Advertising Campaign example essay topic

384 words
To raise the reputation of the Focus Advertising Agency it is necessary to launch an advertising campaign of well-known manufacturer. In our case, this will be an advertising of a unisex perfume, produced by well-known up-market manufacturer. Inasmuch as the company now wishes to enter the lower end of the market, the campaign's key message will be following: "Cheap doesn't mean of bad quality". It will have its own unique features, like biodegradable packaging (is used new color pallet, as well as new materials for packaging production), low prize and, of course, smell, which suits to both sexes.

Potential consumers might be from 18 - 25 years old young men and women, due to product's stylish packaging and smell. Flexible system of discounts and free gifts will persuade target audience to buy this product. We will use several media to reach the market segments: TV commercials, radio spots and outdoor advertising. Advertisements must be shocking, vivid, with sense of humor and in English, because of launching the perfume in an English-speaking country.

Here is a story board to illustrate TV commercials idea. Blind young man is looking for her girlfriend, but he can recognize her only by smell. He finally found her, but it turned out to be a man, which used the same perfume. It will be exact opposite to custom advertisement, which is ignored by young generation. That fact might be quite attractive to customers.

Billboards will be unusual as well. A man with long hairs, standing with his back to the audience, is wearing a man's jacket and a skirt. A sparkle of this ad will be impossibility to find out model's gender. This will get the target audience's attention, due to its piquancy. Such special promotion, as sponsoring music festival in this country, will be used at the start of the campaign. In order to increase product's sales, buyers of the perfume will be rewarded with free concert ticket.

In the conclusion, some information must be added. The main idea of this campaign is to keep the brand awareness - there can't be any doubts about product's quality! It is staying on the same level as opposed to price.