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The Marketing Communications Mix
The product I have chosen to analyse is the sunsilk colour collection which is a range of shampoos to wash your hair. This is a range branding strategy which is a number ol related products grouped together. They are a shampoo, conditioner and leave in cream. The audience for this product is aimed at women in their 20s with blonde hair. This impression is given because the advert in the magazine uses a young woman with blonde hair to advertise the shampoo product. The main communications tool for this campaign is the magazine advert as the brand description uses a lot of detail aboul the product on the advert with some words being highlighted to stand out. i.e. 'Blonde brighten, enliven, enriched, intensify, shine, everyday, brilliance' Most of these words are adjectives used to sell the product to the audience. The advert also uses a brand logo so the consumer identifies the brand and it gives the brand identity and is more recognisable. Magazines can both convey new information that is not shown in the TV commercial and lead people to perceive the TV commercial in new ways. The result is a stronger, more inclusive communication. Magazines make television work harder. The page and the screen help to promote each other.
When it comes to effective selling, beauty companies need to communicate their brand's message and their products' benefits. The product itself has been marketing very cleverly as it is not a regular shampoo, it is shampoo for blonde hair. It has proved to be a best seller in the shops and it is made that that the target audience know this by putting in large font in the middle of the page 'Voted No. 1'. This draws attention to the reader as it is goi ...