Advertisement Analysis of Frontline Flea and Tick Spray

Retrieved From: http://www.capitalwraps.com/blog/bid/37402/Frontline-Defense-Crawls-into-Floor-Graphics-to-Deliver-Their-Message 

Creative Strategy

The target audience in this case are dog owners who shop in malls.  They probably live in suburban areas close to malls, and have a medium to high disposable income.  Golden retrievers are typical dogs of the family image.  Therefore, this ad addresses the consumer problem of keeping the family dog free of fleas and ticks. The promised benefit is that your home will he happier with healthy animals.  The support for the promised benefit resides in the copy.  “Get them off your dog”, and everyone will be happy. 

Strategy analysis

The proposed benefit; keeping your home happy with healthy pets, is indeed relevant and important to the target audience.  Families typically want to keep their loved ones healthy.  Dogs are man’s best friend and are an important to the family nucleus.  A strength of this strategy is targeting the family niche.  Parents want to maintain a healthy family.  Frontline offers a way to keep the family pet healthy, clean, and free from the burden of fleas and ticks. 

Tactics Analysis

The theme of this ad is simple; Frontline is a caring brand that is concerned about keeping pets healthy.  They have easy to use products that are readily available to purchase.  The use of large key visuals is important in this ad’s strategy.  This ad would not be as effective if it was the same size but filled with scientific facts and stats about how Frontline can help keep your dog healthy.  The nature of the ad allows for great interaction, and the amplification of fleas.  (This dog looks extremely itchy).  Furthermore this ad conveys credibility and expertise with the feeling of a doctor’s office through the use of white space surrounding the key visual.  When it comes to brand character, I picture a wholesome happy family in a big house with a well behaved golden retriever.