A Comparison Between The Advertisements Of Mercedes And Land Rover Essay.

The Significance of Advertising in the Modern Age of Consumerism

The globalization has led to the rise of multinational organizations with gradual change in the taste and the preference patterns of the people all around the world. Consumerism has evolved gradually and the demands of the people have changed from necessities to luxury. Luxury items like the valuables and the assets are being considered as the necessity in the days of modernization. In order to cope up with the demand of the people, multinationals have evolved and commodities are being designed based on the requirements of the people all around the world.

The major cases of capitalization have led to the rise of varied consumerism patterns, which companies are required to monitor and understand the consumer behavior in order to plan their production units. Distribution is again another factor that must be undertaken by the company for ensuring the availability of the commodities in the common market. Consumerism at large has made the multinationals to undertake processes in order to make them aware of the activities that are being undertaken by the companies (Albers-Miller and Royne Stafford 2017). The companies have undertaken steps in order to make the global consumers aware of the product that the company launches. In order to make the advertisements appealing to the public at large, the company must undertake certain steps to make the advertisement more happening and attractive. The chief requirements of framing a perfect advertisement is being discussed in this discussion, based on the essay that is being written by Jib Fowle (Cyberpat.com/shirlsite 2017).

The main purpose of this discussion is to compare and contrast the two print advertisements of companies manufacturing the same line of products, based on the principle requirements of a perfect advertisement. Thereby the discussion aims at assessing the print advertisements on the criteria of the issues that are being faced by the company in marketing their products due to a flaw in their advertisement strategy.

The different tastes and preferences determine the buying habits of the consumers and therefore the advertisements that are being framed by the companies should be made in the way, which attracts the target consumers. Advertisements is not meagerly making the consumers aware of the product’s existence but also justifies the cause as to why the consumers must select the product which is being developed to meet the requirements of the clients. Depending on the requirements of the consumers, the company must adhere to the certain principles that help them in attracting the target market (Cyberpat.com/shirlsite 2017). The different strategies that the company undertakes are also based on the type of the product that is to be advertised and the source or the channel through which the advertisement procedure is being executed. I believe that the changes in the advertisements help in promoting the products in the most prominent manner. The lucid approach of the organization helps in the undertaking of the steps that are being undertaken by the organizations to bring success. 

Impact of Consumer Preferences on Advertising Strategies

The printed media that is being referred to as per the requirements of the discussion is based on the two most eminent automobile companies in this modern era, namely Mercedes and Land Rover. The companies have formulated their advertisements in order to make the target consumers aware of the products that are recently launched. The advertisements also stated the experience that the consumers are sure to get from the manufactured products of the companies. The opinion and the preferences of the consumer will largely affect the sales of the cars from both the car manufacturers, but the advertising strategy undertaken by the company is different adhering to the requirements of the products (Cyberpat.com/shirlsite 2017).

The pictorial depiction of the performance, which the car can actually give and the performance that is expected out of the cars is clearly stated through the pictures that is being provided through the advertisements. In order to dominate over the market, the companies have formulated the printed media for impressing the consumers with the features of the manufactured cars (Cyberpat.com/shirlsite 2017). The pictorial depiction of the performance depends on the capabilities of the car to go through the harsh conditions and weather changes. The Land Rover is being depicted as a car which can undergo rough geographical locations and therefore the picture depicted on the advertisement is completely different from the smooth going Mercedes. According to my concepts of undertaking the advertisements, the versatile nature of the advertisements helps the organization in convincing the consumers of the utility that they might expect from the product. 

The inclusion of the taglines in the advertisements helps the consumers in choosing between the products according to their requirements.  The consumer behavior is the major factor that affects the sale of a commodity. The psychological needs of the consumers are another important factor that affects the advertising strategy that is being undertaken by the companies (Cyberpat.com/shirlsite 2017).  The manufacturing company for the cars have taken a note of the target audience and thereby made modifications in the commodities. Mercedes have made use of the technology that is most preferred by the target consumers, and portrayed their product to be smooth and hassle free. On the other hand, Land rover portrayed their newly manufactured car as a sporty car-durable and strong, preferred by the consumers who take long distance drives.

The advertisements should be made in such a way that it helps the customers in determining and choosing the commodity according to their requirements and preferences. In the concerned case, the advertisements of the automobiles and the taglines that are being provided helps the customer in making a distinction between the two types of cars and their range of capabilities (Cyberpat.com/shirlsite 2017). Obviously, a Mercedes S class cannot surpass the hasty climatic and geographical conditions. On the other hand, the business classes cannot take up a Land Rover. The consumer preferences affect the market of the respective cars and therefore the advertisements should be framed likewise. In order to determine the preferences of the consumers, I believe, the companies must take steps in order to improve the persuasive nature of the commercials. 

Analyzing the Advertisements of Mercedes and Land Rover

Advertisements help in seeking the attention of the target group of customers. Through various tools that are being implemented by the advertising agencies, the customers are convinced of the quality of the product and the services they might expect from the product (Bolatito 2012). The advertisements help in undertaking the decisions based on the criteria of dominating over the market structure. In order to undermine the effects of the competitors in the market, aggressive advertisement modules should be formulated. I believe the concerned case, the advertisements that were formed by both the automobile companies can be differentiated based on the manufactured commodities and the features that are supposed to be appealing. The advertisement based on the Mercedes stated the lower risk of driving that car in order to make sure that it appeals to the interests of the consumers. The determination of the risk factors is an important criterion, which is undertaken through the advertisements. The advertisement of the Land Rover clearly illustrates the safety that is being guaranteed by the manufacturing company (Cyberpat.com/shirlsite 2017). On the contrary, the Mercedes formulated the tagline as “danger Minus” which again seeks the same appeal of providing the most safe car to the consumers.

Land Rover advertised itself as the sporty car, which supports the requirements of the camper or the people going out for distant trips. In order to gain the attention of the consumers, the car manufacturing company used “sport” along with the name of the car, which speaks of the durability of the car. The appeals that the advertisements holds for the consumers is based on the requirements of the consumers. Attention seeking is the main game plan of the advertising agencies (Cyberpat.com/shirlsite 2017). The printed media that I have  referred to in this context attracts the attention of the consumers depending on the variation of the requirements. The Land Rover used the tag of being the sporty car, and Mercedes used the tag as to portray the safety that the consumer is to derive e from the usage of the commodity. Therefore, the ways enumerated by the companies in order to make use of the game plan is an important criterion. Consumer preferences must be considered by the advertising agencies in order to formulate the perfect advertising tool for the manufactured commodity. The advertisements also seek to fulfill the requirements of the curiosity of the consumers as to the features of the cars that they are going to purchase (Cyberpat.com/shirlsite 2017).

Therefore, from the above discussion it can be understood that there are certain points of distinctions in the two adhered advertisements based on the several factors of advertising the products. The advertising agencies must take certain steps in order to make use of the perfect advertisement that is both appealing and informative in order to attract consumer attention on the product. Moreover, the products and the advertisements that are being discussed depend on the differences that could be enumerated from the performance of the products that is being manufactured by the respective companies.

References

Albers-Miller, N.D. and Royne Stafford, M., 2017. An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16(1), pp.42-57.

Bolatito, O., 2012. Linkage between persuasion principles and advertising. New Media and Mass Communication, 8, pp.7-12.

Cyberpat.com/shirlsite (2017). jfowles.html. [online] Cyberpat.com. Available at:

https://www.cyberpat.com/shirlsite/education/essay2/jfowles.html [Accessed 29 Oct. 2017].