Essays on Consumers' Responses to Positive and Negative Comparative Advertisements Assignment

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  The paper "Consumers' Responses to Positive and Negative Comparative Advertisements" is a wonderful example of a Marketing Assignment. According to Levy (2008), a well thought out strategy is the key to any successful advertisement. The advertising message should be very focused and specific for the advertisement to be compelling which necessitates making intricate choices and leaving out alternatives that are rational, conceivable and attractive as well. A creative strategy identifies the critical choices necessary in developing an advertising message and therefore the creative strategy is what defines what will be said regarding the product or service being advertised.

Additionally a creative strategy explains how one wants the audience to perceive the brand. Accordingly, a well written creative strategy clearly explains how the product or service will be presented to the targeted audience. This presented a critical reflection of the team’ s creative strategy developed within the advertising report. Critical thinking and academic theory will be applied in the analysis of the creative strategy. The overall objective of the advertisement The purpose of the advertisement is clearly articulated. According to Gregory (2008), every advertisement has an overall objective; which is the purpose of making the communication and the intended action/ result from the communication.

The advisement should show what it is trying to achieve with the advert campaign and what the audience is expected to do. This advertisement clearly stipulates the objective of the advertisement which is to sensitize the targeted audience on the importance of donating organs. The purpose of the advertisement is to inform people that they should donate organs because the culturally and linguistically diverse (CALD) communities are suffering from complications relating to organ failure due to low organ donation rates from people who share similar cultural backgrounds.

This is because people are not willing to donate the organs due to various reasons such as strong religious beliefs and hence the advertisement aims at encouraging the people to donate organs willingly. Therefore, the indented action or result of the advertisement from the audience is that the audience will be ready to donate organs willingly and the rate of organ donation in the area will increase as a result of the advertisement. Target audience The target audience in the advertisement is appropriate.

The target audience refers to the audience the advertisement message is being directed to. Demographic, psychographic as well as other suitable segmentation variables should be used to describe the target audience and give a market-driven underlying principle for selecting the specific audience. More importantly, knowing the target audience is important because it helps in defining the information to be conveyed in the advisement, how to say it and how the message will be delivered (Gregory 2008). The target audience in this advertisement is Muslim of Arabic descent and the demographic segmentation is the audience living within metropolitan Australia, particularly in Greater Sydney.

The rationale behind choosing this demographic segmentation is that this region has a high number of Muslims of Arabic descent and hence most of the targeted audience will receive the advertisement message. The age of the targeted group is between 18 and 34 years and therefore targeting this age bracket is a good idea because most of the Muslims in Australia are aged between 29 years and below and thus the advertising message will reach a big number of the targeted audience.


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