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    Communicating the Advertising Message

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    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.


    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.

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    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 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.