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Diagnostic Advertising Profile - Research Paper Example

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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.). Build-a-bear Workshop has sought the services of various advertising agencies over the past and seeks the promotional services so as to increase its brand awareness, help build technologically advanced retail outlets, and carry out integrated marketing. It has taken the services from agencies like Cannonball (Cannonball, n.pag.), SteadyRain, and even Samsung to put together its interactive and highly technological outlets creating superb brand recognition and value among its young customers. Its Bearville website also plays a critical role in the promotion and sales of its products online (“What is Bearville”, n.pag.). It sought the promotional services of SteadyRain in order to enhance its brand awareness online (SteadyRain, n.pag.). Since Build a Bear Workshop enables customers to buy online, it looked for an analysis of the company’s website. The Search Engine Optimization allowed SteadyRain to evaluate the traffic and the possible sources of organic search that yielded productive visits to the website. Its high tech outlets at various areas provide an interactive environment and digital gadgets to help the children design their customized toys (Kotler & Armstrong, 35; Olson, n.pag.). There are work stations at each stage starting from “Stuff me” where the child stuffs in fluff inside their teddy bear. The process ends with “Name me” where the bear is complete and a birth certificate is issued (Kotler & Armstrong, 35-36). Samsung has provided its services to Build a Bear Workshop to create its high tech stores containing interactive work stations and other technologies to enable the company to cater to its customers’ needs (“Case Study: Build-A Bear Workshop”, 2). Build-a-Bear Workshop’s advertising mainly uses emotional appeals to reach out their target market consisting of young children. Its television commercials often show young children and their product line of assorted teddy bears to inform its young audiences of its attractive option of customizing teddy bears. Most of advertisements aim at appealing the young children using tactics that stimulate the younger children to buy the customized teddy bears. One of its advertisements includes a young girl talking about how she can add different accessories to create her own tailored teddy bear (“ ...Show more
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Name 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…
Diagnostic Advertising Profile
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