Ad Critique Assignment - MC2525 - Ad Critique

Running head: AD CRITIQUE
AD CRITIQUE
Name of the Student
Name of the University
Author Note

Introduction
This report is based on a current static advertisement in Australia. The focus is on
providing an effective critique on the static ad and present a new effective ad. The flaws of the
initial static advertisement would be considered to make the new ad more effective. The static
Australian advertisement that has been selected depicts the products of Tattykeel Australian
Whites. The advertisement is concerning the Sheep livestock of the farm that are used to produce
high quality lamb meat. Static advertisements are based on still pictures with attached
information that are provided in regards to the product that are being promoted. These
advertisements are generally provided to the audiences in the form of online or public display
posters. The static advertisement being considered for the study shows a flock of sheep and a
farm worker standing in the background. Tattykeel have focused on projecting their brand
through the selected advertisement.
Brand
Tattykeel is a sheep livestock company that is engaged in the production of high quality
lamb meat. It is owned by the Gilmore family living in Black Springs, NSW. The farm was first
established by John and Mavis Gilmore. It specializes in the production and management of the
Australian white sheep breed. However, they are also engaged in rearing other forms of cattle for
meat production. Tattykeel farms are located in New South Wales. The farm produces the
famous Poll Dorset breed of sheep. It is well known for giving superior quality lamb. The Brand
is one of the oldest brand in the Australian meat production and livestock industry. It is famous
as the birthplace of the well-known Australian white breed of sheep. Refining the breed has been
one of the most important jobs for Taattykeel throughout its history. The most important product
they provide to the market are organic naturally reared sheep that give high quality meat. The
company shares important relationships with the retail chain Woolworths. The brand value
increased in the recent years due to the increasing focus on farm based organic food products in
the country. The brand is well established in the Agro-based food sector of the country.
Target market
The target market is large as it encompasses various people of various age, sex and
cultures. One of the major target markets is the restaurant industry of the country. The focus is
also on reaching some of the high-end customers throughout the country. The age group that is
most focused ranges from 18-40 years. The most important parts of this target market are
millennials. The farm supplies meat to a range of businesses as well as some individual
customers. The business based target market of the company is very large. It consists of retail
stores like Wollworths, various meat sellers, restaurants, hotels, event organizers and other small
and medium businesses. The customers consist of meat lovers who have special preferences for
lamb meat. Additionally, family events and other community dining occasions are important
parts of the customer base of the organization. Having a large target market enables the
organization to develop better channels of business.

Ad Context
The advertisement forms a part of an online ad campaign of the company. It is part of a
larger article that is concerned with the promotion of the Aussie White sheep breed. The
advertisement was provided at the top of the article. The digital marketing technique used is the
website. The article forms a linked content to the website of the main organization. The digital
marketing technique has been optimized to reach the online audiences through the website of the
organization. The rest of the article followed the image and focused on the health benefits that
can be gained through the consumption of farm fresh organic lamb meat. The focus was on
eating quality and the issues with the other alternative varieties that are available in the market.
Moving forward, the article focused on how the Australian white breed of sheep is reared and
bred. The online article focuses on providing information about how the sheep are maintained in
the farm in order for them to gain the quality of their meat. The context of the ad is both a
promotional and informative setting. Information is provided on how the farm utilizes various
technologies and testing methods to make sure that they deliver top quality lamb meat to the
market. It also analyses some of the important achievements of the organization in the industry.
An important part of the article was to inform audiences about the breed featuring on the
lambition menu of Woolworths.
Selection of the static Ad Campaign
The selected static advertisement is the Tattykeel Australian Whites advertisement poster.
The Ad shows a flock of sheep and a farm worker standing in the background. Tattykeel have
focused on projecting their brand through the selected advertisement. However, the only message
being provided through the campaign is a quote from Graham Gilmore of the Gilmore family,
who is part of the ownership of Tattykeel. The quote sends the message that it is like winning a
football match despite being told in the beginning that one cannot win.
Objectives of the Ad
There are some significant objectives of the Advertisement.
 Promote the quality of the Tattykeel lambs and the value of farm raised livestock in terms
of the quality of meat
 Develop better understanding of the quality management factors that contribute towards
the high quality delivery provided to the customers
 Promote the Australian White breed of sheeps
 Develop strong communication with the target audiences
 Persuade the customers to buy more organic meat by providing an informative article to
back the advertisement
 Promote the unique values associated with the product and the benefits of consuming
farm fresh meat
 Create a differentiation between the product of Tattykeel and the alternate products of the
rival firms