Advertisements have become an integral part of business today. Companies have increasingly become dependent on adverts so that they can drive up their sales and increase revenue. Anybody can design or produce an advert, but what should be the primary concern is whether it does the job it is supposed to do, which is arrest the attention of the customer and convince him or her to buy the product or pay for a particular service.
This paper examines and analyzes the following advert that appeared in the Star Tribune which was published on 12th February 2011. The effectiveness of the advert is evaluated, with special emphasis on how it was achieved in any case it did.
Source: Star Tribune
The author of this advert is Ackerman’s Pianos which is involved in the sale and restoration of pianos. The aim of the advert is to alert customers to the offer which has been announced by the author. Just by looking at the advert it is possible to know what it is all about because it brings out its message clearly. This is the first goal achieved by the author, since anybody can be able to tell that Ackerman’s Pianos are selling new and restored pianos at 40% less.
The words on top of the advert have been capitalized, they are in bold, and their font is much larger compared to the other parts. This is the most important part of the advert. It must therefore be clearly visible and noticeable, which has been achieved. There is an image of a piano in the advert and the 40% has been placed on top of the image (Star Tribune 4). This rings a bell, since any customer would be able to connect the piano and the 40% and realize that there is an offer by the company. The various brands and designs of pianos to which the offer applies have also been provided, therefore a customer is able to know what brand he or can get for 40% less.
This advert is very effective. This is because all the elements of a good advert have been included and the message is very clear: there is an offer at Ackerman’s Pianos where customers can get new or restored pianos for 40% less.
Star Tribune. 12th February 2011: p.4.