Advertising and Promotion

Creative Message Strategy

Objective 1: Promote Brand Recall

Sony Xperia Z using slogan and jingles (Semenik et al. 2012) as well as repetition method in advertising in order to getting consumers to remember the brand name and easily recall. Sony’s slogan, ‘make.believe’ (APPENDIX) is repeated in every advertisement plan include television commercial, newspaper, billboard and many more.

Objective 2: Link Key Attributes to the Brand Name

Sony using unique selling proposition (USP) method (Semenik et al. 2012) to provide a reason for customer to buy Sony Xperia Z. Sony Xperia Z USP is its water proof capabilities. The amazing screen and camera capabilities of this smartphone, the waterproof message has bring out clearly.

Objective 3: Persuade the Consumer

Reason-why ads (Semenik et al. 2012) is used to point out the good reasons why Sony Xperia Z will be satisfying and beneficial to customers. In TV commercial, they have the speaker in the advertisement to describe the feature and benefits using of Xperia Z.

Objective 4: Give the Brand the Desired Social Meaning

Slice-of-life ads (Semenik et al. 2012) is used by Sony Xperia Z, which is the colorful journey of vibrancy and excitement of the Holi festival in India and the explosion of colored powders and water in their video advertisement. It has created perfect setting for the Sony Xperia Z, which is water and dust resistant design. (Appendix-the six picture of TVC)

Creative Execution (APPENDIX)

Communicated product features and benefits

Sony Xperia Z print advertisement shows a straightforward illustration with its feature. (Semenik et al. 2012) The display of smartphone that placed inside water clearly shows that it is durable and water resistant. Water resistant is the main selling point of Xperia Z.

KISS principle

Simple words of ‘durable and water resistant’ followed by short sentence of sub-head and the display of Xperia Z in the print ad, shows that it is a simple straightforward style...