Introduction
The primary intent of every advertising campaign is to position the product features, attributes and services in the hearts and minds of the consumers. Also, to create a separate identity from the competition in the same product/service category is also the main objective of an advertising campaign.
If the execution is done effectively in view of the target market and the appropriate communication, then a value proposition is created that helps the product eventually to transform from a product to brand.
The analysis will be done for two selected print Advertisement for Toyota and Nissan Cruisers.
According to Du Plessis, (2005), every advertising campaign is fulfills an objective; as a result, the primary objective of an advertising campaign is to make the perception of the brand effective.
The Toyota Land Cruiser print advertisement was developed for Angola in 2005. The print advertisement was clean in terms of communication and visual and focused on the core target audience of the product i.e. thrill seekers, adventures and consumers with attitude.
The product visual clearly depicts the attitude of the product and in particular the target market, the visual depiction shows the Land Cruiser cover in dirt with the communication ‘92% of owners of a Land Cruiser don’t remember the original color of their cars’.
The value that is dominant in the Toyota print advertisement is of power with regards to showcasing the product and the consumers as authoritative, dominant having control on their lives and really enjoy full throttle with whatever they do and use and in case if the print ad the Land Cruiser.
The brand also exudes an aura of safety and reliability that is significant in terms of the product positioning of the Land Cruiser i.e. Rough and Rugged.
The second print advertisement in the same product category is for Nissan Juke. The print ad was released last year by Impact BDO Beirut Lebanon. The product is the same category however; the communication and the visual is focused on a more functional feature of the product i.e. comfort and convenience.
Although, the communication tag line is fuelling your passion instead, and with a visual of an airplane styled in gas liquid, in essence showcase the focus on the attitude of the owners but with a different depiction.
Attitude is the key value that springs to minds when one look at the advertisement, and keeping in perspective the market i.e. Lebanon, the advertisement hits the bull’s eye in terms of communicating the value to its core target market.
The Toyota advertisement tag line i.e. 92% has made the product and communication very niche and therefore, a potential consumer from a different segment will not consider Toyota as a cruiser brand and will look out for other brands in the Cruiser category.
The Nissan advertisement is too much focused on the visual depiction of airplane made by through the gas hose and therefore the visual portrayal can be misjudged for a tactical campaign for the product, that may demean the products overall impact in the minds of the consumer.
The analysis divulge the fact that simplicity is the best approach in view of the fact that persuasion does not inevitably necessitate creativity, the advertisement only needs to resonate well with the customer to produce an impact in terms of copy and visual.
On a concluding note the one aspect that needs to be taken into account for communication is the segmentation i.e. to be able to lure the consumers the demographic and psychographic profiles are important and according to M. McDonald and I. Dunbar (2012) the brand that aptly defines its segmentation is able to flourish in terms of revenues and brand recognition.
Work Cited
Du Plessis, Erik. (2005). The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising, page 9, Kogan Page Publishers. Web. Date of access. 20 October 2014
M. McDonald and I. Dunbar (2012). Market Segmentation: How to Do It and How to Profit from It. John Wiley & Sons Ltd, West Sussex, U. K. Web. Date of access. 20 October 2014
Appendix
- http://www.coloribus.com/adsarchive/prints/land-cruiser-dirty-car-7342755/
- http://www.advertolog.com/nissan/print-outdoor/traveling-16908505/
