Comparisons

This advertising campaign focuses on price and value for money. It features the prices on the advert in bold and in boxes to make them stand out to the customers eye. Asda uses an arrow pointing downwards to highlight the point that they are cheaper than Morrisons and their prices are down. It features two of the products in the image to show the customers that the products are exactly the same in size, quality and brand; the only difference is the price and the value you get for your money. Providing a visual image of the exact same products helps to enhance that Asda don’t want to do anything but save their customers money and make sure it is the customers who benefit. In the background of the image you can see Christmas decorations. This will help Asda’s marketing scheme because everyone knows Christmas is a busy and expensive time of the year so people will want to find bargains and cheapest products wherever possible, making people want to go shopping at Asda as they will be saving money and it will be price efficient. Comparing their prices to another shop (Morrisons) refers to the competition they have in the market and it also makes it seem as though their shop is better, making customers think they are not only getting the best price plan but also the best over all when they shop with Asda.

Waitrose focuses on showing their customers and the quality of their products rather than the prices they expect you to pay. It uses a simplistic layout with high quality imagery to enhance the point of only selling their customers food of the highest quality and standard, even using the strap line “everyone deserves quality food”. Featuring a high level chef in the advertisement helps to justify the quality of their products and make it seem like the meal on the poster has been cooked by the chef, implying that the food they sell is also up to the high quality you would expect to gain from a restaurant or if a highly trained and qualified chef had made it for you. It aims to say that there is no taste difference between a restaurant meal and what you can buy from them to make at home. The text has been kept minimalistic to not draw the reader away from the image to much, ensuring their full focus is overlooking the photograph and looking at all of the foods on the table which look delicious and mouth watering. Featuring a Christmas tree in the background of the image could be giving the message that because it’s Christmas you should get the best and have a good quality meal on the table that everyone will enjoy. The advertisement with the Yorkshire puddings is minimalistic also and the main focus is the photograph which is showing the food. In the photograph the Yorkshire puddings are high risen and fluffy looking, appearing to be light and being golden brown in colour. By looking at this advert, the customer would expect this to be the same as what would come out of their ovens and Waitrose are making it seem like that is the result you would get every time you cooked them.

Tesco look at prices rather than quality when producing marketing material, rather than focusing on the quality of their advertising. Placing the price on the poster emphasis's the cheapness of the shop and shows that they make quality products for a small amount. This specific advert uses simple bullet pointed statements to try and increase the appeal of the bread, stating what you can get out of a single loaf and showing that for a small loaf, you can still get a lot out of it. Showing the picture of the bread with the price next to it in red helps it to stand out and grab the customers eye so that they know what the product looks like that is being advertised. It also helps to ensure the price is visible and stands out easily to be seen; ensuring customers know that Tesco are cheap and try and give their customers value for money.

This advert focuses on value, image and quality. This advert mainly shows the value of the product to its customer and shows a range of people using it from school children to high-end business men, saying that whatever you want it for and whatever your job the surface is the right product for you. The advertisement features imagery of professional and high importance jobs to enhance the professionalism of the product and show that it is a reliable product but it also features the younger school children to make it seem like an educational and fun product also. The middle image features a variety of people and occupations to enhance the quality of the product and show it is versatile and right for everybody. The dancing around and laying on the ground aspects of the product enforce its quality and show that it is durable and will not break easily. In this advertisement, the focus is not on the product itself but its customers and what they can do with the product and how it will benefit their lives and make it easier to have the whole world at their fingertips.