Assignment 2-Advertising Critiques. Business & Marketing Essay

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ASSIGNMENT #2 – ADVERTISING CRITIQUES
Introduction
Advertising is a component of marketing that entail spreading details concerning a service or product offered to the public. The objective of advertising is to create awareness of the brand and attract customers towards it. However, this can only be successful if the print advertisement balances the need to be distinctive and different with the need to be attractive and understandable to the target group. Such balance can be achieved by concentrating on the three essential ad elements (text, pictorial, and brand) since each element has a unique effect on the attractiveness of a print advertisement. Consequently, using guidelines for copy reveal by copy testing, the AIDA model and the associated benefits, this paper aims at describing why print advertisement A and D pulled best in the identified target groups.
Relevant concepts used to measure the effectiveness of an advertisement
Advertising ads can yield optimum results if they are tested before being used as marketing tools. Gallup and Robinson’s Magazine Impact and Research Service (MIRS) is a research tool used to evaluate the performance of ads in real world environments (Purvis, 2011). MRIS uses impact questions to understand the message of an ad and how customers will react to it. Other means of conducting research on advertisement ads is through quantitative research, copy testing, and qualitative research. Qualitative research uses a small sample to develop insights of how an ad should be. However, quantitative research uses rigorous sampling methods to establish the number of customers who agree or disagree with the insights. Copy testing focuses on how the human mind works and how advertisement as an external feature can be used to influence the mind. To successfully carry out a research regarding advertising ads, the Positioning Advertisement Copy Testing (PACT) offers nine principles that guide and evaluate the results of such researches.
The AIDA model recognizes advertising as a process that creates Awareness, builds Interest, increase desire, which leads to action (Purvis, 2003). Interest and attention go hand in hand but they are valuable if the attention is on the product. Once an ad attracts a customer, the design of the headlines and illustrations increases the customers desire to own the product. Although the desire may not lead to immediate action, ultimate action is always anticipated in the long-run. For ads to attain great achievement, companies must present benefits in the following ways; naming the benefit of the product, describing that benefit, emphasizing on that benefit, making the ad as simple as possible, balancing the emotion attached to the ad with that of the target group, and not attaching the product to the brand of the business.
Identification of the message in each print advertisement
Business organizations understand that it is the nature of customers to spend as little as possible but still desire to get more in return. As a result, advertisement ads must be precise with their message and use persuasion tactics to engage people, trigger certain emotions in them, and alter their thoughts regarding the service or product. Print advertisement A positions Tropical drink as a delicious soft drink that is beneficial for people’s health (has vitamin C and E that boost the immune system). The advertisement targets customers of all ages since health is important to all people. The advertisement employs “appeal to logic” to persuade the customers to purchase the tropical drink. Appeal to logic or logos, entails the use of facts, survey, statistics, or historical data to make a product appear to be more reasonable than other products. However, the accuracy of the data or facts used when appealing to logic can be debatable sometimes. Advertisement A appeal to logic by stating that “double vitamin C with 100% E has the essential antioxidants that help maintain a healthy immune system” (Purvis, 2003). This is a biological and health fact that many customers are associated with.
Advertisement B targets children and uses boys, girls, including a Black-American, to stress that Capri Sun Drink Mix is suitable for all children regardless of their race. The advertisement uses the bandwagon appeal to persuade customers to be associated with the new Capri drink. The bandwagon appeal persuades people to adopt a service or product since other people whom they associate with, like the product or are already using it. The advertisement states that “Your kids already love Capri Sun in the silver pouch” (Purvis, 2003). This implies that parents have no choice but to purchase the new Capri Sun Drink to please their children.
Advertisement C presents bags used for storing products in small quantity. The advertisement targets the whole public since such bags can be used to store snacks, flour, etc. Advertisement C uses humor and emotional appeal as means of persuading the public to purchase the Glad bags. Humor persuades customers by using cartoons, comic undertone, or sketches to present the product. The idea of using such features is to ensure that the product stick into the minds of the customers even if the information provided is not sufficient. In this case, the comic-like features placed in the bags are likely to remind customers of the bags in advertisement C. On the other hand, emotional appeal is a technique used to play with the emotions of the target group. The emotions are usually explicitly or implicitly drawn, to ensure people are attracted to a particular product. The wording on advertisement C states that “If other bags let you down, ...