The paper “ Asics Print Ads - Effectiveness of the Adverts, Based on Perception, Learning, Persuasion, and Behavior Factors" is an exciting version of an assignment on marketing. Using the deep dark blue color to blend as background for the huge-sized ASICS’ s Gel-Kayano 13 model that occupies at least ¼ of the magazine ad space, the readers’ eyes will undoubtedly look first at the right shoe at the center of the ad that is given a fleeting position by its own lace. Then down to the ad’ s copy, “ Everything we know from heel to toe. ” On the left and the bottom side portion of the ad, the statement was supported by copy and elements that further reinforce this claim (e. g., where the parts of the shoe was derived (on left), icons of these parts (bottom down), and even the sport science groups who recommend the brand). In fact, what the ad tells us about ASICS sports shoes is that beyond the hype that most sporting shoes advertisements promote (i. e., improving one’ s performance), there is one which does not promise much, but about what it entails to produce - a marvelous pair of shoes that are built on stability and performance which readers desire and want to one day owning. Furthermore, it is common knowledge among sports aficionados that when bio-mechanics is highly-considered in the development of shoes, the science or study of how well performance can be boosted will be reinforced.
Thus, the notion that equates durable and stable sporting shoes as one that can boost one’ s performance is only but subtly evoked by its copy: “ Everything we know from heel to toe. ” What ‘ grabs’ the readers’ attention regarding the copy and artwork? Why is this magazine advert occupied not by top sports celebrities or motion high ads that its competitors capitalize on to get attention from readers?
These are a few of the questions that immediately raced to my mind upon seeing the advert. Yet it worked because the advertisement, more than anything else, is a heritage brand and it exploited this much through the way the advertisement balances the copy and artworks. The ad as a whole is minimalist, and consistently imposes so through its use of only the campaign slogan of “ Everything we know from heel to toe. ” Then, instead of using words to do the explaining, the ad uses visual elements with such conviction and authority that the parts of what the shoe is made of are provided. Is the advert effective based on perception (attention-getting device), learning, persuasion, and behavior factors? Overall, the approach used will only succeed and prove effective among like-minded individuals or special-interest groups who prefer these kinds of sports shoes or the kind of people who are into serious sports and concerned with making the most of their hard-earned money.
Grasping the list of features or what parts the branded shoe was made, accompanied by their equivalent icons below the ad will not be a problem though for these special interest people because it is expected that they are properly oriented on these matters.