Effectiveness of Print Advertisements: Analysis of Message Strategy, Message Appeal, and Executional

Description of the Advertisement

Question 1 The effectiveness of print advertisements has evolved over the time. Even in the age of digital media magazines are still a chosen medium, depending on the target market and the estimated budget. The key strength of this media lies on the message impact which is created by the richness of the message and the design components. Also, a clear alignment of the message with the audience interest with reference to the medium used, is of key significance. As an advertising executive working in a multinational firm, you have always been keen to observe the new print advertisements that are being rolled out by firms. You have recently found a print advertisement, which was worth investigating further. Answer the below questions in reference to this print advertisement. (You are required to provide a copy of the advertisement in your answer). a.Give a brief description of the advertisement. (5 marks) b.Discuss the following with reference to the chosen advertisement. You are required to justify your choice for each of the below points with relevant academic background. You are reminded that the justification given should focus on how to relate the theory with the application in the chosen advertisement rather than a mere description of the theory. 1.The message strategy (cognitive/ affective/conative) that has been utilized in the advertisement. Please identify any ONE (1) of the strategies that is dominant in the advertisement.  2.The specific message appeal that you can identify to be present in the advertisement. Please identify any ONE (1) message appeal that is dominant in the advertisement. 3.The executional framework that has been used to design the advertisement.Please identify any ONE (1) type of framework that explains the advertisement design
c.As a requirement towards optimizing the effectiveness of the advertisement and improve on the probability of sales of the brand, the role of market segmentation is crucial.Consumer markets can be segmented, or divided, along a number of dimensions or broadly categorized as segmentation bases. Marketers and the company use the market segmentation and targeting practices to create a competitive and profitable market with a higher rate of success and minimal risks of loss. A deeper understanding of the target market and targeted consumers assist the marketers to design, develop, organize and promote products in a more efficient and effective manner and helps to gain the trust of the consumers in the market. You have been assigned to identify the most appropriate market segment to whom this advertisement should be targeted. Therefore, you are required to undertake a market segmentation exercise to identify the suitable segments for targeting. Choose any TWO (2) most suitable market segmentation technique that can be used to identify the target market for the chosen advertisement and demonstrate the application of each of the chosen method in reference to the advertised brand. You are also required to justify your choice of each of the market segmentation methods with relevant academic backgroundQuestion 2 In reference to sales promotion techniques, two methods have been identified to be quite effective in addressing the “action” component of the AIDA model. One of them is coupons and the other one is sampling. Coupon as a tool can be used across different media including digital media. Coupon marketing is generally very effective in attracting new customers, who will certainly boost the sales of the product. It can also be used as an effective strategy to up-sell or cross-sell the products. Consumers are attracted to coupons because they offer immediate value and savings which is being offered through redemption.