Advertising strtegy

Advertising strtegy - Running Head: ADVERTISING STRATEGY...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Running Head: ADVERTISING STRATEGY FOR SAM’S JUICE CENTER Advertizing Strategy For Sam’s Juice Center By Vidya Joshi Strayer University August 2010
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
ADVERTISING STRATEGY FOR SAM’S JUICE CENTER 2 It is very important to do advertising along with the good product. Sam’s juice center will emphasis on advertising to achieve its marketing goal which is to make organic food products approachable to all people of all ages that is from child to old age. An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. Advertising strategies focus on achieving three general goals Promote awareness of a business and its product or services Stimulate sales directly and attract competitor’s customers Establish or modify a business' image. Advertising helps to inform, persuade, and remind the consumer about the product. With these concrete objectives, the following elements of the advertising strategy are considered, target audience, product concept, communication media and advertising message. These elements are at the core of an advertising strategy and are often referred to as the ‘creative mix’. What Sam’s Juice center may have to stress up on from the beginning is clear planning and flexibility. The key to these aims is creativity, and the ability to adapt to new market trends. A rigid advertising strategy often leads to a loss of market share. Therefore, the core elements of the advertising strategy need to mix in a way that allows the message to envelope the target consumer, providing ample opportunity for this consumer to become acquainted with the advertising message. Target consumer is a complex combination of persons. It includes the person who ultimately buys the product, as well as those who decide what product will be bought (but don't physically buy it), and those who influence product purchases, such as children, spouse, and friends. In order to identify the target consumer, and the forces acting upon any purchasing decision, it is important to define three general criteria in relation to that consumer, as discussed by the Small Business Administration Demographics: Age, gender, job, income, ethnicity, and hobbies.
Background image of page 2
ADVERTISING STRATEGY FOR SAM’S JUICE CENTER 3 Behaviors: When considering the consumer’s behavior an advertiser needs to examine the consumer’s awareness of the business and its competition, the type of vendors and services the consumer currently uses, and the types of appeals that are likely to convince the consumer to give the advertiser's product or service a chance. Needs and Desires: Here an advertiser must determine the consumer needs, both in practical terms and in terms of self-image, etc. and the kind of pitch/message that will convince the consumer that the advertiser's services or products can fulfill those needs Product concept: How the product is positioned within the market will dictate the kind of
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/14/2011 for the course MGMT 6000 taught by Professor Matthu during the Spring '10 term at Strayer.

Page1 / 11

Advertising strtegy - Running Head: ADVERTISING STRATEGY...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online