Effective advertising often makes the difference for any organization looking to make its mark in its market while attracting as many customers as possible. It is why many organizations have identified and developed innovative ways through which their products are marketed to the world. Every company with a new product to introduce to its clients will want to do better than the competition which is why the organization will ensure that its advertisement is better than the last and better than that of the competitor. Chicco is one of the organizations trying to make a name for itself and help boost its products to the preferable options for the consumer. With more than fifty years in the children’s products market, Chicco needs to do all it can to ensure that how the company reaches its customers are fresh and new, and it is easily relatable. It is why the organization focuses and invests in the type of advertisements it puts out to the world. It is why the company has ensured to develop a top-notch advertisement of “The Stork” which is a feeding baby bottle that the company wants to represent how the stork is traditionally believed to care for and nurture infants from when they are born. It is an advertisement campaign that does not only look to show consumers the traditional foundation of the organization, but their care and concern for the children.
Baryshnikova (2017) recognizes that the primary objective of any marketing strategy will be to establish a relationship between the consumer and the product at all levels. To develop such a relationship, it is necessary that the advertisement speaks to the customer. Looking at Chicco’s ad, one can tell that the organization was looking to reach out to every consumer at their level. The company wants its consumers to understand that even as the stork cares for a child until he or she can get a family who can care for them as much or even more. The feeding bottle can be compared to the role of the stork as it helps nurture the child from their moment of birth to as long as it is necessary. Therefore, one can identify that the organization is looking to make the advertisement personal for the consumer and in no small extent; the company’s desire is achieved. As one can identify, the ad manages to incorporate the motivations for consumer purchase of their product through the inclusion of the critical role the feeding bottle plays in the infant’s life. The ad also impacts on the customer’s perception as he or she is subjected to the sight of the feeding bottle with a stork that seems to be carrying the drop of milk from the bottle. Here, the consumer can easily relate to the roles of the stork and those of the bottle.
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Orfanos et al. (n.d.) identify that electronic marketing offers a variety of advantages for the organization including the ability to reach as many consumers as possible, the ease with which the message can be personalized and the likelihood of acquiring many customers. Chicco has discovered the many advantages that come with electronic marketing which is why they opt for the internet advertisement. It means that even as the organization was developing the ad, many perspectives were put into play to ensure maximum benefit for the company. Despite Chicco’s status as a world leading brand in children merchandise, the organization opted for the most straightforward and cheapest form of advertisement that would reach every potential customer. It shows that even when the product being advertised is from many years ago, the organization can manage to rebrand it to fit the current consumer. The organization is therefore effective in its marketing efforts.
Chicco’s advertisement choice provides as much visual and textual information necessary for the consumer to opt for their product. From the textual information contained in the ad, one can tell why the organization has chosen to incorporate the stork in the advertisement which makes it easier for the customers to relate with the overall concept. The company ensures that the ad informs the customer why it is the leader in the children merchandise sector and why its more than fifty years in the market have had an impact on the lives of many children and infants. As Mei Zhang and Hua (2011) identify, this form of advertisement is more attractive and salient for the target audience and will likely attract the consumer more than a plain text advertisement would. It is clear that just like any other advertisement effort, Chicco was looking to get the full attention of the consumer and the incorporation of both visual and textual components help fulfill this desire.
The overall advertisement is an indication of how the organization has developed a marketing strategy that attracts the relevant market. The organization manages to reach the emotions and feelings of the consumers through an ad that speaks to them on a personal level. It means that here, the organization applies psychology in their advertisement. Further, one can identify that the use of electronic marketing works to the advantage of the organization as it presents many opportunities for development. The visual and textual representation of the ad also ensures that Chicco attracts the appropriate customers culminating into a well thought out and effective ad campaign.
References
Baryshnikova, E. (2017). Persuasive techniques used in marketing and advertising based on psychological factors. https://www.theseus.fi/bitstream/handle/10024/130959/Baryshnikova_Elizaveta.pdf?sequence=1&isAllowed=y
Mei, T., Zhang, R., & Hua, X. S. (2011). Internet multimedia advertising: techniques and technologies. In Proceedings of the 19th ACM international conference on Multimedia (pp. 627-628). ACM. https://www.microsoft.com/en-us/research/wp-content/uploads/2016/02/tu2t-mei.pdf
Orfanos, V., Evripiotis, M., Mylonakis, J., & Tsatsanis, D (n.d.). Methods and Techniques for Effective Electronic Advertising. http://www.ellinovretaniko.gr/periodiko/periodiko-41/41_13.pdf
