Vodafone in its latest advertising campaign has focussed on the conviction aspect of advertising. Its latest advertisement is on borrowing credits. They have tried to analyze the inner desire of the exsisting customer and cater to them accordingly. They know that friends share everyhting, so, why wouldnt they share credits. This is how the communicators fullfills his/her job by narrowing down the convction in a particular category and transform it into a need. This advertising strategy not only helped them in achieving the goal of brand differentiation but also building a great brand depth( Brand depth can also be referred to as TOP OF THE MIND BRANDS).
This link below gives you a sneak peak into Vodafone's Latest Ad
http://www.youtube.com/watch?v=1gaBR74Bmfg
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