– Ray-Ban Sunglasses Advertisement –
1. Describe the advertisement in detail and how the business implemented the four P’s to add value and/or promote the product or service.
{ Scroll to bottom to see advertisement }
I have seen this very Ray-Ban Sunglasses billboard advertisement on the road before! I was looking through google images when I ran across it and recognized it! That goes to show that it was memorable and that it worked. The billboard has a picture of Ray-Ban sunglasses with words next to it saying, “We’d love to be sitting on your face.” At first glance, it seems rude, but then when you connect the picture with the words you catch the joke.
The four “P’s.” Price, Product, Place, and Promotion. PRICE: There really is not anything about price on that billboard. PRODUCT: It shows a picture of one of Ray-Ban’s products to give us an idea of what they look like. PLACE: I saw the advertisement on a billboard, so that is its physical placement. It also has their brand name written on it, so if a person were really interested in their product from the picture, they could always look up their name on the internet later. PROMOTION: This was the biggest part of this billboard ad. They used crude humor to catch our attention and then tied it into their product to make it memorable. Sunglasses do sit on faces.
2. Describe the target market (ie. what segments are being targeted)? How do you know this is the target market? Did the company make good decisions to reach the target market?
The target market is for the middle and younger generations – anywhere from age 18 (driving age) to 60. Not everyone would appreciate the humor of this advertisement, or basically people that do not enjoy crude humor. Ray-Ban is also more of a stylish company, so not nearly as many of the Baby Boomers would want to buy from their company. Therefore, it makes sense that Ray-Ban chose these mid/younger generations to advertise to since that is who their product is for.
3. Does it work? Why or why not? Any general observations?
Yes, I would definitely say it works. Their crude humor is what makes the billboard funny, interesting, and standout more. They made the billboard simple and with a white background, which makes the words pop out to viewers more. Overall, it is a good ad!
Andrea Wollman's Marketing Blog 