Effectiveness of Product Placement in Advertisements

Consumers are bombarded with advertisements every single day. On almost all forms of media, companies use advertisements to convince consumers to purchase their product. A large medium for advertisements are magazines. Most of the advertisements in Parents magazine appeal to parents because that is the target audience of the magazine. A cat food advertisement would appeal to a lot of parents because many families have cats. Sheba and Fancy Feast both had advertisements in the magazine, but one of the advertisements is clearly more effective. The Fancy Feast advertisement is more effective than the Sheba advertisement because of product placement, color, and model placement. The Sheba advertisement’s product placement was rather poor. The product is in the bottom left hand corner and is quite small so the product does not catch a consumer’s eye. A consumer’s eye would go to the cat on the

The blues and whites catches a consumer’s eye and brings out the other elements of the advertisement. This is in stark contrast with the Sheba advertisement. Their advertisement’s color did not go well together and did not seem to fit. Also, the Fancy Feast advertisement had good texture, which helped catch the eye of consumers. The Sheba advertisement did not have much texture and was very bland.

Lastly, Fancy Feast used model placement much more effectively in their advertisement. The white cat at the bottom of the page is looking up at the bowl of cat food at the top of the page. This alludes to the fact that the cat really wants the food, and this appeals to a cat owner effectively. Cat owners want their cat to like the food they are eating, and this advertisement accomplishes that nicely. On the other hand, Sheba’s advertisement placed the cat in the middle of the page, which did not work well. Also, the cat does not seem to care about the food in the bottom left