Situation overview
Advertising is a means communication to target group of audience by majorly use of media. It is aimed at improving sales of the organization. In the current world, technology has been the backbone of every activity that is currently done. This has called for organizations to improve their modes of advertising. That is, from radio and television advertisement to ads in the internet mainly because the number of people who visit the internet is increasing rapidly (Boone, & Kurtz, 2010).
Intracom is a service provider that entered into the market in the last five years. The company is categorized under communication sector. The internet is a rapidly growing component and that many people are yet to interact with it. Many organizations are running for the new adverting means. The internet is associated with quality.
In addition, there are several firms that are being started; this is therefore indicating that competition is increasing with the increase in the number of firms offering the same services. Apart from quality and satisfaction, awareness should be carried out to increase the market. Target market should be made aware on the quality services that the company is offering so as to satisfy their needs.
Increasing cost of production due to increasing cost of living means that organizations should produce more so as to meet their cost of production. On the other hand, strategies should be made in order to increase sales to reduce stock. In this regard, organization should increase the area that they were initially serving. Advertising is the only alternative for this problem because it explores new markets which had not yet been reached.
Campaign theme
Advertising campaign basically is a program that is aimed at promoting a given product brand or an organization. It entails distribution of ads that are displayed for a specified period of time. An ad campaign is mostly meant for new products and services or the need to increase sales on the existing products and services. They are done by means of internet, newspaper, television and radio depending on the target market.
Before a go ahead to creating a new advertising campaign, it is wise to consider the theme of the campaign as customers will regularly come in contact with it. A good ad is that one which will attract full attention of consumer. It should be interesting to the consumer because it will be running for a period of time after it is launched. It comprise of specific colors, advertising text, slogans and specific designs. In this case green color will be picked to be matched with red and white text to make it appealing to the consumer.
The slogan will be “Intracom, your closest friend”. Advertising text will be comprised of questions and answers. Such as:
Need a communication?
Looking for a cheap internet provider?
Intracom is has an answer for you…..
Intracom Company is advertising on calling and internet rates offer which will last for five months, the ad is therefore expected to last all this period.
In most cases full ideas are brought about which can run over time as a campaign. Some of the most famous and successful campaigns have been running for decades. In this regard, before an idea is settled for a single ad, one must ask herself if it will be in a position to stand for years. It is equally important to ask oneself if it will stand the test of time.
There are some factors that ought to be considered before moving ahead in creating an ad, the color that is selected should be a favorite color. There are colors which symbolizes happiness while others sadness. In some cases, a given color say red is used to symbolize blood that might have been poured while in another case the same color is used to symbolize romance. It is therefore the role of a marketer to make an analysis of colors before picking.
The green color that has been picked literally symbolizes green pasture; color of vegetation is green. In accordance to Intracom, it means that there are plenty of good things in their store. According the analysis that was done before the color was picked indicated that there are few or no groups of individuals that use the color to symbolize something saddening.
Slogan “Intracom, your closest friend” shows its audience that it is not actually hostile. It further portrays a clear picture of the organization as friendly. There is no individual or group mentioned in the slogan, this means that the organization is universal and does not discriminate individuals or some specific groups.
Advertising text is short and is captured by the target audience no matters how hasty he/she was. The contrast of colors clearly states that everyone will like it whenever they come across. The red color is used to symbolize love as in romance.
The theme is expected to address the issue as required by Intracom Company. As described above, consumers are attracted by interesting things which come across them. The ad is expected to run across the stated period, consumers will read it severally until they are motivated to have a try. With time a good number of consumers will have tested it. The effectiveness of the services that are being advertised will also determine how consumers will react to them. Intracom Company will benefit greatly only if the offers that have been advertised meet the stated text.
Target audience
The campaign is aimed at meeting both those group of consumers that use their phones in making voice calls as well as those that use to surf. The ad clearly identifies internet users as well as those that make voice calls.
Internet users are favored by the offer as they will be able to talk more and pay less. This being one of the targeted groups, advertising campaign is a tool used to either advertise a company or products and services produced in the company. It is a coordination among a series of marketing tools to ensure that the target market get the intended information at the right time. The research is aimed at identifying a reasonable advertising campaign that can be employed to increase sales of products which is at this case is our product to be marketed at the targeted market. The research will outline on the type of media, which are to be employed to cover the targeted audience. The research will identify the market group that the road show is expected to cover.
The research has to identify on that advertising campaign that is highly involving. Risks attached to the advertising campaign are to be outlined and the corrective measures to counter them. A theoretical framework is developed to support the in analyzing the campaign. Afterwards the theory has been related to the advertisement and how it works in the modern world. The theoretical framework has been conceptualized into the current prevailing situations. Being a target advertising campaign, the company would rather employ ad theme campaign as it is quite costly and influential to the target market. In addition, it is economical only if the target market is clearly identified that has been cited already by the company.
Advertising campaign is a force that strongly persuades customers into buying the product. Ad theme being one of the persuade customers one on one to buy products. As there are other related products, which can be substituted with the one being advertised, it is the role marketers to take part in a strong persuasion so as to ensure that majority of customers, are aware that their product really exist and perfectly meet their needs.
Competition does exist and each competitor has an advertising agent. It is more efficient to interact with customers in that they will realize that they are being valued by the company. Employing online and media advertising will basically work because customers have some issues to air out concerning the products. Interacting also help to solve such issues and products will be produce to suit their needs.
It is quite true that companies advertise a brand as their assets and not their tangible assets. They convince customers that their brand is actually perfect than its competing brand. What drives a company to engage in advertisement is the fact that their brand is highly satisfactory to the customer.
Through advertising campaign a number of tasks would have been fulfilled. First, the main aim of advertising campaign is to make customers be aware that their brand exist and is perfectly satisfying than any other brand which might have been brought into the market.
Advertising campaign is a tool used by the company to the customer attributes and benefits that are harnessed from the used of their brand. This tool is considered to be emotional to the customer. Advertising campaign acts as a reminder by refreshing what had been done earlier in making them aware. Repetitive exercise will make it stick into the minds of the customer.
After a repetitive advertising, customers are urged to make frequent purchase because it will be a reminder to them. Because it is emotional a customer will get to consider the brand after the first purchase. It is rather important to continuously engage in advertisement so that it can permanently stick in their minds.
The second targeted group of audience is that group of audience that they are interested in making voice calls. Their prices have been slashed from the usual. Though the ad does not expose all the details that pertains the offer consumers will be made eager to know much concerning the offer by themselves.
Generally, the campaign is targeting the internet users. The main reason behind this is that the ad will be aired over the internet pages. Intracom therefore is relying on internet users to deliver information that they have received from the internet to their fellow colleagues who use mobile phones only to make calls and send massages.
Advertising campaign is a tool that companies and customers interact with one another. A company that is customer oriented should design on an advertising campaign, which is highly influential to the customer. The size of market to be reached also matters with the advertising campaign that ought to be selected. For example, a local brand should use local media and other local means to reach the targeted market same applies to the international market. It was in order for the company to have selected the use of ads as their choice in making its target market aware of their new product.
The type of advertising should be in a position to yield good results. The cost of advertising should be calculated in respect to what it yields thereafter. Ad advertising is cheaper to the company because only a target market is reached at their convenient time. In addition, the selected advertising campaign only reaches the selected market; the unwanted group is ignored.
Objectives
There arise number circumstances where a campaign is mainly meant to build the image of the organization and for existing products. There has been a limitation that it is only meant to increase sales.
Significantly, campaigns are majorly considered by organizations as a communication to its clients as a way of creating awareness of their new products. Moreover, positive attitudes are built in the long run only if the campaign itself is presented in a good manner. It is also achieve when the decision is made before the campaign is launched so that when the target audience are informed they get it working.
Consumers are motivated when such communications are made to them through the several means. Everyone is a potential buyer, when motivated to go ahead to act positively towards the advertising campaign. The key characteristic of an ad is that it should be in a position to motivate people of all classes at all times.
An ad in its bare understanding is to entertain internet users which in its sense are not actually its purpose. The ad that is yet to be launched has used text massages and attractive colors which not serve the purpose of entertainment. The use of slides may serve more of an entertainment that its core objectives because internet users will laugh and not being motivated towards the massage.
Strategies
When developing anything in business, it is important to consider employing strategies which will push the product forward hence achieving its objectives. The level of creativity is quite valuable because the more creative a marketer, then the more consumers are attracted to the ad because of its attractiveness.
During this ad campaign, three strategies made the ad to run successfully for its full specified period of time. In making an advertisement, consumers should be first considered. The ad is meant to benefit the organization by attracting the attention of the consumer, in order to enhance good publicity, personal selling, public relation and sales promotion creative strategies must be put in place.
Advertisers are categorized into three broad groups in regard to creative strategies. There are those that think weak thus termed weak strategies. In the early ages of business, this sort of strategy was still in place. In this strategy customers do not get anything from the product. The slogan, color and text sound quite obvious to the consumer.
Secondly, middle strength strategies which comprises of a state where a product is uniquely positioned being a strategy and brand imaging is done. In this case the product is actually being proved to have unique characteristic as compared to that of competitors. From an existing product, producers add a unique component to it. On the same note is brand imaging whereby a brand is personalized. In one of the instances, a celebrity is hired by the company to be the spokesman in the campaign. In this strategy consumers will be lured towards the product.
Lastly is strong strategy which takes the affective advertising as well as resonance advertising; in affective advertising, consumers are made to have a good feeling towards the advertised product. Although it is very difficult to achieve this, advertisers have employed humor and a honest in there way to make people have a good feeling. On the other hand, resonance advertising is a situation where an advertiser gets into customers and is identified with them in the advertisement.
Advertising has undergone a lot of changes with the use of social networks. With social networks, there has been a need for businesses to restructure their advertising and approaches. With social networks, advertising has been made easier. The role of social networks and platforms has made it simple and cheap to reach niche markets. It is common these days to get adverts which are meant for a particular group of individuals, thanks to niche advertising. With this, therefore, marketers are now positioning their competitive edge in how well they reach their clients online. With all these benefits, we can now be able to show our clients new products through online links and consequently contributing to integral part of search engines optimization strategy (SEO). The links will be of value to managing web traffic through social networking. Marketing with this social networking improves product advertising and awareness since the new service of bus service is not known, the employment of this strategy will help to boost the awareness of this service. In conclusion, the business is seen to be the greatest beneficiary of social networking and the different business functions that are seen to be gaining from this new wave of communication.
Bibliography
Boone, L. E., & Kurtz, D. L. (2010). Contemporary Business. John Wiley.
Bragg, S. M. (2009). Controllership: The Work of the Managerial Accountant. John Wiley and Sons.
