Marketing Analysis – Newsprint/Digital

In the Air

Description: This ad by Toyota highlights the 2017 RAV4. The location is a beach, by the ocean. Many people gathered around the car looking like they are having a good time. They are wearing white shirts with splashes of color. In the air is smoke pockets of different bright colors. This ad received the Creative Campaign of the Year, Bronze Award and the 3AF Award in 2017.

Appeal/Technique: This ad is to make the car seem exciting and adventurous.

Objectives: The objective is to sell the 2017 Toyota RAV4 Platinum.

Target Market: I would say the target market is young to middle age adults.

Action: The action the ad is wanting the viewer to take is to think about their passions and adventure and picture using the 2017 Toyota RAV4 Platinum to achieve it.

Value Proposition: The value proposition of the 2017 Toyota RAV4 Platinum is that it includes sophisticated styling, high-capacity cargo space, and standard Toyota Safety Sense.

Artic

Description: This ad displays outlines of different animals. The animals reflect an example of a food chain in the Artic. The largest outline is the Toyota Land Cruiser. The words “Be top of the Food Chain” is displayed on the upper left corner. This add received the Clio Award in 2007.

Appeal/Technique: The appeal of this ad is that the Toyota Land Cruiser is superior.

Objectives: The objective is to sell Toyota Land Cruisers

Target Market: The target market is individuals that drive and have a passion for adventure or being superior.

Action: The action the ad wants the viewer to take is to purchase a Toyota Land Cruiser.

Value Proposition: The value proposition of the Toyota Land Cruiser is that it is “on top of the Food Chain”. This makes the product stand out as superior.

Take On Car Hassles

Description: This ad highlights the Nissan Leaf. It is an all electric car. The ad includes the phrase “Take On car hassles.” This ad won the Media Partner of the Year and 3AF Award in 2017.

Appeal/Technique: This ad makes viewer feel accomplished. Using innovation to simplify common issues.

Objectives: The objective of this ad is to persuade viewers to purchase the Nissan Leaf electric car.

Target Market: The target market is people that like innovation. People that drive and what to simplify fueling their vehicle by changing to electric.

Action: The action the ad is wanting viewers to take is to visit the Nissan Leaf website to learn more.

Value Proposition: The value proposition of the Nissan Leaf is that it is all electric.

Get Saucy

Description: This ad is for the NoFilterNeha audio show. The ad is highlighting Farah Khan as the speaker and Gets Saucy, indicating she has juicy gossip/stories to share. At the bottom of the add is Brought to you by Nissan, innovation that excites. This ad won the Media Partner of the Year and the 3AF Award in 2017.

Appeal/Technique: This ad uses a beautiful young girl to catch the attention of the viewer as well as the famous Farah Khan. The ad is also using the phrase Gets Saucy on #NoFilterNeha to catch attention and curiosity.

Objectives: The objectives of the ad is to catch viewers attention and add in Nissan as a contributor.

Target Market: The target market would be individuals curious about the audio show, Farah Khan, “Gets Saucy” being gossip or stories.

Action: The Action the ad wants viewers to take is to click the ad to learn more and use their curiosity to highlight the Nissan Leaf.

Value Proposition: I think the value proposition of this ad is to connect with viewers and share information.

In the Air – Banner

Description: The ad is for the 2017 Toyota RAV4. The background looks like an outdoor concern, crowd of people enjoying the concert, and smokes of bright colors going into the sky. This ad won the Creative Campaign of the Year, Bronze Award and the 3AF Award in 2017.

Appeal/Technique: The appeal of this ad is excitement. Having fun at a concert.

Objectives: The objective is to interest viewers so they will click Learn More. Less Browsing, More Dancing to encourage viewers to learn more now.

Target Market: The target market is young adults or social people, those that like concerts or parties.

Action: The action the ad wants viewers to take is to select Learn More so they can continue to inform about the Toyota RAV4.

Value Proposition: The value proposition of the Toyota RAV4 is to “Go Places”. Outgoing and social individuals will want to learn more about the Toyota RAV4.

6 thoughts on “Marketing Analysis – Newsprint/Digital

  1. Hello Terrie,

    Good job on your analysis this week. I remember seeing In an air ad for the RAV4 back in 2017. I used to go to the library during my lunch in high school and read magazines, and in almost everyone, I remember the vibrant colors and nice scenery catching my eye. You chose some good ads to work with!

    Liked by 1 person

  2. Hi Terrie,

    Awesome ad choices and I really enjoyed reading your analysis this week. I also highlighted the RAV4 ad and totally agree with your assessment of it. The eye-catching colors and “feel-good” graphics really create a stunningly powerful visual that is enticing and playful. I imagine most viewers could envision themselves driving the car and having fun experiences. Great work!

    Cheers,

    Taylor

    Like

  3. Terrie,

    Both of Toyota’s 2017 advertisements for the RAV4 are eye catching and exciting – great ways to draw the attention of readers amongst numerous other ads. Toyota’s Land Cruiser advertisement is also very clever! They were smart to chose an area with a relatively small and distinctive animal ecosystem to pull together their “food chain” concept.

    Great work Terrie!

    Best,
    Brittany Marshall

    Like

  4. Hi Terrie,

    Echoing what Ty said the colors in these ads all really pop. I think that’s one of the most impactful marketing tools available today. Using quality photos and colorful images really set these ads apart from others. In general, it seems like less is more when it comes to copy, but with images, you really need to splurge.

    Looking forward to the next post!

    Brian G

    Like

  5. The ad for the Nissan car is interesting. I find those cars ugly, but the text describing that the car uses no gas is featured very prominently – I suppose they have to! Toyota using the festival of colors is cleaver to promote a white car. Good job on your analysis.

    Like

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