Introduction to Marketing and Advertising Assessment - Assignment Example

Introduction to marketing and advertising assessment There is a variety of ways of looking at advertising as a business, a communication process, and as a social phenomenon (Advertising Specialty Institute, 2013). To be successful, a company may incorporate two or more aspects of advertising as a way of reaching a wider audience. An effective advertising media should reach a target market with the right message that is brief but to the point. Therefore, advertising is a structured and composed non-personal communication of information that is persuasive in nature about products and services (Peter & Jerry, 2005). Companies resort to advertising as a way of creating market awareness that they have a new product in the market whose purpose is to satisfy or offer certain benefits. For the current media campaign, an analysis of the effectiveness of various advertising media is essential. Advertising specialty institute (2013) carried out research to find out the most effective way of reaching consumers in Canada, UK and USA and people gave preferred advertising media as shown in the pie charts below. Fig 1: Preferred advertising mode in the Canada market Source: Advertising specialty institute 2013 Fig 2: Preferred advertising mode in the United Kingdom market Source: Advertising specialty institute 2013 Fig 3: Preferred advertising mode in the USA market Source: Advertising specialty institute 2013 New brand of instant coffee Instant coffee is a drink that many people take as a way of relaxing the mind more especially after a tedious day at the office. On the other hand, people who go shopping have a tendency of grasping a cup of instant coffee before they return to their homes. Using the research findings in the figures above, this study shall incorporate the following media outlets. Calendars and Diaries Calendars occupy the fourth position as the most preferred mode of advertising in the US Market and third position in Canadian and UK market. Calendars and Diaries have the potential of reaching people at the office and homes. Advertising is a communication and a special kind of communication. The advantage of using a calendar and diary is that it will reach many working class people and students who could love to relax over a cup of coffee. If such people can see the name of instant coffee on the calendar before going for a break, chances are high that they shall try it out. Writing Instruments Writing instruments occupied the first position as the preferred media for advertising in all the three regions. Writing instruments include pens, books, writing pads among other office equipment. This advertising outlet could be expensive given the need to produce many pens and give them out free, but the contagion effect they shall create will be worth the investment. Engeseth (2009) acknowledge that in advertising, the source, the message, and the receiver all have multiple dimensions but the path from the sponsor to the consumer can be shortened for a more efficient response. Given that many people use writing instruments on a daily basis, they will find it easy to see the information about the instant coffee and take it after working or after school. Television (Product Placements) Television has a wide coverage, and it is ideal to use this media during the early night hours when all family members are at home. The message should inform the family members about the importance of grasping a cup of hot instant coffee in the morning while giving advantages to doing so. Once kids see this advertisement, they shall request parents to try it out, and this shall result in increased sales. Banners and Branding outlets Advertising on billboards is one of the best ways of catching the attention of busy people who may not have time to read a newspaper or watch television, but could be held up in traffic jam and read a banner in front of them. Marketers prefer banners given that they can show an actual picture of the item being advertised. In this case, it could be a cup steaming with instant coffee. Besides vehicle occupants, banners will reach people who walk along the streets, shopper, and employees. Branding outlets will attract passersby who shall walk into the selling outlet and get a feel of the instant coffee. New recipe of breakfast cereal Calendars People who work out will mostly plan their daily activities using calendars. As a company, it shall be great to produce a number of calendars and avail them at social gathering sites, Gym centers, and at hospitals where new mothers frequent. Television This is another great media for this breakfast recipe, and the advertisement should premier in the late evening hours when all family members are around. Outerwear Outerwear, which includes working out T-Shirts, shirts, sweaters will form a good outlet for advertising this recipe given that people at home are likely to read the message and try out this recipe. With this message on their clothes, those who work out to slim will give the recipe a trial and once they find it working, they shall recommend it to other users. Posters and Handouts Posters and handouts at fast food centers, social gatherings, and gym centers will have an impact of reaching a distribution of people who are in need to slim. Such are people who frequent fast food places, gym, and those who drink alcohol. Energy drinks / sports players Sports clothes and shoes The figures above show that advertising on clothes, caps, and other headgear has an ability of reaching out to many people. With this outlet, the company shall reach various age groups and people in all industries. Sports venues The company will design and print brochures and avail them to people who attend various sporting events. The company will also sponsor some sporting events as a way of creating awareness of this product. Television and Radio Television and Radio Advertisement are appropriate for this product, and the company should position the advert to appear in between music programs when young stars and those people who work out are likely to listen to music. Local classical music concert Radio and Television Music lovers enjoy listening to the radio and watching television a lot, and so the best way to communicate with them is through the radio and television. The company shall pay advertisements to appear at a time when people are listening to music and in between news broadcasts as a way of reaching a wider market. Print publications Music concert lovers will most likely have a tendency to read print publications. The company should consider advertising in print media as a way of attracting their attention. Posters and Banners The company will print posters and give to participants of music festivals and comedy shows since these people are likely to attend music concerts. Use of banners shall also have the impact of reaching a wide market of people especially those who drive vehicles, can pay to attend the concerts and they can attend concerts held in remote areas. Small village pub and restaurant Posters The company will aim to attract local people to come and drink at this new restaurant. Given that the audience is small, the company should consider putting up posters within the village welcoming people to attend the opening party and inform them of days when the company has special offers for drinks. Live band music Use of live band music is another way of marketing this restaurant given that many people love listening to music as they sip beer. The company should choose a charming band that locals love listening to as a way of having a higher turnout. Adventure Park An amusement park is a place that makes one’s senses burst with excitement. The benefits of going to an adventure park include; Availability of rides for the entire family with varying speeds for different age groups. Such rides thrills and excites people of all ages as they move around. A swimming pool with sunbathing bays that provide the best way to relax either in the sun or under a shade with a cool breeze. Availability of live entertainment of different types offered in different locations. The music will calm down minds of people who have been busy working the entire week. Merry-go-rounds for kids that shall incorporate breathtaking views as the kinds spin around. Availability of car and bicycle riding competitions for kids that shall increase kids’ confidence while building their self-esteem. Brand Identity A business will have its own brand, sell others brands or do both. A brand identity is a combination of how consumers perceive the brand name, logo, and the products on offer and how the company has packaged its products (Wong and Cheung, 2009). For a brand to succeed, all these factors will successfully relate to it while consistently interrelating with one another. First, I will begin by matching the adventure park with what consumers like to have. My theme is a wild forest and based on this theme; I will decorate all structures to appear as if they are made from wood. This shall include all floors, walls, and pillars. I shall ensure there are a number of trees around to instill an element of consistency in creating an adventure theme. I shall introduce animal masks accessible to children as they play around. I shall incorporate transition themes to increase attractions during holidays and in case of major events. My target market is young children, but I shall provide equally refreshing activities for the parents and guardians who shall accompany them. I expect to spend 120,000 in this exercise. Media campaign Given that the park is new, I will begin by using the print media, radio, and television with a budget allocation of 5,000 each. I will organize the advertisements to start running 30 days before the actual day of opening the park. This long duration shall give people enough time to adjust their programs and spare that day for my park opening event. I will commission banners that I shall have erected at strategic places in the hosting town and the surrounding places. I will have the banners erected three months before the date of opening, and they shall remain after that with an estimated budget of 10,000 for all of them within the period. I will print promotional items mostly brochures, pens and outer garments that I will have marketers distribute to people in shopping malls and streets two weeks before they launch date. The sales staff giving the merchandise shall also give out the brochures and welcome people to come and experience our themes. Exactly three days before launch, I will have a branded truck move around the nearest towns and shopping centers giving brochures and branded merchandise as a way of reminding people of the opening event. I shall have the truck equipped with good music and staff who will answer any questions that people may have. Promoting a theme park Wong and Cheung (2009) say that people visit theme parks to satisfy five levels of needs, which are fulfillment, self-esteem, development, stimulation, relaxation. While marketing my park, I shall inform visitors about the adventurous nature of the park, and I shall ensure the park meets consumer expectations. Through the innovation department, we shall provide adventurous activities that include online games, ostrich competitions, cartoons, animations, magic plays, comedy, and horse riding among other activities that shall appeal to consumers and make them to visit again. Justification An adventure park has an array of benefits to different groups of people. An adventure park can give a good physical, mental, and social health to the entire population of visitors (California State Parks, 2005). To justify why people should come visiting, I will begin by analyzing social effects that include bonding with the entire family, promoting stewardship and building cultural diversity. I shall go forward to inform people about the mental and physical benefits that include relaxation of the body and mind. Once people realize that they can gain more than just sightseeing at the adventure park, and then more people will visit. Reference List Advertising Specialty Institute (2013). Global Advertising Specialties Impressions Study: A Cost Analysis of Promotional Products versus other Advertising Media. Advertising Specialty Institute, 4-11. California State Parks (2005). The Health and Social Benefits of Recreation. California State Parks, Sacramento, 1-6. Engeseth, S. (2009). Fall of PR and Rise of Advertising. Stefan Engeseth Publishing. Gerber, C., Marlize, T.S & Tracey, C. (2014). Brand Recognition in Television Advertising: The Influence of Brand Presence and Brand Introduction. AOSIS OpenJournals, 2-7. Moore, D.J., & Pamela, M.H. (2008). Self-Brand Connections: The Role of Attitude Strength and Autobiographical Memory Primes. Journal of Business Research, 61(1), 707-714. Mowen, J.C. (2004). Exploring the Trait of Competitiveness and Its Consumer Behaviour Consequences. Journal of Consumer Psychology, 14 (1), 52-64. Pulizzi, J. (2014). 50 Content Marketing Predictions for 2014. Content Marketing Institute. Raluca, D.C., & Gina, S. (2010). Theme Park-The Main Concept of Tourism Industry Development. 635-640. Wong, K.K.F., & Cheung, P.W.Y. (2009). Strategic Theming in Theme Park Marketing. Journal of Vocational Marketing, 5(4), 320-330. Peter, J.P., & Jerry C.O. (2005), Consumer Behaviour & Marketing Strategy, New York: McGraw-Hill. Read More