Marketing and Communication

Running head: MARKETING AND COMMUNICATION
Marketing and Communication
Name of the Student
Name of the University
Author’s note

1MARKETING AND COMMUNICATION
Marketing is an important function of any organisation weather the objective is profit or
non-profit. With the help of marketing the company connects with the customers and the target
market while reaching out and sending information on behalf of the management of the
company. Marketing mix is a concept that helps the management to devices strategies and
decisions regarding the marketing tactics that the company has to employee in order to achieve
the objectives of the company. Promotion mix is a part of the marketing mix and advertising is
an important tool that is used in the promotion mix (Purvis 2011). There are a number of ways in
which a company can invest in advertising: there is print, television, radio as well as the new
addition is digital advertising. This essay deals with the analysis of two print advertisements of
competitor brands. The advertisements that are selected are of Tropicana and Capri sun.

2MARKETING AND COMMUNICATION
The two companies provide the customer with similar products and thus it can be said
that they are competitors. One of the major objectives of any organisation while putting out an
advertisement is to establish the uniqueness of the product as well as establish brand image.
Therefore the message of an advertisement is an important aspect. In the Tropicana
advertisement the message is clear that with the consumption of Tropicana juice one can stay
healthy even if they are in unhealthy conditions. On the other hand the message that the Capri
Sun Advertisement wants to establish is that the drink is easy to make as well as kids love having
the drink. Message is not only conveyed with the help of words in advertisement, the images and
the info-graphics are also a part of the message. For example: the info-graphic that the Capri
Advertisement has at the top of the advertisement depicts the hassle free usage of the product.
Therefore it can be said that the company is providing the consumer with a hassle free drink to
serve the kids and not only that it also caters to a large number of people.
Advertisements are always constructed keeping mind the target market of the company
the factors that are aligned with constructing an advertisement are imagery, message and the
colors etc. Therefore it is important to understand the target market in order to use the right
medium of communication as well. The Tropicana Advertisement is published in the People
magazine which indicates that the product is for the people whose standard of living is high and
also is in between the age group 20-55. This is the age that reads or is interested in the contents
of the People magazine. Form the message of the advertisement it can be said that the people
who are targeted usually lead a busy life and hardly have time for them. The magazine is targeted
towards both men and women as the articles that are published in the magazine are both based on
entertainment and lifestyle. Hence, a healthy juice is an easy option for them to remain healthy.
On the other hand the Capri Sun advertisement is published in the Ladies' Home Journal