– Good Night Mattress 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 advertisements }
This is an advertisement for the mattress brand called Good Night Mattress. The ad shows a small and fairly-empty room scene at night with an open window. Underneath the open window on the floor is lying a bare mattress with a burglar asleep on top of it. In the bottom corner it says, “Fall asleep easily” with their brand name written underneath it.
PRICE: There is no price indication. PRODUCT: Good Night Mattress is obviously selling mattresses. Through the advertisement, they are also indicating that they are comfortable and have some quality to them. PLACE: The place to this ad is in a bedroom. Afterall, that is where a mattress is typically found – not in the street, the backyard, or the living room. PROMOTION: Good Night Mattress is using puffery to put forth the idea that a burglar’s plans to rob a house would be thwarted once they stepped through that window and onto that mattress. They are suggesting in an unrealistic way that nobody could resist falling asleep on their mattresses.
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?
Good Night Mattresses’ target market is to homeowners (or apartment owners). After all, if you don’t have a home, you probably do not have a reason to be buying a mattress. I do think they did a good job advertising to them. Unrealistic as the ad may be, all homeowners fear being robbed at one point or another. By using a robber, it turns people’s heads in hopes of seeing the solution to keeping them out. But then they find a mattress. Therefore, their strategy did work in getting people’s attention.
3. Does it work? Why or why not? Any general observations?
Yes, it works! Even though mattresses can not be the easiest product to market, Good Night Mattress solved this problem by using this creative ad campaign of an asleep burglar on a mattress. By depicting the slogan “Fall Asleep Easily” in this way, they are able to portray their exceptional level of comfort that they offer.
Andrea Wollman's Marketing Blog 