Advertisement Analysis

Marketing Fundamentals
Ashley Saab
Shilpa Chadar
Maharshi Trivedi
Michael Fallon
Our Choice – Zazoo Condoms
 What is the objective?
• Drive awareness of the brand – Zazoo
• Promote sales of the condom product line
 Does the advertisement effectively
communicate the products benefits?

• The advertisement uses effective imagery to

show the main and most convincing argument
for why someone might want to use a condom
 Is it highlighting the best features of the
product?
• The advertisement seems not to focus heavily
on the product specifically
• Focus seems to be on branding
• In short – No. The advertisement does not
highlight the best features of the product
 Does it differentiate itself from competitors
products?
• The advertisement in no way compares itself
to any competitors
• There is no information regarding the product
directly aside from what it is

Image Source: http://matesskyn.co.uk/product.html Image Source: http://aleegold.com/

 Is it directed at the appropriate segment?
Does it reach the segment?
• The advertisement is clearly directed at young
men. These are the most likely customers of
such a product.

• The advertisement reaches this segment with

astonishing precision.
 Could it be redesigned to have more universal appeal,
without sacrificing its effectiveness at the target
segment? What is missing?  What needs to be added?
• The advertisement has won a number of
awards.
• The advertisement does not have as much of
an appeal to women.
• A second line of similar styled advertisements
could be aimed at the female audience of
similar age.
 Are there any aspects of the ad that
might trigger negative emotions
towards the product?
• The product itself has negative inflexions to
some groups
• Some may argue that the commercial puts
child birth and parenting in a negative light

Image Source: http://www.gospelaccordingtohate.com/2010_03_09_archive.html Image Source: http://fratres.wordpress.com/2009/03/27/pope-benedict-xvi-under-

attack-from-condoms-a-catholic-response-prayer/
Provide 3 recommendations for making this
a “better” ad.
• Target the female consumer market more
aggressively
• Provide more information regarding the
product to consumers
• Provide more reasons why this product is
better than the competition
Thank You!
Questions?