OnT.R.A.C Product Promotion assignment 4
- 1. Introduction to Marketing Assignment 4: Promotion Please read the instructions for this assignment on the FSO platform before completing this template. Type over the <Type here> prompts. Names of all team members: Rachel, Travyone, Amanda, Chauval Part I - Favorite Product: Restate your team’s chosen product from Assignment 1, Part I Sony Playstation 5 Promotional piece: https://youtu.be/TXwhpK4y-5Q Explain how the advertisement catches the viewer’s eye and cuts through the advertising clutter. This PS5 ads uses a live news channel segment in order to promote different exclusive to Playstation games in real world scenarios. Not only does it promote the system itself by showing the game quality, definition and the system but it also promotes the video games themselves such as Spiderman, Horizon Zero Dawn and God Of War just to name a few. Identify the tagline, phrases, and images that are used in the advertisement. Play Has No Limit; Live from PS5 bringing you the extraordinary; They use their iconic logos the bold PS5 and their controllers symbols. Using research to support your claims, explain how at least two of the advertisement’s creative choices (the music, actors, Sony’s main goal with this ad was to make a serious push toward globalization so in order to try and get that message across they use the “ Play Has No Limit” tag line as a way to “ resonate globally” with its targeted consumers. SIE executive Eric Lempel
- 2. copy, images, layout, design, etc.) are appropriate for the product’s specific target market. (Include short or in- text citations) states that” We worked for a long time on this and really thought about what type of line could we use that will resonate globally, and naturally it will be translated and localized to all the different languages around the world, but what is the sentiment that we want to pass along that really represents the ambition we have as PlayStation, and really represents the products that we offer? So that is how we came up with Play Has No Limits. We feel it leans into a little bit of everything we do as PlayStation. We are always pushing the boundaries – that is one of the tenets of our brand – we are always looking to deliver new and exciting experiences, and this is a line that really shows that we are not going to stop doing that. They drive this point home with the actor that they chose for this ad making it a diverse cast who spoke different languages. Where does the company advertise? (Please be specific and identify specific publications, television channels or websites.) Playstation advertises on multiple channels. They run televised ads on cable networks like ESPN, FOX, and Cartoon Network. They run adverts for streaming services like HULU. The biggest viewing generator for Playstation ads is Youtube. Millions of gamers around the world stream their gameplay every day, making YouTube the farthest reaching advertising channel available. Using research to support your claims, explain why the media vehicles were chosen Being that the Playstation 5 was released in the height of a global pandemic, Sony wanted to make sure that its targeted consumers were being
- 3. to reach the intended target market. (Include short or in- text citations) reached. The company primarily focused on desktop ads which was about 60% (767K) of their budget invested and they also used YouTube at 28% (333K). Another smart play for Sony’s was using streaming services to run their ads. Services such as Hulu, ESPN, FOX, and HBO Max saw a huge spike in numbers due to increased viewership from the pandemic, which in turns also helped the PS5 sales. Part II - Techowear Wearable Technology Product: Restate the name of your team’s new product from Assignment 1, Part II On T.R.A.C Watches Promotional piece: Animated Limited Time Discount Youtube Video Ad.mp4
- 4. Using research to support your claims, explain how at least two of the advertisement’s creative choices (the music, actors, copy, images, layout, design, etc.) are appropriate for the product’s specific target market. (Include short or in- text citations) We chose a design that would appeal to the tech savvy customer base using elements that are commonly associated with technology such as a gear and glitches. We also want to ensure that the customers know what our product looks like and all of its features since we are competing with big brand names. Where would your team advertise this product? (Please be specific and YouTube, Facebook, Instagram, Google, and running short spots for streaming service ads. We want to make sure we are advertising at Target, Best
- 5. identify specific publications, television channels or websites.) Buy, Wal-Mart, and Costco as well. Using research to support your claims, explain why your team chose these media vehicles to reach the intended target market. (Include short or in-text citations) We chose to use these media outlets because of the wide reach to potential customers. Youtube, Facebook, Instagram, and Google are apps that are used every day and what is advertised has a great influence on the viewers. For example, a platform like YouTube which is the largest video sharing platform with the second largest search engine, (experiencing a 4.9% growth rate in 2021 and 210 million viewers in the US alone in 2022) would be perfect to reach our intended target market. YouTube viewership continues to grow each and every year. References: Khan, Z (2020, August 22), Sony Believes “Play Has No Limit” Tagline will “ Resonate Globally”, Playstation Lifestyle, https://www.playstationlifestyle.net/2020/08/22/sony-explains-play-has-no-limit/ Merchan, W ( 2020, November) Gaming Advertising Strategies : Playstation, Xbox, Nintendo, SensorTower , https://sensortower.com/blog/its-gametime-for- playstation-xbox-nintendo-ad-strat egies YouTube User Statistics 2023 https://www.globalmediainsight.com/blog/youtube-users-statistics/