It is important that the advert has a strong image to imply or say something about the product. The image has to be a strong representation of the product to be affective and it has to make the product look good. For example if you wanted to sell a pair of football boots you would be looking for a professional footballer or somebody linked to football to promote them. The advert wouldn’t be as affective if Jonny Vegas was advertising them because there is no clear connection between the product and gimmick.
Marketing can reposition a product by giving it a new look. An example of this is the new healthy variety that Mc Donald’s now have. After a documentary “super size me” was released in 2004 Mc Donald’s had received many complaints causing a public outrage about the nation fattening substances they had served in the past.Mc Donald’s now have a range of healthy food such as :baguettes salads and fruit. This has repositioned Mc Donald’s into the healthy eating market which will attract a wider range of people to there restaurants.
Print adverts are useful because they are an easy and affective way to advertise the product, using bold picture bold font and little copy. Also it is a good way to target the appropriate audiences. For example you would place a product that would appeal to children in a children’s magazine so that it will appeal to most readers.
I have chosen the Chanel advert to analyse. The advert uses a large bold font so that it stands out. The advert shows photographer flashing there cameras so it makes you feel like you’re seeing through the stars eyes and seeing what they see. The adverts message is that if you use this perfume you could become a star. I think that the Chanel advert is targeting the A-B category in the socio economic grouping system. This is because it is for high class people with more money. I also think that the advert targets innovators because the advert is about a star that has been successful and I think that innovators would be interested in this because they too want to make there mark.
My other advert I have chosen to analyse is Elizabeth Arden, the advert uses the image of a beautiful woman to make the buyers think that they could be as beautiful. The picture of the product is large so that it attracts the eye. There is very little copy so that people can focus on the important parts of the advert. I feel it is targeted at the B classed people because it is classy and elegant. The advert also targets egoists because the advert shows the woman in a short revealing dress loking very sexy. This would attract egoists because it looks pleasurable and egoists seek pleasure.
In conclusion I think that the general idea of marketing is creating a product and advertising it correctly to the target audience using socio economic and psychographic grouping. Also you need to know where about your product will be sold. Adverts can be on paper, radio or television and each one have different methods of advertisement. However to be successful in the marketing business you have to remember the 4 p’s are the building blocks to success.
- Product-what is it?
- Promotion-how will we advertise it?
- Place-where will we advertise it?
- Price-how much will we sell it for?
