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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.
The importance of the buying brief is that it addresses the two most critical aspects of the product that is the declining sales along with the competition that exists and the limited budget. Keeping the critical aspects in view, the buying brief helps devising a market centric advertising campaigns that works within the allocated budget and aims at reaching the maximum possible target market (Marketing Zone, 2011). The initial aim is to achieve increasing marketing returns. Once that is achieved frequency of advertisement will be increased.
This commercial is justified because with a limited financial budget and declining sales, Great Smart cannot afford a more aggressive campaign....
Moreover, one major reason behind declining sales for Great Smell was using a tagline that ignored a large part of potential target market. The proposed change in tagline aims at a change in brand image. The proposed campaign is more market segment and will reach and target a higher proportion of target market.
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Jan Feb March Apr May June July Aug Sept Oct Nov Dec Total
Network TV:
Prime Time 40/wk 40/wk 1250000
The idea of having a high level of reach is that our competitors all have a very high brand reach. The brands against which we are competing tend to be household names. In addition, new brand introductions in the industry have entered the market with a very high level of saturation marketing. This allowed such brands to capture significant market share relatively quickly. Lastly, brands that are not widely
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
III. Media Strategy Media objectives The following are the key media objectives of the three dominant campaigns as defined in this plan. To successfully create an integrated marketing communications strategy that capitalizes on the unique strengths of each form of media, including the use of print, television, online and lickable advertising mediums. Here are the specific, quantified objectives of the media strategy: To increase the unaided awareness of Godiva Chocolatier by 50% over
Marketing Plan Ethical, Legal, and Social Issues in Marketing It is crucial to consider ethical, legal, and social issues when making marketing decisions. Considering these issues is even more important in the context of international marketing. In the international context, considerations are made to not only the domestic market, but also the foreign market. This section highlights the ethical, legal, and social issues affecting the marketing of laundry detergents in the U.S.
"The second step is to develop a touch-point chain and gauge those with the greatest impact. The third step is to turn findings into project priorities. The final step is to implement and monitor." (Atwal and Williams, 2009 P. 343). Uche (2009) provides different argument by pointing out that internet experience create compelling, enjoyable, memorable, and positive experience for online shoppers. The author develops web experience model to demonstrate the
Half of them will ultimately die from their habit" (Smoking and teens fact sheet, 2009, ALA). Teens continue to smoke in record numbers -- particularly girls, who often report that they use smoking as a method of weight control (Smoking and women fact sheet, 2009, ALA). Demographic groups of teens that report the highest levels of weight consciousness also report the highest increases in rates of smoking: "Between 1992