Advertising principles and strategy  Research Paper example
Research Paper
Journalism & Communication
Pages 6 (1506 words)
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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


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. ...
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