Case_Study_on_Radox_Men_of_the_World

Radox men of the world advertising campaign October 2010 http://www.youtube.com/radoxformen'gclid=CMuzjsTY3KQCFc0_4wodfF7aMA#p/u/0/X0c9erJ9Y_E http://www.youtube.com/radoxformen'gclid=CMuzjsTY3KQCFc0_4wodfF7aMA#p/u/0/hSiYa3vE9-8 Introduction This advertising campaign was first identified during a prime- time television programme on a Sunday night in October 2010. It features spoofs or impersonations of advertising campaigns from India and Japan. It is very interesting that they have chosen the Japanese culture’s style to imitate given that the Japanese are one of the most innovating cultures in marketing at the present time. This advertisement demonstrate brand stretching as Radox is normally marketed at women but this campaign is geared towards men. Analysis Primarily the marketing campaign is solely aimed at men. There are two different advertisements in this campaign one in the style of Bollywood and the second in a Japanese style, both use humour to grab the audience’s attention and the Bollywood advertisement also uses the image of a beautiful attractive woman to grab the attention of men. The secondary audience for these advertisements would be women. The advertisements are aired at prime time so an equal proportion will also be watching, woman also buy a lot of cosmetic products for men as men sometimes feel the taboo of buying such products so it is vital that the adverts appeal to them also. Fans of the Bollywood star could also be another audience for the advertisements and this could also encourage some of the men to buy the product. Intended message The use of the different cultural styles and the content of the advertisements gives the primary message here to be that Radox is a product anyone can use no matter who or where you are. The secondary message in the advert is the promotion of the handy hanging hook featured in the packaging which may be more enticing to men than a unique selling point such as an attractive aroma. Chosen Delivery mechanism Television is the primary method of getting the message across, it is aired at prime times in order to reach a maximum audience. Secondary methods of distribution are over the internet and in featured men’s magazine advertisements Aimed results The hoped for results here is to make men more aware of radox products and get them to buy to buy the product. There is also the aim to make the audience more aware of radox as a brand and that it is not just for women. Conclusion The campaign stands to be very successful through the use of humour to grab people’s attention, radox have also used smart marketing by not totally ruling women out of their target market. The message of the handiness of the product and the diversity of it will also greatly appeal to the modern man.