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Advertising Strategy for Japanese Heating System

Need help identifying factors you should consider when selecting an advertising campaign strategy for the below areas: The product is a new heating system made in Japan and marketed in the U.S.

Media coverage:

Media timetable:

Budget:

Specific advertising message:

Sales promotion strategy to consumers:

Sales promotion strategy to trade channel members:

Technology used to market the product or service:

Solution Preview

In identifying factors to consider for selecting an advertising campaign strategy one needs to consider the following:

Media coverage: First of all the target customer must be identified. Since this is a new heating system I would assume the customer would be a new homeowner, a contractor, or a homeowner interested in remodeling. The demographics would need to be considered, as well as their buying behavior, and needs/desires. I would advertise the product through print, promotional videos, the Internet, and Direct mail. The campaign would need to be divided into consumer awareness and business connections. Contractors could be reached through industry magazines and periodicals and direct mail. Consumers could be reached through print advertisements in home improvement magazines, displays in retail hardware stores, demonstrations on YouTube, the company website, and some direct mail. Each of these channels should be evaluated based on financial ability and likelihood to reach target audience.

Media timetable: This needs to be determined based on availability of product and placement in retail locations. Advance media needs to be available to get the product slotted in retail stores- this could be done through the Internet and direct mail. Retailers are often reluctant to ...

Solution Summary

This detailed solution describes an advertising campaign strategy for a new heating system, made in Japan and marketed in United States. It includes media coverage, media timetable,
Budget, Specific advertising message, Sales promotion strategy to consumers, Sales promotion strategy to trade channel members, Technology used to market the product or service. It includes a link and examples.

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