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- Subject Name : Advertisement
Fass: Communication
Table of Contents
Executive Summary.
Discovery and Analysis.
2.1 Competitors.
2.2 Consumer Motivations.
2.3 Target Markets.
Analysis of Advertisements.
Conclusion.
Reference List
1. Executive Summary of Principles of Advertising
The current report will consider a comparison between advertisements for three advertisements for music streaming brands through analyzing the capacity of the brand to satisfy the different principles of advertisement. The advertisements that are taken under consideration for comparison are Spotify’s “Smashed Avo playlist”, Apple Music and Spotify’s All night Dance party playlist”.
2. Discovery and Analysis of Principles of Advertising
2.1 Competitors
The top competitors of Spotify are Pandora, SoundCloud, Deezer and others. On the other hand, the top competitors of Apple Music are Amazon music unlimited, Spotify, Pandora and YouTube Music. These are operating and dealing with music, video streaming and pod cast services.
These are the organizations operating globally with increasing subscribers. In the year 2019, Spotify had 35% of the music subscribers worldwide and the share was higher than its main competitor Apple Music (Forbes 2020).
The number of subscribers associated with Apple Music is 56 million globally. On the other hand, Spotify has 124 million paid subscribers and millions of free users. The price of Apple Music service is $9.99 which is similar to the subscription price of Spotify (Forbes 2020).
2.2 Consumer Motivations
As per the study of Hwang & Oh (2020), it has been found that the global music subscribers of these companies consider the logo, store memory while the customer visits the online music store, consumer environment such as how other subscribers are sharing their experiences and others are considered. For instance, Apple music advertisements use simple, eye catching, and ease of understanding of the customers, whereas Spotify delivers engaging advertisement contents and improvement of the experience to attract the customers.
2.3 Target Markets
The target Audiences of Spotify are the millennials; it has been identified that 72% of the spotify users are millennials and most of them are aged between 18 and 24 (Fassler 2020). On the contrary, Apple Music has a universal brand identity and it mainly attracts the older demographic. Apart from that, Apple targets the stream savvy music lovers and those who are traditional music lovers. On the other hand Spotify targets young, free spirited and the non-conformist generation that love to listen non-traditional music (Dalagna, Carvalho & Welch, 2020). Spotify uses the power of disruptive technology and engagement of celebrities for engaging the target audience. The comprehensiveness of using the application and noteworthy advancements enhancing experience of the customers are also Spotify’s strategy to appeal to the target markets. On the other hand, the target market appealing strategy focused on empowering the music lovers and artists are the themes of Apple’s advertisement.
3. Analysis of Advertisements
The current study has found the differences between the advertisement characteristics of the given three adds and observed that ability of Spotify to cut through and grab attention is higher than that of Apple Music which might be considered as the main reason behind the increased number of subscribers (Aguiar & Waldfogel, 2018). Though single mindedness is one of the main ability of Apple Music advertisement through which it can prevent sharing of too much information at a time. On the other hand, “All night dance party” can be considered as effective performer in the context of provide single minded message which engage the focus of the customer into it. All of the advertisements analyzed here are fresh but familiar in nature with capability of attracting the target customers. Spotify is seizing opportunity and has been observed to use more distinctive advertisement style that is positioning of the advertisement through aligning the thoughts and presentation with familiar things to the youth such as social media. However, both the advertisements are required to focus improvement of the brand image (Kubiak, Zetterberg & Höjgård, 2017).
As suggested by the findings of the study, Spotify’s “All night dance party playlist advertisement has been considered as more informative about the genre as it clearly targets audiences through using images. This advertisement also uses humor and focuses on social media trend. Therefore, consumers are more likely to consider this advertisement as more trending and informative which is convincing in nature as well (Martins et al., 2019). However, the “smashed avo playlist” is also capable of attract or grab the attention of the consumers through the use of vibrant color and attractive design. It is also considered as communicative as it provides information about the genre it is offering. However, simplicity of presentation of the content in the advertisement and use of attractive logo are considered to be highly useful for making the advertisement convincing for its customers that are targeted such as Traditional music lovers, Individuals with simple music taste and others (Fleischer & Snickars, 2017). On the other hand, the advertisement of Spotify is focused on the consumer moods and the message is clear and comprehensive that it is developed considering the music taste of Youth, Individuals with affluent life style, Bright and lively individuals that enjoy spending time with friends after hectic days and others.
The Facets Effects model helps understanding the reason behind a customer react upon an advertisement. There are six communication objectives which are required to be fulfilled by the advertisement as discussed below:
Perception of the consumer such as how they are seeing or hearing the advertisement is an important aspect of advertisement performance. As observed earlier, the study found that the brightness of the colors used in both the “Smashed Avo” and “All nigh dance party” playlists advertisements is the point of attraction of these advertisements that has the capability of attracting the customers which has not been observed in the advertisement of Apple Music. The advertisements of Spotify also address the moods of the customers and the messages have been communicated in comprehensive manner (Foster, 2017). More connectivity and persuasive capacity of the messages and presentation are highly important here which differentiate the same from the advertisement of Apple Music.
Considering the understanding of the Maslow’s Hierarchy of needs, it can be stated that the advertisement of Apple Music appeals to the esteem needs of the customers by advertising luxurious background and attractive logo and maintaining simplicity. On the other hand, love and belonging needs of the target consumers are addressed by the advertisements of Spotify. It can be identified from their presentation of the message in a friendly manner which penetrates into the drive for associating with friends and socializing (Snickars, 2017). It also aligns with the mood of the target customers that can be considered as attempts for meeting the love and belonging needs of the consumers by presenting the brand as peer.
4. Conclusion on Principles of Advertising
Therefore, it can be concluded that due to the ability to cut through and grab attention, fresh but familiar feeling, seizing an opportunity, Spotify advertisements can be considered as most effective though the Spotify’s All night Dance party playlist is more effective in presenting single minded advertisement. On the other hand, the target market of this platform is the youth with affluent life style, bright and likes to socialize with friends. Therefore presentation of the advertisement message, use of colours and using opportunity of current trend incorporation made the “All night dance party playlist” advertisement the most successful one among the three.
It is identified that the advertisement of Spotify effectively interacts and communicates with the target audience and target addressing the mood of the vibrant, spontaneous and lively music lovers meeting their love and belonging needs.
However, Apple Music advertisement is focused upon esteem need of the customers which are addressed through presenting their message in traditional approach.
5. Reference List for Principles of Advertising
Aguiar, L. & Waldfogel, J., 2018, Platforms, promotion, and product discovery: Evidence from spotify playlists (No. w24713). National Bureau of Economic Research.
Dalagna, G., Carvalho, S. & Welch, G.F., 2020, Desired Artistic Outcomes in Music Performance. Routledge: Abingdon pp.90-98
Fassler, A., 2020, “Soundtrack Your Life with Spotify”.
Fleischer, R. & Snickars, P., 2017, Discovering Spotify-A thematic introduction. Culture Unbound, 9(2), pp.130-145.
Forbes 2020, Here's The Hidden Strategy That Gives Apple Music The Edge Over Its Competitors, viewed 6 September 2020, https://www.forbes.com/sites/julianmitchell/2015/06/09/wwdc-2015-the-hidden-strategy-that-gives-apple-music-the-edge-over-its-competitors/#7ed5d4e55464
Forbes 2020, Spotify Reaches 100 Million Paid Subscribers Ahead Of Apple Music, viewed 6 September 2020, https://www.forbes.com/sites/caitlinkelley/2019/04/29/spotify-100-million-paid-subscribers-apple-music/
Foster, S., 2017, Encounters between theory and practice: Semiotic and pragmatic principles in advertising (Doctoral dissertation, Sheffield Hallam University).
Hwang, A.H.C. & Oh, J., 2020, Interacting with background music engages E-Customers more: The impact of interactive music on consumer perception and behavioral intention. Journal of Retailing and Consumer Services, 54, p.101928.
Kubiak, M., Zetterberg, E. & Höjgård, R., 2017, And the brand lived happily ever after, or did it? A study investigating a storytelling’s connection with brand identity and brand image. LBMG Strategic Brand Management-Masters Paper Series.
Martins, J., Costa, C., Oliveira, T., Gonçalves, R. & Branco, F., 2019, How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, pp.378-387.
Snickars, P., 2017, More of the Same–On Spotify Radio. Culture Unbound. Journal of Current Cultural Research, 9(2), pp.184-211.
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