Analysis of the 2015 Tigo Drop That Yam Ad.pptx

The document provides a comprehensive analysis of Tigo's 2015 "Drop That Yam" ." It examined various aspects of the ad, including its creative strategy, messaging, and its impact on the target audience. Key aspects explored in the analysis include the big idea, copy, hierarchy of effects, AIDA model, and target audience.

1. PRINCIPLES OF ADVERTISING REBECCA AVUSU

2. ‘DROP THAT YAM’- TIGO ADVERT The 2015 advertisement for "Drop That Yam" was produced by Millicom , the operator of Tigo . In an era of digitization, Tigo intended to increase its smart phone penetration in the market, especially among the younger generation, by introducing the Samsung Galaxy Young 2 to the market, which was smart and affordable .

3. ‘DROP THAT YAM’- TIGO ADVERT The ad highlighted the revolution of mobile phones, from the early models and functionalities to the present-day new digital and smart features that resonate with the modern lifestyle.

4. DESCRIPTION OF THE ADVERT In the ad, a young man was pictured using a Symbian phone, popularly known in Ghana as Yam," by his soon-to-be in-law during a knocking ceremony, which infuriated her and led her to question the young man on his choice of using a mobile phone that does not reflect the modern lifestyle and compare him to her daughter, who uses a trendy Samsung Galaxy Young 2 smart phone that enables her to socially connect with family and friends via the various social media platforms such as Facebook, WhatsApp, and Instagram

5. DESCRIPTION OF THE ADVERT, CONT. The ad features some celebrities in Ghana of different age groups that appeal to the target audiences and was aired by various media outlets such television, radio, and print media.

6. THE ADVERT

7. THE BIG IDEA OF THE AD The ground-breaking notion that elevates a brand's message into something distinctive, intriguing, and emotionally impactful is known as the "big idea" in advertising. The creative strategy's driving force determines the overall tone, style, and content of the advertising campaign and aids in building a strong brand image and relationship with the target market. The big idea in this ad is “Drop that Yam.”

8. COPY OF THE AD According to Wells et al. (2015), copy is the verbal or written expression of an advertising message that is designed to inform, persuade, and influence consumers to act. The ad captures some written words that target audiences to act, and below are them.

9. COPY OF THE AD CONT. At the knocking ceremony Swag up Samsung Galaxy Young 2 Tigo GHS 230.00 only

10. COPY OF THE AD CONT. 1GB internet Double internet for 6 months Unlimited 1 month music. Samsung

11. THE HIERACHY OF EFFECT THEORY The hierarchy of effect model is a cognitive-affective-behavioral framework that illustrates how advertising influences consumer decision-making, progressing from cognitive processes such as awareness and comprehension to affective processes such as liking and preference, and finally to behavioral processes such as intention to purchase or actual purchase behavior." (Barry, 1987). The model is explained in relation to the ad below.

12. THE HIERACHY OF EFFECT THEORY Awareness : The ad successfully creates awareness about the availability of a Samsung smart phone at an affordable price, which the target audience may consider purchasing if they wish to switch from their old 'Yam" to a smart phone.

13. THE HIERACHY OF EFFECT THEORY Knowledge: The ad successfully educates its target audience about the unique features of smart phone usage as compared to the influx of "Yam" phones, which limit what users can do with them. This was highlighted in the ad when the mother-in-law educated the young man about some of the things her daughter does with her smart phone.

14. THE HIERACHY OF EFFECT THEORY Liking: In the ad, the gentleman is seen admiring the aesthetics of the smart phone the wife is holding and the social connect features the smart phone offers. Preference : Tigo differentiated its offering (Samsung galaxy y2) from their competitors by adding some valued services such as a month of unlimited music, a 1GB data bundle, and double internet for six months with the intent of appealing to more customers that will see sales increase as well.

15. THE HIERACHY OF EFFECT THEORY Conviction : The ad successfully influences the target audience to immediately switch to using a smart phone, and this was achieved when the gentleman dropped his yam phone on the floor and refused to pick it up even when the phone was begging to be picked. Purchase : The value-added services highlighted in the ad, such as the 1 GB of data offering, provide a positive post-purchase experience that may influence many to act by purchasing the phone.

16. THE AIDA MODEL This is a model of the advertising effect that outlines the steps a person takes while making a purchase of a good or service. The model can be used to analyze the messaging effect on the target audience.

17. THE AIDA MODEL Attention: The ad captures the attention of the target audience to drop their yams and swag up to using a smart phone . audience with its dramatization, the intriguing ringtone in the background, and the new name given to Symbian as Yams, which holds viewers’ attention to the ad from the start to the end. Interest: The ad highlights various benefits attached to the purchase of the Samsung Galaxy Young 2, such as double internet for 6 months and 1 GB of data, which may entice the target

18. THE AIDA MODEL Desire : The ad uses the emergence of new media, such as the various social media platforms among the youth, as bait to influence Yam to switch to a smartphone, which the Galaxy Young 2 offers at an affordable price. Action: The advertisement immediately calls its target audience to action by urging them to purchase the Samsung Galaxy 2 young if they want the type of phone they use to reflect their modern lifestyle.

19. The End THANK YOU