PRINT MEDIA ADVERTISEMENT ANALYSIS

PREPARED BY-•SAURAV DAS 1230129030

•MOHD. RIFATUL MAKSUD 1310429630

•SUMAIYA TASNIM HRIDI 1310232630

•NISHAT TABASSUM SAMITA 1310278630

•MOHAMMED ALAMGIR JEWEL 1310192030

•ANIKA TASNEEM MUNIR 1211004030

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PRINT MEDIA ADVERTISING

Form of advertising that uses physically printed media, mainly-NewspapersMagazines

BenefitsPresents static messages Readers get multiple exposures to advertisement.Minimized advertising costs

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LIFEBUOY SOAP

Ad. Analysis-

•informative advertising .

•strategy to change to attitude by relating the ad to admired event.

•organization principle of “Closure” to influence consumer perception.

•makes use of “Verbalizes” to make consumer awareness.

•uses “Affective” component of the tri-component model.

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MERIL SPLASH SOAP

Ad. Analysis-

• informative advertising with a social message

• appealing to inner-directedness social character of consumers

• tends to create a new ideal self-image.

• a distinct positioning strategy through stimulus discrimination concept.

• effort towards consumer welfare to create positive consumer attitude

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MERIL LIP CARE

Ad analysis-

• offer protective care during winter to protect skin form losing its natural moisturizer

• Value proposition –lip care & repair.

• stimulus generalization.

• used theory of reasoned action as lifestyle of the urban people has the trend of selfie and pouting.

• descriptive terms explaining different flavors of lip gels .

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PARACHUTE COCONUT OIL

Ad. Analysis-

• appeals to ethnocentric personality trait .

• serves the selective exposure concept

• changes consumer attitude by relating the product to a holy festival

• tagline- “Last talk of purity” is completely in contrast with advertising trend in Bangladesh. (positioning strategy)

• supports the affective component.

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SANDALINA SOAP

Ad. Analysis-

• persuasive advertising.

• appealing to quality conscious consumers.

• uses the organization principle of “closure”.

• facilitate consumer learning by providing information about judging soap quality.

• differentiates itself by making a comparison .

• tagline used -“The first step towards glamorous skin as gold” can influence consumer’s attitude positively. 8

OLAY TOTAL EFFECTS

Ad. Analysis-

• Persuasive advertisement.

• appeals to ideal self-image of “middle-aged women”

• satisfies selective attention concept.

• Reasonable as it combines 7 products in 1 bottle.

• Celebrity endorsement creating favorable attitude.

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MERIL BABY OLIVE OIL

Ad. Analysis-

• appealing to conscious mothers of new born babies referred to as “Supermom”

• provides useful information to facilitate consumer learning

• demands it product to be 100 percent natural makes positive perception.

• stimulus generalization- using family brand name.

• free advices from doctors regarding child’s health helps develop consumer affection towards product.

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CLEAR MEN SHAMPOO

Ad. Analysis-

• appeals to other-directedness consumer personality by mentioning in the tagline “Nothing to hide”.

• Uses Figure(Cristiano Ronaldo) & Ground(Stadium) relationship.

• value proposition- zero dandruff .

• uses “Timely” appeal.

• Celebrity endorsement creates favorable attitude towards the brand.

• uses stimulus discrimination strategy by stating 100percent for men. 11

MERIL PETROLEUM JELLY

Ad. Analysis-

• fully based on emotional attributes.

• illustrates a picture that the product acts like protective blanket during winter, tells to share with our dear ones.

• Tagline attracts the consumers- “Spread the warmth of love in the lifeless winter.”

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MERIL OLIVE OIL

Ad. Analysis-

• Creates an impression of product’s purity.

• Figure shows how carefully and consciously the product is processed .

• Facilitates consumer learning by describing product’s usefulness.

• Taglines says made from finest quality olives creats favorable attitude.

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CONCLUSIONThe advertisers have successfully implemented their strategies to

persuade and shape consumer’s attitude.

To describe few strategies briefly-

• used appeals such as humor, comparison, timely, celebrities.

• Celebrity endorsement has become a trend

• popular brands used the concept of stimulus generalization such family branding

• many beauty product emphasized on the ideal self-image.

Finally, an increased attention to advertisements of natural ingredient cosmetic products throughout the country. This trend seems linked to the currently popular attitude that things “natural” are good and things “synthetic” are bad.

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