One of the best ways to learn and improve your Marketing skills as a newcomer to the industry is to analyse advertising across various formats and channels.
Viewing ads through a Marketer’s lens can provide valuable insights into branding strategies, consumer understanding and creative execution.
Let’s explore how to dissect and understand brand ads like a seasoned Marketer.
1. Identify the target audience
Every successful ad begins with a clear understanding of its target audience.
When you see an ad, ask yourself:
• Who is this ad targeting?
• What demographics (age, gender, income level) and psycho-graphics (lifestyle, values, interests) are they focusing on?
• What is the consumer insight and specific need the brand is looking to address?
Example: An ad for a luxury car brand often targets high-income professionals who value status and quality.
2. Understand the core message
Next, pinpoint the core message of the ad. This is the primary takeaway the brand wants you to remember.
The core message should be clear and concise.
Questions to consider:
• What is the main idea or message?
• How is this message being communicated (visually, verbally, emotionally)?
Example: A health food brand’s ad might focus on the message, “Eat healthy, live better,” emphasizing the benefits of their products for a healthier lifestyle.
3. Evaluate the value proposition
The value proposition is what sets the brand apart from its competitors.
It answers the question, “Why should the consumer target choose this brand?”
Analysis points:
• What unique benefits or features does the ad highlight?
• How does the brand differentiate itself from others in the market?
Example: A smartphone ad that emphasises superior camera quality is highlighting its unique value proposition compared to other phones.
4. Examine the emotional appeal
Ads often aim to evoke emotions to create a connection with the brand’s target audience.
Identifying the emotional appeal helps you understand how the brand is trying to influence consumer behaviour.
Questions to ask:
• What emotions is the ad trying to evoke (happiness, nostalgia, excitement, fear)?
• How do these emotions support the brand’s message and value proposition?
Example: An insurance company’s ad might use fear (of unforeseen accidents) followed by relief (from having coverage) to connect emotionally with viewers.
5. Assess the visual and verbal elements
Both visual and verbal elements are crucial in conveying the ad’s message. As a Marketer, analyse how these elements work together.
Consider the following:
• Visuals: What imagery, colours and design elements are used? How do they support the message?
• Verbal: What is the tone and style of the language? Are there any memorable slogans or catchphrases?
Example: A fast-food ad might use bright colours and dynamic visuals to convey excitement, paired with energetic language or music to entice customers.
6. Look for the Call To Action (CTA)
A strong ad includes a clear call to action, guiding the audience on what to do next.
Questions to reflect on:
• What action does the ad want the viewer to take (visit a website, make a purchase, subscribe)?
• How effectively is the CTA presented?
Example: An online retailer’s ad might end with a strong CTA like, “Shop Now and Get 20% Off!”
7. Analyse the channel and context
Consider where and how the ad is being presented.
Different channels (TV, social media, print) require different approaches.
Points to analyse:
• Which channel is being used for the ad (and why)?
• How does the ad fit within the context of this channel?
Example: A social media ad might use interactive elements like polls or clickable links to engage viewers directly.
8. Assess the effectiveness
Finally, think about how you would measure the ad’s effectiveness.
Effective ads often lead to increased brand awareness, consideration, engagement and ultimately, purchase.
Questions to reflect on:
• Is this ad enjoyable, engaging, memorable?
• Is this ad clearly branded? Is the Brand Visual Identity and brand tone of voice coming through?
• What elements will help the target audience recall this ad?
Example: An ad with humorous storytelling can lead to more viewers remembering the ad itself and its brand message.
Watch the Lynx ‘Robbery’ ad.
Conclusion
Looking at brand ads with a Marketer’s hat on involves a detailed analysis of various elements, from understanding the target audience and core message to evaluating the emotional appeal and call to action.
By honing these analytical skills, you can gain valuable insights into effective advertising strategies and apply them to your own Marketing campaigns.
Whether you’re watching a TV commercial, scrolling through social media ads or browsing print ads, practice these analytical techniques to deepen your understanding and enhance your Marketing skills.