Advertising Campaign Case Study Example | Topics and Well Written Essays - 2250 words

Advertising Campaign - Case Study Example This advertising campaign cost the network about $20 million and was supposed to be one of the best advertising campaigns of the year 2006. The aim of this campaign was to use emotions as the means of attracting new clients and visitors; the campaign implied the use of emotion of experience and not physical experience as the basis for the development of the new global instrument of expanding the range of clients. The use of the core human values as the values which are peculiar of the personnel and the creators of the Sheraton hotels network, and thus provide their visitors with homelike warmth and comfort, has become the central theme of the 15: and 30: second TV spots. The development of the campaign was ruled by the Duo Rene Villar-Rios and Jan Vogel, who had become well-known for the development of successful ad campaigns for Coca-Cola and Nike. The central slogan of the advertising campaign 'we belong' was meant to make people understand they 'belong' to any hotel they decide to visit within the Sheraton network, and as people need to belong, hotels become the means of making people feel at home while in reality they are far away from it. (http://www.hotel-online.com/News/PR2006_2nd/Apr06_SheratonCampaign.html) The aim of providing people with all homelike options possible has also been achieved through provision of the clients with 10-minutes free telephone card to call those 'who matter'; Sheraton has also created new Internet site for the promotion of its services online. Now let's analyze this advertising campaign from the viewpoint of how it should look and be conducted with the account of the principal theoretical notions which have been given through lectures. The first interesting aspect to analyze in the advertising campaign is the two way communicative models. It is interesting to note, that this model has been used as the basic one for the creation of the Sheraton's ad campaign. I have come to the conclusion that this model has made this campaign very successful. What is seen here in more detail is that the coded message which appears as a slogan in each TV spot, namely 'we belong', is the coded message which each of those who see it interpret in his (her) own way. However, it is also important to note that interpretation should also be directed, because the consumers of the advertising products should decode the message the way the seller (advertiser wants it), thus it is not a simple process here. (Mittal, 2004) While the message is 'interpreted in different ways', the advertiser should care for these ways to be limited within the desired range. Thus, the message 'we belong' should first of all carry meaning of belonging to the hote l network, becoming its permanent clients and show the way the visitors will be treated during their stay there. This is why the core message here 'you don't just stay there - you belong'. Probably it would sound better is this message were made fuller and used in a wider form, but as the campaign has mostly been aimed at TV channels, thus capturing both visual and hearing attention of people (potential consumers) it is possible to say, that the decoded message has reached the targeted audience, but the message 'we belong' should be very brightly depicted, so that the audience interprets it in the necessary way through additional visual effects. (James & Kover, 1992) In this advertisement the source was the Advertiser, carrying the coded message 'we belon