When looking at advertising, there are two very important aspects to consider; the audience and the communication. Firstly, the audience will differ depending on the market and the segment they fit into of that market; for example, one person may scrutinise over every purchase, whereas another may not think twice about it. Secondly, the communication of the advert; what is the reaction wanted from this advert? Adverts should appeal to the consumers sense, and this can especially be done through sight and sound.
Strong versus Week theory of advertising:
The strong theory - the strong theory suggests that advertisement is able to change the attitudes, desire and reflections that the consumer has of a product. This encourages the consumer to purchase the product again, or to purchase the product for the first time. The advert must appeal to the personal needs of the audience, making the advert relevant to them. The advert could also use celebrity endorsement to encourage the audience to purchase the product, as they may desire to be like the celebrity. Although, people do not always see an advert and immediately think that they need to purchase that product; therefore, the advertisement has to jog the memory of the consumer at the appropriate time, for example when they are faced with the product.
The weak theory - the weak theory suggests that ads are not effective in persuading people to purchase products. The weak theory believes that ads are not effective in differentiating one product from another. It is thought that advertisement does not increase sales of a product, but it remind and reinforces previous purchase behaviour. It is thought by the weak theory that advertisement does work in the long run, but in the short term, it does not increase sales.
I am now going to discuss the advertising which has been used for the two event i have been following.
Firstly, i am going to look at the advertising for the Florence and the Machine tour. As most of the dates for the Florence and the Machine tour sold out within days, there has not been all that much need for advertisement of the tour. However, i have come across some advertisement for the tour, although these may not be obvious forms of advertisement, such as cinema or billboards, they will be effective in promoting the tour and creating awareness.
One way in which Florence and the Machine promote their tour is by advertising the tour dates on their website. I have already discussed the website in a previous post, but this is where the website comes in handy. Fans of Florence and the Machine are likely to use the web page in order to keep updated about what Florence is up too. Therefore, by displaying the tour on the web page it is likely to create awareness of the event and these are likely to be the people who will want to attend the event most. Another way in which the tour has been advertised is by Florence herself; Florence has done many interviews, on the television, radios and magazines lately to promote her image, album and tour. For example; with her tour starting on the 8th of this month, Florence has become the cover for Q magazines March edition titled 'Florence, woman on the edge; i feel so alone' this makes Florence look like she has issues as every other woman does, this will make readers warm to her and like her.
Last month (February) Florence did a interview session with Dermot O'Leary on radio 2, where she discussed her new album ceremonial, her tour and performed two of her songs. Although radio is creatively limited to sound, I would image that this session will have a positive impact on her image, tour and album. This session on Radio 2 will act as a advert for her tour and album.
A final way I have seen Florence and the Machine being advertised is using posters.This poster i found on the Internet advertises the sale of the tickets for the tour at Birmingham LG arena. It also advertises the tour for other venues too, as it makes people aware that Florence is touring. I imagine that these posters would be put up in and around Birmingham to create local knowledge that Florence and the Machine will hosting a concert at the LG arena. I think this would have a positive effect on the tour as people who may not know about the tour, may see one of these posters in Birmingham and like the sound of the event and therefore looking into the tour further.The theory of advertising that i think the Florence and the Machine tour use is the strong theory of advertising. I think that with their advertising and self promotion of Florence they think that they are more likely to sell tickets to their events. I think they are correct in thinking this as, if people like an artist or band and they see a TV show or poster advertising their tour, then they would be likely think think about buying tickets for the event. The advertisement for this event isn't likely to make them buy tickets for a different event.
Moving on to look at the advertisement of the London Fashion Week. As the London Fashion Week is a business to business event, and the majority of it's guests have be personally invited. Finding advertisement for the event is like finding a needle in a haystack - not impossible, but might as well be.
Another advertisement for the event that i have come across is also an indirect advertisement of the London Fashion Week. M.A.C a sponsor of London Fashion Week, has been advertising the event along with their own brand on the side of a taxi. This is a good form of advertisement for both the event and the brand as plenty of people will see the advert as the taxi is driving around, or while it is parked up. There are 145 of these branded taxi's in London, this may have been part of the agreement that London Fashion Week had made with M.A.C when discussing the sponsoring of the event. I think that the London Fashion Week use the Weak theory of advertising. The ads would not be effective in making a person purchase a ticket to the London fashion week, as tickets for the event are not available to the general public. Therefore any major advertisement of the event to the general public may be wasted. How this indirect advertisement may work for the London Fashion Week in the long run.
Both of these events have very different forms of advertising. Florence and the Machine advertise using self promotion and posters, whereas London Fashion Week have a more indirect form of advertising. London Fashion Week follow the weak theory advertising, whereas Florence and the Machine follow the strong theory of advertising. This is because the two event are very different in many aspects; one of the events is for the general public and therefore relies heavily on advertising, the other is a business to business event and therefore does not need to advertise the event in order for people to attend. Florence's advertising is likely to be more effective than the advertising done for the London Fashion Week.
- On average, we are subjected to at least 600 advertisements per day.-Clow and Baack (2004)
- Carnyx Group Ltd (2012) M.A.C Promotes London Fashion Week sponsor through taxi ad (online) Available: http://www.thedrum.co.uk/news/2012/02/16/mac-promotes-london-fashion-week-sponsorship-through-taxi-ad-campaign-ubiquitous
- Clow, K. and Baack, D. (2004) integrated advertising, promotion and marketing communications, 2nd edition. Pearson Prentice hall
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