Communication Strategy

ADVERTISEMENT 1 : NISSAN MOTORS NEW 350 OZ AD The first advertisement featured the new 350 OZ car of Nissan Motors The ad was taken from F1 Racing magazine which is being published monthly and distributed in 27 countries all over the world by Haymarket Magazines , Incorporated . F1 Racing magazine which was printed by Wyndeham Heron , costs ?3 .85 per copy . As the name implies , this type of magazine caters to car lovers and car racing aficionados . The magazine is colorfully illustrated with more than a hundred pages including the ad pages . The

advertisement to be analyzed is strategically printed in one spread at the inside cover page up to the first page of the magazine . The entire bleed page is colored gray , the car being shown is moving speedily as presented in a fanning effect shot . The photo used the rule of thirds , placing the car being promoted in the right portion of the bleed page . At the left top of the photo is a tag line which says The runner-up will be along shortly . At the lower right corner of the ad is the logo of Nissan Motors and some captions that says The 350 OZ has just been voted car of the year . Not only by BBC Top Gear magazine , but also by the readers of Auto Express . The ad used the font bold Roman Times . The tag line as well as the captions are written in caps and lower case using white colored fonts . It can be noticed that the tag line as well as the captions are composed of short sentences with six to seven words per sentence . According to an article published at loyalty .com (2006 ) short sentences should be used in print ads to make it appealing and to get readers to read further . Likewise , the website suggested to set the tagline in caps and lower case . The positioning statement of Nissan ad suggests that the product is positioned by its ability to surpass competition . Kotler , et . Al (2005 suggested that positioning statement must first state the products membership in a category and then show its difference from other members of the category . The lower captions indicates that the product 's category , as it was stated that 350 OZ was voted as the car of the yar While the tag line indicated that the new product has an advantage over its competitors in terms of speed . Berger (1998 ) mentioned in her book Media Research Techniques that one of the verbal appeals and approaches to advertising is the use of comparisons . Often two products are compared , sometimes in a variety of ways , to show that one product is superior to the other . This kind of approach is common for car advertisements and is a direct appeal to logic and rationality but sometimes some important aspects of the product are not considered (Berger . According to Grewal , et al (1997 , literature shows that comparative ads are more effective than non-comparative ads in generating attention , message awareness , brand...