Advertising principles and strategy - Research Paper Example

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For an advertisement to yield the required result, everal principles and strategies should be employed. According to Lee & Johnson,advertising principles and strategies are wide and dramatic thus requiring to be deeply explored in order to be understood…
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Advertising principles and strategy
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Download file to see previous pages This paper explores print advertisements for motor homes, caravans, and camping. In the exploration, the paper compares five different advertisements for the similar product in terms of research into the product, its competition, target audience, and relevance of presenting product and brand to their audience. Moreover, the paper would analyze each chosen advertisement by looking at the relevant of the idea of sustainability. The five advertisements identified in this paper would be analyzed and critiqued through their strategies by using the Bernbach’s ROI model. This model devotes itself to maintaining high standards of an advertisement (Horn 2006, p. 4). The print adverts explored in this paper are the caravan world magazine, the caravan world yearbook, camper trailer Australia, caravanning and motorhome magazine, and caravanning Australia magazine. Each of these print adverts has specific characteristics that distinguish it from the others. 2. Analysis a. Winnebago caravan This advert promotes caravans made by this company that could be used for hiking. The target audience of the advert is the group of individuals aged between 25 years and 50 years especially those with small kids. It does this through the notion of caravan parking at any place where the children and adults can have fun. For an advert to be effective, it has to be relevant to the target audience. The message in the advert is very relevant to the target audience. This is because it informs the audience on the strength of the product, which is the ability to be conveniently parked at any place. The advert has an inter mix of colors and natural features. According to Besser (2005, p. 3), pictures of natural features and other attractive sites unfolds unique history that can result to a distinguished form of attractiveness. However, attractiveness of features depends on the target audience. The color and features used in this advert is very relevant to the target audience. This is because the group of people with the age bracket of 25 years and 50 years are highly attracted by colors and natural features. However, the advert fails in terms of originality and sustainability. The advert contains several features, varied groups of individuals, various font types, and a company logo. This makes the advert to be somehow confusing thus unsustainable and unoriginal despite its uniqueness. Moreover, it is large with a lot of words and statements. This makes the advert not to be memorable among the target audience despite have a message that resonates with the target audience. However, the advert is visually arresting due to its multi-featured and multi-colored nature. The advert can change the way consumers view the product although its impact is greatly hindered by unclearness. b. Winnebago tent This advert advertises a tent that can be used for adventurous camping. According to Consterdine (2005, p. 6), the essential strength of print media especially magazines in advertisement it the way readers chose and use the information they obtain. The target audience for the advert is the population of men and women aged between 18 years and 40 years through the notion of river bank camping. Information provided by the advert is somehow relevant to the target audience. However, the pictures on the advert and the colors used in the advert are ambiguous and not clear. It is somehow difficult for an individual in the target audien ...Download file to see next pagesRead More
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