Because I work in an industrial field, I can appreciate Propex’s print ad for thinking outside the box to illustrate an uncommon product effectively. Propex is a concrete company that uses different types of reinforcements for cement. Fibermesh® is one of several concrete reinforcement fiber brands that is supposed to prevent cracks and strengthen the concrete…This may have limited appeal among a mass audience that only appreciates the humor of the ad. However, to the target audience of engineers, construction workers and trade workers, this message successfully communicates the product’s strength.
Additionally, the textbox within the ad explains the product, the product features and two locations where this material has been used; however, the only criticism I have for this ad is the fact that you have to zoom in about 150 percent before the text is legible. In physical print form, this may not be an issue, but the ad may be more effective in communicating what the product is if they made the text and contact information a little easier to see.
Making a successful print ad is challenging, as you have limited space to get your message, product, pictures and contact information in. However, I think this ad succeeded in terms of memorability and displaying the product in a unique way.
*Inside the textbox:
*Inside the textbox:
“If you’re not specifying Fibermesh ® fiber reinforcement for your concrete applications, consider this: nothing can reduce plastic shrinkage cracks, resist impact shattering and abrasion, or reduce water migration like Fibermesh ®. With 20 years and 20 billion square feet of concrete in every conceivable application from Disney World to O’Hare International Airport, you can be sure our fiber will work for whatever you’re working on.”
http://adsoftheworld.com/media/print/fibermesh_concrete_reinforcement_karate?size=_originalhttp://fibermesh.com/
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