Effective Communication in Advertisement

Effective Communication in Advertisement

As a consumer, one should research and educate themselves on products that are marketed to their needs. Companies know that marketing any item is extremely difficult but critical for successful businesses to maintain the interest of consumers. This research paper will discuss the advertisement for the automobile Ford Fusion, explore if Ford effectively communicated the products benefits and did they differentiate the product from the competitors’ products? The paper will also identify the market segment targeted in the advertisement of the Ford Fusion, determine if the advertisement could be redesigned to have more universal appeal without sacrificing its effectiveness at the target segment. Lastly, provide recommendations for a new and improved advertisement.

In 2010, Ford went on a four month campaign for the Ford Fusion and claimed that the Ford Fusion was the way to go and the message caught a lot of attention in the consumer market. The commercials that Ford created were three commercials which launched on American Idol. MixedPower (2009) states, “Commercials emphasize three messages: that the hybrid and gasoline-fueled Fusions are the most fuel-efficient mid-sized sedans in America; the hybrid can go as far as 700 miles between fill-ups; that Ford’s exclusive Sync infotainment system is available on the Fusion.” (N.P.) The benefits of the Ford Fusion Hybrid are undisputable. When you get 700 miles between fill ups is an added plus. The advertisement is very crafty as you can see the numbers 700 miles a fill up and 41 MPG on the dashboard and removed by the windshield wipers. The advertisement for the Ford Fusion can be located at: http://www.youtube.com/watch?v=tGlZ4kdvBkM

The Ford Fusion does differentiate from its competitors: The Toyota Camry, Honda Accord, and Chevrolet Malibu. The main difference between the Ford Fusion and its competitors is the price. According to Ford Motor Company (2011), “The...