Caterpillar Ad Review Paper

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Recommended: Three advertising objectives

During the Christmas holidays, I noticed an ad for Caterpillar (CAT), which is a well-known manufacturer of construction equipment and apparel that that I felt was ineffective, confusing, and failed to stimulate me. In order to illustrate further let me describe the ad, the background was set in black with hints of a city and faint lights. There was smoke appearing from what seemed to be a rooftop close by. In the center of the ad was a heavy white boarded text box with the words “pop-up” in bold white font. Finally, the yellow CAT logo was placed towards the top in parallel with the text box. This ad confused me because there was no headline or sub head to provide me with any information about a product or specific theme regarding the brand

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