The DRtv Ricoh PX Ad Puts the Product to the Test
Andrew Loh — October 16, 2011 — Tech
References: ricoh & digitalrev
Consumers are long known for their strong skepticism towards marketing, and the DRtv Ricoh PX camera advertisement puts to rest such distrust surrounding the durability of the digital camera featured in the original commercial.
In the DRtv Ricoh PX ad, viewers see the product being put through a series of tests, from being splashed with piping hot tea to being used as a hammer and deliberately burned. You might cringe at the sight of the great amount of sadistic torture placed on the fragile-looking camera. However, it is revealed that the camera still functions well at the end of the day. Now that it is proven to be one tough digital camera, potential customers need not hesitate when purchasing the Ricoh PX.
Implications - With consumers being constantly bombarded with countless advertising messages that are often generic in nature, it is extremely crucial for marketers and advertisers alike to differentiate themselves from other brands available out there in the cluttered marketplace. Doing so not only satiates the public’s desire for fresh contents, but also ensures brand recognition.
In the DRtv Ricoh PX ad, viewers see the product being put through a series of tests, from being splashed with piping hot tea to being used as a hammer and deliberately burned. You might cringe at the sight of the great amount of sadistic torture placed on the fragile-looking camera. However, it is revealed that the camera still functions well at the end of the day. Now that it is proven to be one tough digital camera, potential customers need not hesitate when purchasing the Ricoh PX.
Implications - With consumers being constantly bombarded with countless advertising messages that are often generic in nature, it is extremely crucial for marketers and advertisers alike to differentiate themselves from other brands available out there in the cluttered marketplace. Doing so not only satiates the public’s desire for fresh contents, but also ensures brand recognition.
Trend Themes
1. Storytelling Advertising - Using storytelling techniques in advertising campaigns to differentiate from other brands and create brand recognition.
2. Product Endurance Testing - Putting products through rigorous tests and showcasing their durability in advertisements to eliminate consumer skepticism and increase trust.
3. Authenticity Marketing - Emphasizing authenticity and transparency in marketing messages to appeal to consumers' desire for fresh and genuine content.
Industry Implications
1. Consumer Electronics - Incorporating product endurance testing in camera campaigns to address consumer skepticism and drive sales.
2. Advertising and Marketing - Utilizing storytelling techniques and authenticity marketing to stand out in the cluttered advertising landscape and increase brand recognition.
3. Digital Content Creation - Creating engaging and authentic content that resonates with consumers' desire for fresh and genuine experiences.
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