This is a magazine ad by Tourism Tasmania. It was part of a larger campaign designed around the central message of Tasmanians inviting others to explore their state. The campaign was targeting busy and stressed-out individuals living in cities and urban areas. The campaign included channels such as broadcasting media (TV and online Youtube ads), magazine ads, and out-of-home billboard ads. 

 

 

 

 

Image ID: An image of a cabin on a clear lake with forest behind it, in the evening. Three individuals stand around a campfire near the lake. 

 

Heading1: Sweat the sweat away

 

Heading 2: Tasmania | Come down for air

 

Paragraph caption: It gets smelly and sore around here. That's to be expected, though. Can't have world-class mountain bike trails without a few cheerfully pungent bikers. Who knew flying downhill could work up such a sweat? Either way, a shower doesn't quite cover it. So some bright soul plonked a human steam cleaner on the pond nearby. Floating Sauna Lake Derby. A big bobbing box of humidity to soak the bends and bumps away. Just so you can go and do it all over again tomorrow. But remember to wear a towel. This isn't Scandinavia. 

 

Geotag: Floating Sauna Lake Derby, Briseis Hole, Derby

Website listed in ad: discovertasmania.com.au/air 

 

 

1A. Advertisements can communicate using functional, symbolic, and experiential benefits, and this Tourism Australia ad communicates experiential benefits most strongly. Explain how this ad also communicates functional and symbolic benefits. (4 marks)

 

Answer:

 

 

 

 

 

1B. Examining this ad, which of the objectives listed is the most likely campaign objectives? Explain your reasoning. (3 marks)

• Sales/purchase conversions
• Introduce new product
• Enhance brand image
• Drive traffic (to stores / website)
• Encourage trial

 

Answer:

 

 

 

 

 

 

 

1C. Examining this ad, identify which of the five possible ad functions (ad styles) discussed in week 5 is being applied here. Explain your reasoning. You only need to discuss one ad function. (2 marks)

 

Answer:

 

 

 

 

 

1D. Means-ends chain ladders involve matching a product's attributes to consequences and to the twelve universal human values discussed in Week 3. Create a means-ends-value chain that is appropriate for this ad. Explain your means-end-value chain by discussing the features of the ad, and justify the value you have selected for this chain. (5 marks) 

 

Answer:

 
 

SWEAT THE SWEAT AWAY It gets smelly and sore around here. That's to be expected, though. Can't have world-class mountain bike trails without a few cheerfully pungent bikers. Who knew flying downhill could work up such a sweat? Either way, a shower doesn't quite cover it. So some bright soul plonked a human steam cleaner on the pond nearby. Floating Sauna Lake Derby. A big bobbing box of humidity to soak the bends and bumps away. Just so you can go and do it all over again tomorrow. But remember to wear a towel. This isn't Scandinavia. Floating Sauna Lake Derby Briseis Hole, Derby TAS0059 PRINT FPC_380x262 FLOATING SAUNA STEAM.indd 1 TASMANIA COME DOWN FOR AIR discovertasmania.com.au/air 5/11/20 10:57 am