Advertising Plan on Trufocal Eyeglasses

Advertising Plan on TruFocal Eyeglasses

TruFocals are a new set of glasses which strive to maximize the advantages of traditional glasses, while limiting their disadvantages. The scope of this endeavor is that of constructing an advertising plan for the promotion of the glasses. The starting point is represented by the analysis of the industry, followed by the statement of the advertising objectives, the identification of the target market, the construction of the creative strategy and the selection of the media plan.

The competition

The glasses industry is dynamic and continually impacted by change. Economic agents have to respond to changing consumer demands, as well as integrate the latest technological developments. This specifically means that revenues in the industry are sensitive to a series of threats. The demand for eye glasses is generated by changing life style as well as natural processes of aging. In the United States, the industry is growing due to more eye demanding activities, as well as the aging of the population.

The TruFocal eyeglasses face competition from three distinctive sets of products: bi-focals, progressives and multiple glasses. Each is however characterized by its own limitations, such as tremendous hassle and frustrations with multiple glasses, distorted vision with progressives or limited focal frame with the bi-focals.

3. Advertising objectives

The scope of the advertising campaign is that of familiarizing the customer base with the product. The initial effort in this direction is that of identifying the target market and communicating them the existence of the TruFocal eyeglasses. The objective of the communication process is that of raising awareness of the benefits the new eyeglasses generate for the consumers. The result -- and true purpose of the advertising campaign -- would be that of a generated demand for the products. This would subsequently lead to sales and as such organizational revenues.

4. Target market

The TruFocal eyeglasses address the specific customer market formed from individuals older than 45 -- both genders -- who ware glasses. In effect however, the prospected customers have to ware glasses for eye conditions associated with aging and as a result of a natural process, rather that the consumers who ware glasses as a result of an innate condition, such as astigmatism.

5. Creative strategy

The creative strategy is composed of a series of elements, such as the positioning strategy, the core message to be delivered, the creative recommendations, the advertising appeals or the executions. Each of these components is briefly discussed below:

a) Positioning

The product would be positioned as an innovative and long searched for solution. It would be introduced as the result of sustained efforts and research aimed at resolving the growing pains adults and senior citizens have in relationship to their decaying eyesight. 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 stand the best chances of appealing to the targeted consumers. 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.