Principles of Marketing

ANALYSISNG PRINT ADS

FABER CASTELL - TRUE COLORS

The ad campaign targets all those people who use color pencils and desire true color by the product (as asserted by the ads). The potential buyers, deciders and influencers include the people from age 4 to 60+ for do coloring for school, work, leisure. The ads imply that the audience is at least on awareness stage; they know about the product and even the brand and the ad is to further increase their preference or even build conviction for consumers who already use the brand, eventually resulting in purchase. The message is creatively crafted with using a symbolic yet easily understandable execution which leaves the audience to conclude with a wow impact. It appeals to both rational and emotional senses; for a person who wants to make his/her illustration look real, Faber Castell pencils are there to fill life to them. Each ad has just enough breathing space with a catchy main idea in the center and just embossed punch line True Colors with the logo. There is no need of headline or copy.

WWF ANTI-WATERPOLLUTION
The ad targets all those who can read and understand what is written. It encompasses all the readers who use water, naturally everyone, and needs to be aware of the harsh reality it emphasizes. The ad intends to spread awareness and interest among its audience so that they act in more responsible way while using water with a strong argument, or even more, make donations to WWF. The message is informative nevertheless very attention-grabbing. It first captures the interest of the audience and eventually exposes it to the hard fact. The inversed copy is another factor that makes audience to get arrested for a while. Message illustration is quite clean with breathing space and basic colors yet very real. Once after reading the copy one sees the black diffusion with entirely different perspective. The appeal it contains is of fear with symbolic depiction so that readers are compelled to act accordingly.

COCO CHANEL COUTURE CUISINE

The ad is meant for upper class, urban women from 15 to 50+ who seek to be in fashion and make statement with their appearance. It also includes people who influence decisionmaking of these women, their husbands, partners, friends and family. The ad uses quote of a famous German fashion designer, who bluntly expresses a truth that the target audiences can relate to. It uses emotional appeal tapping to deep and implicit fear of obese, overweight or even health-conscious females who keep a regular check on their BMIs. The ad expects audience to be well-aware of the brand, and also desire it. Only the initials of the brand do the work of telling where it belongs. It does not show any of Chanels products; the shades of black let audience easily link it to Chanel. The display has little breathing space but does not look crammed up at all; each object is placed just the right way with know-how of position and size. The heading itself has CC as its initials. And with the copy, as Lagerfelds saying, it is placed at bottom left so that after going through the graphics the audience finally deciphers what the ad is all about. Overall the ad creates the impact its makers wanted, i.e. to fit and look good into the couture prepared by Coco Chanel one has to keep a check on her weight.

NFB DONATE EYES

The ad is for anyone who can read and understand it and has healthy eyes. And since many readers may not have thought about donating their eyes, this ad gives just the message in the right way. With the letter i( not to mention it rhymes with the word eye) missing twice in the word vision it leaves an impact that hits the emotional cord of the audience. It also invokes the moral side of the people, that how fortunate they are to have eyes to read the white letters out the black background. The overall layout of the ad is quite simple and thus arresting. The headline is of larger font size than the copy so that it grabs attention of audience swiftly. And just below it, the copy translates the content of the heading. With duotone the message leaves a lot of breathing space. This additionally supports the message.

ON MOSQUITO REPELANT
The print ad addresses to all Pakistani people who suffer from mosquito-generated diseases, however its core target audience are the mothers and homemakers whose primary concern is well-being of their families. The ad falls on first level of the brand value pyramid with informing about the brand. Since a mosquito repellent lotion does not have much popularity, people are needed to be informed about its attributes and know that the product is also available in sachet packs. This ad is very basic way to depict all the qualities of the product. The model assures that the product is effective and safe; the flowers give ideas of its scent and then the SKUs shown tells that it is available for people from various SEC levels. What ad lacks is creativity and novelty. With use of so many colors and copy it looks a little crammed up. It does not do a good job in standing high from the clutter of many other ads of similar or even dissimilar products in Pakistan (as of telecommunication network ads).