Perceptual Maps of Marketing Simulation

¶ … Marketing

In a recent episode of ER, a young girl -- 11 years old or so -- had been kidnapped. During recovery, she was killed. In that case, the death was caused by the hubris of an arrogant new ER attending physician. But it could have been caused at any time by the kidnapper. According to Dwelle (2004), most abducted children are recovered or killed within the first 3.2 hours; any factor that could reduce the time frame during which the child is missing will reduce the chanced the child will be killed.

The facts and figures alone are powerful marketing tools for the Techno Genie. Statistics say that:

Every 40 seconds another child is reported missing.

One in every 42 children will become abducted, missing, lost or runaway.

Over 2000 children are reported missing each day

Over 725,000 reported missing children every year.

The rate of missing children has increased 444% since 1982.

Added to that, however, is the very real concern of every parent for the safety of their child, and their emotional reactions whenever a child is delayed coming home from school or an activity. In addition, the media coverage of missing children and the recent implementation of the Amber Alert system in the United States has made every parent eager to do whatever they can to keep their children from harm at the hands of strangers.

All this material provides precisely the sort of dramatic, visual material that will help sell this very useful product.

The advertising plan for this product covers all media, and more, and relies on the eagerness of the entire nation to keep its children safe from harm.

Following is the mix of advertising vehicles to be used in promoting the Techno Genie:

Print advertising

It is unusual for newspapers and magazines to provide PSAs (public service announcements) for profit-oriented companies. And we do not expect them to do so for Techno Genie. However, we do expect that they will be generous in their inch and line counts, and we further expect to get 'add on' mileage via editorial coverage of the product.

Purchased print advertising, paid for directly by Techno Genie, will target parents of young and pre-teen children. The primary national magazine of choice is Parents magazine. Regional magazines and newspapers targeting children, such as Baltimore's Child, will also be in the first wave of advertising purchases.

Newspapers will generally not be used because they do not deliver the target audience, with one exception, USA Today. Advertising will be placed in USA Today because it is the only truly national newspaper except the Wall Street Journal and Christian Science Monitor and because it is generally read by a younger demographic -- those with children -- than the Wall Street Journal.

Broadcast advertising

Television

As noted in the previous document, at first television advertising will not be used because it reaches too broad a demographic. However, an exception will be made to that consideration if stations with appropriate demographics are located and they will allow the airing of an infomercial about the Techno Genie. There are two reasons for this. First, if the demographics of such a station do deliver sales, then the sale itself, being made via phone after the infomercial ends, gives Techno Genie a chance to do further market research. Second, it would place Techno Genie first in the public mind should any imitators arise.

Radio

Unfortunately, there is no single national radio station except NPR, making the use of radio difficult for Techno Genie's advertising purposes. However, in the biggest regional markets -- those with the best demographics -- air time will be purchased. The demographic desired, parents of children 8 to 18, is likely to be commuting by car and will be adequately reached by a typical flight of drive-time radio spots in a relatively cost-effective manner.

Outdoor advertising

Outdoor advertising -- billboards -- is also perfect for this product. In addition to the fact that the demographic itself spends much time on the road, either going to and from work or taking children to sports and activities, billboards themselves still 'scream' at viewers in a way much other advertising does not. And, while drivers may choose not to look at a billboard, most will look once, and most will be aware of its presence, and its message, after viewing it once or twice.

Electronic advertising

It was initially decided not to use the Internet because, as TV has TIVO and other means of skirting advertising, so the Internet has popup blockers. However, although it is more properly regarded as public relations, editorial coverage on the numerous parent-oriented Web sites will be courted and, if a request or requirement for ad purchase is needed to ensure editorial coverage, it will be considered provided the Web site has a high probability of early appearance in Web searches.