Out of House Ad Analysis

Frontline Flea and Tick Spray Advertisement

Brand: Frontline

Advertiser: Frontline

Product: Flea and Tick Spray

Type of Ad: Out of House Mall Ad

Targeted Audience:

Demographics: Men and women, ages 25-55, college education or higher, household income of $40,000 or higher

Geographics: United States, suburban areas, on-site location in the mall

Psychographics: Family oriented; pet owners

Technographics: Technology isn’t a requirement or integral part of this

Key message: Frontline can help rid your pet of fleas

Text: “Get them off your dog.” “Frontline flea and tick spray”

Description: This ad expands across the huge floor of a busy shopping mall. From the higher floors, a viewer can see the ad from above which features a dog scratching itself, and as people are walking in and out of the mall, they appear as fleas on the dog. The headline reads “Get them off your dog.” The company name appears under.

Analysis

In my opinion, this advertisement is highly effective. The creativity and scale of it alone leaves me with a lasting positive impression of the company. While looking through some of the best ads out there, this one stood out to me, and that alone speaks of its merits.

The location of this ad is an integral part of its success. It was very strategic for Frontline to choose a huge shopping mall for their advertisement because their product would probably go unnoticed through other media outlets like print or TV commercials. The mall is perfect for what they had in mind – it’s large, with high traffic, and people that are there are already in a buying/purchasing mindset, likely with a family and perhaps a dog. The mall is typically a visually-busy area, so smaller ads can easily be tuned out without catching anyone’s attention. This ad demands attention by its large scale and its interactive nature. People playing the fleas on the first floor don’t necessarily know what’s going on. Perhaps they don’t even notice that it’s an advertisement....