Media Objectives Great Smell\'s Target

Media Objectives

Great Smell's target market includes males and females in the age group between 18 to 49 years of age. The market is spread nationwide all over the United States of America However, the existing slogan seems to restrict the target market and implies that the product is for dating couples. Therefore a change in tagline is needed that broadens up the consumer base. The primary objective of the campaign is to launch a cost effective advertisement campaign that triggers a repeated purchase decision among the consumers, and generate sales revenue of minimum 20% above the advertising expenditures in the initial stages. The targeted reach is 50% of the target market. The proposed advertising budget is U.S. $2 million that will be evenly allocated in three quarters throughout the year. With this small budget, a market specific strategy is required. Great Smell's tagline must be changed to something that implies the brand as a symbol of confidence and the commercial must revolve around that tagline. A suggested tagline can be 'Great Smell, Great Confidence'. This can help increasing the customer base.

For this reason, four proposed mediums are suggested. These include television, magazines, billboards and the internet. Focus must be more on reachablity of the target audience in the initial stages than on the frequency. In the later stages frequency can be increased gradually depending on the results of the advertising campaign. The proposed time slot for television is prime time slots on entertainment channels. 30 second GRPs of programs such as Chuck, Desperate Housewives and Heroes must be purchased. This is because these kinds of programs have a specific viewership of target market of Great Smell. A half page advertisement in a magazine such as Vogue will be purchased. The placement however must be intelligent due to smaller size of advertisement. Billboards must be located in areas that attract larger target audience (Buy Now Media, 2008). This can include areas that have concentration of famous bars, night clubs and restaurants. The best place to advertise on the internet is social media network such as Facebook. Facebook offers a CRM bidding of as low as $0.2 and advertisements can be placed for as low as $21 per day. Since Facebook has a large number of users, reachability of target market can be ensured in a more cost effective way. A free Facebook page can be used for a more interactive marketing with consumers.

Justification of Rationale

The buying brief is of immense importance to the plan. The economic crisis has increased marketing costs of businesses significantly. Most brands that exist in competitive markets look for cost effective but prime media slots. The market forces that determine the advertising costs in various media are very active. Moreover, the allocated budget for Great Smell is limited and the sales have gone down by 2% in the past year.