Kerchenski 1 Every Woman wants to be Beautiful As people read a magazine they quickly realize that half of the magazine is pages and pages of advertisements. Therefore, most people just flip through these advertisements and never stop to look at the product being advertised. The creators of advertisements try to design the advertisements to make the reader stop, look at the advertisement, and hopefully buy the product being advertised. One example of an advertisement that makes the reader want to stop and investigate is the L’Oréal advertisement for True Match makeup in Cosmopolitan magazine. This advertisement has a good layout, uses pathos and many more elements that make the reader want to buy the product. This advertisement was in the September 2013 issue of Cosmopolitan magazine. Cosmopolitan magazine is a magazine created for young women from the ages of seventeen to about forty. The advertisement in this magazine is targeting the women readers because teens and adults are experimenting with different kinds of makeup every day. This ad is trying to make women believe that they will find the correct match for their skin tone if they use this makeup. Consequently, if these women are able to find their correct shade they will be more beautiful and even happier. This advertisement is sectioned into two halves. The right half is a close up of a woman’s face. This close up is used to show how well the makeup matches her skin tone and makes her look flawless. The left half is white with writing and three bottles of the makeup stacked on top
Advertising Strategy for Anti Dandruff Shampoo
4072 WordsJul 9th, 201217 Pages
The total market value of the anti-dandruff market in 2010 is at 3079.69 million baht, which makes up 31.95% of the total shampoo market. This anti-dandruff market has experienced steady growth over the last few years, most recently 2009 to 2010 the market grew by 3.60%. Clinic Clear and Head & Shoulders are the two main players in the anti-dandruff shampoo market having market share of 17.7% and 8.8% respectively (as of May 2011).
Head & Shoulders is the #1 anti-dandruff shampoo in the world in terms of sales. In Thailand, Head & Shoulders came into the anti-dandruff market after Clear and presently Clear has a little over twice the market share than Head & Shoulders. Both players have highly…show more content…
A good level of education and a decent level of income (middle to upper class) will be beneficial to us as we know our target segment can afford our products and understands the benefits that are being communicated to them either technically or in an abstract sense.
CUSTOMER INSIGHTS Young teens tend to be open minded and accept to try new things, a majority are tech savvy, high susceptible to peer pressure and celebrity influences, and lastly have a high need for attention and social acceptance. These are important young teen insights that will be useful and will be discussed when we design later part of the strategies and objectives. In coming up with the customer insights, brain mapping and the Theory of Reasoned Action are used for Head & Shoulders.
The results from the brain mapping for both Head & Shoulders and Clear in Figure 1 indicated that Head & Shoulders is being negatively viewed as old fashioned and as a drug but also has good points as being an expert and efficient in treating dandruff. Clear on the other hand is viewed as being more of a beauty shampoo, having a cool, fresh, and sporty factor.
Figure 1 – Brain Mapping for Head & Shoulders and Clear
In evaluating the consumers’ belief, attitude, and behavior toward Head & Shoulders we applied the Theory of Reasoned Action. The beliefs that we chose are