[TYPE THE COMPANY NAME]
X00121992
[Pick the date]

Assignment 2: Topic 3 – Graham Brannelly x00121992
In this essay I will be talking about on TV ad, one magazine ad and one outdoor ad and will be identifying the different segments that each ad was trying to target.
TV ad
The TV ad I have chosen is the ‘Yes sir, I can boogie’ Cadburys ad promoting their Dairy Milk.
I chose this ad because I thought it showed some key targeting approaches agency’s use when promoting their product to their consumers.
Segmentation is based on the fact that human beings tend to behave like tribes and that buyers can be grouped together by certain traits, likes and dislikes (Young, 2011). In this ad the main focus is of a logistics manager in his office and when he eats a square of Cadburys
Dairy Milk his mood becomes much more light hearted and care free. One of the segmentation bases that Cadburys focuses on is behavioural. More than 65% of marketers are using behavioural targeting because most of them believe it is effective (Thorson &
Duffy, 2012). They have the man at his desk in his work place. They make the product come across as one that can be consumed easily as a quick snack or treat which would appeal to a lot of consumers. The job of an ad agency is that they are trying to promote the benefits sought by consuming the product such as impact on mood, need state and when desirable as seen in this case in the work place (Young, 2011).
Magazine ad
The magazine ad I have chosen is a Nike Jordan brand ad. In it we see four basketball players, three of which are current players and then at the top is is the brands ambassador and owner Michael Jordan. In this ad I feel the segmentation chosen is psychographic. This ad is mainly focused at people who like basketball. Psychographic segmentation is focused on the interests and activities of people (Thorson & Duffy, 2012). I also think this because
Jordan doesn’t like to target a certain age group. The use of the current players will relate to

the youth and the use of Michael Jordan himself will relate to the older generation in reminding them that it’s still the same brand as it was when it first started. People of different ages may have the same interests (Thorson & Duffy, 2012).
Outdoor Ad
The outdoor ad I have chosen is a billboard ad of Dairy Gold butter. It is located in the city centre and beside a road that is frequently used by drivers’ every day. The main line in it is
‘Scoop it’. The ad agency decided to use a billboard to give the brand a more traditional feel.
Choosing which media channel to use is a vital component when making an ad to reach the target audience (Thorson & Duffy, 2012). It uses the egg as a complementary brand with the slogan “make it better with”. This shows the use of behavioural segmentation. Customers will now associate eggs with their butter to try and increase sales
Type of targeting approach
I feel the targeting approach Cadburys have gone for is undifferentiated. I think this because in the ad they use a middle aged man which will target that age category, however, the humorous side of it will appeal to the younger generation. Cadburys are trying to appeal to as many people as possible (Thorson & Duffy, 2012).
What positioning strategy(s) used
In this ad Cadburys are trying to create almost uniqueness about their product (Thorson &
Duffy, 2012). They show some of the benefits, somewhat over exaggerated, but it creates a perception in the consumers mind that maybe I will feel that good when I’m feeling down if
I eat it. This is an example of benefit positioning where they agency focuses on the perceived benefits of the product (Thorson & Duffy, 2012). Another positioning strategy used would be usage occasion. The setting of the office shows how convenient the product

is or can be. I also feel Cadburys used product class in their positioning strategy. I feel that
Cadburys are trying to own a class of product. They want want to be known as the brand that is of a high quality yet of a relatively low price. Cadburys also use competitive positioning. The ad itself with its humour differentiates the product from others in the same category (Thorson & Duffy, 2012).
Thorson, E. & Duffy, M., 2012. Advertising Age: The Principles of Advertising and Marketing
Communication at Work. s.l.:South- Western Cengage Learning.
Young, L., 2011. how to use segementation effectively. s.l.:Warc Best practise.