Advertising is important for every type of business in all types of sectors. It is important to be creative in these adverts and advertisers use a variety of different techniques in order to sell their products ahead of their competitors. In a market with many competitors it is even more important to have a creative advert, as there is so many other businesses the customer can go to for the same product or services. This is no different for a supermarket chain. The food retail sector is a major sector with lots of big companies competing for a share in the market. These supermarkets all offer a similar service but market themselves and their products in different ways.
ASDA and Waitrose are a prime example of how a businesses core proposition differs in the same medium. ASDA own far more of the market share than Waitrose owning 15.5% compared to 3.8% owned by Waitrose (Mintel 2013a). However this effected by the businesses core proposition and their target market. ASDA’s core proposition is showing that they are cheaper than their rivals to try and gain customers from their competitors who are looking for a better deal. To do this they use the creativity strategy of benefit and informational to put across the information to the customers. This is the main proposition they use in all their adverts and this was no different in their 2013 Christmas advert in which they use the seasonal theme of snowmen to “attack rivals on price”(The Guardian 2013). They do this by using 4 snowmen with yellow, blue and orange scarfs to represent Morrisons, Tesco and Sainsbury’s all of which look sad, thin and small. The 4th snowman has a green scarf to represent ASDA and this snowman looks happy and is far taller than the other 3. The connotations ...
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2- Butler, S. (1st November 2013) “Waitrose Christmas advert campaign again highlights its charitable efforts” The Guardian. [Online] Available from: http://www.theguardian.com/business/2013/nov/01/waitrose-christmas-advert-charitable-efforts-supermarket [Accessed 11th December 2013].
3- Huron, David (1989), Music in advertising, The Music Quarterly, Volume 73(No.4) [Online] 557-574. Available from: http://www.jstor.org.atlas.worc.ac.uk/stable/741819?seq=1 [Accessed 12th December]
4- Mintel (2013a) Supermarkets: More Than Just Food Retailing [Online] Available from: Mintel [Accessed 11th December].
5- Mintel (2013b) Food and Drink Retailing. [Online] Available from: Mintel [Accessed 12th December].
RNRA Team, “Supermarkets, Fresh Produce and New Commodity Chains: What Future for the Small Producer?” Hot Topics: February, 2004.
This essay is an analysis of two advertising posters, one of being a modern piece of media, the other being aimed at the previous generation. I will be reviewing posters from Coca Cola and Benetton, the latter being the modern piece of media in this comparison.
Comparing Advertisements For this comparison, I have chosen to compare two car adverts. The first The advert I chose was from the car magazine "Autocar" and this is an. advert for a Chrysler PT Cruiser. The second advert I chose was from the "Sunday Times" and this is for a Fiat Ulysse.
...e families and children are very happy and the woman can be seen as a role model for other mums. However some of the audience may see it as fake as the advert is full of happy faces and Christmas is one of the most stressful times of the year. The contextualization of this advert is that it is still the dominant ideology of women. Asda have chosen to represent women like this to remind society that women are in charge of the household.
An analysis of the signs and symbols used in Patek Philippe Geneve's "Begin your own tradition" advert.
Television commercials are television programming produced by any organisation to provide message in the market about their product or services. It is one of the most popular methods to attract customer and provide them information about their products or services.
Challenges in Today's U.S. Supermarket Industry. 2014. Challenges in Today's U.S. Supermarket Industry. [ONLINE] Available at:http://msdn.microsoft.com/en-us/library/aa479076.aspx. [Accessed 31 March 2014].
This paper will analyze an ATT commercial according to audience, purpose, context, ethics, and stance. The focus will emphasize the audience which the aid is trying to reach and how they do so.
This essay is going to examine how advertising strategies used in different market structures affects profits of the firms. This essay is being written based on Advertising, an article by Geoff Stewart, in which he examines “how do firms determine their advertising strategy”. In this article he uses Monopolies as an example of a non-competitive market and Oligopolies as an example of competitive markets, so in this essay Monopolies and Oligopolies will also be used as examples. However other competitive markets include perfect competition and monopolistic competition.
McFall, E. (2004). Advertising: A Cultural Economy, London: Sage, Page 3, Page 110, Page 111
Charles A O’Neil explains how advertising is made of a simple language which includes short words, pictures, symbol and slogans. He writes that advertisements is being edited into its simplicity form which is the advertising language. These advertisements may seem casual and natural but they are carefully made to get our attention into buying what they are selling. “Every successful advertisement uses a creative strategy based on an idea intended to attract and hold the attention of the targeted consumer audience”. O’Neil also lets us be aware that advertisement wasn’t as easy as we thought it was, like slogans have been engineered so that we remember them even if we refuse to, or that images have been carefully chosen
Images are a powerful force in advertising as they are the ones that promote different perceptions and attitudes towards products. They are also the ones that create stereotypes. They are very manipulative, for they will never focus on the negative things that are associated with their products, only the positive ones. Advertisements are ambitious which gives them power, and engage customers for their approval.
A Comparison of Two Advertisements Introduction Advertising and media are part of everybody’s everyday life, with or without them realizing. Each day we see adverts on the television showing us new lifestyles that look glamorous, we hear adverts on the radio, we see slogans emblazoned on people’s clothes, on the side of buses, on billboards, everywhere!! Big companies know that they need to make their product appeal to as many ‘niche markets’ as possible and they do this by ‘audience segmentation’. This is when companies make an advert so that it would appeal to one type of person, and then another advert for the same product but for a different type of person. Although it is hard to know exactly when there target audience will be watching, companies will spend lots of money researching.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
“How Advertising Has Changed Over The Years.” Locker Gnome, Bradley Bradwell. 6 January 2008. Web. 4 October 2009.