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목차

I. Information about the print Advertisement

II. Purpose of analysis

III. Checklist Items
a) What is the advertiser selling?
b) Who is their prospect?
c) Is the sale generic or competitive?
d) What is the prospect’s need?
e) What is the most important benefit?
f) What product or brand feature offers this benefit?
g) What else can the advertiser do to aid in the sale (reference if present in the ad)?
h) What level of the ad pyramid does this ad appeal to? That is, what do we want our prospect to do?

IV. Form of Communication Platform

본문내용

a) What is the advertiser selling?
Cold medicine “Vicks NyQuil”

b) Who is their prospect?
People who catch a cold (except for children)

c) Is the sale generic or competitive?
The sale is competitive. The market of cold medicine in the USA is competitive because the target audience is small, while the number of products trying to reach that target audience is high. Moreover, products from other countries have been imported as well, so many products from global companies as well as national companies are now competing.

d) What is the prospect’s need?
Prospects who catch a cold want to cure a cold through medicine. Also, they are concerned that they cannot sleep well due to cold-symptoms such as a runny nose and fever. Therefore, prospects need a cold medicine to help not only their cold-symptoms, but also their “better-looking tomorrow.”

e) What is the most important benefit?
Best qualities and effectiveness and ability to cure a cold

참고 자료

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