Advertising Plan
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Submitted by HibikiHuman on 06/30/2008 05:21 PM
- Category: Business
- Words: 402
- Pages: 2
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Advertising Plan
Advertising
Advertising is especially important to us because Pasto is a brand new product. Because of this, we understand that we will need to put a lot of effort in order to raise attention and at the same time, to leave customers with a positive image for our product. There are four very important decisions that we need to account for before launching our advertising program in various medias:
1) Setting Advertising Objectives
We have two advertising objectives. Since Pasto is a new product, our first objective is to inform our consumers about it. We will achieve this objective through the use of informative advertising and mass advertising so as to increase Pasto's visibility to the consumers. Of course, not only we want our customers to know about Pasto's existence, we also want them to purchase our product. Through comparative advertising, we will compare Pasto with other pasta products by highlighting its distinctive advantage over others - the extra-low carbohydrates and nutritional values that it contains.
2) Setting the Advertising Budget
Since Pasto is a start-up product, we will need large advertising budgets to raise consumers' awareness and interest.
3) Developing Advertising Strategy
a) Message Decisions
Our advertising message (slogan) will be "The Healthier Choice". We choose this message because it is straightforward and easy to understand. It also highlights the primary benefit that we want to stress in our product. In executing our message, we choose to use the scientific evidence style because it convinces customers with credible and reliable scientific proofs. The message will obviously be presented in a positive tone in order to leave customers with a positive image of our product. In addition, we will avoid humour because it sometimes takes attention away from the message.
b) Media Decisions
Based on the result of our surveys, most people learn about their...
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