The advertisement I have chosen is an ad for the Google Nexus line of devices. These are the phone, Nexus 4 and the two tablets, Nexus 7 and Nexus 10. These devices are manufactured by Google and sold through Google’s Play store. This is the advertisement that I have as a pre-roll a couple times while on YouTube, and I have seen it on television, although, I do not remember what I was watching at the time. These devices run the “Android” experience, i.e. they are running an unaltered version of the Android operating system. Many phones and tablets that are on the market as Android devices run a modified version of the operating system. These modified versions include carrier or OEM (original equipment manufacturer) software modifications. Power users (users who utilize advanced features/settings) of Android do not like the modified versions.
I think this ad is advertising to two groups of people at once, albeit more effectively to one than the other. The main group this ad is targeting is the group made up of casual tablet users who would probably leave the tablet in their living room and use it sparingly. I think this is the main group because the focus of the advertisement is how easy it is to just ask Google a question and get an answer. It also only shows people using it while sitting down in a living room. And the questions are random and not goal-oriented. In contrast, someone who was out and about and needed to know something would ask for directions to a restaurant or business, ask how long it will be to get home, or ask what the weather will be like when they will be traveling next (Google Now, which is the Siri of Android, is capable of answering these questions). The fact that the advertisement did not include these questions tells me that the group which would ask these questions already understands what Android is capable of. The second group I think this ad is targeting is the power user. The power user does not want Samsung’s Touchwiz, HTC Sense, or Motorola Blur user interface (and extra software) interfering with the functionality that is the focus of Android. This ad shows the latest vanilla (unmodified) Android interface and intractability on each device. A power user watching this commercial will pick up on that and be like, “that’s a better alternative to this other brand because it doesn’t have a bunch of bloatware on it.” (Bloatware is the extra software and interface manufacturers pre-installed on devices.)
In the article “The Privatisation of Consumption: Marketing Media Through Sensory Modalities,” new marketing and advertising techniques are discussed. Malefyt (2006) discusses the trend toward a more sensory advertising model and less of a model based on the assumption “that consumers made brand selections and product choices based on actual information and ‘commonsense’ reason.” (pg. 89). This is basically saying that today’s advertisers find it more effective to appeal to a consumer’s feelings than to their reason. The methods to appeal to consumers’ feelings are simply capitalizing on engagement: how many opportunities for engagement can we create? What are the steps in the delivery process we have that will enable us to market as much as possible? Google is using this strategy. This advertisement is just a piece of it, however, and a touchpoint graph of Google’s overall campaign is a bit more involved. The Nexus line of devices are a big role in that campaign because when there is no extra software, the only remaining software (that comes pre-installed) are Google services: most importantly Google Play, Google’s online store.
This advertisement is effective to the ends of showing off a clean and Google-centric device. It also entices consumers with the idea of being able to have all their questions answered in a few seconds. The ad does not advertise the many other things you could do with a tablet or phone, and this is because consumers know what you can do with a tablet and phone. If this ad were targeted towards people who do not or have never had a device like this, this would not be an effective ad. As it is, though, the ad works.
To make this campaign more compelling, I would perhaps do an ad showcasing the new Play store design, and what how beautiful it looks. Another thing I might do is have an advertisement showing off the new features available only in the latest version of Android. This would help sell the Nexus line of devices because they all are running the latest version. It is hard for other devices to run the latest versions of Android because their manufacturers have to redevelop all their software for each newer version of Android. My new ad in combination with the one discussed here would work together to make the Nexus brand more compelling to consumers.