An analysis of an ad (SAMSUNG Galaxy S4) Assignment

An analysis of an ad (SAMSUNG Galaxy S4) - Assignment Example Being in agreement that the advertisement was successful, this paper will analyze ways in which the advertisement for the Samsung Galaxy S4 smart phone is memorable and how it has managed to achieve outstanding impacts. It will describe the buying process as the main theme and determine who the target market is as well as highlight the advertisement’s strong and weak points. Further, it will give recommendations on how the advertisement could have been improved to achieve even better results. To drive the buying process, advertisers need to look at factors that affect consumer behavior or, in other words, answer the question why consumers buy the things they buy. In that sense, the buying process suggests that consumers pass through distinctive phases before finally buying a product. First, they realize that they want or need the product, then seek information and evaluate other products within the similar range. After satisfactorily being convinced about the best available fr om the options, they may then make a purchase. Traditionally, advertisements for high technology smart phones have not always clearly communicated their benefits in a manner easily comprehensible by non-technical users. They are characterized by an assumption regarding the instinctive aspects and often overestimating the understanding levels of the market (Kotler & Kevin 2006, 69). However, the Samsung Galaxy S4 advertisement has managed to tie it to the original positioning of the company which has always been for humans. In the advertisement that runs for one minute, the marketers have managed to communicate how an ordinary user can take full advantage of the simple yet innovative technology. Their choice of a background song that is popularly known, from the four seasons, attracts and holds the attention of the audience as the key features of the gadget are screened in the form of short sentences. As has been shown by research, consumers purchase brands that they can easily devel op an emotional attachment to (Tirmizi, Rehman & Saif 2009, 529). Music is one of the best known ways to create emotion, and a key effect of the chosen song is that it promotes the ability of the advertisement to remain memorable. Even without human voice-over, this strategy communicates the phone’s basics that users need to know about the new phone. The advertisement is set in a background that can attract both emotional and environmental responses that shape buying behavior. Target Market From its attributes, the audience can quickly establish that the phone targets a wide range of market but emphasis can be placed on tech-savvy youth. The opening pop-up says the phone is slimmer but stronger, which immediately gives it both feminine and masculine characteristics. It is not discriminative in terms of gender. It claims to have unimaginable clarity, which when coupled with its extended memory of 64 gigabytes makes it appealing to a young generation that loves downloading and storing movies. Looking at the aspect of targeting a large range of a market, this aspect also sits well with regular travelers because they can also carry along their own entertainment regardless of age. This gives the advertisement its first strong point because it is apparent that the marketers did sufficient research and anticipated the needs of potential customers. They manage to create honest marketing