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It would be ensured that the product is positioned in a manner that it reveals its advantages regarding its three competitor products, but also specifically identifies and targets the desired consumer base.
b) Core message
As with the positioning strategy, the core message would be centered on the advantages the TruFocal eyeglasses generate for the users. The message would as such communicate the ability of the new eyeglasses to offer utility and efficiency, as well easiness of usage in a single product. The core of the message would be represented by simplicity and easiness in offering a simple solution to help people regain their youth eyesight.
c) Creative recommendations
In terms of creative recommendations, it is advisable for the advertising campaign to be constructed on simple and decent principles as these best appeal to the targeted consumers.
d) Advertising appeals
As it has just been mentioned, the appeals of the advertising campaign ought to be based on principles of ethics and decency. Sexual or otherwise exciting and immoral behavior are unlikely to appeal to the older consumers and could even have the opposite effect of distancing the consumers from the product.
e) Executions
Finally, the executions element of the creative strategy should be constructed on video advertisements. These...
Additionally, they are the ones which generate the highest levels of response from the customers as they are bets able to capture the attention of the viewer. Furthermore, the video advertisements which imitate real life through images and sounds are most likely to generate interest from the adults and senior citizen viewers.
6. Media plan
The media plan would be constructed around the video advertisements. Specifically, a team of marketing specialists would be hired to develop a commercial which would then be aired on television. Before actually airing the commercial, it will be necessary to identify the television programs most watched by the targeted consumers. This technique would ensure that the television advertisements succeed in sending the message to the desired consumers, rather than become lost in the media by addressing the wrong audience.
References:
Armstrong, G., Harker, M., Kotler, P., Brennan, R., 2009, Marketing: an introduction, Pearson Education
Quackenbush, T.R., 2000, Better eyesight: the complete magazines of William H. Bates, North Atlantic Books
Yeshin, T., 1998, Integrated marketing communications: the holistic approach, Butterworth-Heinemann
2010, Super Focus, http://www.superfocus.com / last accessed on December 7, 2010
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