Advertisement is among the essential elements of incredible marketing. Advertisement involves the creation of awareness and consciousness about a product or service. Business organizations use advertisements as a tool for introducing the target consumer group. Advertisements take different forms, including newspaper adverts, magazine adverts, journal adverts, or even commercials. The effectiveness of an advert or commercial depends on the quality of the skills deployed in developing the advert. A credible advert should address a distinct target market. The development process of an ideal advert or commercial should set be able to distinguish a product or service from the competitors. Commercials and adverts create a rapport between the consumers and the product or service. Adverts and commercials should be precise to factor the demographic, psychological, and behavioral elements of the target market. The following work features a commercial used by Ford in introducing the new Ford Mustang GT500 Shelby.
Information on the Product being Advertised
The advert featured in the paper is a commercial advertising a new Ford model that joins the market in the year 2020. Ford is an American multinational automobile manufacturing company that operates from its headquarters in Dearborn, Michigan. Ford model is a dominant name in the top automobile companies ( DPCcars, 2019) . The brand focuses on the manufacture of high-speed cars. Ford brand contests competitively within the consumer automobile in high-speed cars.
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The Ford product advertised in my adopted commercial is the new Ford Mustang Shelby GT500 Sports Car. The perfect mastered piece of Ford has been developed specifically for speed, elegance, and pride. The new Ford Mustang Shelby GT 500 competes within the product category of speed cars. The new Ford release is a competitive speed car that has a horse poser of 760 hp and an amazing 625 foot-pounds of torque. Ford Mustang GT 500 ranks fairly well among the speedy cars. Currently, the new Ford masterpiece ranks as number ten among the fastest cars in the world with a stunning speed of 180mph and acceleration of 60mph in 5 seconds ( DPCcars, 2019) . The new Ford Mustang GT500 follows closely behind Bugatti Veyron Super Sport that dashes at an electrifying speed of 268mph and an acceleration of 90mph in 5 seconds.
How the Commercial Segmented the Market
Segmentation of the market is a technique that involves the classifying of the market into smaller units that share common entities. The aim of market segmentation in designing adverts aims at reaching the target audience or consumer group (Mourey & Elder, 2019). The commercial featured in the paper has segmented the market into three broad categories. The market segments include the demographic segment, psychographic segment, and behavioral segment. Ford considers reaching its customers based on the three identified segmentations.
Demographically, the commercial aims at reaching out to users above thirty years but below fifty-five years. The reason for this claim is that according to the Commercial, GT500 is an amazing speed car with handling that requires an experienced and young driver. The reflexes required to operate the new masterpiece require a driver not more than fifty years. The driver featured in the Commercial is a middle-aged male whose handling skills are extraordinary. Moreover, the Commercial also segments the market demographically by targeting the middle-class earners and the bourgeoisie (Mourey & Elder, 2019). The commercial segments the market in class of earning through the market price that the new Ford Mustang GT500 fetches in the market. Currently, the market values of a brand new FORD Mustang GT500 is $95.495. The mentioning of the price clause in the advert segments the market based on income since the car is only affordable by either a bourgeoisie or a middle-class earner. The commercial leaves the gender demographic an open factor for any interested gender.
Psychographic segmentation also features in the Commercial. According to the Commercial, the Ford Mustang brand seeks to address consumers who have a strong value of elegance and class. Ford Mustang GT500 is a prestigious car that can be ideal for usage by persons with a high sense of dignity, elegance, and class (Mourey & Elder, 2019). The driver depicted in the Commercial is in a classy suit, and he drives his GT500 through a rich neighborhood that depicts affluence. The voice-over recording that applies in the commercial emphasizes on the classy touch of the car.
Behavioral segmentation in the commercial targets the consumers who buy products and services on impulse. The voice overused in the Commercial tells the audience not to think much whenever they see something good in the market. The voice over advices the consumers to consider GT500 if anyone of the consumers is quick in buying new trends. Moreover, behavioral segmentation factors the consumers who have a strong passion for car racing sport (Mourey & Elder, 2019). The commercial depicts the highway performance of Ford Mustang GT500 against other ford models in the car racing setup. Besides, the voice mechanism used to develop the Commercial brings out the raving sound of GT500 as a racing car.
The Target Market that the Commercial is directed towards
The target market which the commercial aims at reaching are the sporting market. The commercial intrigues all passionate car racers to try out Ford Mustang GT500. The Commercial presents the new Ford model as an ideal racing option. According to the Commercial, the ravings from the car aims at attracting consumer that has a rich passion for car racing (Mourey & Elder, 2019). Moreover, the commercial aims at reaching out to the wealthy, classy, and fashionable target market. The setting used in developing the commercial depicts a rich driver cruising through a rich neighborhood. Moreover, the description of the car through the voice-over technique depicts a car whose fuel consumption is high and whose price can only be afforded by a small fraction of the entire consumer base.
The target market depicted in Commercial is the heavy spenders club. The Commercial advises the audience to buy the new GT500 as an addition 'to their fleet. The voice-over in the Commercial says, "You have seen it all. You have ridden it all. But here comes the one who adds gel into your pack." The statement implies some consumers have already bought previous classy models and that buying GT500 will be adding the existing fleet ( DPCcars, 2019) . The statement by the voice over is a justification that the commercial targets heavy spenders as one of the preferred target market.
Ford's Positioning Strategy for Ford Mustang GT500 Shelby
Positioning strategy in marketing refers to the outstanding quality of a product that earns the product a sort of reputation in the market. The positioning strategy that Ford has used on its new model if the engine power. Ford Mustang Shelby GT500 is the most powerful engine that the brand has ever produced. The positioning strategy used by the brand is the monstrous 760 hp engine that is run a total of eight valves. The brand majors on the power of the engine of the car to win over the market (Mourey & Elder, 2019). A powerful engine is a perfect positioning strategy in the automobile industry. A powerful engine implies that the car has special performing abilities such as steep slope drive and a quick suspension system.
Moreover, Ford has also majored in the speed of GT500 as a positioning strategy. The speed of the car stands 212mph and therefore distinguishing the car from the rest of the normal automobile. Ford focused on producing a powerful and speedy machine to compete effectively against the rest of the speedy cars.
The Effectiveness of this Advertisement
I would confidently conclude that the commercial featured in the paper is effective in marketing. The Commercial is credibly designed to address various requirements that should be met in qualifying the effectiveness of a commercial. The Commercial precisely identifies the target market through a well-organized segmentation of the current market. The Commercial is effective because it has identified the needs of the target market and articulated them through presenting the new Ford Mustang GT500.
The Commercial is relevant because it identifies with the psychological inclination of the target market. The developers of the Commercial did a credible preparation job because the commercial reflects the psychological notions dominant among the target market. Besides, I feel that the commercial genuine on point because it matches the elegance advertised on the new Ford model (Mourey & Elder, 2019). For instance, it would seem awkward to market such a class car using a still advert or a poster. The effectiveness of a commercial is based on how much the commercial depicts the real picture of the service or product on the market.
Conclusively, advertisements characterize the marketing department in any business organization. Advertisements can be informed of a still advert or commercial production. An advertisement is a marketing tool that fosters consciousness regarding a product or a service. The process of designing commercials factors the various segmentations that bets analyze the target market. Market segmentation ensures that a commercial or an advert is precise in addressing the targeted market. A credible and compelling advert or Commercial should identify the needs of the consumers and try to address them in the actual advert. The positioning strategy used by Ford in introducing the GT500 to the consumers is the power of the engine and the outstanding speed of the car. The commercial featured in the Commercial is relevant because it has identified and addressed the needs of the target market.
References
Mourey, J. A., & Elder, R. S. (2019). Dynamic by Design: How Incorporating Dynamism in Advertising Affects Evaluations. Journal of the Association for Consumer Research, 4(4), 422-435.
DPCcars (2019). Ford Mustang Shelby GT500 Teaser! . https://www.youtube.com/watch?v=1_bIs_ul5n0
