Marketing and media strategy for Smell Great fragrance

Marketing and Media Strategy

The advertisement of a product requires the selection of the best possible medium, to have the maximum impact on target audiences. Where, it is essential to develop a strategy that can reach out to: potential customers in an effective manner. As a result, the success of the marketing plan can be ensured if it is directly targeting the intended audiences (with the help of using a number of different tools in conjunctions with one another). This means that the strategy is basically focused on: reaching out to select demographics for fragrances, with the help of most suitable techniques. In the case of Smell Great, the media planner must design a strategy that will address a number of issues to reach the target audience. This will be accomplished by: creating an effective plan, examining various forms of advertising mediums and creating different strategies / objectives. Together, these elements will provide the greatest insights, as to how we can construct an effective marketing campaign for Smell Great.

Designing of Strategy

When designing any kind of marketing plan, you must identify the target audience and the key demographics that you will be going after. This means looking at what specific groups are more than likely to purchase your product. You would then, identify the various forms of mediums that will used to reach the intended audience. This will help the advertisers to: focus on these groups and how to effectively promote their product.

Advertisement of Product through Media Vehicles

The form of advertising that we will be selecting is based upon: how effectively the company is able to reach out to its target audience. There are several different mediums that can be used to include: magazines, newspapers and television. In addition to this, we will be using two alternative vehicles for advertising the product include: the internet and radio. All of these tools can be used in conjunction with one another; so that they can they reach the intended audiences. This will help to create a positive image of the product in: the minds of consumers, leading to an increase in sales. ("Does a Perfume Ad Work")

For instance, magazines are important forms of advertising through which perfumes can easily be promoted. This will help to give the customer a sense of style and feel of the product. as, many of these ads will often have the picture of: the fragrance with a celebrity or model. While at the same time, they will have a sample that can be opened and smelled. This is important, because these two different tactics can create positive perceptions about the product in the minds of consumers.

You can then use newspapers and television advertising, to continue exposing the individual to the product itself. Where, the different forms of mediums will give them constant positive images of the merchandise and what it is about. This would be augmented with: an effective internet and radio campaign. Once this occurs, it will help to expose the core target audience to: the benefits of the product and how good it will make them feel. This is the point that you can create some kind change in the way consumers are: perceiving the product and the emotions they have about it. ("Advertising Media Planning: A Primer")

Strategy and Media Objective

The basic strategy that will be utilized is to expose the customer to merchandise through several different forms of media. This means, that there will be a heavy advertising blitz that will occur in: the weeks before and after the implementation of the new campaign. This will take place in the form of: magazine, newspaper and television advertisements. We will then expand to the internet with: the use of various videos and through have an effective pay per click campaign. This will target consumers who are typing in: the name of the product or similar items. At the same time, there will be a series of radio spots that would run during prime time hours. These different factors will help to increase brand awareness and support. The tradeoffs between reach and frequency, is that we are increasing our reach along with the number of mediums that are being utilized (to expose the audience to the product). However, we could also over promote the fragrance leading to an inevitable backlash. The kinds of media and research companies that will be needed are: those organizations that know how to blend offline and online mediums together. This will ensure that the fragrance receives the most appropriate amount of exposure, helping to create a new market for the company. ("Advertising Media Planning: A Primer")

Cleary, the most effective way for Smell Great to conduct an effective advertising campaign is to: identify their target audience, effectively use the various forms of the media in conjunction with each other and do not overexpose customers to the product. If these different elements can be taken into account, it will help the company be able to rebrand the product. This will have a positive impact upon their overall bottom line, as sales will increase dramatically.