Newspaper Ad 1:
Advertisement Brand: AARP
Description: The ad provides an example of how easily someone could steal money and valuables from you if you do not take steps to prevent the opportunities. The ad shows a handbag with only one strap hanging on the side of chair with the owner sitting in the chair and looking away. The handbag is wide open with credit cards and a wallet in easy view. There is a message saying, “Free Money – Leaving your bag carelessly open is like asking someone to steal your belongings” and has a picture of a woman who was a former investigator for San Francisco’s District Attorney’s Office. AARP provides information at the bottom to obtain more helpful tips through their organization.
Ad Company: DAE, 2017
Objectives: The objective would be to provide guidance to people regarding habits that will help them protect their valuables. AARP would be viewed as a trusted source and likely where people would go for more advice and assistance.
Target Market: The target market for this product would those over fifty that qualify for AARP as well as the elderly that either forget how or have little experience protecting themselves in the changing world. A side benefit is the information can be useful to anyone that carries valuables.
Actions: Directly the ad provides a way for people to obtain more information by going to a provided URL. The ad also includes a QR Code to obtain more helpful tips. Indirectly the ad has an immediate behavior modification for people trying to be more protective of valuables, which helps remind them of the AARP brand.
Value Proposition: The direct value of the ad is the safety of an individuals valuable. The indirect connection is AARP as a source of information to help people live safer, more secure lives.
Newspaper Ad 2:
Advertisement Brand: Toyota
Description: The ad is for the Toyota RAV4 vehicle. The image is of a white RAV4 vehicle with people dancing around it and with many cloud bursts of colors above it. The message of the ad is, “Color the road every which way” and represents the Festival of Colors welcoming Spring. Spring represents new beginnings and activities, which the ad offers the RAV4 to help take people where they want to go.
Ad Company: InterTrend Communications, 2017
Objectives: The objective of the ad was to associate the new beginnings of people with the use of the Toyota RAV4 to take action. The ad focuses on the emotional connection between fun and celebration of new possibilities with the vehicle.
Target Market: The target market for this product would be those celebrating the Festival of Colors and those with ‘Spring Fever’ to begin activities that would require a vehicle. People considering purchasing a vehicle may associate Spring with a time to begin new, including a new vehicle. Likely these are young professionals between 25-35 looking for an SUV option and no children (no children are included in the ad).
Actions: The actions implied by the commercial are to purchase the RAV4 to start new beginnings of Spring.
Value Proposition: A person desiring fun and excitement with the coming of Spring can use the RAV4 to go anywhere.
Newspaper Ad 3:
Advertisement Brand: IKEA
Description: The ads in this series are for IKEA and promote an ‘early Christmas sale’ for customers. IKEA associates its brand with making things simple, so the ads include a lot of whitespace. To communicate the early Christmas message, the images are of a small (budding) Christmas tree that has an ornament attached to it. Since the tree is just starting to grow, it is bent over due to the weight of the ornament. The budding tree symbolizes that it is not Christmas yet, the trees have not even grown.
Ad Company: TBWA\Lisbon, Portugal, 2014
Objectives: The objective of the ad is to inform consumers that a sale is happening on a given date and that it is associated with early shopping for Christmas. Using Christmas, the ads connect with people’s holiday and family traditions while also appealing to those trying to save money while still connecting with the holiday.
Target Market: The target market would be those consumers that do early Christmas shopping and/or seeking (perceived) bargains from a sale. Since IKEA is home furnishings, it would be for those consumers planning to decorate their home and/or give gifts to others for their home.
Actions: The ad did not directly call actions of purchase, however it communicates a sale and date that consumers can prepare and plan to attend.
Value Proposition: Since the ad calls out a sale, the perceived value is savings off of regular prices on a given date at IKEA stores.
Newspaper Ad 4:
Advertisement Brand: Dunkin Donuts
Description: The ad provides an image of a football referee looking into a ‘play review’ machine while holding his hand to his headphones as if listening to guidance from the main referee control room. The ‘play review’ machine has an attachment that helps to block external light and keep others from seeing what the referee is watching, which is what the referee is looking down. The image shows that a Dunkin Donuts iced coffee is laying just inside the protective view attachment with the referee using a straw to drink from it. The message is, “It’s Good” refers to the outcome of a referee review that indicates a play was Good.
Ad Company: Hill Holliday, 2017
Objectives: The ad connects football (and sports) fans with Dunkin Donuts and promotes the idea that referees would call the iced coffee, “Good.”
Target Market: Sports fans, especially football fans that are existing consumers of or considering trying iced coffee drinks. An additional market would be consumers that consume iced coffees from sources other than Dunkin Donuts and/or did not know Dunkin Donuts serves iced coffees.
Actions: The ad does not have a direct call to action. The image of a referee drinking the iced coffee may encourage consumers to desire the drink. The association of football referees and Dunking Donuts would potentially resurface when consumers are watching football.
Value Proposition: The value promoted in the ad that the iced coffees are good based on review by a referee. The value is an association with the sport and agreeing on the call made in the ad.
Newspaper Ad 5:
Advertisement Brand: Burger King
Description: The ad shows a beautiful back patio of an expensive home with furniture and a barbeque grill. The words above the grill are, “Flame Grilling Is Hard To Resist” and there is a sentence in the bottom left corner, “Former house of a retired McDonald’s President.” Burger King is known for promoting flame broiled hamburgers and competing with McDonalds on taste. This ad calls out that even a McDonald’s former president has a grill at his/her home because he/she enjoys the taste of flame grilling.
Ad Company: David, 2018
Objectives: The ad promotes a message that everyone enjoys flame grilled hamburgers, including McDonalds executives.
Target Market: Consumers that purchase or plan to purchase hamburgers from a fast food chain. Existing McDonald’s customers that might consider Burger King based on potentially better flavor food.
Actions: The ad does not give any direction, it is designed to communicate a message that even McDonald’s executives choose flame grilled hamburgers. This would create a question in consumers minds regarding why McDonalds promotes fried hamburgers while their executives eat flame grilled at home.
Value Proposition: The value of the ad is that if McDonald’s executives choose flame grilled hamburgers at home, Burger King may be worth a try for a better tasting hamburger. Existing Burger King customers would feel validated that they selected the better quality food from the two chains.