has been poorly executed as the readers do not understand the message resulting

Has been poorly executed as the readers do not

This preview shows page 11 - 13 out of 19 pages.

has been poorly executed as the readers do not understand the message resulting in a low number of attracted readers. Having a poor content strategy increases the chance of losing potential prospects and low chance to compete with competitors. According to Audit Bureau of Circulations Malaysia, the core target audience of The Star Newspaper are the mass audience including the PMEBs, household decision-makers and youths. As Emperor Palace Furniture has been segmented under self-actualization in Maslow's Hierarchy Theory due to the element of self-satisfaction of a luxurious lifestyle, it is clear that the main target audience of the brand caters to upper-class millennials, Gen X and baby boomers. A survey done by The Star indicating that only 32.8% of the readers with household incomes of above RM8,000 (The Star, 2016). With the circulation of only 32.8%, the company’s media planners should reconsider if placing an advertisement in the newspaper is the most effective and the most efficient way to reach the desired audience. It is evident that the advertisement is being overloaded by the content in terms of design and layout. The printed advertisement consisted of heaps of visual elements producing an uneasy experience for the readers. The visual creates a sense of “suffocation” thanks to the cluttered layout of the advertisement, which leads to a greater distraction from the advertising message. Overall, the visual of the advertisement is not appealing and it is not an effective advertisement. After criticising the advertisement, there are a few ways for further improvement. Firstly, the most salient part of the advertisement is the content strategy. Having a strong content strategy accompanied by appealing visuals will definitely entice more readers. For example, the company should utilize its unique selling point - the luxurious lifestyle. With strong emphasis of luxurious lifestyle-lead coloured visual in the centre of the advertisement , it creates a greater attraction. Next, in order to reach the segmented target audience, the advertisement has to appeal with them at the right place. I suggest the brand to advertise on furniture and interior magazines such as iN Design Malaysia and Creative Home X. These magazines target a niche market -
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Page 12 of 19 readers with a strong interest in interior design and furniture where most of Emperor Palace Furniture’s potential customers lie. Lastly, the creative direction should emphasize on the luxurious lifestyle alluring readers in wanting to have the same. The layout of the advertisement should focus on the lifestyle accompanied by a short body copy which includes the brand’s buzzwords, catchphrases and a strong call-to-action. There should also be lesser visual elements which are the showroom visuals as they do not serve a purpose for this printed advertisement. These are the improvements that I will be implementing should the advertisement be done differently.
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