Print Advertisement Marketing and Consumer Behavior - Assignment Example

?Index TOPIC PAGE NO Introduction Will to win . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Audi R8 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Prego : Italian Sauce . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Introduction Products and services are promoted to the Customers by Advertising (Petley) or in other words it can be defined as methods employed by organizations and companies to spread awareness to the target market about their offerings. (Monle Lee) As the Cooperations and companies managed to gain popularity and make many loyal customers in their localities , to further increase sales and earn more profits they expanded across borders. In doing so they stepped into new markets where they had to attract new customers to their services and products in which they faced a lot of trouble as the entertainment, hobbies, tastes and activities differed vastly (Marieke K. de Mooij) Also more and more products were being targeted for targets markets in these differing societies hence the companies started to focus on a more micro level that is the habits and behaviors of their customers rather than the macro knowledge of the society. (Seth) Keeping the globalization process under the focus , companies started to focus on the factor which can be altered and produced in more than one way for different societies. Hence the advertising and promotion efforts were done according to the culture, attitudes and norms of the native market. (Mooij) Hence Gestures, colors, actions, taglines and everything were strictly checked in accordance with the cultures of different societies so that is doesn’t haven’t any negative effect on the image of the company or the sales of the specific product. PRINT AD #1 Analysis: The target audience for this ad is the sporty youth, teenagers and adult – specially the Basketball fanatics. The theme of the ad is very aspiring. It shows the “will to win” tagline, which drives the viewer of this ad to buy Nike products so as to engender an inclination in them for success. The ambiance of this ad fits the Nike products and accessories like a glove. The positioning has been very clever done. It doesn’t show anywhere about the product, but it generates an appeal that when you are associated with the Nike brand, you have a feeling of success. The punch line “You will notice. You will scream. Because you want it to happen” and the main tagline “Will to win” is the backbone of the print ad apart from the celebrity basket ball player. As soon as the customer reads these lines, they drive a certain impetus in him/her which has a stimulating effect on the reader. The very famous sign of Nike says it all. The victory sign is always there in the Nike ads to support their taglines. Usually in their ad, text insinuating victory and success is being followed by the Nike ad. Language and typeface used in the ad are very clear and comprehensive. The language, as mentioned earlier is very positive and stimulating. The typeface used is also very clear and immediately draws audience attention. All the text, messages and signs are being focused in the centre so as to draw as much attention as possible. However there are some “white spaces” or areas on the print ad which are left unused. The background of the ad is black which is in complete contrast with the celebrity player’s red shirt. The background has been carefully selected so as to make the celebrity and the text of the taglines more vivid (Pages) The ad has a very positive feeling, in fact the motto or the theme of this ad is positivity which is being shown in the taglines. Moreover the basket ball celebrity shown in the ad is going for a “winning” dunk which also shows how positive the ad is. The perspective of the ad is the positive feeling or the zeal that an individual generates, when he/she shows inclination towards success. This is what the ad intends to show. It claims that Nike has this “drive” which brings you closer to success. Overall, the message has been conveyed successfully. The ad campaigns of Nike have mostly proven to be successful. The inspiring language of the print ad gives Nike the competitive advantage over Adidas and other market followers. (Berger) PRINT AD #2 Analysis: The target audience of this ad are the adults having the purchasing power to buy a car as lavish and as ostentatious as Audi R8. The purpose of the ad is to show that the manufacturers of the car are trustworthy and they make claims which are based on “Full Truth”. The ad outlines the “? truth” that most of the car manufacturers claims in which they claim that their product is very as good as that of competitors by showing their gaudy status and “great” brand names. While Audi R8 believes in “Full truth” where it claims that the car is as “good” and that good is better than “great”. The ambiance of the ad is very garish yet very simple. It shows the car and some text with a black background which makes the ad vivid and clear. The Context of the ad is to attract customer’s attraction by showing that Audi R8 is better than any other competitor’s brand. The positioning has been done by showing the taglines – “? truth” and “Full Truth”. The ad doesn’t contain a lot of symbols except the symbol of the brand. The objective of the ad has been achieved by displaying text rather than signs and symbols. The language has been carefully chosen. The tone of the taglines is a bit on the boasting side. The ad is boasting about the brand that the product speaks the truth and is genuine. The phrase “Truth in Engineering” has been shown to accredit its engineers. In my opinion, the space of the ad is perfectly utilized. However, the reader may observe a lot of empty spaces. But the message is being conveyed via text by choosing few words and via the symbol and the image of the car. The background of this ad is black, which is perfect, showing the text, image and the symbol clearly. It’s because of the black background that the reader can comprehend the message and admire the car. (Media) The message is very ostensive. The taglines are very comprehensive. The aim of the ad, which is to deposition the competitors brand by positioning the brand efficiently, has been achieved. The perspective of the ad lies in the objective. The objective is to position the brand in the minds of the consumers in a way that draws them away from competitor’s product and bring them closer to Audi R8. PRINT AD #3 Analysis The target audience of the ad is firstly the housewives and secondly those people who eat spicy foods. For them Prego sauce is the best sauce as you don’t need to add any spice after adding the Prego sauce. The purpose of the ad is to draw the attention of the target audience by showing celebrity Baby Spice aka Emma Bunton- one of the “Spice” girls and then showing that even Baby Spice is confused what spices or condiments to add after adding the Prego sauce. The fact that Prego sauce is so spicy makes the Baby Spice confused. The ambiance of the ad is wonderful which show Baby Spice standing and thinking what spice to add after having put the Prego sauce in the food. The appearance of the celebrity makes the ambiance even more attractive. The context of the ad is extraordinary because the choice of the celebrity – Baby Spice- and the way she is appearing makes the context perfect and conveys the message flawlessly. The ad has very few symbols and signs. The main graphics included are that of the celebrity which was imperative with the taglines which are the gist of the ad campaign. Apart from that only the symbol of the brand name is being shown. The language of the ad is on the humorous side as it supports the gestures of the celebrity. The typeface is big enough and is comprehendible. A lot of white spaces have been left unused. But since the text is very clear and the message has been conveyed, those white spaces can be overlooked. The background is very soothing. It complements with the product, however it doesn’t complement with the message which shows the “spice”. The background might have been red color or some other color complementing “spiciness”. The message or the communication is very ostensive as the ad claims that the features of the product are just perfect, so much so, that even the celebrities are acknowledging it. (Baker) Theoretical perspective: The perspective of the ad is being shown through the confidence of the maker of the brand. The maker is very confident about the product. Overall the ad is very creative because of the punch lines. Care has been taken in selecting the words and then associating those words with the celebrity. Conclusion In all the three ads, the segmentation, targeting and positioning has been the key to success. Segmentation is a prerequisite for an ad campaign and that print media targets an explicit segment. The positioning strategy should be well crafted so that the potential buyers notices the ad and retain it in the mind. Such ads captures a large target audience and change them into loyal customers who patronize the brand for a long time (3 Reasons Why Print Advertising is Still A Lethal Weapon for A Winning Marketing Campaign, 2011). The analysis has been done based on several important aspects such as target audience, themes & purpose, general ambiance, context and content, signs and symbols, language and typefaces, spatiality and background (Checklist for Analyzing Print Advertisements, 1996). All the three ads are example of ostensive communication. The message is communicated overtly and explicitly and the reader can grab the information that is being conveyed. However there are other advertising tools, like web advertising, that the marketing managers of these brands may have thought of opting. But since print ads play a very significant role in the marketing campaign and that not all people have access to the web, many businesses still opt for conventional print advertisements for the promotion of their brands (Successful Print Advertising Designs, 2005). BIBLIOGRAPHY : "Nike Print Ad." 23-nike-basketball2. Web. 16 Aug 2011. . "Audi Print Ad." 2010 November Read More