Advertising And Comparing Ad Effectiveness Essay

Length: 2 pages Subject: Sports - College Type: Essay Paper: #23610938 Related Topics: Comparative, Comparison, Compare And Contrast, Metaphor
Excerpt from Essay :

Advertising

Example 1. The two ads are both targeted towards women and appeared in fashion magazines. The visuals for this ad reflect the transition from prickly to smooth, which mirrors the copy. The ad was placed in Glamour, which has a more lifestyle approach, so the food metaphors seem apropos for the audience. The ad is a bit disjointed, in that the image is a bit sloppy and the metaphors in the text seem weak, like the allusion to spaghetti straps, which makes sense and at the same time is a clumsy attempt to tie food into this. All told, however, the ad engages the audience, attempts to be clever, and the visual should catch the attention of readers.

Ad "B" was placed in Cosmo, which skews younger and more strictly fashion-oriented, but the copy and visuals do not seem congruent with that. The layout of the ad is the same as with "A," but the image is not striking. It is all white, and is much blander. The visual does not convey the sense of transition that the visual in "A" does. Neither does the copy. It is not even attempting to be clever, so there is nothing to catch the eye or attention of the target market. The copy conveys the product benefit, but without the benefit of cleverness or a catchy visual, it seems reasonable to think that "B" is simply too conservative for its publication. For these reasons, "A" should have tested better.

Example 2.

The first ad "A" for the Hyundai Sonata is a relatively dry ad. The copy simply recounts the features of the product, without any link to the customer, so there is simply no meaningful customer engagement with this. The tagline is an allusion to the visual, where the car is driving past a movie theatre with a sequel name on its marquee. Arguably, this takes the eye away from the car, and the tagline...

...

Despite the copy touting the re-design of this car, the layout of the visual takes your eyes away from the car, minimizing the reader's ability to evaluate the re-design. This ad seems a little too soft, and conventional for the Men's Health demo, and without any lifestyle story to sell, the ad simply does not engage the reader nor sell the design attributes that it is theoretically seeking to sell.

The Subaru ad is a direct comparable with another competitor vehicle. This can be effective, especially if buyers often compare these two vehicles. The visual focuses on the car more, and the crash test visual (and accompanying copy) tell of a buyer that is probably transporting a family, and for whom this is a major reason not to buy the competitor's vehicle. The ad is not great, as it doesn't really sell the Subaru so much as trash the Ford, but it is still more effective than the marquee Hyundai ad that does not engage with the reader and goes out of its way to avoid the reader looking at the re-design, supposedly that vehicle's selling point. "B" is better. The placement is an interesting dynamic -- Bon Appetit is not a "men's" magazine, so the reach would be lower for the Subaru ad, but the ad itself is probably more effective with men. I think "B" would have tested better.

Example 3.

This set has two different products, with two different demos entirely. Thus, the question "which ad performed better among women" is irrelevant. Among all women, probably the one with the kid, but that is not what is important. What is important is which ad performed better among the women it is targeting. In that, these are both effective ads. The "A" ad is in Bon Appetit, and is clearly targeted towards that market, with the emphasis on design and style. But this is not an ad targeted at "all women" or even just "women." It is actually more of a gender-neutral ad targeted at the wealthier, stylish niche that Bon Appetit serves. Given that Better Homes and Gardens has almost an entirely different demo, and the products are not the same either, this set is of two ads that probably should not be paired together. The one with the child is effective for its publication, but would not be all that effective in Bon Appetit, and the same can be said for the Andersen ad. The "B" ad has a visual that immediately relates to the audience before conveying the product benefits, but so…

Cite this Document:

"Advertising And Comparing Ad Effectiveness" (2015, September 18) Retrieved January 20, 2022, from
https://www.paperdue.com/essay/advertising-and-comparing-ad-effectiveness-2154980

"Advertising And Comparing Ad Effectiveness" 18 September 2015. Web.20 January. 2022. <
https://www.paperdue.com/essay/advertising-and-comparing-ad-effectiveness-2154980>

"Advertising And Comparing Ad Effectiveness", 18 September 2015, Accessed.20 January. 2022,
https://www.paperdue.com/essay/advertising-and-comparing-ad-effectiveness-2154980

Related Documents
Advertising and Comparing Ad Effectiveness
Words: 710 Length: 2 Pages Topic: Business - Advertising Paper #: 41995251

Advertisements This set of ads is for competing products, both ads appearing in People. The Swiffer Wetjet ad in spring and the Clorox ReadyMop ad in winter. Neither is strong on the seasonal component, though the green in the spring ad for Swiffer is appropriate. Visually, the Swiffer ad looks stylish, but there is a lot of copy. It takes a long time to tell its story, yet there is no

Advertising and Comparing Ad Effectiveness
Words: 806 Length: 2 Pages Topic: Business - Advertising Paper #: 47935402

13th set, there are two ads for Cottonelle, one from Ladie's Home Journal and the other from Better Homes and Gardens. These were in spring and winter respectively. The first ad features a boy playing football -- there is sort of a weird tie in about butts and cleanliness, but to be honest it does not invite good thoughts. This may have a humor to a niche part of

Advertising and Word of Mouth
Words: 9576 Length: 22 Pages Topic: Business - Advertising Paper #: 41357392

(Snyder & DeBono quoted in Kjeldal 2003, Introduction section, ¶ 6). The results from the study Kjeldal (2003) conducted with 70 participants in two stages suggest that the word association responses high self-monitors (HSMs) produce reflect selective activation of a personally meaningful, experiential, system. The responses low self-monitors (LSMs) produce, on the other hand, indicate an intellective factual system. 2. Decision Making Process Theories Dr. Bonnie Halpern-Felsher (2009), an Associate Professor at

Advertising Market
Words: 2083 Length: 8 Pages Topic: Business - Advertising Paper #: 42533895

Companies use advertising plans to build awareness about their product. Company uses different plans to promote their sales. It uses trade show plan to demonstrate what they are selling, sales promotion plan for incremental sales, public relations plan for free ads, internet plan for instant distribution of product specifications and information, customer service plan to repeat sales, research plan to monitor activities regarding the products and customer satisfaction and last

Advertising Children Advertising to Children a Brief
Words: 1673 Length: 5 Pages Topic: Business - Advertising Paper #: 46205725

Advertising Children ADVERTISING TO CHILDREN A Brief Review of the Influences that Advertising can have with Children Advertising plays a substantial role in modern society. Marketing messages have become ubiquitous and can be found in new places all the time. Some of the common sources are TV, radio, billboards, and online ads; however marketing professionals are constantly reinventing the media in can display their messages. For example, new technics such as product placement

Advertising: Rhetorical Analysis the Met
Words: 811 Length: 3 Pages Topic: Business - Advertising Paper #: 59295989

Specifically, both the literal meaning of the sentiment "You mean more to me than anything else in the world" and also the actual purpose of a life insurance policy itself demonstrates love for the beneficiary. Finally, in this case, the Pathos approach is perfectly consistent with the Logos approach; in fact, it is arguable that it is only the logical implications and concepts that give rise to any reason