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Promotional Communication Techniques Introduction: Founded in 1962, MAC Birmingham is an over half-a-century old art centre and tourist attraction that caters to consumers of all ages, gender and backgrounds, and a “national leader in developing work with children, families and young people” (About MAC 2013)…
Section-A: Advertising and Design: 1. Target Market Profile: The products of MAC target a wide range of consumers that encompasses people of all age groups, cultural and economic backgrounds and gender. However, they accord significance to working with children and families. Therefore, their target market is quite wide and diversified and they will have to incorporate variety in their products and well as promotional techniques. On the other hand, due to their emphasis on children, youngsters and families, their strategies will also have to be devised to appeal to this segment of audience. Thus, while designing product promotion strategies and visual ad materials, they have to make sure that these things appeal to the whole range of their target market. 2. Product Differentiation: In the case of MAC, product differentiation is a key component for them to gain access to a wide variety of consumers whose spatial recognition, aesthetical perceptions and expectation of quality vary drastically. Spatial recognition plays a major role in the case of art and evidence suggests that spatial differentiation leads to “greater product differentiation” (Datta & Sudhir 2012: 2). So far it relates to products such as arts and arts classes, the expectations of MAC’s audience vary drastically. ...
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