When considering a market plan, analysis is a key component that cannot be overlooked. An advertisement for any product or service should be a refinement of answered questions put forth by the marketer. All potential questions should be addressed and made clear, such as who are your consumers, why are they buying your products, what needs, wants, and desires can you fulfill through your product? The goal is to meet the requirements of good communication and contain all things necessary to stimulate the target audience. To analyze the perception of the buyer, it must be clear whether or not the advertisement reached out and grabbed the attention or was it just ordinary?
When looking through a fitness magazine as an everyday consumer, one advertisement did happen to make me linger on it longer than all the others. This page was dedicated to Asics running shoes. This advertisement displayed a woman running through a sheet of water with the phrase “sound mind sound body” as the tag line. The facial expression of the woman wearing the Asics is extremely calming and serene. As she breaks through the barrier of water, she appears to be leaving all of her stress and pent up emotions behind, essentially breaking free from all that weighs her down. This is shown through a combination of both words and image. As soon as her body is breaking that plain, words being to fly off of her body. These words include rage, insecurity, sadness, and fear. These are all general emotions that many if not all consumers can relate to in some way. The model used in this ad is an attractive athlete who is wearing nothing but a black sports bra and black running spandex. This attire allows the Asics shoe to pop out and be noticed on her body. She appears “cleansed” as the marketer intended her too by the phrase at the bottom of the page stating that “running cleanses the mind and body.”
As a competing advertisement for running shoes, Saucony did not measure up to the standards of its...