Creating an advertising campaign requires an understanding of the target market
ID: 372269 • Letter: C
Question
Creating an advertising campaign requires an understanding of the target market your campaign will try to reach. It is also important to consider how different media options can help your campaign meet its goals. Since resources are always limited, you will have to decide which media options should be prioritized and which are relatively less important.
Imagine that you are a media planner for a national food company that is launching a new line of meal packages called Dinner's Done. Each Dinner's Done package includes all the ingredients needed for a healthy, easy-to-prepare, homemade meal that serves a family of four.
The primary target market for Dinner's Done will be families with a size of close to four members, significant time constraints that make convenience a priority, and a strong interest in healthy foods, or at least healthier food than the fast-food alternatives.
Your assignment is to create a three-month, multi-media campaign that will deliver both high frequency and engagement with the target market for Dinner's Done. Although the campaign will include some combination of television advertising, online advertising, and print advertising, the company needs to prioritize one of these options.
In an essay:
1. Recommend an advertising medium (either television, online, or print) that you believe would be most effective and cost-efficient in reaching the target market for Dinner's Done. Explain the reasoning behind your choice.
2. Explain how you would use the medium you chose to help build awareness of and interest in Dinner's Done.
Explanation / Answer
Solution:-
Dinner'sDone is a food startup and its focus is on the following things:
(a) small nuclear families
(b) healthy food or atleast healthy food
(c) Multi media campaign
Although the campaign will include some combination of television advertising, online advertising, and print advertising, the company needs to prioritize one of these options."
The Print and online medium of advertising is the most feasible option for the food startup at this point. Television advertisement will not be feasible since it will involve huge cost and may not focus on the customers who would be interested in buying food from Dinner's Done. Pamphlets and print advertisement may be circulated through newspaper vendors or kisoks or malls where large young crowds generally visit. Online should also be used as the target consumer base would be more tech savvy and be online for more hours than the people who believe in traditional form of dining or self cooking at home.
Mix Strategy of Print and Online should be able to harner the attention of the target segment and will be the most effective and cost efficient. Benefits of online advertising like far reaching, Viral, non intrusive, will help in building up the brand. Further the outcome of the strategy can be known on a real time basis, which will enable the management of Dinner's Done to modify it ifneeded. Print advertising should be limited to only printing of pamphets which do not cost a bomb and holds attention of the customers to some extent. This mix of online and print should be used.
Onlne advertising would be the most effective and cost efficient of all the advertising medium in reaching the target market for dinner's done . Online advertising would be cost efficient because it is the cheapest mode of advertising which involves very low investment in building a suitable website and conducting online promotion programs using social media platforms , online messages etc. This is also a highly effective method because it can reach a very wide audience and the number of internet and mobile users are growing . Online advertisemt campaigns aimed at the right target audience can thus help to achieve the desired results.
The online medium can be used to place banner ads on particular websites which is frequented by families . Such websites inlcude websites used for online show booking , amusement parks , gifts websites etc. When families visit such websites for making an online purchase , they would notice the ads and may make more enquires and place an order. Other online promotional methods include sending messages to the targeted audience on mobile devices , e-mail , online promotional videos etc.
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