A Comparative Analysis of Two Print Advertisements: Marketing

This essay provides a comprehensive comparison and contrast of two print advertisements from the automobile industry: Mercedes and Land Rover. The analysis delves into the advertising strategies employed by each company, examining how they target their respective audiences and highlight the unique features of their products. The essay explores the role of consumer behavior and preferences in shaping these advertising approaches, and evaluates the effectiveness of different techniques, such as the use of taglines, visual depictions, and appeals to safety and performance. Furthermore, the discussion considers the impact of globalization and consumerism on advertising practices, emphasizing the importance of understanding the target market to create compelling and persuasive advertisements. The essay references concepts from marketing literature, including the work of Jib Fowle, and explores how companies adapt their advertising to meet the demands of a changing consumer landscape. The essay concludes by emphasizing the need for advertising agencies to create advertisements that are both appealing and informative, in order to effectively capture consumer attention and drive sales.

Running head: COMPARE AND CONTRAST BETWEEN TWO ADVERTISEMENTS
COMPARE AND CONTRAST BETWEEN TWO ADVERTISEMENTS
Name of the student
Name of the university
Author note

1COMPARE AND CONTRAST BETWEEN TWO ADVERTISEMENTS
The globalization has led to the rise of multinational organizations with gradual change in
the taste and the preference patterns of the people all around the world. Consumerism has
evolved gradually and the demands of the people have changed from necessities to luxury.
Luxury items like the valuables and the assets are being considered as the necessity in the days
of modernization. In order to cope up with the demand of the people, multinationals have
evolved and commodities are being designed based on the requirements of the people all around
the world.
The major cases of capitalization have led to the rise of varied consumerism patterns,
which companies are required to monitor and understand the consumer behavior in order to plan
their production units. Distribution is again another factor that must be undertaken by the
company for ensuring the availability of the commodities in the common market. Consumerism
at large has made the multinationals to undertake processes in order to make them aware of the
activities that are being undertaken by the companies (Albers-Miller and Royne Stafford 2017).
The companies have undertaken steps in order to make the global consumers aware of the
product that the company launches. In order to make the advertisements appealing to the public
at large, the company must undertake certain steps to make the advertisement more happening
and attractive. The chief requirements of framing a perfect advertisement is being discussed in
this discussion, based on the essay that is being written by Jib Fowle (Cyberpat.com/shirlsite
2017).
The main purpose of this discussion is to compare and contrast the two print
advertisements of companies manufacturing the same line of products, based on the principle
requirements of a perfect advertisement. Thereby the discussion aims at assessing the print

2COMPARE AND CONTRAST BETWEEN TWO ADVERTISEMENTS
advertisements on the criteria of the issues that are being faced by the company in marketing
their products due to a flaw in their advertisement strategy.
The different tastes and preferences determine the buying habits of the consumers and
therefore the advertisements that are being framed by the companies should be made in the way,
which attracts the target consumers. Advertisements is not meagerly making the consumers
aware of the product’s existence but also justifies the cause as to why the consumers must select
the product which is being developed to meet the requirements of the clients. Depending on the
requirements of the consumers, the company must adhere to the certain principles that help them
in attracting the target market (Cyberpat.com/shirlsite 2017). The different strategies that the
company undertakes are also based on the type of the product that is to be advertised and the
source or the channel through which the advertisement procedure is being executed. I believe
that the changes in the advertisements help in promoting the products in the most prominent
manner. The lucid approach of the organization helps in the undertaking of the steps that are
being undertaken by the organizations to bring success.
The printed media that is being referred to as per the requirements of the discussion is
based on the two most eminent automobile companies in this modern era, namely Mercedes and
Land Rover. The companies have formulated their advertisements in order to make the target
consumers aware of the products that are recently launched. The advertisements also stated the
experience that the consumers are sure to get from the manufactured products of the companies.
The opinion and the preferences of the consumer will largely affect the sales of the cars from
both the car manufacturers, but the advertising strategy undertaken by the company is different
adhering to the requirements of the products (Cyberpat.com/shirlsite 2017).

3COMPARE AND CONTRAST BETWEEN TWO ADVERTISEMENTS
The pictorial depiction of the performance, which the car can actually give and the
performance that is expected out of the cars is clearly stated through the pictures that is being
provided through the advertisements. In order to dominate over the market, the companies have
formulated the printed media for impressing the consumers with the features of the manufactured
cars (Cyberpat.com/shirlsite 2017). The pictorial depiction of the performance depends on the
capabilities of the car to go through the harsh conditions and weather changes. The Land Rover
is being depicted as a car which can undergo rough geographical locations and therefore the
picture depicted on the advertisement is completely different from the smooth going Mercedes.
According to my concepts of undertaking the advertisements, the versatile nature of the
advertisements helps the organization in convincing the consumers of the utility that they might
expect from the product.
The inclusion of the taglines in the advertisements helps the consumers in choosing
between the products according to their requirements. The consumer behavior is the major
factor that affects the sale of a commodity. The psychological needs of the consumers are
another important factor that affects the advertising strategy that is being undertaken by the
companies (Cyberpat.com/shirlsite 2017). The manufacturing company for the cars have taken a
note of the target audience and thereby made modifications in the commodities. Mercedes have
made use of the technology that is most preferred by the target consumers, and portrayed their
product to be smooth and hassle free. On the other hand, Land rover portrayed their newly
manufactured car as a sporty car-durable and strong, preferred by the consumers who take long
distance drives.
The advertisements should be made in such a way that it helps the customers in
determining and choosing the commodity according to their requirements and preferences. In the

4COMPARE AND CONTRAST BETWEEN TWO ADVERTISEMENTS
concerned case, the advertisements of the automobiles and the taglines that are being provided
helps the customer in making a distinction between the two types of cars and their range of
capabilities (Cyberpat.com/shirlsite 2017). Obviously, a Mercedes S class cannot surpass the
hasty climatic and geographical conditions. On the other hand, the business classes cannot take
up a Land Rover. The consumer preferences affect the market of the respective cars and
therefore the advertisements should be framed likewise. In order to determine the preferences of
the consumers, I believe, the companies must take steps in order to improve the persuasive
nature of the commercials.
Advertisements help in seeking the attention of the target group of customers. Through
various tools that are being implemented by the advertising agencies, the customers are
convinced of the quality of the product and the services they might expect from the product
(Bolatito 2012). The advertisements help in undertaking the decisions based on the criteria of
dominating over the market structure. In order to undermine the effects of the competitors in the
market, aggressive advertisement modules should be formulated. I believe the concerned case,
the advertisements that were formed by both the automobile companies can be differentiated
based on the manufactured commodities and the features that are supposed to be appealing. The
advertisement based on the Mercedes stated the lower risk of driving that car in order to make
sure that it appeals to the interests of the consumers. The determination of the risk factors is an
important criterion, which is undertaken through the advertisements. The advertisement of the
Land Rover clearly illustrates the safety that is being guaranteed by the manufacturing company
(Cyberpat.com/shirlsite 2017). On the contrary, the Mercedes formulated the tagline as “danger
Minus” which again seeks the same appeal of providing the most safe car to the consumers.

5COMPARE AND CONTRAST BETWEEN TWO ADVERTISEMENTS
Land Rover advertised itself as the sporty car, which supports the requirements of the
camper or the people going out for distant trips. In order to gain the attention of the consumers,
the car manufacturing company used “sport” along with the name of the car, which speaks of the
durability of the car. The appeals that the advertisements holds for the consumers is based on the
requirements of the consumers. Attention seeking is the main game plan of the advertising
agencies (Cyberpat.com/shirlsite 2017). The printed media that I have referred to in this context
attracts the attention of the consumers depending on the variation of the requirements. The Land
Rover used the tag of being the sporty car, and Mercedes used the tag as to portray the safety that
the consumer is to derive e from the usage of the commodity. Therefore, the ways enumerated by
the companies in order to make use of the game plan is an important criterion. Consumer
preferences must be considered by the advertising agencies in order to formulate the perfect
advertising tool for the manufactured commodity. The advertisements also seek to fulfill the
requirements of the curiosity of the consumers as to the features of the cars that they are going to
purchase (Cyberpat.com/shirlsite 2017).
Therefore, from the above discussion it can be understood that there are certain points of
distinctions in the two adhered advertisements based on the several factors of advertising the
products. The advertising agencies must take certain steps in order to make use of the perfect
advertisement that is both appealing and informative in order to attract consumer attention on the
product. Moreover, the products and the advertisements that are being discussed depend on the
differences that could be enumerated from the performance of the products that is being
manufactured by the respective companies.

6COMPARE AND CONTRAST BETWEEN TWO ADVERTISEMENTS
References
Albers-Miller, N.D. and Royne Stafford, M., 2017. An international analysis of emotional and
rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16(1), pp.42-
57.
Bolatito, O., 2012. Linkage between persuasion principles and advertising. New Media and Mass
Communication, 8, pp.7-12.
Cyberpat.com/shirlsite (2017). jfowles.html. [online] Cyberpat.com. Available at:
http://www.cyberpat.com/shirlsite/education/essay2/jfowles.html [Accessed 29 Oct. 2017].