The first ad is from Popular Science, the January 2013 edition and the second is from MotorTrend, the February 2013 edition.
This shoe has 3X more shock absorption ability and 2X more energy return according to the ad. It will absorb shock when your heel strikes the ground and the rebound propels you forward. It goes on to say that there are thousands of testimonials available online. It lists the following statistics: 80% purchased another pair within 3 months. 90% report that they can exercise longer. 59% purchase them for a medical or foot problem. And 97% said they are the most comfortable shoe ever worn. There is a recommendation from a doctor and it lists his name and credentials. If you are reading this magazine, there is a good chance that you are engaged in scientific activity and what better person to tell you about this product than a man of science. You can try a pair for 30 days with a money back guarantee. The cost is $129.95.
This ad is in the February 2013 edition of MotorTrend magazine. It too is for the GravityDefyer shoe. The ad asks its readers to Imagine Life full of energy and free of pain. It will Increase stamina with dynamic energy return. Reduce harmful impact from walking and running. A shockwave passes through your body with every jarring step, talking a toll on your feet, knees and joints. You are left feeling drained, exhausted and worn down with other shoes. It lists six testimonials from purchasers on the left side of the page. Since we are left to right readers, our eyes cannot miss these. You can try it free for 30 days. The cost is $99.95.
The age of the target audience for both of these magazines is 18-64 year olds, a very wide range. They make up the largest number of their readers/subscribers. The income demographic is very different. Popular Science readers are in the $75,000+ income level and MotorTrend readers are in the under $75,000 income. Which may account for why the shoes in Popular Science cost $30 more per pair.
MotorTrend is also geared towards males. One line in their ad says, "Don't slip lazilly onto that couch or grab an energy drink for a much needed pick-me-up...We can help." Not something you would direct towards the female audience.
The ad layouts are completely different. MotorTrend has a row of five ladies and five mens shoes at the bottom of the page, Popular Science has only the one picture of shoe. Your eyes are drawn to the bright colors in the ads. Neither ad has anyone wearing the shoes.
Popular Science tells the reader that the shoe has been scientifically engineered which would attract the attention of the scientific reader. MotorTrend on the other hand says that the footwear evolved. Much like a new model car or truck is an evolution from the previous model. Their embeded messages.
The ads are very colorful and bright. Even if you were not in the market for this type of shoe, you couldn't help seeing the ad as you turned the page. On the facing page in MotorTrend, the only bright color is a red car. In Popular Science, the facing page is filled with words with a caricature type picture.
As one who participates in running marathons, I found the ads very informative and was at first interested in ordering a pair. But when I realized the price difference, I became very sceptical.
Sharon Holt
January 20, 2013
It's interesting that these ads are so different in layout! With the ads that I looked at, the layout was almost exactly the same and the content was the only difference. With your ads, they fully changed the look-and-feel based on the audience! I think that they did a good job with properly identifying and targeting their audiences, though. Scientists would definitely be more inclined to believe a doctor, while "regular people" would be more influenced by customer reviews. So, I think that was a good choice.
ReplyDeleteJust like you, I am VERY surprised that they have different prices on the two ads. It almost seems dishonest and makes me wonder how they can pull that off - if someone found out you would think that they would be very upset.
For some reason I cannot view the ads, but am wondering if it is the exact same shoe in each ad. Is it possible that they promoting two different shoe models, one at a higher price point for a readership with a higher income?
ReplyDeleteI do find it interesting that the Popular Science ad shows only one shoe, while the Motor Trend ad shows multiple shoes. It seems it might have something to do with the readership. Scientists need numbers and statistics, not necessarily visuals, while those interested in cars may be more interested in the design and style and, thus, photographs may have more impact.
I am also unable to view the ads. I did search the shoes online to get a glimpse of the shoes and the prices from GravityDefyer. They offer a wide range of shoes from running to dress shoes for men and women with prices ranging from $50 on the low end to $200 on the high end. I can't believe that they would offer the same shoe for different prices, that to me seems a tad unethical.
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