Describe how the company/business used the four “P’s” to add value and/or promote the product or service.
Product- Inspire Malibu Treatment Center
Price- Actual price is not mentioned. However, the commercial mentions that it is affordable. Rather the promotion features the quality of experience and the significant help it provide to addicts.
Place- I saw this commercial while running at Fitness 19 at about 8:45 pm on Monday 3/25/13. I was watching Seinfeld on channel 45.
Promotion- This is a commercial featured on channel 45 in between Seinfeld episodes. The camera starts to show the beautiful location and features of this rehab center. The sun is shining, the grass is green, the sky is blue – everything looks perfect. An automated voice comes on saying, Are you struggling with addiction or refuse to let a loved one suffer from substance abuse? Pick up the phone right now and call Inspire Malibu.” Soft piano plays in the background as different scenes of happy people occur in this beautiful home.
2. What industry(s) is the product or service a part of?
Health. Hospitality. Medical.
3. Describe the target market.
Inspire Malibu is targeting individuals who have had some type of substance abuse and are wanting to be free. This commercial in particular seems to be targeting the families of these individuals with substance abuse addictions. This is obvious because of the strong emotional pull the commercial is appealing to with the music and the way the questions are asked. This commercial stuck out to me because of the intensity of the emotion that it is trying to trigger in the viewer. They show all of these perfect scenarios with this beautiful music to initiate the problem recognition process in the viewer. “I want Joe to be as happy as that,” these are the kind of thoughts that this commercial is trying to provoke.
4. Does it work? Why or why not? Any general observations?
Yes. I think that the advertisement is effective particularly in its emotional appeal to the audience. I think that the service is unique. I have never seen a rehab alternative like this so this company has a point of differentiation.