Discuss and explain a-)Assume that you are advising a regional snack-food manufa

Question

Discuss and explain

a-)Assume that you are advising a regional snack-food manufacturer whose brands have a low share of voice. Which pattern of continuity would you recommended for such an advertiser? Would you place your ads in television program that is also sponsored by competing national brands such as Pringles or Doritos? Why or why not?

b- Does sex sell in advertising ? Explain

c- Is social anxiety advertising generally effective? Explain

d-why is data quality becoming an increasingly important iissue in real world media planning?

e-media plans should of course take a proactive stance with respect to customers.Explain how geo-targeting can be used in making a media plan more proactive with respect to customers.

Explanation / Answer

a. Advertisements are a platform which are used to generate publicity and awareness regarding a particular product, service or you can say activity. In this case, where a regional snack-food manufacturer have a low publicity or awareness wants to advertise their products. Before we decide on th medium in which we can advertise the product, it is very important to understand the infrastructure that the regional snack food manufacturer has. Without knowing that, if we advertise it to full extent across locations and later it is discovered that the service cannot be provided to those locations then it would create a negative impact on the brand's value. Now, assuming that the regional snack food manufacturer has presence in their respective region, I would suggest a print media advertisements where ads are floated in local newspapers and magazines.

At this point of time, to place ads on television program which is also sponsored by competing national brands would not be a better idea. This judgement is made under the assumption that the said regional snack food manufacturer is not equipped enough to serve to a larger audience. Vice versa, if the said manufacturer has the capability and competency to serve a larger audience and is willing to invest in growing their business several other regions as well, then they should go for advertisements in TV programs. By doing this, they will gain mileage in their own region at the first point and locals would prefer a regional product rather than a common brand and moreover, the manufacturer will gain popularity in other regions as well.

b. Advertisement is a medium to increase awareness and thereby increase the sales of the product. If we consider that sex is inducted in advertisements to gain popularity and interest amongst audience, they would be right to some extent as they would attract interest from the youth and adults. But, personally, I feel that advertisements should not be portrayed in a way which is not advisable to be seen by children. It is observed that advertisements catch eye of children majorly as they are the ones who get influenced by most of the ads consiting of toys, cartoons, chocolates etc. By including vulgarity into the advertisements, it would not serve the purpose and moreover it would be unsocial. I am making this statement based on the assumption that sex in the ads would be shown in a vulgar way. If sex is shown in a divine way and does not offend the culture of the society then it would sell.

c. Social anxiety advertising is very effective, especially to an audience who are sensitive. But there si a risk of backfiring if the advertisements are not shown with the right message and in the right manner. This is because, most of the audience would react to the wrong things more quickly rather than appreciating the right thing. Therefore, social anxiety advertising if done in the right manner would definitely attract audience and would also be succesful.

d. In today's world which is technologically driven, data has become an integral part of any operation whether is be sales, finance, marketing and so on. Everybody across all functions depend on data and they assess and make decisions based on the quality of data. If the quality of data is not up to the mark then there would be lot of flak and criticism that might occur. In the case of media planning which involves very sensitive matters like showcasing certain products to a certain audience, then they shoudl take complete care of the minutest details that they are going to show in their advertisements or publications. Since media is a medium which reaches to almost all the population across, they should be more careful about the content that they are going to portray or publish. Therefore, data quality has become increasingly important for media planning.

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