Marketing Materials

TescoThis company uses price as a way to sell their products. Offers and lower prices would draw more people in because nowadays they don’t have as much money to spend as they used to, so they would be looking for something that is of a reasonable price. The background for this advert is white, which is simple and ‘cheap’. The image they have used shows a basket full of shopping, which implies that you can get a lot for your money if you shop there. The main focus of this advert is clearly to do with the price, there are no mentions of quality. As well as the price, this advert focuses your attention on the value of the food. The majority of people would do their big weekly shops at Tesco’s, so they would be wanting to get the most out of their money, as well as buying the essentials. If a person had less money, this would be a good supermarket because the value of the food would be higher to them. The market that this advert could be targeting might be people who are middle class, or young families, or single parents. Tesco’s competition includes Morrison's, Sainsbury’s, Iceland, ASDA, and M&S. This advert is focusing on the price, including vouchers and “money off”. The large, red bubble is very bold and eye-catching, and almost looks like a road sign which makes it seem important. Using red will make people read it because of this. The text inside the bubble is also eye-catching because the white of the text works well against the red, and the font used is quite thick and bold which makes it easier to read up close and from a distance. The image shows a large shopping basket filled with food products. This suggests that you can get more for less with this offer, and that you can get all of your essential food shopping for around £40. Overall the advert is quite straight forward and the only main part of it that jumps out at you is the big red bubble promoting the voucher, which is generally all it needs because the audience will see that and read it and will continue to read the poster. If they are already a customer of Tesco, they will recognise the brand, and so will anyone else who is familiar with the name.

WaitroseThis advert uses quality to sell its products. There is no mention of the price of the food but the advert is very simple because there is not much text, and the image of the Yorkshire puddings is quite simple as well. The black background gives the impression of sophistication and the professional photography also helps with the idea that the products they are selling are of high quality. The image of this product is very professional and is all about the quality. They wouldn’t want you to think about the price and merely focus on he high quality of the food. The text they have used is simple, but it is to the point and is a short and snappy sentence which would be easy to remember. The value of the food may be lower because it will be priced higher than other supermarkets, but this fits in with the high quality of the food. The market that this advert could be targeting might be the older generation because they will have more money to spend because of their children leaving home, or if they were retired, etc. Waitrose’s competition includes ASDA, Sainsbury’s and Morrison’s. This advert doesn’t mention price at all, because it wants the audience to focus on quality. This is deceiving because some customers might be wary when something doesn’t have a price tag on it, what with the lack of money issue, but not showing a price and concentrating on the actual food will draw in people who do have money to spend. For example, the older generation who are retired or the people who are more upper class will be likely to shop at Waitrose because they know they will be getting good quality food for the price they pay. The first thing you notice when you look at this advert is the name of the company. This suggests that Waitrose wants you to know their name before continuing to read, and they want their customers to become familiar and recognise the company name when they see it, which is a way of gaining publicity. The other most prominent feature on the advert is the image of Yorkshire puddings. They have probably chose to use an image of Yorkshire puddings because almost everyone is familiar with them, and they are a tradition to have with Sunday dinner, so they are aiming to relate to the customers by showing them something they like and enjoy, something they are familiar with. Underneath the company name there is a phrase that I’m sure everyone would agree with, which is another way of encouraging you to buy their products, because they are showing you things that you agree with.

PoundlandThis advert focuses on the prices of the products. This advert shows that the products on sale are of a good value because they are selling everyday items for just £1. More people are likely to buy from this shop because of the lower prices, as well as them selling products that are sold in supermarkets. They have shown images of the products on the advert. This is good because the consumers can see the range of products available. The colours used on this advert are quite eye-catching, giving that the most used is red. Red is a good colour to use for this purpose because red is most often known for being used on important signs or signals. By using such a colour on an advert like this, you are drawing people’s attention and making them read what is said, because it seems important. The overall layout of this advert isn’t over the top or complicated, although it does give your eyes quite a bit to take in at the same time. The advert is straight forward and just tells the audience all of the information they need, as well as encouraging them to shop at Poundland by advertising their low prices. The advert content shows everyday items that a typical household would probably go through quite quickly, meaning that they would have to stock up or keep buying these items regularly. This advert is effective because it shows these products and also gives a comparison between prices so that the audience can see the difference and make their own judgement. The large, bold type can be seen throughout this advert and it works very well to focus your attention to certain parts of the content, so that you read some parts before others. The meaning behind the layout of this advert could suggest that Poundland is just trying to show it’s audience that their prices are as straight forward as their adverts, as if they have a “what you see is what you get” kind of attitude. This suggestion shows that there are no hidden costs on the items you want to buy and that everything really is available to buy for such a low price.

TK MAXXThis advert focuses on both quality, and value for money. From looking at this advert it claims that you can get good quality clothing for a price that is less than half the RRP. The brand’s phrase is “Big labels, small prices”, which will be appealing to people who are on budgets or do not have much money coming in as they can get more expensive and high quality brands for a smaller price. Looking at the text and image, the text is big and stands out against the image. I can see that some words are bigger than others, and this is effective when making the more important words jump out at you more, and seem more significant. This could also be an effective way of making sure all of the text fits on the advert. The image shows a man dressed in a formal suit that looks of high quality. The image looks professionally taken and you get the impression that the man is a model for a high-end designer brand, which is exactly the impression that TK MAXX wants to give off because they are promoting the fact that you can get such high quality brands for cheaper. Therefore, the whole advert gives off a good value vibe. The text is suggesting that you can look high-fashion and be on trend with catwalk styles, as well as wearing “expensive” clothes, for an incredibly low price compared to the RRP. Unlike the other value adverts I have analysed, this one does not use the colour red to grab the audience’s attention. The only red on the advert is the logo, which may help with publicity and allow the public to recognise the brand. Instead, this advert uses the bold, white text effectively and this can be just as eye-catching because it takes up so much space on the advert. The image is persuading because it is telling the audience that they could look this good, and get great deals and value for their money if they shop at TK MAXX. The mans arm pointing down towards the brand logo creates a line for the audience’s eyes to follow so that they can acknowledge the brand and become familiar with it.