Week 4 ENT 610: Newsprint Ad Analysis

Cigar Aficionado Magazine

  1. The ad I selected was for Cigar Aficionado magazine. The focus of the ad was to make the link between chefs and cigar smoking.  I believe they were trying to appeal to the cool factor of chefs.  It used to be that rock stars and celebrities were the cool people to hang out with, now chefs have been elevated to that position too.
  2. The ad was trying to inform the reader about the link between those who are known for their restaurants and a fine cigar. By including not only Chef Carbone, but eight of the most well-known chefs throughout the United States, Cigar Aficionado is making the link between their passion in the kitchen and their passion for cigars. By associating renowned chefs, who are perceived as cool and hip, with cigars, the magazine would appear to be attempting to broaden its audience of cigar lovers to foodies who may not typically be associated with such products. The objectives were not time specific.  Perhaps if the magazine had a coupon code where readers could go to their site for a magazine subscription discount they might be able to measure it.
  3. This ad is clearly targeted to men between 35-65 who enjoy a luxury lifestyle. It is targeted to men who enjoy the finer things in life when they eat out and when they enjoy a cigar. All the restaurants in the ad are expensive and the average American male would not be eating there on a regular basis.
  4. The ad wants you to purchase the magazine. If you purchase the magazine you will learn about others who share their love for “the leaf”. In addition to learning about all the ins and outs of cigars and cigar smoking from reading the magazine, the reader will learn about other topics: restaurants, travel, and golf are three of the other topics covered in this issue.  If you were not already leading a luxurious lifestyle, Cigar Aficionado will help guide you on this journey.
  5. People will buy this magazine because they are interested in the world of cigars. The people reading this magazine will be kept abreast of all the trends in food, fashion, sports, wines and spirits through a variety of articles and interviews with celebrities, businessmen and trendsetters.  I think you must have a strong passion for cigars to subscribe to this magazine.  I have looked at them in Barnes & Noble but have no desire to purchase one even with the variety of articles.

Starbucks Nariño 70 Cold Brew

  1. This Starbucks ad is for their Nariño 70 cold brew coffee. The large glass of cold coffee looks inviting and cooling for the hot days of summer that will be upon us soon.
  2. The objective of this ad is to increase sales of their cold brew coffee and to make customers aware of the new flavor. The name Nariño was introduced to Starbucks’ customers in August 2016. It refers to the region where the beans come from in Colombia. With summer just around the corner, people are seeking beverages other than water and soda. They should be able to measure the ads effectiveness by comparing sales from 2015 with previous years, when it was just called a cold brew coffee. They may also be able to use their order ahead app and attach a survey to collect data.  They could give some stars which are part of their rewards program to customers for completing the survey. This ad may prompt coffee drinkers to do some research on new products from Starbucks.  We are all so used to seeing their seasonal Frappuccino that a cup of just coffee is intriguing.
  3. This is targeted to people who are looking for other cold beverage options and the coffee drinker who wants only coffee. Starbucks offers so many drinks (more like desserts) that the plain black coffee drinker has been lost in the company’s pursuit of other beverages and food options.  As a black coffee drinker, it has me interested in trying it.  In the past, I thought their cold brew coffees were weak and a waste of money.
  4. The ad wants us to try it. If we do, we should experience a “super-smooth flavor” and a refreshing beverage all at the same time.
  5. Starbucks, love them or hate them, is sometimes the only option around. People go to Starbucks because of consistency, food and beverage options, free Wi-Fi, a sense of community, and location. Looking at this ad and the scoop of coffee beans, I know they want me to know they care about the ingredients in their products.  The value proposition for this ad is when you order coffee, coffee is what you get, no dairy, no sugar, no fillers, no frills, coffee that is cold brewed to enhance the drinking experience.

Wells Fargo Apology

  1. This is not an ad in the traditional sense but it is an ad using an apology letter as the content to regain trust. I selected this “ad” because I was curious as to what the new CEO would say and how I would react as a Wells Fargo customer.   What caught my eye right away were the words “Thank You.”  When was the last time the CEO of your bank thanked a customer? Never.
  2. This ad was meant to inform customers of the new CEO of Wells Fargo and for him to tell customers what has changed since his arrival in 2016. Sloan was trying to regain some of the trust that was shattered with Wells Fargo when all the abuses were made public.  I think it would be very difficult to measure how many people read this ad and felt any better about the bank after reading it. Anecdotal evidence could be helpful in determining whether the bank achieved its objectives.
  3. The ad was in the Wall Street Journal and was targeted to retail and commercial customers who use Wells Fargo. It was also targeted to the readers who turn to the Wall Street Journal for daily business news. The WSJ is one of the top five daily newspapers in the USA.
  4. The ad wants the reader to remain a customer at Wells Fargo. By thanking the reader and explaining the four initiatives the bank has taken to build trust, the expectation is that another chance is possible. The ad would like the reader to know they are appreciated and will not be taken for granted today or in the future.  By continuing as a customer, the new services the bank is working on will build the customer’s trust in their relationship with Wells Fargo.
  5. The value proposition is trust in the services offered and the people who work at the bank. In most cities, there are numerous banking choices, but what keeps us coming back is how we are treated and knowing our money is safe.    The expectation is that banks are there to help us hold our money until we need to use it. Banks are supposed to help us finance a new, car, education, or a remodel, and save for retirement.

MasterCard Luxury Card

  1. This ad is showing the reader the three-luxury credit card options MasterCard has available. All of them are made partially out of the metal they represent: gold, stainless steel, and platinum.  My first response was this looks like a rip-off of American Express’s credit cards.  My second response is these cards can handle a lot of charges based on the words “Heavy Metal”.
  2. The objective is to create interest in their credit cards for customers who may not know all their available options. They want to drive business to their website where the ad created interest.  The website is listed and they could measure its effectiveness by looking at hits before and after the ad ran as well as seeing how many new accounts were opened during the time the ad ran. This ad could run at any time because the cards have different options and appeal to different people.
  3. With annual fees ranging from $195 to $995, these cards are targeted at people who want a credit card with a high limit, many benefits and unique construction. They are promoting a lavish lifestyle, from homes, cars, and travel to credit cards.
  4. The ad wants the reader to go to their website and apply for a credit card. The reader will benefit from having this credit card because not everyone can afford these cards and it makes the user feel special and among a select group.  With these cards, the cardholder will be entitled to better rewards programs, concierge services, cash back, luxury gifts, a luxury magazine, and airline credits.  For some cardholders, having the card will be a sign of status.
  5. A credit card holder for these types of credit card is looking for service. They are not the run of the mill credit cards to be taken out at Target.  Some of the concierge services these cards offer include travel, city guides, ticketing and events, specialized shopping and much more. MasterCard is known for creating “Priceless” experiences and with these cards those experiences will happen.

Ad Council Forest Fire Prevention

  1. This ad’s use of the matchbook with trees to prevent wild fires caught my attention right away. It is so unusual to see a book of matches anywhere.  The use of trees made me think about nature and all the harm that has been done in the past due to forest fires started by humans.  It also features Smokey Bear, the symbol for fighting forest fires since 1944.
  2. This ad was asking us to be careful about what we do with matches and fire in general. It is asking us to take responsibility for a small item (the match), which can do tremendous damage and to think about what we are doing when we are out in the forest.   Using the quote, “Only you can prevent forest fires,” I believe the ad is also letting us know people are responsible for many forest fires.  I do not know how this ad’s effectiveness could be measured.  Depending on the state one lives in this could run at any time.  Spring and summer is when we have seen the most wild fires and it would be best to run these ads from April through October.
  3. This ad is targeting people who are hikers, campers, and smokers. Anyone handling matches for any purpose.
  4. The ad wants the reader to think about their actions, to be responsible when handling an item that can cause extensive damage to nature. Forests provide homes to animals and places for people to enjoy nature in a variety of ways. Carelessness with matches will take that all away.
  5. The Ad Council has been around for 70 years and their ads are about public issues and concerns. They bring awareness to issues the public needs to know about and do it in a way that we can all relate to.   These ads always have a suggestion for a person to act around the issue being advertised.  The Ad Council has a history of taking on issues to bring awareness and create action.  These ads touch us in a different way because they are asking us to be participants in helping solve a problem instead of purchasing something.

Resources:

https://1912pike.com/starbucks-narino-70-cold-brew/

http://www.luxurycard.com/?campaign=standard&campaignMedium=TextAds&campaignSource=Google&campaignContent=Luxury_Card_credit_card

http://www.adcouncil.org/Impact/Case-Studies/Wildfire-Prevention-2014

12 thoughts on “Week 4 ENT 610: Newsprint Ad Analysis

  1. I like your theme of large print ads. Clearly these are marketers with deep pockets. My problem with such ads is that papers are already a pain to deal with. And a whole page ad makes me think “this is a waste.” I feel the same way when both sides of a magazine are an ad. So I wonder if such ads are actually counter productive since one quickly moves on from that page.
    The other point I saw is the frequent comment about the difficulty measuring impact. That is indeed quite often the case. No doubt that is why ads are going digital.

  2. Full page newspaper advertising seems to be reserved for those companies desiring to make a statement. Whether it’s the fictitious Don Draper’s “Why I’m Quitting Tobacco” ad for the New York Times or those you have reviewed in this post, they are created to capture the attention of the reader. Some, like the Starbucks or MasterCard ads, scream “Look at this new thing” with pictures and a little copy, while others like the Wells Fargo “apology” ad is filled with ad copy as if to suggest a “personal” letter in an open forum. The former would seem to capture everyone’s attention with the photos and might indicate that the target market is broad. Conversely, the latter with only a small company logo would likely compel only those with an affinity for the brand (e.g., customers) or those who are curious about the brand’s position.

    The Wells Fargo ad interests me the most because it is in context with old-style, staid-kind-of marketing that is befitting of the conservative perception of banks in general. It is not full of pictures that might suggest a higher cost of advertising which would look badly considering the profitable scandal for which the banks is apologizing. The conservative nature of the design might also suggest the bank is going to take their responsibility to take care of its customer’s money more seriously. That said, and that began with “I’m sorry” might have played better with customers. Would you agree?

  3. Hi Cece,

    Using advertisements as a medium for apology is interesting. When you think of advertisements, you usually think that the purpose is to “sell something” and gain new customers. But in the event of an apology, the goal is to simply keep old customers. I remember that Volkswagen did a similar thing with marketing campaigns after they were caught cheating the emissions tests. Let’s hope that we never need to do something like this for our own businesses. What a tremendous cost…

    Great ads and analysis!
    Austin

  4. Cece,

    I like your notes on the Cigar ad. Knowing that you are a chef, I am sure this one hits closer than the others. How do you feel about the ad being geared mostly to men of that specific age-range? Any particular notes on that point from your chef-based perspective? I know that chefs have become icons these days and I am curious what the female representation feels like for females in the industry. It was very interesting to hear your perspective on this topic. I have to say I would not mind more blogging from this perspective (yours) that addresses the pulse of your industry from your unique POV.

    Best,

    sn

  5. Nice choices with these ads. I do think the Ad Council could stand to refresh their forest fire campaign.

    For example, the forest fires that threatened Gatlinburg, TN earlier this year brought some of the most dramatic stories and videos in my recent memory. They have a Ripley’s Aquarium in that area, and the staff was forced to abandon it (with thousands of animals still inside). I’m sure there are many stories like that could modernize that campaign and really drive home the awareness aspect of it.

  6. The ads you chose very from the cigar ad to the Wells Fargo apology ad, which is my favorite. It was energizing to see an ad much different than the normal sell of products ad or the awareness ads. This Wells Fargo ad stating “Thank You” truly caught my attention with those words. The words drew me in and I wanted to know more. As you said, the ad was trying to regain trust, which after what they went through, this must be an important focus for them. Do you think this was successful for Wells after all they have been through? I was just wondering because I think this was such bad publicity that they certainly need to make those relationships better. Great job!!

  7. Great ad selections! I have to say that Starbucks has no problem with advertising! The paper ad you selected, does look good and I would want to go buy one, and I’m not a Starbucks lover. Have you heard about the Unicorn drink that they now have — it’s trending, popular, it’s everywhere! Everyone talks about it, it’s on Social Media, it’s trending! Starbucks is one of those brands you have to love or hate 😉 LOL! My daughter loves them!!!

  8. Hello,
    I agree with what others have said about the apology ad from Wells Fargo. I think it was quite an interesting move on their part to choose to run and apology as a full spread. I feel that for the market who does read the paper they would find some merit in the apology as they are likely to be more traditional people. I feel that millennials would simply turn the page and would rather see a tweeted apology. Just my thoughts.
    Heather

  9. Great ads. The forest fire prevention stands out from the clever design to its message. The heavy metal credit cards made me question who, even those who are wealthy would want to pay those fees? There are credit cards who will give you high limits minus the fees. The ad to me isn’t effective. The Wells Fargo apology as a customer doesn’t feel sincere. The mis-deeds were company wide and corporate culture. It’s a shame too. It doesn’t regain my trust as a customer. Only makes me think they’re sorry they got caught.

  10. Hi,
    Thanks for sharing your Newsprint ads – The companies selected seemed to have really wanted to market themselves to ensure that people know who they are and the service (s) they have. I enjoyed seeing the ads because it engaged me – I am a visual person; likewise, the large colorful ads – quickly got my attention. It made me want to know what is the Fuss (lol) about. But, on the flip side- I do not do well with collecting a lot of paper ad- unfortunately, I would be the first to put in trash at time.

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