The paper is an analysis on HP's adverting strategies for it's line of photo printers according to modern advertising theories.
Written in 2008; 1,339 words; 6 sources; APA; $ 44.95
Paper Summary:
This paper discusses the high profit producing printer division of Hewlett-Packard. Specifically, this paper looks at HP's line of photo printers, which requires specialized inks and printer papers, both of which generate higher-than-average gross margins for the printer manufacturer. What HP has had to battle however is the perception that photo printers are expensive, difficult to use, and only meant for the professional photographer or the low-end service bureau. The author states that HP's advertisements are specifically addressing price points and the breadth of their product line, in addition to the expertise with printing technologies to overcome these objections. Furthermore, the author asserts that for HP to continue growing their printer division, consumables sales must significantly rise over unit sales, and the added focus on high-margin supplies must clearly be a strategic priority for the company. Finally the paper looks at HP's focus on the most critical concerns of customers first in relation to current advertising theories.
From the Paper:
"How would you make the improvements? - First, I would have lightened up the background of this ad, so the images had greater contrast. Next, I would have created a small line of frames across the bottom of the first page showing various scenes of using the printed photos, including the completion of school projects, giving frames of pictures to grandparents and friends, and maybe even showing a backdrop of a beach and then a framed picture of a child, so it appears the photo is coming right out the beach scene. This would connote that the HP photo printer is versatile enough to capture vacation memories faithfully and without compromise. Lastly on the right side of the page, where the printers are, I would show one in actual use in a home office to just make it clear as to how easy the printers are to use."
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