Marketing Advertisement Essay
It is known that any product which enters the market should be advertized because the customers will buy only popular products the quality of which has already been checked. The advertisements can be placed in mass media and Internet. As the ladies are very much interested in ads which help them to buy products, I’d like to represent an advertisement which was placed in one of the magazines for women.
This advertisement attracts young ladies who pay special attention to their image and who always try to buy a new fragrance of perfume. The main purpose of this advertisement is to offer young ladies the advertized product – a wonderful perfume Amarige by Givenchy. The design of this advertisement is an interesting one. The image of a young blond lady is in the center of the ad. The smiling lady wears white dress which symbolizes purity. A bottle of perfume depicted in the ad is a thing that will give an overwhelming beauty to any lady who will choose this product. (Lopez, 2004)
Characteristics of the ad
The product which is analyzed in this paper is from the popular collection of Givenchy perfumes. This ad effectively communicate the product’s benefits. As it is very difficult to make the customers feel the fragrance of the perfume, a pretty young lady in the white dress is a symbol of the represented fragrance. Amarige is a sharp and sensitive fragrance which shows that the young ladies who use this perfume will be always sexy and successful. The bottle of the perfume is well designed and rather large.
Unfortunately, this advertisement does not differentiate the product from the competitors’ products as almost all the perfume brands have the same design.
The market segment targeted in the ad is a group of female customers from 18 to 35 who have certain demands to the product and who share common ideas concerning the quality of the product. Market segmentation helps the company to learn the needs of the customers and to improve the quality of the goods. The above mentioned advertisement is directed towards the appropriate market segment. (What is Market Segmentation?)
I think that this ad can be redesigned to have more universal appeal without sacrificing its effectiveness at the target segment. It will be better to use more information concerning the major characteristics of this fragrance. Moreover, it will be better to represent the responses of other customers who have already bought this fragrance.
There are no any aspects in the ad that may trigger negative emotions towards the product. The information given in the ad is positive. There are no any offensive words or pictures in it. The ad gives only positive emotions and attracts attention of the customers. Amarige symbolizes femininity which gives only positive emotions. (Givenchy, Official Cite)
Recommendations for a new and improved advertisement
I think that the following details will make this ad more effective:
It is necessary to give a description of the fragrance using the appropriate epithets: sharp fragrance, tender fragrance and so on.
It will be better to represent information concerning the name of all the components which compose this fragrance: violet, soft sweet spices, rose, mimosa and so on.
It is also recommended to inform the customers of the rating of popularity of this product, to name those customers who are satisfied with the quality of this product. It is possible to include some celebrities: popular singers and actresses.