“Greatest Marketing Campaigns” Analysis of 5 Newspaper Ads

Product Information

Ad title: FRESH PRINTS – BERRIES

Company name: Aldi

Awards: 2019 ADC AWARDS – ADVERTISING (BRONZE CUBE)

Category: Press / Newspaper – Single

Ad Link: https://www.oneclub.org/awards/adcawards/-award/31941/fresh-prints-berries

Focus of the advertisement:

The focus of the advertisement, is that Aldi is a grocery store that sells fresh produce. Aldi originated in Germany and with stores in 20 countries, and part of Aldi’s presence in America is that the chain owns Trader Joes. 

Advertisement Objectives:

The objective is to convince the customer that Aldi’s produce is so fresh that the fruit in the picture is wrapped in the page located to the left of the ad. 

Target Market:

The targeted market is for people that want to buy fresh produce.

Call to Action:

The call to action was to entice customers to shop all Aldi for fresh produce. The company logo is used.

Value Proposition:

“Fresh every day”.

Product Information

Ad title: A PRIEST, A RABBI, AND AN IMAN, ARE WALKING DOWN THE STREET

Company name: Ad Council

Awards: 2004 ONE SHOW – ADVERTISING (BRONZE)

Category: Newspaper / Newspaper Over 600 Lines: Campaign

Ad Link: https://www.oneclub.org/awards/theoneshow/-award/1094/a-priest-a-rabbi-and-an-iman-we-have-nothing-to-eat-read-this-ad

Focus of the advertisement:

The focus of the advertisement is religious tolerance in America. 

Advertisement Objectives:

The advertisement Objective is to show three leaders from different religious faiths walking together.

Target Market:

There wasn’t a specific targeted market for “A Priest, a Rabbi, and an Iman, Are Walking Down the Street”. The religious tolerance message would be for everyone. 

Call to Action:

The call to action is more of inaction, by not judging and accepting others with different faiths. There is no product is shown, but there is a website to research (remeberfreedom.org).

Value Proposition:

“Freedom. Appreciated it. Cherish it. Protect it.” The text describes how in many countries these three men from different faiths walking together would be a recipe for disaster, but here in America we have freedoms and we use them to get along. And the quote at the bottom states we need to appreciate and protect these freedoms. 

Product Information

Ad title: CLEANING THE GUTTERS

Company name: Cleveland Indians

Awards: 2004 ONE SHOW – ADVERTISING (BRONZE)

Category: Newspaper / Newspaper 600 Lines or Less: Campaign

Ad Link: https://www.oneclub.org/awards/theoneshow/-award/1108/mowing-the-lawn-cleaning-the-gutters-doing-the-laundry

Focus of the advertisement:

Cleveland Indians Vs. Cleaning the Gutters is an interesting lineup. Even a person that might not be a fan of the Cleveland Indians might rather watch them play than cleaning the gutters.

Advertisement Objectives:

When you look at the advertisement thought the lenses of Value Proposition, the ad makes a lot of sense. Given the choice between menial housework watching a team that lost as many as they won, in 2004, most men reading the sports section would rather go watch a game. 

Target Market:

The targeted market for the advertisement was men that would rather go to a baseball game than doing Honey-do-lists of cleaning the gutters. 

Call to Action:

The call to action is to buy tickets and attend a baseball game in Cleveland. 

Value Proposition:

“Cleveland Indians Vs. Cleaning the Gutters”, is a pure value proposition. The choice is to be at a baseball game, which even if the home team is losing, is better than cleaning the gutters at home. 

Product Information

Ad title: 50 YEARS

Company name: Volkswagen 

Awards: 2004 ONE SHOW – ADVERTISING (BRONZE)

Category: Newspaper / Newspaper Over 600 Lines: Single

Ad Link: https://www.oneclub.org/awards/theoneshow/-award/1065/50-years

Focus of the advertisement:

At a glance, the advertisement 50 Years looks like there are words printed to give a history of the carmaker. However, if you look closely there are not words or even letters. Each of the characters is small prints of different vehicles that Volkswagen has made from the last 50 Years. 

Advertisement Objectives:

The objective is to make the reader think about the history of the automaker and the diversity of the brand. By showing the full 50-year line up it shows that there Volkswagen is “More than a car”. 

Target Market:

The targeted market of the advertisement would be anyone in the market for looking for a new car, or anyone wanting to have a dose of nostalgia. 

Call to Action:

The call to action is to buy the brand Volkswagen. The logo is shown, and the number of cars shown will cause wonder to entice research.

Value Proposition:

The Value proposition that the automaker has been in business for over 50 year which instills experience. By showing such a diverse and large line up is shows that the company has something for every type of driver. 

Product Information

Ad title: TARGETS 

Company name: Smith & Wesson

Awards: 2005 ONE SHOW – ADVERTISING (SILVER)

Category: Newspaper / Newspaper Over 600 Lines: Campaign

Ad Link: https://www.oneclub.org/awards/theoneshow/-award/1706/targets

Focus of the advertisement:

The focus of this simple advertisement is that the product is accurate. If a gun maker is going to boast that their weapon is able to turn a house fly into a target. Not just any target, but a target that has rings to just how accurate to center, that is a big claim.

Advertisement Objectives:

The objective of this advertisement is to say that they company doesn’t need to use a lot of words to sell their product, they can use a simple image to convey that they have a solid product.

Target Market:

The targeted market for the advertisement Targets, would customers that want a gun that is accurate.

Call to Action:

The call to action is to buy the brand’s firearms. There is no product shown, and the brand logo is displayed.

Value Proposition:

“Precision firearms”, these two words are the only words used other than the brand name. the point of the message can not be misread, the only point that the ad states is if you want an accurate weapon that is made with precision buy this brand.  

7 thoughts on ““Greatest Marketing Campaigns” Analysis of 5 Newspaper Ads

  1. Excellent advertisements! As a home-owner the Cleveland Indians ad struck me and if I lived in near the city, I could easily view this as a reward for myself for completing the Honey-Do list you spoke of. I also thought the Ad Council did a great job of advertising an idea, a principle, a belief, a value, a moral, and a culture. Religion is one of the most polarizing topics in the world and to use that example drove home their message of tolerance and equality.

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  2. Dustin, I really enjoyed reading your project. You chose some interesting ads. It would be interesting to note which markets certain ads were published. For example, the Smith and Wesson ad probably would not be very effective in New York City. I laughed at the Cleveland Indians ad. When I was in Cleveland several years ago, I watched the Indians play the Kansas City Royals. This was when they both were the worst teams in baseball. It turned out to be an entertaining game. It is also interesting that Trader Joe’s is owned by Aldi’s. My perception of the two companies is that Trader Joe’s sells fresh, organic food. Aldi’s sells food at a discount and may not be the most fresh. It seems like Aldi’s would like to change that impression.
    Best regards,
    Mike Weimar

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  3. Dustin,
    Your selection of ads is an excellent mixture, I enjoyed reading through your analysis.
    The one that particularly stood out to me is “A PRIEST, A RABBI, AND AN IMAN, ARE WALKING DOWN THE STREET”. As an active member of the interfaith group/dialog as well as growing up as a minority living in the US (immigrant Muslim), the freedom of religion and religious tolerance (from all) played a huge part in my social development.

    Best regards,
    -Semir

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  4. Dustin,
    I really enjoyed the variety in the advertisements you have chosen! It was interesting to see the range of dynamics from color, to the amount of words used in each ad. I really enjoyed the Volkswagen Ad! I do not think I would have noticed that there were cars listed if it had not been pointed out. Each Ad does a great job in clearly informing the viewers of their Ad and keeping the message “short, sweet and to the point”. Viewers typically glance at the Ads and carry on with their reading. These Ads portray the message in a format that viewers can take in the information quickly. Good job!

    Best,
    Shay

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  5. Dustin,
    Great selection of newsprint ads! The Aldi ad was a great advertisement to demonstrate offering fresh fruit to customers. Fruit is best when it is fresh which can be difficult to find in stores and Aldi demonstrates to customers that they have the have extremely fresh fruit available and it seems to focus on berries based on the ad. The Smith & Wesson ad provided a sense of simplicity associated with the ad the horsefly with a target easily demonstrated the advertisement of how accurate Smith & Wesson products are. I enjoyed viewing and reading your analysis for each of the ads.

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  6. A RABBI, AND AN IMAN, ARE WALKING DOWN THE STREET is a great ad promoting tolerance. Th ad saying “there’s no punch line” isn’t alluding specifically towards any jokes being racist, but to the fact that this shouldn’t be an unusual thing to see or even think about.
    Great job Dustin!

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  7. The VW “50 Years” ad was amazing! I almost glossed over it, thinking that it was a big wall of text. After reading your analysis, I realized that those were actual images of the vehicles. That was crazy! I hadn’t realized how many vehicles VW had been involved with over the years. So, the objective of educating people about the company was definitely achieved, at least from my perspective.

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