1. Marketing Materials

2. Tesco
This company uses price as a way to sell their products. Offers
and lower prices would draw more people in because
nowadays they don’t have as much money to spend as they
used to, so they would be looking for something that is of a
reasonable price. The background for this advert is white,
which is simple and ‘cheap’. The image they have used shows a
basket full of shopping, which implies that you can get a lot for
your money if you shop there. The main focus of this advert is
clearly to do with the price, there are no mentions of quality. As
well as the price, this advert focuses your attention on the
value of the food. The majority of people would do their big
weekly shops at Tesco’s, so they would be wanting to get the
most out of their money, as well as buying the essentials. If a
person had less money, this would be a good supermarket
because the value of the food would be higher to them. The
market that this advert could be targeting might be people who
are middle class, or young families, or single parents. Tesco’s
competition includes Morrison's, Sainsbury’s, Iceland, ASDA,
and M&S. This advert is focusing on the price, including
vouchers and “money off”. The large, red bubble is very bold
and eye-catching, and almost looks like a road sign which
makes it seem important. Using red will make people read it
because of this. The text inside the bubble is also eye-catching
because the white of the text works well against the red, and
the font used is quite thick and bold which makes it easier to
read up close and from a distance. The image shows a large
shopping basket filled with food products. This suggests that
you can get more for less with this offer, and that you can get
all of your essential food shopping for around £40. Overall the
advert is quite straight forward and the only main part of it that
jumps out at you is the big red bubble promoting the voucher,
which is generally all it needs because the audience will see
that and read it and will continue to read the poster. If they are
already a customer of Tesco, they will recognise the brand, and
so will anyone else who is familiar with the name.

3. Waitrose
This advert uses quality to sell its products. There is no mention of
the price of the food but the advert is very simple because there is
not much text, and the image of the Yorkshire puddings is quite
simple as well. The black background gives the impression of
sophistication and the professional photography also helps with the
idea that the products they are selling are of high quality. The image
of this product is very professional and is all about the quality. They
wouldn’t want you to think about the price and merely focus on he
high quality of the food. The text they have used is simple, but it is
to the point and is a short and snappy sentence which would be
easy to remember. The value of the food may be lower because it
will be priced higher than other supermarkets, but this fits in with
the high quality of the food. The market that this advert could be
targeting might be the older generation because they will have
more money to spend because of their children leaving home, or if
they were retired, etc. Waitrose’s competition includes ASDA,
Sainsbury’s and Morrison’s. This advert doesn’t mention price at all,
because it wants the audience to focus on quality. This is deceiving
because some customers might be wary when something doesn’t
have a price tag on it, what with the lack of money issue, but not
showing a price and concentrating on the actual food will draw in
people who do have money to spend. For example, the older
generation who are retired or the people who are more upper class
will be likely to shop at Waitrose because they know they will be
getting good quality food for the price they pay. The first thing you
notice when you look at this advert is the name of the company.
This suggests that Waitrose wants you to know their name before
continuing to read, and they want their customers to become
familiar and recognise the company name when they see it, which is
a way of gaining publicity. The other most prominent feature on the
advert is the image of Yorkshire puddings. They have probably
chose to use an image of Yorkshire puddings because almost
everyone is familiar with them, and they are a tradition to have with
Sunday dinner, so they are aiming to relate to the customers by
showing them something they like and enjoy, something they are
familiar with. Underneath the company name there is a phrase that
I’m sure everyone would agree with, which is another way of
encouraging you to buy their products, because they are showing
you things that you agree with.

4. Poundland
This advert focuses on the prices of the products. This advert
shows that the products on sale are of a good value because
they are selling everyday items for just £1. More people are
likely to buy from this shop because of the lower prices, as
well as them selling products that are sold in supermarkets.
They have shown images of the products on the advert. This
is good because the consumers can see the range of
products available. The colours used on this advert are quite
eye-catching, giving that the most used is red. Red is a good
colour to use for this purpose because red is most often
known for being used on important signs or signals. By using
such a colour on an advert like this, you are drawing
people’s attention and making them read what is said,
because it seems important. The overall layout of this advert
isn’t over the top or complicated, although it does give your
eyes quite a bit to take in at the same time. The advert is
straight forward and just tells the audience all of the
information they need, as well as encouraging them to shop
at Poundland by advertising their low prices. The advert
content shows everyday items that a typical household
would probably go through quite quickly, meaning that they
would have to stock up or keep buying these items
regularly. This advert is effective because it shows these
products and also gives a comparison between prices so that
the audience can see the difference and make their own
judgement. The large, bold type can be seen throughout this
advert and it works very well to focus your attention to
certain parts of the content, so that you read some parts
before others. The meaning behind the layout of this advert
could suggest that Poundland is just trying to show it’s
audience that their prices are as straight forward as their
adverts, as if they have a “what you see is what you get”
kind of attitude. This suggestion shows that there are no
hidden costs on the items you want to buy and that
everything really is available to buy for such a low price.

5. TK MAXX
This advert focuses on both quality, and value for money.
From looking at this advert it claims that you can get good
quality clothing for a price that is less than half the RRP. The
brand’s phrase is “Big labels, small prices”, which will be
appealing to people who are on budgets or do not have
much money coming in as they can get more expensive and
high quality brands for a smaller price. Looking at the text
and image, the text is big and stands out against the image. I
can see that some words are bigger than others, and this is
effective when making the more important words jump out
at you more, and seem more significant. This could also be
an effective way of making sure all of the text fits on the
advert. The image shows a man dressed in a formal suit that
looks of high quality. The image looks professionally taken
and you get the impression that the man is a model for a
high-end designer brand, which is exactly the impression
that TK MAXX wants to give off because they are promoting
the fact that you can get such high quality brands for
cheaper. Therefore, the whole advert gives off a good value
vibe. The text is suggesting that you can look high-fashion
and be on trend with catwalk styles, as well as wearing
“expensive” clothes, for an incredibly low price compared to
the RRP. Unlike the other value adverts I have analysed, this
one does not use the colour red to grab the audience’s
attention. The only red on the advert is the logo, which may
help with publicity and allow the public to recognise the
brand. Instead, this advert uses the bold, white text
effectively and this can be just as eye-catching because it
takes up so much space on the advert. The image is
persuading because it is telling the audience that they could
look this good, and get great deals and value for their
money if they shop at TK MAXX. The mans arm pointing
down towards the brand logo creates a line for the
audience’s eyes to follow so that they can acknowledge the
brand and become familiar with it.