Comparisons

This advertising campaign focuses on price and value for money. It features the prices on the advert in bold and in boxes to make them stand out to the customers eye. Asda uses an arrow pointing downwards to highlight the point that they are cheaper than Morrisons and their prices are down. It features two of the products in the image to show the customers that the products are exactly the same in size, quality and brand; the only difference is the price and the value you get for your money. Providing a visual image of the exact same products helps to enhance that Asda don’t want to do anything but save their customers money and make sure it is the customers who benefit. In the background of the image you can see Christmas decorations. This will help Asda’s marketing scheme because everyone knows Christmas is a busy and expensive time of the year so people will want to find bargains and cheapest products wherever possible, making people want to go shopping at Asda as they will be saving money and it will be price efficient. Comparing their prices to another shop (Morrisons) refers to the competition they have in the market and it also makes it seem as though their shop is better, making customers think they are not only getting the best price plan but also the best over all when they shop with Asda.

Waitrose focuses on showing their customers the quality of their products rather than the prices. It uses a simplistic layout with high quality imagery to enhance the point of only selling their customers food of the highest quality and standard. Featuring a high level chef in the advertisement helps to justify the quality of their products and make it seem like the meal on the poster has been cooked by the chef. The text has been kept minimalistic to not draw the reader away from the image to much, ensuring their full focus is overlooking the photograph and looking at all of the foods on the table which look delicious and mouth watering. Featuring a Christmas tree in the background of the image could be giving the message that because it’s Christmas you should get the best and have a good quality meal on the table that everyone will enjoy.

Tesco look at prices rather than quality when producing marketing material, rather than focusing on the quality of their advertising. Placing the price on the poster emphasis's the cheapness of the shop and shows that they make quality products for a small amount. This specific advert uses simple bullet pointed statements to try and increase the appeal of the bread, stating what you can get out of a single loaf and showing that for a small loaf, you can still get a lot out of it. Showing the picture of the bread with the price next to it in red helps it to stand out and grab the customers eye so that they know what the product looks like that is being advertised. It also helps to ensure the price is visible and stands out easily to be seen; ensuring customers know that Tesco are cheap and try and give their customers value for money.