Diagnostic Advertising Profile

Diagnostic Advertising Profile Research Paper example
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Name Instructor’s Name Course Date of Submission Diagnostic Advertising Profile Build-a-Bear Workshop, like any other company, faces severe advertising decisions regarding the advertising and promotional strategies it has to employ. One of the first tasks in making advertising decisions is to set objectives.


Build a Bear Workshop targets its stuffed toys, outfits, accessories, and other reasonably priced products towards young children between the ages of 6 to 14. The primary purpose of Build-a-Bear Workshop’s advertising campaign is to persuade potential customers in the age bracket of 6 to 14. Its mascot, the Bearemy, is also an adorable looking stuffed animal especially chosen to represent its target audience which consists mainly of little children (“Our Mascot, Bearemy”, n.pag.). Its persuasive and informative advertising objective focuses on promoting people to buy their products by changing their perceptions about the product’s value. One of its commercials shows a small girl talking about how you can literally “build a bear” by buying additional accessories along with the bear to fit the child’s own linking (“Build-a-Bear Workshop Commercial”, 00:20). So far it has been successful in effectively communicating its message of creating a customized teddy bear to suit the linking of every child. Though it did experience a drop in its net income in 2007 when it failed to retain its customers (Farrell, n.pag.). ...
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