Thai Life Insurance You Tube Ad Analysis PDF

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Thai Life Insurance You Tube Ad Analysis...

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Running head: YOUTUBE AD ANALYSIS

Thai Life Insurance YouTube Ad Analysis University of the People BUS5112 Marketing Management

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YOUTUBE AD ANALYSIS

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Thai Life Insurance YouTube Ad Analysis Different types of organizations utilize promotions to accomplish specific objectives. Many of these promotions are in the form of ads. In order for these ads to be effective, organizations must determine what type of appeal to use and how they will structure their message (“Principles of Marketing”, 2015). This paper will present an analysis of the structure, appeal, target, and objective of the Thai Life Insurance YouTube ad. In the Thai Life Insurance YouTube ad, the main character is presented as a very helpful and caring person. The main character is just living his everyday life and while doing so he finds any opportunity to help people, animals, and even plants. In the video, it can be seen how other people look at the main characters actions, and they do not understand why he would do these actions not expecting anything in return. However, in the latter part of the video, the main character is shown as getting happiness and satisfaction in return for his actions, meaning that the main character does not need anything material in return for his good deeds. This video can be seen in the following URL: https://www.youtube.com/watch?v=K9vFWA1rnWc (Vinaywayanad, 2014). The Thai Life Insurance YouTube ad is definitely an ad that has an emotional appeal, and it is far away from being rational. It is not rational because the main character just gives without expecting anything in return, and this is not expected in normal human behavior, at least not at the level that is shown by the character. The emotional appeal to this ad is shown because the main character helps people, animals, and plants in need. He really does not expect anything in return for his actions. This ad targets that emotional attitude that people have within. Attitudes are “mental positions” or emotional feelings, favorable or unfavorable evaluations, and action tendencies people have about products, services, companies, ideas, issues, or institutions

YOUTUBE AD ANALYSIS

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(“Principles of Marketing”, 2015). The Thai Life Insurance YouTube ad targets adults that can purchase life insurance. It obviously does not target an audience that is not an adult audience, as children or teenagers do not purchase life insurance. The ad does not seem to target a specific age group in the adult audience. What the ad does extremely well is that it presents the main character as a very giving, caring person, and at the end of the ad it presents the name of the Thai Life Insurance company. This brilliant marketing move is intended to present the Thai Life Insurance company as an organization that extremely cares for people, by correlating the name of the company with the emotions expressed in the ad. This ad is most suitable for the business to consumer (B2C) segment because the consumer would be purchasing life insurance directly from the Thai Life Insurance company. This ad has the potential of increasing sales if presented through employee social marketing as well as directly to the consumer through other methods that do not use employee social marketing. What this ad mainly does is present the Thai Life Insurance company brand as a very caring company. The ad does not even offer any service in particular, but it helps to create a good image of the brand. This ad indirectly produces sales, as when people are ready to purchase life insurance, the Thai Life Insurance company will most likely have been successful in creating an image that their life insurance products are designed to care for people. This ad would be great on Facebook, Instagram, and YouTube because these social media platforms are arguably the most popular platforms today and they have a far reach into the adult population that is targeted by the Thai Life Insurance YouTube ad.

YOUTUBE AD ANALYSIS

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Principles of Marketing. (2015). University of Minnesota Libraries Publishing. Retrieved November 18, 2020, from https://my.uopeople.edu/pluginfile.php/1016812/mod_resource/content/4/Principles-ofMarketing--compressed.pdf Vinaywayanad. (2014, April 18). Best Advertisement ever-Winner of Best Ad 2014. Retrieved from https://www.youtube.com/watch?v=K9vFWA1rnWc...