March 2014

Radio Advertisements

“Greatest Marketing Campaigns” Analysis
Most consumers are exposed to voluminous flow of advertising messages. In the past ten years, the Internet has created an entirely new venue for advertising as well.  Today social media is ubiquitous; we cannot get away from the latest product message.  In addition, the reason for the vast number of ads we are exposed to daily?  Ads are used to urge the viewer to take an action usually to purchase the product or service shown in the ad.  After all, a company must sell its product or service to customers in order to be profitable.
This assignment requires us to select five (of your own favorite) advertisements from each of the traditional media outlets: radio, television, newsprint, magazine, and outdoor advertising (a total of 25 ads). Create and post an analysis for each ad on your blog.  Each of these five types of traditional media outlets will be aligned with a given week during this course


Radio Ad: Dos Equis “Cinco”

Description: Violin playing in the background with a sense of anticipation feeling.  Man with deep voice talking over the music describing a person that defies a logic.  The description portrays a man bigger than life one that defies laws of nature i.e. sun comes up on the 6th of May just in case is Cinco parties runs long.

Listen: 2010 Radio-Mercury Awards Winners (click the “Cinco” link)

Technique used: I believe that they utilize two techniques in this ad.  They utilize the slogan technique at the end “I don’t always drink beer but when I do I prefer dos equis”.  They use this slogan at the end because at the beginning of the ad they utilize transfer technique.  The transfer technique is used in this ad by first describing an individual and portraying that individual as someone that is remarkable in everything that he does.  At the end of the ad, they provide the slogan that says that he only drinks one type of beer and if you want to be as interesting as he is you will drink this beer also.


  1. To portray a man that is larger than life, who defies all common laws of nature, as we know it.  Building this character for future advertisements.
  2. To substantiate dos equis as a beer of choice for those that want to be in the same light as the character described in the advertisement.

The description of the individual makes you think that if I were to drink dos equis then you would be interesting too.

Target Market: The target market for dos equis are beer drinkers that will pay more for a “quality beer”.

Action for consumers to take and benefit: The ad is utilized in order for customers to be intrigued to try this beer. 

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