The Importance of Effective Advertising
Marketing is an important function of any organisation weather the objective is profit or non-profit. With the help of marketing the company connects with the customers and the target market while reaching out and sending information on behalf of the management of the company. Marketing mix is a concept that helps the management to devices strategies and decisions regarding the marketing tactics that the company has to employee in order to achieve the objectives of the company. Promotion mix is a part of the marketing mix and advertising is an important tool that is used in the promotion mix (Purvis 2011). There are a number of ways in which a company can invest in advertising: there is print, television, radio as well as the new addition is digital advertising. This essay deals with the analysis of two print advertisements of competitor brands. The advertisements that are selected are of Tropicana and Capri sun.
The two companies provide the customer with similar products and thus it can be said that they are competitors. One of the major objectives of any organisation while putting out an advertisement is to establish the uniqueness of the product as well as establish brand image. Therefore the message of an advertisement is an important aspect. In the Tropicana advertisement the message is clear that with the consumption of Tropicana juice one can stay healthy even if they are in unhealthy conditions. On the other hand the message that the Capri Sun Advertisement wants to establish is that the drink is easy to make as well as kids love having the drink. Message is not only conveyed with the help of words in advertisement, the images and the info-graphics are also a part of the message. For example: the info-graphic that the Capri Advertisement has at the top of the advertisement depicts the hassle free usage of the product. Therefore it can be said that the company is providing the consumer with a hassle free drink to serve the kids and not only that it also caters to a large number of people.
Advertisements are always constructed keeping mind the target market of the company the factors that are aligned with constructing an advertisement are imagery, message and the colors etc. Therefore it is important to understand the target market in order to use the right medium of communication as well. The Tropicana Advertisement is published in the People magazine which indicates that the product is for the people whose standard of living is high and also is in between the age group 20-55. This is the age that reads or is interested in the contents of the People magazine. Form the message of the advertisement it can be said that the people who are targeted usually lead a busy life and hardly have time for them. The magazine is targeted towards both men and women as the articles that are published in the magazine are both based on entertainment and lifestyle. Hence, a healthy juice is an easy option for them to remain healthy. On the other hand the Capri Sun advertisement is published in the Ladies’ Home Journal magazine which indicates that the company is targeting mothers as their target market. It is also aligned with the message that is in the advertisement which indicates that target market to be homemakers and mothers who are looking for a quick yet delicious option for the children or any children get together. The magazine publishes a number of health and lifestyle articles along with home decor, beauty and fashion thus following the interest of the target market of the advertisement.
Analyzing the Target Market of Tropicana and Capri Sun
The purpose of an advertisement is to persuade the target market to buy the product and choose the brand over the other competitions in the market. Therefore, for an advertisement to be successful it is important for it to be persuasive and all the elements in advertising contribute towards this aspect. In the Tropicana Advertisement the tactics that is used to persuade people is using words so Weasel Words is the technique used by the marketers. The written message that is used is “you’re cold, you’re wet and you’ve never felt healthier”. With this statement the company does not guarantee tour health with the juice yet there is a positive connotation on the product and its usage. However, for Capri Sun the tactics that is used is that it is focused on common people. The message or the visual image depict that the product is for the common people it claims what it does. It indicates that the product is practical and has value for money.
Effectiveness of an advertisement is based on a number of factors; it is not just one aspect that needs to be addressed. The objective of the advertisement has to be established and sorted before getting in to the details of the creative aspects. The objective of the advertisement will help the management decide upon the other aspects. This message in advertisement term is called the copy. Creative thinking and accuracy are two important aspect of delivering an effective advertisement. Purvis (2011) have stated some of the general guidelines for copy testing. According to the author in order for an advertisement to be effective there needs to be a balance, in being different yet being familiar at the same time, being different in terms of the other competitors in the market on the other hand being familiar in order to connect to the target market. The guidelines stated include: The benefit, it is important to convey that a major benefit is being provided with the product. People will buy the product only when they understand the extra advantage that they get forms it. The Advertisement is a form of mass communication and therefore the first thing that the management has to keep in mind is the clarity of the message. The message that the company wants to convey to the target market and the customers should be clear and must be interpreted in the way the company wants to (Purvis 2011). For example if the company wants to say that they have a massive discount offer then that should be the focus of the message. For written aspect of the advertisement the tone of the message, the colors, the font etc are all included in the package for being effective. The visuals used in the advertisement is another aspect that adds to the effectiveness, the images that are used should be aligned with the target market, the customers should be able to identify their position in the visuals used. For example: in the Tropicana advertisement the image of women who is drenched in the rain and has a simple on her face is aligned with the written message that the advertisement showcase. It is important for the people to connect with the message that the company wants to convey in order to make the advertisement effective. Newness of the product, this is a factor that attracts the attention of the customer, people are always looking out for a new option and with the help of advertisement the company can establish the same (Purvis 2011). It is also important to be convincing, the contents of the advertisement should be believable by the customers, marketers should remember that in order to be different and unique the message that they convey should be vague and artificial this take away from the interest of the customers. The focus on the copy should be on the uniqueness of the product, the customers should understand why the product is different from the other players in the market and this will help in persuading the customers as well. It is important for the marketers to provide a fresh outlook for the advertisement as it will help in establishing the band as well as grabbing the attention of the target market. The copy should have a clear point of entry in order to make the customer determine the starting point so that they are engaged till they get to the main message of the advertisement. Another important aspect is to ensure that the name of the company or the brand is visible and evident so that the customers can identify the brand and associate the product with the same. Many times the brand is the reason why the customers are attracted to go through a particular advertisement. Rewarding the reader is also essential for the effectiveness of the advertisement; they should learn something new and exciting form the advertisement. This attribute is associated with the recall value of the company (Purvis 2011).
Persuasive Tactics Used in the Print Ads
Apart from all the factors and guideline of effectiveness the medium of publishing is also essential, the company should selects the medium of publishing the advertisement carefully in order to ensure maximum reach to the target market as discussed above.
The effectiveness of the advertisement can be measured in a number of ways, two of the most important measurement factors as indicated by Purvis (2011), in the book are the recall value that the advertisement has and the persuasion factor that is associated with the advertisement. For a print advertisement it is important to maintain the recall value how long can a viewer remember the advertisement after it has been exposed. Considering the amount of images and advertisement that consumers are exposed in today’s time this factor holds special significance (Baker 2013). The next factors is persuasion, this is the factor indicates the buying attitude of the consumer. Sales report is an important indicator towards the effectiveness of advertising, the idea of both the advertisement that has been used as example is to improve the sales. The increase in the sales figure is an indicator of the effectiveness of the promotional tactics used by the company (Scott 2011).
The benefit associated with the Tropicana advertisement is the health benefits that the juice provides the customers even when the conditions are unfavorable, on the other hand the benefit that the Capri Sun advertisement has associated with it is the usage of the product. The people who are targeted with the advertisements will connect with the content and the copy by establishing the benefit clearly.
Furthermore, the effectiveness of the advertisements can be determined with the AIDA model.
Awareness: According to Hadiyati (2016), the medium of both the advertisement establish the awareness that can be created among the customers, the reach o the message is based majorly on the choice of medium. Both the advertisements are published in an appropriate magazine whose readers are the target market of the company. The copy of the advertisements is clear as it establishes the message that the company wants to convey.
It can be concluded form the above discussion that the Capri Sun advertisement is more effective than the Tropicana advertisement as the copy is more effective along with the publishing option. Though people magazine is aligned with the target market of the company there are also other people who use the products. it is recommended that the company focuses on the features of the products which are more convincing like the percentage of natural ingredients etc in order to be more effective. The Capri Sun advertisement’s effectiveness lies in the fact that the message is convincing and clear along with the visuals that are used.
Reference list:
Baker, W., 2013. The relevance accessibility model of advertising effectiveness. In Advertising exposure, memory and choice (pp. 57-96). Psychology Press.
Ghirvu, A.I., 2013. The AIDA model for advergames. The USV Annals of Economics and Public Administration, 13(1 (17)), pp.90-98.
Hadiyati, E., 2016. Study of marketing mix and AIDA model to purchasing on line product in Indonesia. British Journal of Marketing Studies, 4(7), pp.49-62.
Purvis, S., 2011, Which Ad Pulled Best, 10th Edition, McGraw-Hill/Irwin.
Rawal, P., 2013. AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps. International Journal of Multidisciplinary research in social & management sciences, 1(1), pp.37-44.
Scott Armstrong, J., 2011. Evidence-based advertising: An application to persuasion. International Journal of Advertising, 30(5), pp.743-767.
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