- Describing the Ad and Its Appeal:
The most striking element of this advertisement is its bold headline, “GET ONE FREE,” designed to immediately capture the viewer’s attention. This is a contingent offer upon the viewer taking out a loan of $5,000 or more. The ad showcases two specific product options as the free gifts: a Toshiba AM/FM stereo radio cassette and a Philco 12″ black and white portable TV, both of which are accompanied by a small image and a brief description. To further bolster its allure, the ad lists various loan types available, including auto, boat, home improvement, and travel, which suggests versatility, catering to a diverse range of needs. Ultimately, the ad aims to incentivize individuals who need to procure various types of loans. The choice between a stereo and a TV adds to the allure, and the variety of loan options suggests accessibility and flexibility.
- Objectives of the Ad Campaign:
The primary objective of this ad campaign is to increase loan applications by enticing potential borrowers with the promise of a “free” gift. It also seeks to promote the institution’s various loan services and offerings. There’s also the possibility that the “free” items were used to clear out the older inventory of the stereos or televisions.
- Target Market:
The ad primarily targets individuals who are considering borrowing money for various purposes, such as purchasing a car or boat, making home improvements, or traveling. It also appeals to consumers who are drawn to deals and value for their money. Furthermore, the ad targets people who appreciate tangible incentives, as it offers a physical product as a reward, which may be more appealing than discounts or other promotions. Given the wide range of loan types offered, the target market is likely broad and encompasses various age groups and income levels.
- Action and Benefits:
The ad’s primary call to action is to encourage viewers to apply for a loan of $5,000 or more in order to receive a free gift. The benefits of taking this action include receiving a free Toshiba stereo or Philco TV, and access to loan funds for various needs.
- Value Proposition:
The core value proposition of this ad is borrowing money and the added benefit of receiving a free, tangible gift. This positions the lending institution as generous and offers an immediate reward for taking out a loan. The flexibility in loan types further enhances the perceived value of the offer.
1. Describing the Ad and Its Appeal:
This Pepsi ad features two large 2-liter bottles of Diet Pepsi, one regular and one caffeine-free. The bottles are tilted, creating a dynamic visual that draws attention to the product. The center-mass headline “TACKLE THE RIGHT ONES” makes it eye-catching, while using a football metaphor to tie into the Super Bowl Sunday theme (cut-out coupon on bottom right). The ad clearly states the offer: “Get a FREE 2-liter bottle of Diet Pepsi or Caffeine Free Diet Pepsi when you purchase two of any Pepsi Brand 2-liter or multipack products!” Finally, the phrase “ON SUPER BOWL SUNDAY” explicitly links the promotion to the largest sporting event in the United States, suggesting that Diet Pepsi is the perfect beverage for the occasion. The appeal here for value-seeking consumers is the free Pepsi coupon.
2. Objectives of the Ad Campaign:
The primary objective in this ad is to boost awareness of their product Diet Pepsi (both with and without caffeine – this is an ad from the early 90s) by pushing coupons for BOGO sales. By adding in the “free” offer encourages immediate action and impulse purchases (We’ve all done it). Finally, Pepsi wants to leverage the popularity of the Super Bowl to reach a larger audience and associate Diet Pepsi with the event.
3. Target Market:
The ad specifically targets individuals who prefer diet sodas or caffeine-free sodas. Furthermore, by using football references and “Super Bowl” they’re marketing to those individuals interested in watching the football game. This is a broad audience that includes sports fans, families, and social gatherings. By adding the “free” coupon on this ad, they’re also marketing to value-seeking shoppers as they prep for parties or intend to stock-up their surplus of Pepsi.
4. Action and Benefits:
The ad encourages viewers to purchase two Pepsi brand 2-liter or multipack products to receive a free 2-liter bottle of Diet Pepsi. The primary benefit is receiving a free 2-liter bottle of Diet Pepsi, affording the consumer the opportunity to double down on quantity while saving money. Pepsi propositioned this ad to have the consumer feel, Diet Pepsi is the perfect beverage for enjoying during the Super Bowl.
5. Value Proposition:
The value proposition of this ad is that purchasing Pepsi products during Super Bowl Sunday comes with the added benefit of receiving a free 2-liter bottle of Diet Pepsi. It offers a tangible reward for buying Pepsi products and positions Diet Pepsi as a refreshing and diet-friendly beverage for enjoying during the big game.
1. Describing the Ad and Its Appeal:
This specific ad centers on a close-up shot of a man’s hands lighting a cigarette with a match. The focus is on the hands, the cigarette, and the ornate belt buckle (appears to be a championship bull riding buckle), all of which convey a rugged, masculine image. The only typography is the required Surgeon General’s Warning, shifting the primary focus to the rugged “Marlboro Man” masculine figure. The appeal is a sense of rugged individualism and independence. It taps into the romanticized image of the American West and the Marlboro Man, suggesting that smoking Marlboro cigarettes is associated with these desirable traits.
2. Objectives of the Ad Campaign:
The primary objective is to increase sales and brand awareness of Marlboro cigarettes. This ad aims to reinforce the Marlboro brand image as rugged, masculine, and independent. They’re hoping to show that rugged manly-men smoke cigarettes; it’s part of their lifestyle it can be part of yours – or this could be the perception others around you could have of you.
3. Target Market:
First and foremost, this ad targets anyone who smokes, or wants to try smoking (unfortunately, even underage individuals although there are legal laws defining age). This particular ad shows it’s a “rugged mans” habit, but anyone in the blue-collar working class can relate and smoke Marlboros.
4. Action and Benefits:
The ad encourages consumers to purchase and smoke Marlboro cigarettes with its suggestion that Marlboro cigarettes are associated with strength, independence, and traditional masculinity.
5. Value Proposition:
The value proposition of this Marlboro ad is that smoking Marlboro cigarettes allows men to embody the rugged, independent, and traditionally masculine image of the Marlboro Man. The ad positions Marlboro as a symbol of strength, freedom, and adventure, appealing to the target market’s desire for these traits.
- Describing the Ad and Its Appeal:
This Woolwich Mortgages advertisement employs an unusual visual for a mortgage company to capture attention, featuring a suited man with glasses, drinking from a mug, and positioned within a small box, creating an impression of confinement. The headline immediately addresses potential customer needs by posing two questions: “Need a bigger place? Or just a better mortgage deal?” I believe the confined man is a direct correlation to the first question asked. The ad then details a “10 Year Fixed Rate Mortgage” with competitive interest rates, clearly highlighting the financial benefits. A clear call to action is provided through a phone number and website address, encouraging direct inquiries. The image is the true hero of the ad, as it suggests the discomfort of living in a cramped space, while the questions address common housing concerns and offering competitive mortgage rates.
- Objectives of the Ad Campaign:
The primary objective of this ad campaign is to garner no customers and generate mortgage inquiries. It also aims to promote the specific “10 Year Fixed Rate Mortgage” product and highlight its competitive rates. Furthermore, the ad seeks to increase brand awareness by reinforcing the Woolwich Mortgages brand and its association with Barclays.
- Target Market:
The ad targets homeowners seeking larger properties, as suggested by the question “Need a bigger place?” It also targets individuals seeking better mortgage deals, addressing those with a desire to refinance. During the era of this newspaper ad, the greater majority of homeowners were older than those that desire homes now, so I’d suggest the target market includes older individuals (also expressed by this aged man in the box). Additionally, the 10-year fixed rate mortgage offers stability and predictability, appealing to those seeking financial security.
- Action and Benefits:
The ad encourages viewers to call the provided phone number or visit the website to inquire about the mortgage offer. The benefits highlighted include competitive interest rates, financial stability through the 10-year fixed rate, and the potential for a bigger home or cheaper mortgage.
- Value Proposition:
The value proposition of this Woolwich Mortgages ad is that it offers competitive mortgage rates and financial stability, potentially enabling customers to move to a larger home. The ad positions Woolwich as a solution for those seeking a better mortgage deal or a bigger place to live.
1. Describing the Ad and Its Appeal:
This is obviously an ad for Best Buy from the early 2000’s and it heavily features various entertainment products, including TVs, audio equipment, DVDs, video games, and CDs. It emphasizes sales and discounts, with phrases like “Sale,” “Lowest Price,” “Save $5,” and “Save 200.” Additionally, I’d like to call light to the specific games and videos chosen in this ad which would be appealing to a mass fanbase. The ad appeals to consumers to try to save money or purchase newer technology.
2. Objectives of the Ad Campaign:
Obviously, the main objective in this ad is to drive revenue and market sales for Best Buy starting on a specific date. They’re trying to increase sales of featured products. The primary objective is to increase sales of the featured products. Finally, the ad reinforces Best Buy’s position as a leading retailer of consumer electronics and entertainment products.
3. Target Market:
This ad targets individuals interested in electronics and entertainment technology. More specifically, gamers, video buffs, and music fiends. By incorporating all the top technology in this singular ad, they’re marketing themselves to a myriad of customer bases. By putting an emphasis on sales and discounts appeals to budget-conscious consumers (children, parents, and individuals).
4. Action and Benefits:
The ad encourages consumers to visit Best Buy stores or website to purchase the featured products displayed in this ad. Consumers will benefit from the savings if they purchase these items during the date prescribed. Finally, by shopping at Best Buy, you’ll be able to purchase the newest items and games available. Best Buy offers a one-stop shop for consumer electronics and entertainment products.
5. Value Proposition:
The value proposition of this Best Buy ad is that it offers a wide range of entertainment products at competitive prices, with special deals and promotions available throughout the week. The ad positions Best Buy as the go-to destination for entertainment needs, providing convenience and value to consumers.
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