Advertisement Planning

NECESSITY Advertisement Planning

NECESSITY Advertisement Planning

Background

Cosmetic industry was active and profitable since 18th century, but large expansion of this industry took place in the 20th century. One of the main reasons behind success, growth and popularity of this industry can be considered as entertainment industry and it all started with celebrities. The famous stars of entertainment industry had no other choice expect looking good in front of the camera as well in public. They needed makeup and cosmetic for helping to achieve a glamorous and gorgeous look, and this is the reason that normal public started to become more obsessed with these film and television stars. When these people became obsessed to look similar with these celebrities, this was the time when brands of cosmetic saw an opening and they started to launch cosmetic products for all the classes (Black, 2004, p. 214). Before this time, cosmetic companies used to make products only for higher market demographic, but target audience started to increase with the passage of time. This did not take place rapidly, it took years for cosmetic products to cater every household, and it took further more years for this industry to become multi-billion businesses for cosmetic companies.

Introduction

Each advertisement made for cosmetic products eventually aims to persuade and convince viewers for buying their featured products. The cosmetic companies consistently made their brands to build continuous theme in their product line that imitate soul of the product and company. An example is Aveeno products, which performs cosmetic advertisement for reflecting holistic and natural approach in their ad, as their products have natural ingredients. Every ad in the magazine shows name, slogan, logo and design of the cosmetic companies that help customers to recognize and link their beauty products. Another example is the Revlon Ad in which continuous layout of text and image is placed. The strategy of the company is helpful for viewers to recognize this brand and product information consistence.

The campaigns of cosmetic advertisement are also made for making a buzz to provide information to customers and they are able to realize which products are available and can also recommend the products to their family or friends. Another objective of cosmetic advertisement is that they provide product needs and suggest which way viewers want the product to enhance or improve its appearance. The cosmetic advertisement are mainly made and targets females of different ages and this has been reflected in various female teenager magazines having age 20 above. Every medium of advertisement targets a specific group of age and advertisement of cosmetic ads are made in accordance to the target market. If women are above age of 30 or 45, then ads usually suggests anti-aging product for enhancing their skin elasticity and improving overall appearance of these women. For example Olay's Definity Anti-Aging Serum and Maybelline's Age Rewind Foundation recommends women that if they use this product, then appearance of aging can be reduced (Dade, 2007, p. 64).

Theories for Cosmetic Advertisement

Color theory

The theory of ...