Advertisement Comparison

Advertisement One: Amazon Kindle Reader

Description

It was not clear who the source/sender was until the end of the commercial. The encoding featured a young woman who is becoming the stories that she reads on her Kindle. The channel is non-personal, coming through as a television advertisement. The message was non-verbal, only featuring action and music. Decoding by the receiver was initially incorrect by assuming the commercial was a daydream sequence featuring a young woman wishing to do more than currently in her life. The receiver sees the commercial and does not have any form of reaction because the message was misunderstood (The Next Web, 2012).

Customer Group

The Amazon Kindle Reader is targeted towards people who prefer to read books online. Mostly, teenagers going to universities and colleges use the Amazon Kindle Reader to save themselves from carrying a lot of books and text material. Instead, they can carry 'PDF' and other formats of books on one device. The main purpose of the kindle is to provide a personal e library in one device. However, there are also other customer groups that could be interested in the kindle, including businessmen and retired people who would like to spend most of their time reading novels and stories.

Channels that could be used

The kindle could be effectively advertised using the following two channels:

Online marketing

Television

According to the advertisement being studied, the ad developers already used television to market the product. However, since the main purpose of the kindle is to download books from the internet and to store them on the internet, the best medium where the ad should be displayed is online. YouTube channels, online websites and other such online mediums could be used to communicate the usefulness of the product.

Negativity and Possible Backlash

The possible backlash and negativity of online advertising is that the product is ...