Advertising principles and strategy - Research Paper Example

? Advertising Principles and Strategy Report Svetlana Kostyuk ID: 10944546 Introduction 3 2.Analysis 3 a.Winnebago caravan 3 b.Winnebago tent 4 c.Triple e motorhomes 5 d.Dodge tracks 6 e.Jurgens Caravans 7 3.Conclusion 8 References 8 Appendix 11 1. Introduction Advisement is an essential part of enhancing business competitiveness. For an advertisement to yield the required result, several principles and strategies should be employed. According to Lee & Johnson (2005, p. 10), 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. 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 audience to grasp what is revealed by the pictures. Moreover, the advert is less colored and contains very few features. This makes to be less attractive especially when considering the individuals in the target audience. The advert is also wordy with unclear logo. This makes it to fail greatly in terms of originality and sustainability. Its wordiness also makes it not to be memorable especially among the targeted individuals. According to Meyer& Paracchio (1995), colorful photographs used in adverts have superior attention-getting properties making individuals to change their perception of the advertised product. Since the advert is less colorful, it cannot change the perception of consumers about the product. Moreover, the advert cannot enhance the brand personality of the product among the consumers and is thus ineffective. c. Triple e motorhomes Triple e motor home advert targets the working class group of individuals through the notion of movable luxurious homes. The group of people mainly targeted by the advert is individuals within the age of 25 years and 60 years. The advert is colorful with just few attractive colors. Moreover, it has just few pictures that have been well designed to attract the attention of the eye. The advert has words written below the pictures to explain the products advertised as well as the logo of the manufacturer. In order for an advert to be meaningful, it should attract the attention of the target audience (Witt 1999, p. 15). The message provided by this advert is relevant to the target audience of the advert. Moreover, it resonates well with this group of people because of its ability to address their most critical need of having to move from one place to another while in their line of duty. The advert also has words that are written with clear fonts as well as a clear logo of the product. This makes the advert to be original and sustainable especially in advertising the product to the identified population of the target audience. The essence of the idea in this advert is unique and not common. This is because the advert uses large pictures with few wording. This makes the ideas in the advert to me memorable especially to the targeted individuals. It also makes the advert to have a great attractiveness thus captivating to the eye. The advert has made me to view the product it advertises from a different perspective. This is because it has linked information about the product with information about the target audience. Due to the nature of the advert, it can actually promote brand personality. Hence, the advert could be effective in promoting this kind of a product. d. Dodge tracks Dodge track avert targets individuals with large families through the notion of capacity size of the products. This are mainly the individuals aged between 30 years and 50 years. The advert has a clearly drawn picture of a motor track with named parts. Moreover, the advert is less colored and has many words that are written in an unclear manner. This advert actually shows the product advertised and its major parts. The message in the advert is irrelevant to the target audience. This is because none of the individuals in the target audience would be interested in knowing parts of a caravan unless he works in the caravan industry. The message provided by the advert therefore does not resonate with the assumed audience. Moreover, the advert has a wordy page written in unclear fonts and a logo that is not captivating. This makes the advert not to be sustainable. The content of the advert are obvious and common among many people especially those who have already used caravans in their holiday activities. As a result, the advert is not original even among the target audience. An advert should be attractive and enticing for it to yield the required impact in terms of effectiveness (Shimp 2008, p.280). Wordiness, unclear information, and irrelevant message make this advert not to be visually captivating. Moreover, the essence of the idea in this advert is not unique. Several organizations provide adverts that carry the features of their products. This makes the advert to fail in terms of uniqueness and in being original. The advert also fails in terms of memorability especially among the target audience. As a result, it does not make me to develop a new view of the product. Moreover, the advert cannot influence brand personality of this product especially among the individuals in the target audience. e. Jurgens Caravans Jurgens caravan advert targets mainly individuals who might want to undertake caravanning for long period through the notion of durability. The individuals targeted by the advert are mainly the young men and women aged between 25 years and 40 years. Jurgens caravans advert has a picture of a caravan and word providing information about the caravan. According to O’Guinn, Allen, & Semenik (2011, p. 10), advertising is about generating ideas and positive images on the customers about how the advertised product could meet their needs. The advert tries to inform the target audience about the benefits of the audience thus generating ideas and positive images on consumers about the product. The message provided by the advert is very relevant especially to the selected target audience. This is because it provides knowledge that the audience might be seeking about the advertised product. Therefore, the message in the advert resonates well with the target audience. Moreover, the advert is written with clear fonts that can be easily read by the audience. However, the advert is less colorful thus less attractive and captivating. In addition, the advert lacks a company logo and has unclear descriptive statements about the product. The advert provides relevant message about the product. However, it lacks uniqueness thus it is not original. Moreover, the advert is not visually arresting especially among the targeted audience. The essence of the idea in the advert could be expected and obvious. This is because many organizations provide this kind of information in the adverts of their products. In addition, the information provided by the advert is unclear and does link strongly with the advertised product. However, the advert is less wordy thus very memorable. The advert has not made me develop a new view of the product because it is just like any other advertisements that provide misleading information. Therefore, the advert cannot promote the brand personality of the advertised product. 3. Conclusion The five adverts discussed in this paper vary in terms of their habitual nature and convincingness. The target audience in this case are adults (25-40) interested in using Caravan services. According to Wang et al. (2002), customers look for need satisfaction in an advertisement. All the above discussed advertisements fit into satisfying customers caravan need. They all have unique advertisement features that attracts a customer to consider them for business. For example, Judith Corstjens matrix consists of elements like informed, convinced, habitual, impulse, sensual, and image (Corstjens 1990). These are basic catching points in this business. According to Rodgers and Thorson (2010), different practitioners approach different advertisements differently. However there is a basic standard that need to be adopted which is an advert should be interactive and informative. The advertisement strategy used by the five ads is to assure the customer that all their caravan needs are met in one instance. However, they vary in the way they make the potential customers to be informed. The five advertisements are concerned with persuading consumers to purchase the products and providing information to consumers. Concept of sustainability is central to the five advert made in this adverts. Jurgens advert is however very unsustainable. Although the advert has a relevant message, it fails to be clear and attractive. This makes it to be highly unsustainable thus modifications are highly recommendable to increase its effectiveness. References Besser, DT, 2005, The Geography Toolkit for Social Studies Teachers, Portland State University: Portland. Consterdine, G, 2005, How Magazine Advertising Works, Retrieved from: http://www.consterdine.com/articlefiles/42/HMAW5.pdf, On 3 October 2012. Corstjens, J, 1990, Strategic Advertising: A Practitioner’s Handbook, Nichols Publishing Company: New York. Horn, S, 2006, Pop!: Stand Out in Any Cloud, Penguin Group: New York. Lee, M, & Johnson, C, 2005, Principles of Advertising: A Global Perspective, The Haworth Press: Binghamton. Meyer-Levy, J, & Paracchio, LA, 1995, Understanding the Effects of Color: How the Correspondence between Available and Required Resources Affect Attitudes, University of Chicago Press: Chicago. O’Guinn, TC, Allen, CT, & Semenik, RJ, 2011, Advertising and Integrated Brand Promotion, South-Western Cengage Learning: Mason. Shimp, TA, 2008, Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, South-Western Cengage Learning: Mason. Rodgers S & Thorson E, 2010, ‘The Interactive Advertising Model: How Users Perceive and Process Online Ads’, Journal of Interactive Advertisemnet, Vol 1, no. 1, pp. 42-61. Wang C. et al., 2002, ‘Understanding Consumer Attitude Toward Advertising’, Eighth Americas Conference on Information Systems, Syracuse University Witt, GA 1999. High Impact: How You Can Create Advertising that Sells!, Halstead Publishing Company: Scottsdale. Creative Brief The role for Advertising To attract the attention of individuals who need long duration caravans. Target audience Young men and women aged between 25 years and 40 years Consumer Insight Provides detailed information about the advertised product Category: Jurgens Caravans Brand: Caravans Advertising Opportunity Pass information that can help the target audience address their needs and desires Proposition A cost effective product that is both strong and durable Support Think about long-term advertisement, Jurgens Caravans offers you the best. Desired Customer Response The advert has very relevant message that is aimed at providing necessary information to the consumers Brand Personality It is memorable and easily brought to mind. Appendix Read More