Background of Advertisement Analysis

An advertisement is a method of subtle communication that is intended to motivate or influence

customers to purchase a particular product or service that is being sold (Lasquite,n.d). It is one
of the marketing components where it creates a visual ambiance in the customer's mind and
persuades them to follow the presented message both consciously and subconsciously. It is also
a creative and intelligent method of expressing a particular brand's message to sell better than
the other brands in the market.

An advertising agency uses different types of media to deliver its brand’s message such
as newspaper, magazines, billboards and digital media including social media (Poepsel,n.d).
Newspapers and magazines target different audiences with a mix of content where chances of
noticing the advertisement are totally depended on the advertising spaces from a tiny to full
sized page (Poepsel,n.d). Advertising on billboards gives advertisers the chance to spread the
brand’s message to customers who are on the move. Cut-outs and posters in the shopping malls
are a great advertisement strategy as it will influence customers immediately to approach the
nearest outlet that is selling the advertised product. Digital media advertisement plays a major
role relative to other media as more customers are preferring for online shopping and the
number is growing (Sept, 2018). The marketing agency can quickly and easily collect data
such as gender, age, and location of the consumer and the product that was purchased at a
higher unit. A digital advertisement is also a great marketing analytical tool as it helps
advertisers to create advertisement more accurately by targeting specifics customers’ needs and
wants. In this era of web 2.0, it is very convenient for marketers to understand the market
dynamics of a certain product category relatively faster than any other method (Rogers, 2018).

A good advertisement must incorporate an impeccable target audience profile and a

strategic positioning approach in their design. Target audience profile is a method that helps
marketers to recognize and connect with the customer with the highest chance of sales success.
It can be classified into few categories such as demographic, psychographic, and socio-cultural
(DeVault, 2018). Market positioning refers to the approach a brand took, to create an image or
identity about their product in the mind of the consumer (Wilkinson , 2018). For example, a
brand can create an image for its product as a premium quality luxury status product, long
lasting durable product, affordable product and etc. This can further be divided into two
categories which are cost leadership marketing positioning and differentiation marketing
position. Cost leadership marketing positioning is an approach where a brand offers most

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affordable price within the circle of competitors without compromising the quality of the
similar product whereas differentiation marketing position refers to an approach to offer a
unique product which adds a unique value for the buyers (Leonard, 2018). Both of these
approaches are very important in jewelry brand marketing which is the main objective of this
analysis project.

Background of the Brands

Tiffany and Co were started in 1837 by Charles Lewis Tiffany and his friend John B
Young. The first store was located on Broadway and established itself as an outlet for ladies
jewels and timepieces with an American style (Anderson, 2016). Bvlgari was started in 1884
in Italy and the founder is Sotirios Voulgaris. It is one of the oldest Italian jewelry houses
(Curtis, 2015). AGP (A.Geeri Pai) jewelry is the well-known Indian jewelry brands of Kerala
and it was started around 150 years ago (Pai, n.d).

Objective of the project

The objective of the project is to analyse three advertisement on its effective use of
important components of marketing such as target audience profile and strategic positioning.
The second objective of this project is to determine strength and weakness of the each
advertisement and conclude the best advertisement that has effectively used the target profiling
and positioning. The third objective of the project is to compare the analysis of durable good
with consumable good and analyse the similarities and difference between the both categories.

Procedure

Findings are compiled using online research on the background of the brands and it's
selected products that were chosen to be discussed in this project. Several key terms such as
target audience profile and strategic positioning were carefully matched with the analysis of
the component found in the advertisements. In addition, the concept of marketing mix where
one of the components that are promotion, were used as a guide to further understand and
enhance the completion of this project. Furthermore, a convincing approach from both category
of advertisement from durable goods and consumable goods has been determined using its
respective comparison of the strength and weakness. A recommendation has been suggested
based on the overall analysis of the details discussed in this project.

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Summary of findings

The key to a successful advertisement is to make a connection with the audience and
this is achieved by designing the advertisement to match the target audience and strategically
position it in the consumer's mind. Using the procedures aforementioned, several important
findings have been documented in this project. Apart from background, and color, the overall
body language of a model used in an advertisement plays a major role in delivering the key
message of the brand. Detailed analysis of this statement will be discussed in the “Findings”
section.

Findings

Market segmentation is an important aspect in analyzing an advertisement as it involves

targeting a consumer group with similar interest or characteristics that will cause the demand
for the product to rise. Both the target profile and strategic positioning of the three
advertisements will be discussed in this section. In target profiling, there are three basic aspects
being analyzed in this project which are the demographic analysis, psychographic analysis, and
socio-cultural analysis. Demographic analysis refers to market segmentation according to age,
gender, income, education and etc. (Bhasin, 2018). Psychographic analysis refers to market
segmentation according to personality, attitudes, lifestyles and etc. (Bhasin, 2018).
Sociocultural factors are a vital component to be considered for creating a successful marketing
advertisement for a product. It consists of lifestyles, roles of the individual in the society and
standards which gives overall characteristics in a social system.

Target profiling for Tiffany and Co (Advertisement one)

Demographic analysis

The model in the Tiffany and co advertisement must be around the age group of 25 to 35 years
old. This is crucial for targeting women who have started their carrier and in the age category
to get married. The model in this advertisement is wearing a blazer and pants which is a
professional attire for business. This indicates that this advertisement is targeting a working
class professional women who can safely wear this jewelry in the business environment. Most
of the time, the accessories for the professional environment are limited and this gives a unique
selling point for the product by targeting the profession category. Based on the model and the
professional look, it can be assumed that the target is for high and decent income female as
well as targeting a highly educated female. This clever idea of the advertisement will boost the

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confidence of the consumer to make a decision to choose this jewelry as it can reflect their
highly educated and professional status.

Psychographic analysis

The body position of the model suggests that she is the master of her decision and only respond
to others with the required amount of attention. Her smile on her face that is much focused
towards her eyes and not her lips represent this controlled attitude. This is a common body
language for anyone in the professional environment as well as those who are in high-class
society. This personality can suit a female who is brave and having a boss characteristics and
that is the motif of this advertisement.

Socio-Cultural analysis

In the advertisement Tiffany & Co, there is a distinct attitude being projected by the female
model that can be related to the concept of social organization. The model maintains a straight
up body position, turns only her upper body towards the audience and slightly tilted in a
comfortable position. The main focus is on showing the earring and supporting jewels such as
the ring and bracelet while her hand is in a complete resting position. This entire body position
shows that she is in total control of her decision to give the only required amount of attention
towards the audience who just need to notice her new jewelry without judging her overall
beauty. It subtly sending a message that the women wearing this earring will not completely
surrender when there is someone noticing her judgmentally. This is a strong emotion that can
influence a woman who is seeking to boost her self-confidence and the advertisement perfectly
conveying the message by showing their earring is sufficient enough to create such a killing
persona.

Target profiling for Bvlgari (Advertisement two)

Demographic analysis

The model in the Bvlgari advertisement must be around the age group of 20 to 25 years old.
This is for targeting the women who are in their young adult category and might still be in
college studies. The model in this advertisement is wearing a simple plain blouse and this is to
give more empathize to the jewelry that she is wearing. This indicates that this advertisement
is targeting young women who are seeking for adventurous thrilling experience and have a
high adrenaline rush to try risky activities. This stunning idea of the advertisement will boost

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the self-assured of the female to make a bold and thrilling decision to choose this jewelry as it
can reflect their character in a similar way.

Psychographic analysis

In this advertisement, the women is a strong and bold person taking a very risky action by being
in contact with the lion. This projection of bravery indicated by the advertisement shows that
having their jewelry which are the earring, watch and necklace could give a woman such a
superior courage to try any risky actions and despite knowing the consequences if it going
wrong.

Socio-Cultural analysis

A similar strong message of social organization can be witnessed in the second advertisement
Bvlgari, as the female model is breaking the common stereotype that women are scared of
trying risky activities. In this advertisement, the women decide for herself of taking the risky
action by touching and being close to the lion despite knowing it could be fatal for her. This is
an extreme level of bravery test of a person and this advertisement shows that having their
jewelry which are the earring, watch and necklace could give a woman such a superior courage
to try any risky actions and women does not have to be bound by any stereotypic believes
created by social society.

Target profiling for AGP Jewellery (Advertisement three)

Demographic analysis

The model in the AGP Jewellery advertisement must be around the age group of 20 to 30 years
old. This advertisement brilliantly delivering a very dramatic yet powerful message inspired
by the famous Indian Hindu mythology story “Ramayana”. To put it simply, the character in
the mythology named Sita is a very loyal, loving and strong self-esteemed wife of Rama the
protagonist (Viswanathan, 2010). The women character in the advertisement symbolizes this
whole ambiance and the model choice is for targeting the women who are in their young adult
category and mostly focused on those who are ready to get married. Cleary, this advertisement
mainly focus on Indian ethnicity as all Indian women know the story of Ramayana and the Sita
character and it indirectly delivering a subtle message that their jewelry is suitable for a perfect
wife like the character Sita.

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Psychographic and Socio-cultural analysis

The women character in the advertisement as discussed earlier is a goddess of Hindu and was
tested by the society to prove her purity by asking her to trial by fire. This female character
conveys a message that the purity and bravery of the women cannot be shaken by the strong
flames of fire. If she has decided and it is right for her, she would go to any extent. The usage
of this powerful character for this jewelry advertisement which the target market mainly
focused for Indian women will give a sense of immense purity and courage despite what the
social system has decided for her after her marriage.

Strategic Positioning For Durable Goods Advertisements

Strategic positioning is highly important to create an identity of a product in a consumers mind

for decision making. All the three advertisement uses a variety of elements in positioning their
products.

In the Tiffany and Co advertisement, the font used for the brand is resembling a hot-metal
typeface which indicates the solid imprint which lasts very long like its product. The light blue
color is actually Tiffany and Co’s own trademarked color named Tiffany blue (Tzatzev, 2012).
The little blue box will resemble a luxurious feel and this will create an impression to the
consumer that this brand is unique even in its brand, therefore, the jewelry also will be unique.
Under the brand, it is written “New York since 1837” is an important statement. This will instill
confidence in a consumers mind about the high-quality material since American made products
are highly tested for quality and this will assure the jewelry also produced in the highest quality
method. Highly patriotic or jingoistic fashionista for American products will be highly attracted
to this statements. The earring is fully designed with diamonds and stone, thus it resembles a
very expensive product though the price is not openly stated in the advertisement. High priced
items for a certain product automatically will create an impression of high quality and luxuries
feel. This is a great way of attracting customers as it will create a uniqueness in their personality
by owning a unique product.

Bvlgari advertisement uses a classical Latin alphabet and they maintain that by not replacing
the alphabet “V” with “U”. This creates a sense of authenticity and connection of a glamorous
Greek and Roman style fashion. The jewelry is simple but takes inspiration from nature for its
shape designs and colors such as the floral earring in the advertisement. This brilliantly
showing creativity and at the same time maintain the ancient Roman and Greek accessories’

6
elements which is mainly based on floral (Berrall, 2013). The colorful stones is a unique
identity for Bvlgari as they are well known to use a mixture of colorful gems and stones in their
jewelry. Their serpent design watch is truly unique for the Bvlgari women’s watch and easily
identifiable. It resembles Greek and Roman mythology, where snakes possess positive
characteristics such as rebirth, healing, protection, strength, and seductiveness (Doerr, 2018).
All these uniqueness and a connection of a beautiful ancient historical design will create a
strong desire for any creative mined woman to own this piece of jewelry.

The AGP jewelry used their boxed logo in their advertisement and the little red box
immediately captures the attention. The statement “Inspired from India’s royal jewelry
heritage” is placed at the upper left corner of the advertisement and this is a brilliant way of
placing the message as people will read from left to right. The message contains an important
statement as it reveals to the customer that the jewelry design was taken from India’s royal
jewelry and this is a powerful element of attraction for the customers as they will feel the
highest respectful royal feeling when they wear this jewelry. The upper right corner of the
advertisement stated 140 years of brilliance” which indicates their experience is more than one
century and that guarantees the quality of the product. In the middle, the character name “Sita”
was written in a Sanskrit resembling font to give an ancient Indian touch and followed by the
explanation of the character. This will give information to the customer about what they are
looking at and automatically it creates a sense of respect and admiration towards the model
who portrays the divine character. It will immediately capture the inner sense of Indian women
who want to resemble as the character and thus the jewelry will be a way to make the
resemblance. They even put a statement “AGP salutes Epic Indian Women”, as this
automatically creates an image of mutual respect for the brand by female consumers. The
necklace is also incorporating Hindu goddess and that even brings closer to the ethnicity and
race belongings. All these details will be highly captured by the consumer who is looking at
this brand and this is undoubtedly a brilliant positioning design.

Strength and Weakness Analysis For Durable Goods Advertisements

Tiffany and Co

Strength

Tiffany and Co used a model who properly resembling the age group of young working-class
women as similar to their target customer. The attire and the attitude of the model conveyed

7
the message in a clear way and thus it can be understood by women that this ad is projected for
a woman who perceives herself as a professional high-status woman. The design of the
advertisement by incorporating their own trademark light blue shows the approach is to make
the customer believe that the brand is a perfectionist even in choosing the color for the
advertisement. The statement written on the advertisement about the origin year of the brand
signifies its survival because the American economy has faced several mishaps since the
beginning of this brand. This automatically will instill confidence in the consumer’s mind that
this product is worthy due to its quality.

Weakness

As discussed earlier in the strength section that this advertisement properly resembles the age
group of young working-class women, however, it can also be its weakness too. Women who
fall under other age categories than the targeted one might be interested in this jewelry and
could be possibly turned down by the subtle age discriminating audience targeting method used
in this advertisement. There is too little textual information in this advertisement as the
consumer might easily avoid doing further research about this product and therefore might
totally lose interest in this jewelry.

Bvlgari

Strength

This advertisement made its point to convince that it is for an adventurous and brave woman.
The use of the lion as in this advertisement also convey another deep message which is also its
great strength. Lion is a magnificent animal that appears as a symbol of power, courage and
dominant. This can represent a man who poses similar characteristics called the alpha male.
This advertisement shows women who wore this jewelry can have the ability to control and
dominate an alpha male. The use of floral design and mixture of color defines the elegant of
this brand and makes this product even stronger in the sense of its selling point.

Weakness

The weakness of the advertisement in this advertisement is there is no written information apart
from the brand logo. This might left the consumer to be clueless about the product information
and might lose interest after viewed this advertisement. The use of wild animal in this
advertisement might make certain consumer to be confused about the purpose and it could lead
to animal rights abuse if the message is wrongly understood.

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AGP Jewellery

Strength

The strength of this advertisement as discussed earlier is highly based on the usage of the most
respected female mythological character as the model. This creates a connection for all age
group of the Indian woman with the character and as a result, it might lead to the desire to own
the jewelry shown in the advertisement. The designs are also suitable for most of the Indian
occasions such as wedding event, cultural event or even for Indian festivals. This is a great
selling point as the consumer will feel the worth of buying it as it can be used for multiple
occasions. The written statement about the brief history of the character can easily help
consumers from other culture to understand the purpose of the advertisement and the chances
for them to be attracted towards this jewelry will be even higher.

Weakness

The weakness of this advertisement is only focusing on Indian consumers because the character
in this advertisement is only well known by the Indian community. Thus the limited target
consumer might not be good for a brand if it needs international recognition. The thick jewelry
might create an uncomforted condition for certain consumers because it is big and may cause
pain.

Based on the strength and weakness analysis of all the three advertisements, it can be seen that
the most effective approach used by AGP jewelry to correctly target its audience who is the
female Indian customer. As mentioned in the earlier discussions, the right choice of the theme
used in this advertisement made an excellent execution to create a strong and emotionally
connecting message. The incorporation of textual explanation will further remind the
mythological story and create a cultural personalization. This answers the question of how the
strategic positioning used in this advertisement supported the execution.

Target profiling for HEAT perfume (Advertisement Four)

Demographic analysis

The model in the HEAT perfume advertisement must be around the age group of 20 to 30 years
old. The model in this advertisement is wearing a sexy red dress that matches well with the
brand name HEAT as in this case, it indicates sexiness. This will send a message to the female

9
customer that, wearing this perfume will invoke a sense of confidence in sexiness and more
feminine.

Psychographic analysis

In this advertisement, the women is a celebrity and using celebrity for endorsement will instill
more confidence in a sense that people most of the time look up for a celebrity to look good as
them. A strong facial expression of the model indicates that this perfume will create a high
level of comfort to be sexy and confident.

Socio-Cultural analysis

In this advertisement, the women decide for herself very confidently to be free of any social
judgment of a feminine characteristic and being dared to try out the something new to satisfy
her inner sense of beauty.

Target profiling for Reveal perfume (Advertisement Five)

Demographic analysis

The model in the Reveal perfume advertisement must be around the age group of 30 years old.
The model in this advertisement is wearing a black dress that matches well with the brand name
Reveal as in this case, it indicates both sexiness and luxurious status. This will send a message
to the female customer that, this perfume will be admired by women who are in the high-class
society and suitable to be worn at a luxurious event.

Psychographic and socio-cultural analysis

In this advertisement, the women is a celebrity and using celebrity for endorsement will instill
more confidence in a sense that people most of the time look up for a celebrity to look good as
them. The facial expression of the model together with the statement “reveal something and
not everything” indicate that this perfume is suitable for women who perceive themselves as
someone with a strong personality and love to protect their secrets. The strong eye contact of
the model with a light smile also indicate that this perfume is suitable for a woman with a
careful and more protective sense in social life.

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Target profiling for Dolce & Gabbana The One perfume (Advertisement Six)

Demographic analysis

The model in The One perfume advertisement must be around the age group of 20 to 30 years
old. The model in this advertisement is wearing a party dress and represent a high class and
luxurious status. As aforementioned in the earlier analysis, this will send a message to the
female customer that, this perfume is suitable to be worn at luxurious events.

Psychographic and socio-cultural analysis

In this advertisement, the women is a celebrity and using young, famous and attractive celebrity
for endorsement will encourage more assurance to the consumers that people admire celebrity
and love to adapt to their look and lifestyles. The facial expression of the model shows that she
is not looking at the audience directly but looking somewhere with deep thinking. This
indicates that this perfume is suitable for women who perceive themselves as mysterious and
love to keep their secrets. The advertisement indicates that, once the customer wore this
perfume, they will be in their own secret world.

Strategic Positioning For Consumable Goods Advertisements

In the HEAT perfume advertisement, the font used for the brand is red in color which resembles
sexual and seductive nature that directly related to the full word of the brand Heat. The
background also mostly in red color as it indicates the similar meaning as explained earlier for
the fonts. About two third of the advertisement is covering the model as it was shot in the lower
angle position. This creates a full attention towards the model and customer will be curious to
know the message of the advertisement. The statement “Catch the Fever” placed in between
of her chest that will create a sensual situation as it is directed at her breast where a revealing
cleavage is a sex symbol. This is a great way of attracting female customers as it will create a
sexual confidence in their personality by wearing this perfume.

Reveal perfume advertisement uses a Serif like the font in gold color and this creates a sense
of luxuries and glamorous style. The shape of the bottle and the color also represent a luxury
state as the lid of the bottle represents a diamond shape. This brilliantly showing creativity and
at the same time maintain the luxurious and glamorous elements. The model is wearing a
golden stone ring and sitting on a velvet couch which again indicates a luxurious lifestyle. All
these details will create a strong desire for a high-class woman to try this perfume.

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Dolce & Gabbana The One perfume advertisement uses a bold white font and this creates an
easy recognition of the brand. The shape of the golden bottle and the color represents a luxury
state as the lid of the bottle represents a golden block shape. The background of this
advertisement is also in a golden theme and it might be shot in an expensive hotel or a mansion.
This intensely showing the luxurious and glamorous lifestyle elements in this whole
advertisement scenario. The model doesn’t wear any accessories and this is intended to make
customers to only focus on the perfume bottle. These details will create a strong unique selling
point for the perfume.

Strength and Weakness Analysis for Consumable Goods Advertisements

The Heat perfume

Strength

The Heat used a model who properly resembling the age group of young women who is seeking
to achieve a seductive look as similar. The attire and the attitude of the model conveyed the
message in a clear way and thus it can be understood by women who are looking to enhance
her sexiness in her personality.

Weakness

The advertisement is mainly focusing to encourage the sexiness for the female but it could also
be turned down by some customer who might think it would not be suitable to be worn at any
other situation apart from what the advertisement indicating.

Reveal Perfume

Strength

This advertisement made its point to convince that it is for a luxurious and glamorous woman.
This advertisement shows a woman who wore this perfume can have the ability to control her
sense of gossiping and safely keeps her secrets. The use of golden color defines the elegant of
this brand and makes it looks expensive which somethings expensive looking product will have
a higher sense of confidence for the purchaser.

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Weakness

The weakness of the advertisement is it could mislead the target customer of thinking it is only
suitable for luxurious events and parties. This could also create a false message that buying this
perfume might not be worth as there are other famous luxury brands in the similar category.

Dolce & Gabbana The One Perfume

Strength

The strength of this advertisement is the golden background, the color of the bottle and the
model without the accessory. This directly creates curiosity to know more about the product
and the theme gives a strong clue of the luxurious setting.

Weakness

The weakness of this advertisement is also could send a false message to the customer to be
believed that it could be only worn for luxurious events and wouldn’t be suitable for simple
occasions. There is no any other written information about this perfume in the advertisement
and that could lead the consumer to be clueless about the perfume.

Based on the strength and weakness analysis of all the three advertisements, it can be seen that
the most effective approach is used by HEAT perfume to correctly target its female customer
who wants to boost their sexual appeal. As mentioned in the earlier discussions, the right choice
of the theme used in this advertisement made an excellent execution to create a strong and clear
delivery of the message. The incorporation of a sensual statement will further enhance the
sexiness personality. This answers the question of how the strategic positioning used in this
advertisement supported the execution.

Comparison of the Durable and Consumable Goods Strategic Positioning

The strategic positioning used for both of the advertisement categories reveals the similar
objective which is to capture the audience attention and make the consumer store the
information delivered in the advertisement in the long-term memory of the audience. This will
ensure the connection is being made between the brands marketing message to the consumer’s
lifestyle. However, there is more focus given to the durable good advertisement as more details
were carefully given to fulfill the objective to psychologically attract the mind of the consumer
as discussed in the “Findings” section. The reason for advertisement to focus more details on
durable goods could be due to the fact that durable goods will not be purchased frequently.

13
Therefore, it is only one-time chance to grab the attention of each unique consumer to purchase
the product.

Conclusion

An advertisement is a vital component in a marketing a product regardless of the debut brand

or for a famous brand. A thorough analysis of the advertisement should be done by the
marketing agency in order to understand the need of the customer. In order to understand that,
the analysis must include important components such as the strategic positioning and well as
the target audience profile. As a result of an analysis, a marketing agency can produce a better
advertisement that matches with the audience preference.

Recommendation

Based on the discussion made in the “Findings” section, the AGP jewelry advertisement for
durable goods and HEAT perfume advertisement for consumable goods were considered the
best after taking into consideration of its strength and weakness analysis. By referring to this,
an advertisement will have a higher chance of sales success if the similar important strategy
followed by the advertisement agency company. In both of these two advertisements, the
message of the brand was clearly delivered in all the aspects including the model's body
language, the attire and the overall background components of the advertisement.

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