MKTG2101 Consumer Behaviour

Have the students identified the relevant segmentation variables at play in the ad?

Have the students offered justifications and evidence to support their identification of the relevant variables at play?

Segmentation variables in Carlton Draught "Big Ad"

Carlton Draught "Big Ad" the Australian beer advertisement has taken a series of hilarious segmentation variables. The segmentation variables in the Big Ad have drawn much attention following the fact it captures a different algorithm. The group of people in the advert having different colors of dressing makes a number of variables as identified in the Ad (O’Neill, Houtman & Aupers, 2014). The video segmentation variable in the marketing Big Ad has drawn the attention of the most profitable customers for the Australian beer. The play takes different segmentation variables for the purpose of advertising the Australian beer. The segmentation I could identify in the advert includes the shape of a Carlton draught glass of beer with its name brand just formed by a systematic arrangement of people. There is a segmentation variable of a person holding the glass of beer and drinking it and how beer flows into the stomach. There are a group of people in dark red clothing, light yellow and pale blue. They form different patterns of segmentation in the entire video advert.

I have observed the pictorial segmentation variables formed by that group of people (Moriarty, & Spence-Stone, 2014). They have formed a picture of person drinking a glass of beer just by forming a regular pattern. It is such an interesting picture that they show how the person holds the glass of beer in the mouth. It reflects how the beer flows in to the stomach by some individual running in a systematic manner that represents flow of beer in to the stomach. The freaking crossing the fence, some guys falling down show how people love and run for the beer. It is such an entertaining advert that even the formation of the fingers holding the glass of beer is so hilarious and funny (Pettigrew, 2016). Segmentation variables enable the individual form different shapes representing the beer and how person drinks it happily. The flow of the beer into stomach is so amazing.  In the first place, the advertisers have formed a glass of Australian beer represented by different colors of the people in the video advert. It is a systematic arrangement of those in the advert that they have stood in a certain manner in which, looking at them at the aerial view, the shape they form makes a shape of Australian beer glass. It is very funny and interesting advert that shift from a shape to another. They stand in a pattern that they even form the name “Carlton draught” by their individual arrangement. The song in the advert corresponds to the different shapes of the images formed by segmentation variables by the people in the Big Ad.

References

Merret, D., & Whitwell, G. (2014). The empire strikes back: Marketing Australian beer and wine        in the United Kingdom. Adding value: Brands and marketing in food and drink, 162-168.

Moriarty, S., & Spence-Stone, R. (2014). Advertising: Principles and practice. Austarlian    Journal of marketing and advertising, 7(4), 85-101.

O’Neill, C., Houtman, D., & Aupers, S. (2014). Advertising real beer: Authenticity claims    beyond truth and falsity. European Journal of Cultural Studies, 17(5), 585-601.

Pettigrew, S. (2016, November). An analysis of Australian beer advertisements. In Australian             and New Zealand Marketing Academy Conference, Sydney Australia,(30 November-2         December).