ABSOLUT VODKA

Absolut Vodka advertising and brand perception in the UK and France

Table of Contents

CHAPTER 01: INTRODUCTION1

Background of the Research1

Aim of the research1

Research Question1

CHAPTER 2: LITERATURE REVIEW2

Absolute-Print Advertising2

Advertising campaign2

Matrix Language Used for Brand Name and CCP3

The Advertising Appeal and CCP5

Semantic Differential Scales5

Pronunciation6

CHAPTER 3: METHODOLOGY7

Search Technique8

Literature Search8

REFERENCES9

CHAPTER 01: INTRODUCTION

Background of the Research

It's the most famous bottle of Sweden. It is the best selling vodka in the U.S.. Their advertising campaigns have gone through the world, the frontier of the purely commercial to get into the world transcending art, fashion and photography. It is called Absolut Vodka. It is manufactured in Sweden and very few consumers ever wonder why they prefer to consume a Swedish vodka Russian one. The question is, apparently, a mere matter of advertising. At just 25 years Absolut has achieved international career what many will dream all his life a whole society that identifies and identified with a product.

Aim of the research

The main aim of this research will be to discuss the Absolut Vodka advertising and brand perception in the UK and France.

Research Question

The research questions will be:

Discuss the brand perception of Absolut Vodka in UK and France market?

Analyze the most effective advertising campaign that attracts the customer in these two countries?

Explore the use of local language in advertisements is more effective to persuade bilingual consumers?

CHAPTER 2: LITERATURE REVIEW

Absolute-Print Advertising

Absolut has been a campaign that has been released and has been so successful thanks to its graphical approach. Their communication was based on: posters or billboards, artistic paintings, press pages (mainly magazines), and any artwork that would allow him to public classically elegant. There has been making commercials. It has taken a few but in regional terms. There have been global campaigns, but more localized. In its latest campaign "In an Absolut World" has dared to break the traditional line of print, to invest a little more visual. This new campaign builds on the concept: "If everything was as perfect as Absolut Vodka," which lets you experiment with a new medium to your campaign and reach the public in new ways.

Advertising campaign

The campaign for Absolut Vodka has definitely been unquestionably successful. But while it has been able to maintain the overall success, has stagnated. Advertising is not about making art. To me advertising is a way of promoting specific marketing objectives: sales, brand recognition, loyalty, purchase, memory, etc.. They are goals that can be satisfied in part by a communication plan. At the beginning of the campaign objectives of V & S were satisfied.

The product was announced, increased sales, but thereafter fell advertising artistic limbo. He lost a little of their meaning and their impact because failed to impress. Even to this day see the graphs of Absolut is truly amazing, but the advertising message is lost among the artistic message of the product. Think it is very prudent on the part of the brand and the agency go to turning the concept Absolut.There is no doubt that the name and the bottle can still be ...