Marketing Communication Strategies: Print Ad Analysis of Two Brands

This essay provides a comparative analysis of Tropicana and Capri Sun print advertisements from a marketing communication perspective. It examines the messaging, target market, and persuasive tactics employed in each advertisement. The Tropicana ad, published in People magazine, targets health-conscious individuals with a message of maintaining well-being even in unfavorable conditions, while the Capri Sun ad, featured in Ladies' Home Journal, aims at mothers seeking convenient and appealing drink options for their children. The essay evaluates the effectiveness of each advertisement based on factors such as clarity, benefit communication, and the AIDA model (Awareness, Interest, Desire, Action), ultimately determining that the Capri Sun advertisement is more effective due to its clear, believable, and persuasive message that resonates with its target audience. Desklib provides similar solved assignments for students.

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

3MARKETING AND COMMUNICATION
magazine which indicates that the company is targeting mothers as their target market. It is also
aligned with the message that is in the advertisement which indicates that target market to be
homemakers and mothers who are looking for a quick yet delicious option for the children or any
children get together. The magazine publishes a number of health and lifestyle articles along
with home decor, beauty and fashion thus following the interest of the target market of the
advertisement.
The purpose of an advertisement is to persuade the target market to buy the product and
choose the brand over the other competitions in the market. Therefore, for an advertisement to be
successful it is important for it to be persuasive and all the elements in advertising contribute
towards this aspect. In the Tropicana Advertisement the tactics that is used to persuade people is
using words so Weasel Words is the technique used by the marketers. The written message that
is used is “you’re cold, you’re wet and you’ve never felt healthier”. With this statement the
company does not guarantee tour health with the juice yet there is a positive connotation on the
product and its usage. However, for Capri Sun the tactics that is used is that it is focused on
common people. The message or the visual image depict that the product is for the common
people it claims what it does. It indicates that the product is practical and has value for money.
Effectiveness of an advertisement is based on a number of factors; it is not just one aspect
that needs to be addressed. The objective of the advertisement has to be established and sorted
before getting in to the details of the creative aspects. The objective of the advertisement will
help the management decide upon the other aspects. This message in advertisement term is
called the copy. Creative thinking and accuracy are two important aspect of delivering an
effective advertisement. Purvis (2011) have stated some of the general guidelines for copy
testing. According to the author in order for an advertisement to be effective there needs to be a

4MARKETING AND COMMUNICATION
balance, in being different yet being familiar at the same time, being different in terms of the
other competitors in the market on the other hand being familiar in order to connect to the target
market. The guidelines stated include: The benefit, it is important to convey that a major benefit
is being provided with the product. People will buy the product only when they understand the
extra advantage that they get forms it. The Advertisement is a form of mass communication and
therefore the first thing that the management has to keep in mind is the clarity of the message.
The message that the company wants to convey to the target market and the customers should be
clear and must be interpreted in the way the company wants to (Purvis 2011). For example if the
company wants to say that they have a massive discount offer then that should be the focus of the
message. For written aspect of the advertisement the tone of the message, the colors, the font etc
are all included in the package for being effective. The visuals used in the advertisement is
another aspect that adds to the effectiveness, the images that are used should be aligned with the
target market, the customers should be able to identify their position in the visuals used. For
example: in the Tropicana advertisement the image of women who is drenched in the rain and
has a simple on her face is aligned with the written message that the advertisement showcase. It
is important for the people to connect with the message that the company wants to convey in
order to make the advertisement effective. Newness of the product, this is a factor that attracts
the attention of the customer, people are always looking out for a new option and with the help
of advertisement the company can establish the same (Purvis 2011). It is also important to be
convincing, the contents of the advertisement should be believable by the customers, marketers
should remember that in order to be different and unique the message that they convey should be
vague and artificial this take away from the interest of the customers. The focus on the copy
should be on the uniqueness of the product, the customers should understand why the product is

5MARKETING AND COMMUNICATION
different from the other players in the market and this will help in persuading the customers as
well. It is important for the marketers to provide a fresh outlook for the advertisement as it will
help in establishing the band as well as grabbing the attention of the target market. The copy
should have a clear point of entry in order to make the customer determine the starting point so
that they are engaged till they get to the main message of the advertisement. Another important
aspect is to ensure that the name of the company or the brand is visible and evident so that the
customers can identify the brand and associate the product with the same. Many times the brand
is the reason why the customers are attracted to go through a particular advertisement.
Rewarding the reader is also essential for the effectiveness of the advertisement; they should
learn something new and exciting form the advertisement. This attribute is associated with the
recall value of the company (Purvis 2011).
Apart from all the factors and guideline of effectiveness the medium of publishing is also
essential, the company should selects the medium of publishing the advertisement carefully in
order to ensure maximum reach to the target market as discussed above.
The effectiveness of the advertisement can be measured in a number of ways, two of the
most important measurement factors as indicated by Purvis (2011), in the book are the recall
value that the advertisement has and the persuasion factor that is associated with the
advertisement. For a print advertisement it is important to maintain the recall value how long can
a viewer remember the advertisement after it has been exposed. Considering the amount of
images and advertisement that consumers are exposed in today’s time this factor holds special
significance (Baker 2013). The next factors is persuasion, this is the factor indicates the buying
attitude of the consumer. Sales report is an important indicator towards the effectiveness of
advertising, the idea of both the advertisement that has been used as example is to improve the

6MARKETING AND COMMUNICATION
sales. The increase in the sales figure is an indicator of the effectiveness of the promotional
tactics used by the company (Scott 2011).
The benefit associated with the Tropicana advertisement is the health benefits that the
juice provides the customers even when the conditions are unfavorable, on the other hand the
benefit that the Capri Sun advertisement has associated with it is the usage of the product. The
people who are targeted with the advertisements will connect with the content and the copy by
establishing the benefit clearly.
Furthermore, the effectiveness of the advertisements can be determined with the AIDA
model.
Awareness: According to Hadiyati (2016), the medium of both the advertisement establish the
awareness that can be created among the customers, the reach o the message is based majorly on
the choice of medium. Both the advertisements are published in an appropriate magazine whose
readers are the target market of the company. The copy of the advertisements is clear as it
establishes the message that the company wants to convey.
Interest: The company wants to establish interest with the help of the advertisements, the Capri
sun advertisement is more effective in terms of developing an interest among the consumers
because the company established a believable, convincing, persuading and clear message for the
customers. On the other hand, the copy of Tropicana is kind of misleading and just playing with
words as consumers are aware that health does not depend upon a glass of juice which has
preservatives. The medium is also more appropriate for the Capri Sun Advertisement (Ghirvu
2013).

7MARKETING AND COMMUNICATION
Desire: The copy of Capri Sun addresses a very common issue or problem that is faced by
mothers while having a party arranged thus the copy creates desire among the target audience.
While the Tropicana advertisement does not have the same appeal as a person who will be
drenched and cold will want to have a hot beverage rather than a juice.
Action: The action associated with any advertisement is the fulfillment of the objectives, the
action that is taken by the customers can be increase in interest on the brand or it may also result
in sales (Rawal 2013).
It can be concluded form the above discussion that the Capri Sun advertisement is more
effective than the Tropicana advertisement as the copy is more effective along with the
publishing option. Though people magazine is aligned with the target market of the company
there are also other people who use the products. it is recommended that the company focuses on
the features of the products which are more convincing like the percentage of natural ingredients
etc in order to be more effective. The Capri Sun advertisement’s effectiveness lies in the fact that
the message is convincing and clear along with the visuals that are used.

8MARKETING AND COMMUNICATION
Reference list:
Baker, W., 2013. The relevance accessibility model of advertising effectiveness. In Advertising
exposure, memory and choice (pp. 57-96). Psychology Press.
Ghirvu, A.I., 2013. The AIDA model for advergames. The USV Annals of Economics and Public
Administration, 13(1 (17)), pp.90-98.
Hadiyati, E., 2016. Study of marketing mix and AIDA model to purchasing on line product in
Indonesia. British Journal of Marketing Studies, 4(7), pp.49-62.
Purvis, S., 2011, Which Ad Pulled Best, 10th Edition, McGraw-Hill/Irwin.
Rawal, P., 2013. AIDA Marketing Communication Model: Stimulating a purchase decision in
the minds of the consumers through a linear progression of steps. International Journal of
Multidisciplinary research in social & management sciences, 1(1), pp.37-44.
Scott Armstrong, J., 2011. Evidence-based advertising: An application to persuasion.
International Journal of Advertising, 30(5), pp.743-767.