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KIA Motor Companys Promotion Management
Introduction
The print advertisement for this paper introduces the KIA Motor Companys new car Forte to its potential customers. The advert attracts and encourages the viewer to make the right decision towards purchasing this car. This advertisement is appealing to the consumer. The print advertisement is also interesting and good to every viewer. It explains why KIA Company has succeeded in its business objectives. This paper explores the unique aspects of this advertisement. This discussion examines certain issues such as message-theme, appeal, executional framework, taglines, and visual element.
Analyzing the Advertisement
The message-theme portrayed in this advert is the effectiveness of KIAs cars. The customer understands why this newly introduced car is the best solution to every driver who wants speed, power, and fuel efficiency. The audience gets the opportunity to know everything about this car. A Leverage Point (LP) is an essential tool in every advert. This tool compels the buyer to transform the message into a personal aspect or value (Advertising Design, 2014). The audience finds a new solution in this car because of its speed and power. The car is also fuel-efficient thus making it attractive and worth having. The viewers believe they will benefit from this product.
The other notable aspect is the advertisements appeal. The advert appeals to every customer who wants to benefit from the car. The advert focuses on the major appeals such as humor, rationality, fear, scarcity, and emotion (Shimp & Andrews, 2013, p. 57). The use of a tiger-like camel creates both fear and humor. This strategy makes the advert more persuasive and creates attention (Shimp & Andrews, 2013). The audience laughs and remembers the advert much easily. The practice also increases the number of possible buyers. The rational appeal used in the advertisement helps the viewer process the targeted message. The strategy informs and encourages the viewer to purchase this car.
The other notable attribute about the advertisement is the attributes-benefits-personal value. The value of the advert appears to motivate the values of the targeted customers. Many car owners are looking for elegant and fuel-efficient cars. The advert delivers this message to the audience. The viewer will be ready to purchase this reliable car from KIA Motors. This approach makes the advert extremely powerful. The strong visual elements of the advert make it easy to remember. The viewer stores the message and tagline of the advert in his or her brain. The positive attitude created about the advertisement encourages more viewers to buy this car. The advert portrays a dual-coded message that is easy to remember (Shimp & Andrews, 2013). The practice makes this advertisement meaningful to the customer.
The tagline in the advert also makes it powerful. The tagline Fast and Fuel Efficient summarizes everything about this car. The tagline encourages more viewers to embrace and purchase this car. The designer has also succeeded by presenting the best executional framework. The designer presents every aspect or feature of the advert in a competent manner. An appealing advertisement addresses the needs of every targeted customer (Advertising Design, 2014). The visual elements also inform the viewer about the benefits of the car. The advert encourages the buyer to choose this car because it provides the best solution.
Conclusion
The message-strategy for this advert is effective. The advertisement uses all attributes in order to inform, convince, and empower the viewer. The customer finds it hard to forget this advert because it combines humor, appeal, and verbal element to deliver the best information. The tagline supports the strength and effectiveness of this care from KIA Motors. The advert supports the companys promotional approach for this car. I personally believe this advert will make the marketing strategy for this new car effective.
References
Advertising Design: Theoretical Frameworks and Types of Appeals. (2014). Web.
Shimp, T., & Andrews, C. (2013). Advertising Promotion and Other Aspects of Integrated Marketing Communications. Cengage: Cengage Brain.
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