Improving Tattykeel's Static Ad: A Marketing Analysis & Redesign

This report provides a comprehensive critique of a static advertisement for Tattykeel Australian Whites, an Australian sheep livestock company. The original ad, featuring a flock of sheep and a farm worker, is assessed for its effectiveness in promoting the brand and its objectives, including highlighting the quality of the lamb meat and the Australian White breed. The critique identifies flaws in the ad's visual appeal and its ability to connect with the target audience. A new, improved ad is proposed, utilizing multiple images and valuable information to enhance engagement and communication. The report concludes with a pitch for the new ad, emphasizing its ability to better connect with the audience and effectively convey the brand's message. Desklib offers a wide range of study resources, including past papers and solved assignments.

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

Critique of the Ad
The picture that is given on the Ad fails to connect effectively with the audiences. It fails
to provide a good meaning to the message that is being sent. It is attached with an article that
follows it. However, the connections that the ad has with the article are loosely tied. The image
provided shows a flock of sheep with their owner at the background. At the extreme left there is
a superimposed pic of lamb meat. One of the main problems with this static advertisement is that
it is visually very unattractive. The picture is not engaging enough to get the target audiences
interested in the story that follows. There is an evident lack of connection. The target audiences
would not be able to easily understand the message that has been proved through the picture. The
objectives that were mentioned above were not effectively met. It was given to attract the
customers towards knowing more. However, it is not effective in its purpose. 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. It is somehow
understandable that the article concerns organic farm produced meat. However, the connections
are not clear. There is a significant issue that is present with the association of the image with the
rest of the story that follows it. Hence, there is a need to make the image more attractive and
more informative. The image does not cover all the aspects that needed to be highlighted in
regard to the Tattykeel Australian White sheep breed. The disengagement with the context makes
it difficult for the audiences to comprehend the message. Hence, the image fails to connect
effectively with the context or the audiences.

Copy of the original advertisement
New Improved Ad
The new improved Ad id more informative. It has been specifically developed to suit the
rest of the promotional message that has been provided through the article. The new ad takes the
help of multiple images to align the most important messages with the imagery that is provided.
This static advertisement is better as more information is provided about the context that is
present. It does not contain any quotes but rather concerns itself with valuable information that
highlights the main messages that are to be provided. The images are aligned with the online
article that it would be a part of. Moreover, it has been made to have an independent meaning of
itself that can be traced even in the absence of any follow up article. Hence, the advertisement is
capable of reaching audiences in better ways. The communication is engaging, clear, concise and
more effective in terms of reaching a wide number of audiences. It depicts images that can be
connected together and linked with the organization in focus. This makes the advertisement more
interesting. It also provides the most valuable information in regard to the business and the
organizations. As a result this picture is far more engaging than the other image.

Copy of the new advertisement
Pitch for the new Ad
The new ad promotes Tattykeel in a better way. It helps the audiences to identify more
with the organization in focus. It also helps the audience to relate more with the message that is
being provided. The audience can be engaged with the content as it is far more attractive than the
original version of the static advertisement. The digital marketing technique used is the website.
It is an online article that would be attached to the website of the given organization. This would
help the audiences to connect the message with the organization more effectively. This new
advertisement has been created to cover for all the flaws that were identified within the original
piece of work. This is a far better advertisement in connection with the main messages that
needed to be provided. Hence, it is important to note that the new ad has been able to reach the
audiences in better ways than the original advertisement. The effectiveness can be measured
through the ways in which the newer audiences can be reached.