All the below are Instagram sponsored posts that appear on my main feed under “suggested posts” Advertisement: The advertisement is a sponsored Instagram post made by green monster, a salad bar in Singapore, that promotes its healthy "DIY Monster Salads". The ad aims to communicate that one can develop a "healthy" relationship with the salads with the phrase "friends with (health) benefits", the friend is suggested to be the salad bar. - Demographics The age would be teenagers to young adults, seen in the bright colour scheme, quirky "monster" illustration and animation, youthful vocabulary and conjunctions, and the use of emoji's; though it is not targeted at older populations, these might still be a customer and feel the advertisement is relevant if they use Instagram. Gender and race are not specific (no use of people in the advertisement, colours are neutral, language is colloquial and common. - Geographic The advertisement is designed for people in Singapore, the salad bar is in Singapore and the food delivery platforms are mostly local. - Psychographic People who enjoy eating salads to maintain a healthy lifestyle but that are not vegetarian (seen in the chicken advertised in the salad), do sports (the green monster in the background does weight lifting), and use Instagram (as it is an IG ad). It is also targeted to people who use Foodpanda, Deliveroo and GrabFood to buy their meals (seen in the caption), as well as people who make like to make their owns salads (seen in DIY aspect). Might also be people who spend more than average eon food to maintain a “healthy” lifestyle or find it “cool”/gratifying to go to a salad bar. Does it successfully target me? Yes, it successfully targets me. I enjoy eating healthy food and consume/buy salads quite frequently. I enjoy salad bars that are modern and youthful and yet offer good quality and endorse a healthy lifestyle. Though the price range may not be fully appropriate to me, it matches my ideas and wants when I go for lunch or dinner outside of my home. Advertisement: A sponsored post that promotes the makeup brand Maybelline New York, specifically a foundation in a cushion that uses clay, allows for breathable skin, has oil control, is light weight, and can be applied on the go. - Demographics The demographic of the advertisement is teenage girls and young women. The advertisement features women that are in the 20s, the language is colloquial, the colours are vibrant, and the product does not appeal to older women who may want a product of superior quality. The woman in the advertisement is Asian, this is one race the ad appeals to, but not exclusively as any user of the platform can purchase the product. - Geographic The brand does not focus on one specific country, the sell in 129 countries and no elements of the advertisement are specific to the Singapore demographic. - Psychographic Women/teenage girls that enjoy looking good in makeup and use a foundation that is a bit more casual, instead of a high-end brand that is more expensive, that follow western beauty standards, and that want to look good “on-the go” – the product can be applied quickly and anywhere. Does it successfully target me? The ad does not target me successfully. I am not female and have no interest in make-up, nor would I buy it for anyone I know, as I have limited knowledge in this field. Advertisement: A sponsored post by Mastercard that promotes using the credit card service to buy “priceless moments” (i.e. spend on Christmas presents, holidays, and loved ones during the festive season. If you slide across to the other images, there are events such as Singapore’s gardens by the bay Christmas wonderland, and Michelin Restaurant (which are in partnership with Mastercard, most likely provide discount for card holders. - Demographics The demographic is young to middle aged adults who have a job and some capital to spend on paying for the credit card, the people in the ad are a young couple. Based on the spending needed for the Micheline restaurant it may cater to wealthier individuals. Race is not very specific, though models are all Asian. Gender is not specific. - Geographic Focused on Singapore, the offers available through Mastercard presented in the advertisement are all in Singapore, models appear local. - Psychographic People who enjoy spending on “nicer” or “fancier” activities by themselves or with family that belong in a higher price range. People who believe that spending on more high-end activities and products is necessary for the holidays and to please loved ones. People who do not use a savings account and need a credit card (perhaps to break down more significant expenses into smaller payments. Does it successfully target me? The ad does not target me successfully. I do not work and already have a credit card, which I do not plan on changing any time soon. I do not feel the need to borrow money through a credit card plan to make more expensive purchases, nor do I have interest in that responsibility yet. Furthermore, I am not a young adult (featured in the ad). Advertisement: A sponsored post by Moomoo, a commission-free mobile stock trading app available on Apple, Google and Windows devices, that is Nasqad listed. The ad features large present and a cash cow, promoting free shares if you affiliate with the platform (predominant orange colour scheme used) - Demographics People of that are 18+ (minimum age to purchase and sell stocks), no elements of the advertisement suggest specific race, ethnicity, or gender (due to bright colour scheme and cartoonish illustrations younger audiences may be targeted). - Geographic Focused on Singapore market, name of social media account/company: “moomoosingapore”; app available in Singaporean app stores though may be available for a range of outside stockbrokers in other countries. - Psychographic People who enjoy earning extra money through stocks outside of their regular job or as their main source of income. People who would like to make money fast (incentivised through one time offers, bright colours, diagrams of large wealth, and the promise of successful investments in a game like manner – may appeal to gamblers or investors who believe more in luck than strategy. Though the platform is secure, it does not have the “mature” appearance of other platforms such as vanguard and looks more like a game (bright orange graphics, use of a cow as a mascot etc) Does it successfully target me? The ad does not target me successfully as I am not 18, meaning I cannot use the product. If I were 18 I would not use the service as it does not seem reliable to me, it appears more as a game than a reliable financial platform (even though it is certified and said to be secure), I would not be enticed by the one-time offers, quick money promises, and bright colour scheme and instead would do an instigation with more known stock trading platforms. Advertisement: A sponsored post by “tudorwatch” that promotes the new Tudor Black bay Chrono watch, featuring David Beckham wearing the watch. - Demographics The demographic is middle aged men who have some wealth to pay for the higher price tag of Tudor watches. There is no race specified in the ad other than white Caucasian, though anyone could wear this watch and Tudor does not appear to exclude and races (Beckham is simply a successful celebrity endorsement). - Geographic No geographic location specified, can be purchased in a range of countries including shops and retailers in Singapore. No reference to any local or geographical element in the advertisement. - Psychographic Men who enjoy spending significant sums of money on luxury watches that look elegant, masculine, are of high quality and are endorsed by male celebrities such as David Beckham. Consumer behaviour most likely consists of actively buying and collecting these watches, or buying them for male family members, coinciding with the holiday season in which the ad appeared on my feed. Does it successfully target me? The ad successfully targets me as I am a male and appreciate good design in watches but fails in the sense that I am not a consumer, and I cannot spend indicated amount of money for a watch as of now. The only way the ad would be successfully targeting me is if I were to buy it as a Christmas present with other family members, which I would not do because of the price tag and there being no need for new watches in the family.
