本文是留学生营销类assignment范例，题目是“Analysis of TV Advertisement: Amazon Alexa（电视广告分析:Amazon Alexa）”，本文的目的是识别和批判性分析2019年超级碗期间播出的特定电视广告。由于人口分布广泛，目标受众范围广，这次活动已经播出了几则电视广告。为了呈现这篇文章，我们将对亚马逊的Alexa广告进行分析和评论。
Abstract 摘要
The aim of this essay is to identify and critically analyse a specific TV advertisement broadcasted during Super Bowl 2019. The event has featured several television advertisements due to wide demographics and high scope of target audience. In order to present this essay, the advertisement of Amazon Alexa will be analysed and critiqued.
The overall critical analysis will be conducted on the basis of its overall description, marketing objectives, target audience and positioning strategy. Based on the overall analysis of the advertisement, a novel social media campaign will be recommended in this essay to support the broadcasted TV advertisement.
在总体描述、营销目标、目标受众和定位策略的基础上，进行全面的批评性分析。基于对广告的整体分析，本文将推荐一个新颖的社交媒体活动来支持广播电视广告。
1.Overview of the TV Advertisement电视广告概述
The 90 second ad of Amazon played on Super Bowl 2019 features a number of celebrities for delivering its marketing message. The title of the ad is ‘Not Everything Makes the Cut’, and it featured Scott and Mark Kelly (NASA twins), Abbi Jacobson and Ilana Glazer, Forest Whitaker, and Harrison Ford (West, 2019).
亚马逊在2019年超级碗上播放的90秒广告由多位名人来传递营销信息。广告的标题是“并非一切都能成功”，其中有斯科特和马克·凯利(NASAtwins)、Abbi Jacobson and Ilana Glazer, Forest Whitaker, and Harrison Ford (West, 2019).
The ad opens up at the headquarters of Amazon and in the background, an employee is asking Alexa connected microwave to heat up her pasta. In the main scene, two employees start interacting about how Alexa is being utilised for everything. Then they start discussing about the failures they faced in introducing Alexa (Sweeney, 2019). Further in the ad, Whitaker asks his electric toothbrush connected with Alexa to play his favourite podcast while he is brushing his teeth.
As the podcast starts playing, he starts brushing and he cannot hear the podcast anymore. Further ahead, the employee tells about the dog collar powered by Alexa. The ad shows Harrison Ford with his dog, a Boston terrier, who has a collar powered by Alexa. With every dog bark, Alexa is telling about different foods that the dog wants (Sweeney, 2019). This irritates Ford. The hot tub powered by Alexa was even more dangerous.
Jacobson and Glazer are sitting in the tub as they ask Alexa to play some music. The water starts dancing as a fountain, and shoots them intensely outside the bathtub. The employees then start discussing about ‘The Incident’. In the incident, the city is facing random and rapid electricity blackouts (West, 2019). The ad then shows Kelly twins in their NASA space station experimenting with Alexa that was responsible for powercuts on earth. The tagline of the ad is ‘Not Everything Makes the Cut’, while the song of ‘Queen’s don’t stop me now’ and the simple logo of Amazon is introduced.
2.Marketing Objectives市场营销目标
The ad specifically explains the mysterious activities involved in the ‘Amazon Beta Testing Program’ that was introduced earlier in January 2019. The ad depicts several failed attempts of Alexa with a humorous route on the trend of voice enabled operations (Lee, 2019). The company make fun of itself and delivers the message that internet can be connected to any device and being. The key marketing message highlights that Amazon is making continuous improvement in voice assistance, and discovering various devices for the expansion of Alexa. It is also adding new aspects in basic devices with the rapid evolution of voice enabled technologies (Bell, 2019).
该广告特别解释了2019年1月早些时候推出的“亚马逊Beta测试计划”中涉及的神秘活动。这则广告以幽默的方式描述了Alexa在语音操作趋势上的几次失败尝试(Lee, 2019)。该公司自嘲，并传递了这样一个信息:互联网可以连接到任何设备和存在。关键的营销信息强调了亚马逊正在不断改进语音辅助，并发现了各种各样的设备来扩展Alexa。随着语音技术的快速发展，它还在基本设备中添加了新的方面(贝尔，2019年)。
The key foundation reflected through this ad is the fantastic abilities Amazon is willing to incorporate for expanding Alexa irrespective of failures and intentional exaggeration. The best message Amazon delivers through this ad is that the company realises that Alexa cannot be connected with almost everything. But it does have strong potential for everything. It is a humorous description about the endless opportunities exposed due to Alexa. The ad expresses the willingness of Amazon to move past these failures, and continuously experiment in the creation of delightful and new customer experiences (Reitman, 2019). The company enjoys in these experiences.
3.Target Audience and Positioning Strategy目标受众和定位策略
The current demographics of Amazon echo depict that majority of the target market of Alexa is inclusive of males (57 percent). The target market of Alexa shows specific preference for simple interactions with skills to initiate some conversation or perform a specific function (Lee, 2019). By reflecting in the ad, Alexa can be featured on a dog’s collar, Amazon is specifically expanding its target market and seriously considering its positioning strategy.
亚马逊echo目前的人口统计数据显示，Alexa的目标市场主要包括男性(57%)。Alexa的目标市场显示出对简单互动技能的特殊偏好，以发起一些对话或执行特定功能(Lee, 2019)。通过反映在广告中，Alexa可以出现在狗的项圈上，亚马逊明确扩大了其目标市场，并认真考虑其定位策略。
The company is also focusing on skills and devices specific to children that can be powered by Alexa. The company has set high hopes for expanding the user base with child compatible and safe skills and products (Crist, 2019). Amazon has also ensured the clear segmentation of its immense audience as reflected in the ad.
4.Integration and Enhanced Effectiveness of the TV Advertisement整合电视广告，提高广告效果
With the help of this social media campaign, Amazon will get the opportunity of showing creative marketing with Alexa technology. Alexa itself is a source of its promotion as it generates words, helps in decision making, and identifies individual hobbies on the basis of the voices recognised by it. By developing a social media campaign across different and tailored phrases, the target market of Alexa will gain a better idea about their purchase decision making process. Visual identity of the ad on social media with hash-tags will be important as people will start understanding the power of speech rather than using visual assets such as package attributes and logos (Becker and Lee, 2019).
在这一社交媒体活动的帮助下，亚马逊将有机会展示Alexa技术的创造性营销。Alexa本身就是其推广的一个来源，因为它能生成单词，帮助做决定，并根据语音识别个人爱好。通过在不同的、量身定制的短语之间开展社交媒体活动，Alexa的目标市场将更好地了解他们的购买决策过程。带有标签的社交媒体广告的视觉识别将非常重要，因为人们将开始理解演讲的力量，而不是使用包装属性和标识等视觉资产(Becker和Lee, 2019年)。
The key objective of the social media campaign will be similar to that of the TV advertisement. Key focus lies in creating maximum awareness about Alexa, and educating people about the vast innovative applications of Alexa. This will help Amazon in increasing its sales with maximum cost efficiency. The creative idea lies in communicating that Alexa can be used on any device or medium, but Amazon is still trying to make it the best (Tuten and Solomon, 2017).
5.Marketing Objectives市场营销目标
The key objective of the social media campaign lies in enhancing the awareness about Alexa, and expanding the customer base as well. Amazon has realised that several customers do not understand the uses and applications of Amazon Alexa. In this marketing campaign, Amazon will also have to focus on balancing the concerns between security and convenience (Perreault, 2018). The marketing objective is also specific to showing the world that Amazon is consistently trying to improve its innovative capabilities, and further enhancing the scope of its success through user simplicity.
社交媒体活动的主要目标是提高Alexa的认知度，并扩大客户基础。亚马逊已经意识到一些客户不了解亚马逊Alexa的使用和应用程序。在这一营销活动中，亚马逊还将关注于平衡安全与便利之间的担忧(Perreault, 2018)。营销目标也明确地向世界表明，亚马逊一直在努力提高其创新能力，并通过用户的简单性进一步扩大其成功的范围。
6.Target Audience目标受众
The marketing campaign is specifically focused on targeting everyone and anyone, watching the ad or involving in the social media campaign. It is not just enthusiastically embracing baby boomers, but also addressing the unique needs of elders and kids. The ad itself covers a number of unique purposes that Amazon Alexa can solve which reflects the diversification of overall target market.
市场营销活动的重点是针对每个人，观看广告或参与社交媒体活动。它不仅热情地拥抱婴儿潮一代，而且还满足老年人和儿童的独特需求。广告本身涵盖了许多独特的目的，亚马逊Alexa可以解决，这反映了整体目标市场的多元化。
Several hash-tags and taglines will be used regarding the relevant themes of the ad and pictures from the stillshots to reach maximum target audience. Various hash-tags that will be used are #Alexa4All, #AlexaForAll, #Blessed, #JustAskAlexa, #AlexaFail, #AddAlexaToAnyRoom, #AmazonAlexaForEveryone, #AmazonSuperBowl2019, #AlexaGoneMad, #AlexaMagic, #AlexaForEverything among the others.
Based on the overall analysis, it can be concluded that the overall advertisement was a successful attempt for marketing Amazon Alexa. The essay has identified its marketing objective and target market based on which a supporting social media campaign has been recommended in the essay. This social media campaign has been introduced in accordance with different marketing appeals and elements for promoting Amazon Alexa.
根据整体分析，可以得出结论，整体广告是亚马逊Alexa营销的一次成功尝试。这篇文章已经确定了它的营销目标和目标市场，并在此基础上推荐了一个支持性的社交媒体活动。本次社交媒体活动是根据亚马逊Alexa不同的营销诉求和推广元素而推出的。
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