Advertising advertising objective to better build

This preview shows page 38 - 40 out of 70 pages.

Advertising Advertising Objective To better build brand image and maintain customer relationship with the existing customers. The advertising strategies target consumers aged 18 to 24, who are busy with their life and deserve a break. Aim to increase reach out to 95% of the targeted market for the first half of publicity campaign. Through the relevant advertising tools, we aim to instil a consistent and clear message to the target consumers. YouTube Advertisements It has been observed that there is a large increase in the number of people consuming more time on the web than before, especially the young adults aging from 18-24. Our targeted segment consists of consumers who are students aging from 18 to 24. YouTube advertisements are delivered by impressions and, keyword search are chosen to reflect brand attributes. For example, new flavour, snack, chocolate, etc. Cinema Screening Past studies has proven that people observing an entertainment event, such as movies, experiences a profound emotional reaction when looking at commercials in a theatre setting. Spectators tend to be greatly engaged in a cinema theatre. Hence, the thought is to reach out to target customers by screening commercials at specific movie timings of films that attract this target segment. SMRT Media Billboards It is highly unlikely for consumers to overlook a billboard as travelling consumes 21% of people’s day. In order to grab hold of the larger mass, SMRT Media’s advertising services will be employed for four months over a period of one year. New KitKat flavours will be advertised in train panels, which combine motion, sight and sound. Places with high human traffic slow will be the targeted location for advertisements. 38
Image of page 38

Subscribe to view the full document.

MKTG 1199 – Marketing Principles (LF02, Group 2) Magazines Consumers are more open to new ideas when they are the purchaser and user of the magazine. Hence, magazines demonstrate to be an effective stimulus for word-of-mouth among consumers. Advertisements will be printed onto magazines that will appeal to the target consumers, such magazines are, 8 Days, Simply Her, and Woman's Weekly. Social Media With advancement in technology, the world has evolved to be interconnected and consumers are able to instantly tap into information instantly on the go through social media platforms. Having our own IT & Marketing department feed information to customers on a daily basis reaching out to the public featuring updates about the brand, social & environmental sustainability, products or any relevant Nestle KitKat information on Facebook, Twitter and Instagram (@KitKat). This not only create brand awareness & product awareness, but at the same time communicate with targeted group of consumers. Consumers will also be able to connect with us sharing their experiences of using the product with us forging a friend to friend relationship.
Image of page 39
Image of page 40

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern