Advertising Campaign - Essay Example

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The advertiser’s handling of the bath soap Safeguard on its Philippine end is an excellent example of a successful advertising campaign that keeps a close ear on actual market conditions. When the advertising agency, which goes by the name of Atlas Promotions and Marketing Co. (APMC), considered taking on the Safeguard account, it immediately launched a study on the demographic profile of its potential market. The company that produces Safeguard wanted the product to penetrate as wide a market as possible, not just establish a specific niche for it. The challenge for the agency then was how to present Safeguard as a soap product of choice for majority of the Philippine populace. There is cutthroat competition in the Philippine market for personal care products such as bath soaps, with nearly 100 different products vying for consumer attention. The market research conducted by APMC showed that majority of the populace is poor, with the low and middle income class comprising over 70 per cent of the entire bath soap market. If APMC projects Safeguard as, say, a skin beauty soap, it would reach only the smaller 30 per cent of the market’s upper income bracket which consists mostly of young women. This has been the narrow and limited market niche of soaps like Dove and Ivory, which is made up of women aged 16 to 40, with high school and college education and gainfully employed. ...Show more

Summary

How to sell a product – this is what advertising is all about. To achieve this goal, advertising agencies go to great lengths to study how a product entrusted to them by a client company could make it to the shopping list of its intended consumers…
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Advertising Campaign essay example
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