Analyses of Renault Duster add in MINT

ADD: RENAULT DUSTER (in Mint ,newspaper 6-dec-2013)

Looking at the ad we clearly see predominant appeal which the company uses .

The add gives a social appeal as the advertisement   talks about Recognition, Status, Respect, Involvement,  Affiliation/belonging, Acceptance, Approval.

The add gives an emotionally social appeal showing the car in various dimensions  such as Renault Family, 65000 customers ,awards .

Also looking at only car being showed ,it really talks without words .The massive front grills of the car  gives a message  and creates a perception  that the car stands a part .It really gives a feeling of  being differentiated

Other than the social appeal and  the add trying to engage customers as socially differentiated, watching the add carefully we see another appeal i.e. rational appeal

As it uses words such as exchange bonus, additional warranty and free stuff  which makes the consumers think rationally that yes the car really giving real benefits.

The salient features of the add are very interesting

Following are the points which I noted as the salient features:

i. Paid form:

Advertiser (Renault) uses  a paid form of communication and hence commercial in nature. Thus, advertising can clarify be distinguished from publicity which is not paid for by the sponsor.

ii. Non-personal presentation:

The advertiser is advertising in a non-personal presentation but , advertising is  directed to a mass audience rather than to any individual. This is shown by message of the add  i.e. Duster Gang and so it tries to engage such customers.

iii. Inform and persuade:

Advertiser(Renault)  informs the potential consumer about products and services, their benefits and utilities. It also persuades the consumers to purchase such products and services.

In short, the add  is focusing in  awakening of a desire to possess product(Duster Car) and services(Gang of Duster). Also it  is a mass persuasion  appealing  middle or high middle class people .

The important question is - Is the ad really effective and making customers feel excited about the car ?

According my Opinion  this add is really impressive ,it is one most effective add by Renault in India till now .

One fact of the add is its optioning of the advertisement on paper i.e. the add is on the backside  of the paper  and also it is displayed in full size  and so any reader would look and devote a few seconds at least and the potential customer would posses  a feeling of buying the product.

The main add displays everything one customer could expect from such segment car  plus the idea of engaging the customer through Gang of Duster , is really good as it gives a feeling of involvement and differentiation.