Advertising 2 Essay, Research Paper
In business success derives itself from the presentation of your business(es), or products, to the eyes of the consumer. Advertising is used to promote goods, services, images, and anything else that advertisers want to publicize. It is becoming a major part of mass media. At times we may view it positively, at other times we may just skip or ignore it. In order to attract audience, advertisers use various techniques on their advertisement to make people aware of the firm’s products, services or brands. Although the methods used by advertisers are infinitely, they have a common goal to persuade those who may become their customers to buy their products. An excellent advertisement will create a deep impression on its potential customers through particular techniques.
Glancing through a magazine, one is overwhelmed with the amount of product advertisements or services they are encountered with. If you re like me, you don t pay attention to the majority of the ads, but to the few that presents a special feature that catches your eyes and indulges you into them. These ads are the ones that touch you in a special way. Possibly seeing your dream car, or that fantasy vacation that you always wanted to take, or the blood analyzer that you kept forgetting to order. Nonetheless these ads persuade the consumer to open their imagination and dream of the brighter things in life. The impression of is left embedded in their mind and will always come up when they see something similar in the future.
Comparing the two ads, which I have selected, both of which are promoting blood analyzers, I find different contrasting techniques and schemes that were used. First of all, these ads were pulled from a magazine called DVM (Doctor of Veterinarian Medicine) NEWSMAGAZINE, which is only available to practicing or retired veterinarians, this is extremely important to know when you know who will be viewing the ad ahead of time.
The ad presented by the Abaxis company, showing the VetScan machine displays a sense of relaxation when viewing the ad. The contrast and clash of the yellow/black/red colors blend and flow very well and seem to be soothing. Individually the colors represent something different, the red represents blood, the yellow represents easiness, and finally the black represents durability with its dark and sound tone showing toughness. Furthermore, the dogs along side the machine give the consumer the sense of dependability, hence The Patients Choice.
Continuing down the ad, some key information is listed about the machine that might persuade one to purchase it. The three major points they focus on are its friendliness to the animal, its fast result time, and its reliable accuracy. Going a bit further, the ad displays its simplicity to use and the three easy steps to achieve a highly accurate result with photographs. All in all, this ad will appeal to the sensitive practitioner, who believes in a valued client to doctor relationship. The dogs especially should appeal to them, they seem to know their blood analyzers very well, and this machine is one they can put the sake of their lives in.
On the contrary, the ad presented by the Kalisto Biological company displaying the Endochek Plus machine is very different from the Abaxis ad. The first thing one would notice when viewing this ad is, it s extremely wordy. This might be a turn-off to an interested buyer. However, the ad does show its simplicity (if any) and friendliness with animals. The clashing of blue and black as the primary colors of this ad are mellow. They present a safe and friendly environment.
The person shown with the cat on the left side of the ad shows once again the friendliness of the machine. It seems that both ads have the theme friendly draped all over them. Nonetheless, the ad shows a woman viewing a tube that holds the sample of blood. This depicts the easiness of it. The final picture shows a person removing the cartridge from the machine, and the printed results on top somewhat like a cash register. The wording at the bottom not only lists what the machine does, but it mentions its economic benefits to the hospital.
Although both advertisements share the central theme of selling blood analyzers in a friendly environment, the Abaxis ad is presented to be more appealing than the Kalisto ad. The Abaxis ad contains something the Kalisto ad lacks, which is it s more provocative. The dogs in the picture will clearly attract more interested buyers, rather than the image of a single patient along with a human companion. These dogs are the keys to the ad. The practitioners looking to purchase a blood analyzer will be compelled by this image, as the dogs are showing their warmth and the reason why they re man s best friend. It s almost as if the dogs are rational animals and know how the machine works.
Going back to the colors of the ads. The blue and white colors in the Kalisto ad are mellow, but they are too mellow. These colors are the types of colors you would find in magazine ads in the early 1980 s. The colors the Abaxis company uses seem to be more modern and technically oriented. The three primary colors clashed seem to be soothing, yet the darker tones show strength and give it durability. With all this, the colors still show the machine being state of the art 4 to 5 years from now. That way, people won t put off buying a blood analyzer 5 years from now for a better bargain.
All in all, these advertisements are appealing, and will promote practitioners to buy in-house blood analyzers for the future. It s unlikely they ll buy one of these two because blood analyzers aren t readily available yet. But they are setting the corner stones for the future. Companies who follow in this approach will most likely have more success in a more competitive market, causing the prices of these machines to be more affordable and appealing to all practitioners, not to just the ones that have multiple practices and gross millions of dollars.