The document analyzes three advertisements - one for Polo Red cologne targeting successful men, one for AT&T's new rollover data plan targeting cost-conscious users, and one for the South Beach Triathlon targeting physically fit people seeking a challenge. Each ad is centered around promoting the product or experience and aims to position it as more appealing than competitors through imagery and messaging. The target audiences, positioning strategies, and market threats addressed are discussed for each advertisement.

1. AllenWaiters
Ad BackwardsAssignment
MBA 630
I have chosenthree adsfrom a magazine,one forproduct,one forservice,andone for
experience. The productad isfor PoloRedwhichiscologne formenthat appealstomenby showing
variousphotosof a handsome man,whoisadventurous,sporty,welldressed;aladiesman,andis
wealthy. The adpaintsthe image that a successful man,like the gentlemaninthe ad,wearsPolored.
The secondad is a service adfromAT&T. The companyis introducinganew service toits
customersandmore importantlytryto getnew customersfromothercarriers byadvertisingitsnew
RolloverDatawhichwill tryto entice customerstoeitherstaywithAT&Tor getpeople toswitchto
AT&T fromother mobile carrieslikeVerizon,Sprint,andTMobile.
The last ad isan experienceadforthe SouthBeach Triathlon. Thisad isappealingtopeople
whowant a challenge andtoexperience it. Itevensadvertisesthe experience bysaying“Are youready
for the challenge?”
The marketingmix forthe firstad is centeredonthe firstPwhichis product. The advertisement
isshowingoff the productand more importantlythe brandname Poloitself. Consumersalreadyknow
that Poloproducesqualityproducts. The secondP,place,isnotvisiblyshownonthe advertisement
exceptforthe facebookpage onthe bottom of the ad. It isassumedthat manyconsumersknow they
can get thisproductat Store like Macy’s or on RalphLauren.com.
The third P,Promotion,whichiswhatthisadvertisementismostlyabout. Theyare promoting
theirproductto theirtargetaudience whoare menwhoare goingto purchase the product. The product
alsopromotesmasculinityorwhatthe image masculinityis. The lastP,Price,isnot shownonthe
advertisement. ConsumersknowthatRalphLaurenproducesqualityproductsata price that isnot
cheap,so theydon’tneedtoadvertise theirprice.
The marketingmix forthe secondadvertisementisalsocenteredonthe productbut more
specificallythe service. AT&Thasalwaysbeenpushingitsservice qualityasnumberone amongst
mobile carriers. The secondP,Place,isnot visiblyshownexceptonthe bottomforitswebsite where
customerscan getmore informationonthe Rolloverdataplans. The thirdP,Promotion,iswhatthis
advertisementisabout. AT&Tispromotinga service thatisnot foundonother carriers,whichisthe
RolloverDataplan.
AT&T realizedthatmore people are usingtheirdatafortextingorsurfingthe netratherthan
call people. Theynoticedtoothatnota lotof people use theirentire dataplanandsee thatit’svaluable
to allowconsumerstouse theirdatatheyhave not usedwhichaddsvalue totheirservice. Lastly,

2. Pricing,isnotshownon the advertisementbecauseAT&Twantsthe customerstogo to the website or
see a customerrepresentative totalkaboutvariouspricingplans.
The marketingmix forthe thirdadvertisementisalsocenteredonthe productbutmore
specificallythe experience apersoncan obtainfromdoinga triathlon. The secondP,Place,whichis
displayedall overthe advertisement. The appeal of doinga triathloninSouthBeachwill entice people
to try thisexperience. The thirdP, Promotion,iswhatthisadvertisementisabout. The SouthBeach
Triathlonis promotinganexperience thatmanypeople will neverexperience intheirlives. Lastly,
Pricing,isnotshownon the advertisement becausethe SouthBeachTriathlon wantsthe customersto
go to the website.
For the RedPoload, I believethe positioningstatementthe Adagencywasprovidedwithwhen
they were taskedtocreate thisad is to targeta male audience who needsourRedPoloCologne inthat
it providesamore masculine image of asuccessful manthanour competitorsDolce &Gabana or Giorgio
Armani.
For the AT&T ad, I believethe positioningstatementthe Adagencywasprovidedwithwhen
theywere taskedtocreate thisad is to targeta audience whoneedsourRolloverDataplaninthat it
providesacost savingservice thanourcompetitorsVerizonorTMobile.
For the SouthBeach Triathlonad,I believethe positioningstatementthe Adagencywas
providedwithwhentheyweretaskedtocreate thisadis to targetan audience whowantstohave an
experience of alifetime andprovidesamore challengingandenjoyableexperience thanourcompetitors
Dolce & the BostonTriathlonorNewYork CityTriathlon.
The target audience forthe RedPoloadvertisementiswithoutadoubta male audience whose
age range isprobablyaround18-40 andwho are successdriven. The targetaudience forthe AT&T
rolloverdataadvertisementisanaudience whoislookingforamore costsavingplanin regardsto using
data. The age range is probably18-65. Lastly,the SouthBeach Triathlontargetisaudience isan
audience isbothphysicallyfitandlookingforachallenge. The age forthe audience isaround25-50
yearsold.
The segmentationstrategyIbelievedthatwasusedforthe RedPolostrategywas basedon
demographics. The demographicisanall-male audience whoare aroundthe age of 20-40. The
segmentationstrategyIbelievedthatwasusedforthe AT&T strategywasbasedon demographics. The
demographics are basedonbothmale and female,whoare middleclass,andlookingforadeal on their
service provider. The segmentationstrategyIbelievedthatwasusedfor the SouthBeach Triathlon
strategywasbasedon demographics.The demographicsare bothmale andfemale whoare aroundthe
age of 20-40.
The threat that ledtothe creationof the RedPoload is fromPolo’schief competitorswhichare
Dolce & Gabana and GiorgioArmani. I thinkthe Polomarketershadtoappeal to the male audience
withan image of a successful manandthat is differentfromwhattheirrivalsadvertise.

3. The threat that ledtothe creationof the AT&T ad is fromthe company’schief competitors
whichare VerizonandTMobile. I thinkthe AT&T marketershadto appeal tothe middle classaudience
withan image of a service thatis notoffered byeitherVerizonorT Mobile andthat isdifferentfrom
whattheirrivalsadvertise.
The threat that ledtothe creationof the SouthBeach ad isfrom the triathlon’schief
competitorswhichare the BostonTriathlonandNew YorkTriathlon. I thinkthe ad agencyhad to appeal
that SouthBeach isa more desirableplace todoa TriathlonthenNew Yorkor Boston.