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Assignment: Advertising Campaign

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.

Based on this study, APMC proceeded to package Safeguard as a skin

protection, germ-fighting soap. To reach the intended market, it decided to use TV,

radio and print ads, minus cable advertisement which has limited viewers. From this

case study, the relevance and importance of highlighting appropriate consumer

groups in planning and implementing an advertising campaign becomes readily

evident. This includes drawing up a socio-economic profile of the intended

market, with attention to details on gender, ability and educational background and


Practically all the consumer products that succeeded in breaking into their

target market made use of this advertising strategy. As input in the formulation of an

advertising plan, consumer grouping and the drawing up of a socio-economic profile

of the intended market enable the advertiser to see where it needs to exert more

effort. If the...
Advertising Standards Authority. The Rules for Advertising [online]. Mid City Place 71 High Holborn London WC1V6QT. Available from: [accessed 25 February 2006.]
Sawyer. A. Copyright Hampshire County Council 2006. Trade Descriptions Act 1968. Hampshire County Council. Available from: [accessed 25 February 2006.] ...Show more


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