Aeon Big Advertisement Strategy and Advertisement Analysis Essay Example

official Facebook and Twitter account, there are many features; promotions and current issues will post on their timeline.

This is easy and convenient for Facebook and Twitter user to visit their company account and it is no cost to set up an account. Instagram is a smartphone app that provides a platform for user to share pictures and interact with others. Aeon Big use this app to distribute information and Aeon Big also uses this app to conduct “Capture N Win Contest” which users are required to capture with anything that are an orange color and hashtag My Orange moment then the company will choose most creative picture among the contestant.

Brand Personality and Color This campaign is using orange color in their advertising. For example, the Aeon Big logo changes from red color to orange color. This shows that Aeon Big use orange color to personalize and build their brand image. Orange color is color represents excitement, power, affordability, joyfulness. This color also can draw consumers' attention quickly and easily. An example of an advertisement is 20 I pad giveaway with purchase 100 and above, orange car are giveaway when in Ramadan and Hari Raya Celebration.

Refer to appendix 1) Low need for cognition (NFC) The advertisement of Aeon Big is preferred by the consumer who has a low need for cognition that is attracted to the background or peripheral aspect of ads. These consumer groups are categorized into visualizers who no need more information in an ads and prefer visual information and product stress with visual. For example, Aeon Big advertisements are not adding more information and only have the

title and the background. For example, Product Anthropomorphism

Aeon Big advertisements are also developed a product anthropomorphism strategy, attributing human characteristics to something is not human. In the Aeon Big advertisement, the company is creating five characters of orange man and form a family. In these five characters, we can found that a formation of brand personality indicates that the families are cheerful, happy, warm and etc. For example, Happy Father’s Day, Happy Mother’s Day and let’s clean up now advertisements show the warmth, loving and happiness of a family. Refer to appendix 3, 4, 5) Advertising is a form of communication for marketing and used to encourage, persuade, or manipulate an audience to continue or take some action. It is also a nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Positioning is a marketing strategy that targets to make a brand occupy a unique place in the customer mind that can build trust and loyalty to the company.

Companies use this strategy either by emphasizing the distinguishing features of their brand or they may try to create a suitable image through advertising. Advertising is very crucial to a company's positioning. The hypermarket concept of Aeon Big offers one-stop shopping, self-service, customer convenience facilities, free parking and low price on a wide range of merchandise lines of food and nonfood products. Besides, it also plants in the customer’s mind that Aeon Big stands for value for money.

It also offers 100% refund policy that protects the consumer’s right against substandard goods. In addition, Aeon Big are

also launched many promotions, quiz games and lucky draws to attract customer attention. Aeon Big are also positioned itself with its wide product assortment from fresh goods and groceries to toiletries and consumer electronic products that provide many choices to the customer so that consumers can enjoy the cheaper price compared to their competitors.