Purchase Solution

Communicating the Advertising Message

Not what you're looking for?

Ask Custom Question

Marketers are innovative when it comes to product positioning. They have to be. Analyzing and selecting a positioning strategy can mean the difference between success and failure for a new or existing product.

Product endorsers have been an integral part of marketing for centuries. Popular music has become a major part of ad campaigns. Song selection coupled with a product endorser for a multiplatform campaign is a way to differentiate from other brands. Two recent examples include the following:

A popular brand of body wash upped the ante by using Pussycat Doll, Nicole Scherzinger, as the endorser who also sang a 'Brazilian-inspired reinterpretation' of Duran Duran's Rio.

Then, there is a shampoo company that launched a global brand campaign that features mega star Madonna and is the first of its kind using an artist of such stature to launch a global brand.

Required:

Create a new consumer product.
Define your target market.
Select a song and an endorser for your campaign, and explain the rationale behind your choices.
Discuss your competition and how you are both poised to compete and differentiate.

Purchase this Solution
Solution Summary

The solution offers an example of a new product, which is marketed on a television ad. The description explains why the particular song and celebrity chosen are appropriate for the particular product.

Solution Preview

The new product is an all natural and organic facial moisturizer that relies solely on an optimum combination of essential oils. It is promoted as a product that can be used by persons young and old, with all skin types. The product contains some oils with anti-inflammatory and antibiotic properties, so it is promoted as a product for those with acne and other inflammatory skin conditions.

The target market consists of women ages 45-60, who can benefit from anti-aging properties and the additional moisture. Many in this group also suffer from skin conditions such as rosacea, due to hormonal changes and subsequent inflammation. The 25-44 female segment are increasingly interested in organic products that are also environmentally friendly. Knowing that products are formulated from the oils of plants that are sustainable helps them gain confidence in using the product as an everyday or occasional moisturizer and a solution for conditions such as nail fungus. The adolescent segment ...

Solution provided by:
Beatrice Martino, MEd
Education
  • MEd, Jones International University
  • BSc, DeVry University
  • MPH, Walden University
Recent Feedback
  • "Thank you so much!"
  • "Great work"
  • "thanks for the information"
  • "Thanks for the information"
  • "Excellent Work, very well-written, clear and concise."
Purchase this Solution
Free BrainMass Quizzes
Six Sigma for Process Improvement

A high level understanding of Six Sigma and what it is all about. This just gives you a glimpse of Six Sigma which entails more in-depth knowledge of processes and techniques.

Understanding the Accounting Equation

These 10 questions help a new student of accounting to understand the basic premise of accounting and how it is applied to the business world.

Situational Leadership

This quiz will help you better understand Situational Leadership and its theories.

Paradigms and Frameworks of Management Research

This quiz evaluates your understanding of the paradigm-based and epistimological frameworks of research. It is intended for advanced students.

Basics of corporate finance

These questions will test you on your knowledge of finance.

View More Free Quizzes
Related BrainMass Solutions

  • Advertising and Integrated Marketing Communications

    How does a marketer determine the optimal mix of the Integrated Marketing Communications tools? Can you please provide examples of some differences between advertising and message strategies?

  • Communication of Bias in Today's Media

    However, we continually see the media today communicating a message of bias when it comes to gender in advertising. The majority of gender specific advertising we see in the United States is often conducted with product placements.

  • Developing an Advertising Campaign: five important steps

    The selected media vehicle should be capable of communicating the message properly to the target audience. Media vehicles include magazines, television, radio, newspaper, etc.

  • Marketing Promotion Strategies

    Complete a message strategy and decide what general message you will be communicating to the target market (high end consumers) across all promotional tools. Message Strategy is the first step in creating an effective advertising message.

  • Advertising Pre-Testing

    Pretesting is done prior to putting the ad into media and after it is printed or broadcast, this helps the marketer to determine if the advertisement is communicating its message effectively (Kotler & Keller, 2012).

  • Advertising Plan

    MEDIA Selecting the proper media vehicle For communicating the message goes a long way in the success of any kind of advertising. Each media vehicle has its positive and negative points, with a different reach and impact.

  • Effective Advertising Planning and Implementation for Coca Cola

    o In what advertising media have you seen this product? o What changes would you make in the product positioning and the advertising message? o How was this advertising message created?

  • Social Media Tools

    The advantages of using social media for communicating with customers is that the cost of communicating is very low when compared to search engine advertising. When a business is seeking to buy space then social media is the right place.

  • Video Case Study - AFLAC

    How did the advertising media that AFLAC marketers selected for communicating with consumers affect the success of the campaign?

  • Overcoming Barriers to Communication in Healthcare

    Managers can overcome this barrier by first ensuring that they are calm before they begin presenting the message, and have focused upon the pertinent factual details of the message in the presentation of this message.

View More Related Solutions