance the health.
10:58 pm
Louis Lau said…
In fact there is another dimension we need to consider : who we are talking to, i.e. the target audience. Achim, maybe we can talk about this in next class ~
1:27 am
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