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Promotion: Advertising

Promotion: Advertising
For your new product design TWO advertisement ideas which serve two different purposes.
1. Mission
The primary objective of the first advertisement is to inform your target customers of your new product and to arouse their interest.
The second advertisement should compare your product with its major competitor(s) and to convince the customers that your product is better or the best.
2. Media
For these advertisements you need to select some media/contact points from the following list. Please base your choice on empirical evidence. Make sure these media are available and can reach your target segment.
Airplane Car Wash Flea Market Military Base Roadside Stand Video
Airport Casino Gallery Motel School Waiting Room
Amusement Park Catalog Game Motel Room Ski Hill Wall
Audiotape CD Gas Station Museum Sports Event Window
Auto Dealership Circus Golf Course Newspaper Stadium Yard
Auto Repair Shop Clock Grocery Store Newspaper Stand Store Yellow Pages
Auditorium Clothing Health Club Nursing Home Street Corner Zoo
Balloon Computer Home Shopping Office Swimming Pool Video
Bar Conference Hospital Package Taxi Waiting Room
Bathroom Convention Hotel Parade Telephone Wall
Beach Coupon Hotel Room Park Television Window
Bike Path Daycare Center Internet Search Phone Booth Theater
Billboard Dentist’s Office Internet Site Playground Toll Booth
Boat Doctor’s Office Jogging Path Program Trade Show
Bowling Alley Drug Store Kiosk Race Car Train
Bus Elevator Laundromat Radio Train Station
Bus Shelter Entrance License Plate Resort Travel Agency
Calendar Exit Magazine Restaurant Truck
Car Fair Mail Retirement Community Truck Stop
Car Rental Agency Fax Machine Magazine Road Video Arcade
3. Message
For EACH of these two advertisements, pick ONE of the contact points you pick in item 2 and design an advertisement for your new product. Circle the appeals that you think might work for your new product idea. If you can’t find one that you think would work, add others to the bottom of the list. Make notes about how you might use the appeals.
Action Curiosity Fear Music Sex
Adventure Dependability Glamour Physical Well-Being Sympathy
Ambition Durability Guilt Religion Testimonial
Approval of Others Earth Happiness Reasons Why Taste or Hunger
Art Easy High Technology Reputation Unusual
Attractiveness to Others Economy Home Rest Value
Avoidance of Pain Efficiency Homemade Romance Warm
Beauty Entertainment Hope Sadness Warranty
Bravery Excitement Humor Safety
Celebrity Exclusivity Improved Security Well-Being of Loved Ones
Classic Exotic Lifestyle Self-Improvement
Cleanliness Family Money Slice of Life
Cold Fast Natural Slogan and Jingle
Compare with Competition Fresh New Social Status
Comfort Fun Now Sophisticated
Customer Service Going Along With the Crowd Patriotism Success
Demonstration Guarantee Peace Superiority over Others
Others idea(s):
Note: If you choose to design static advertisement, e.g. billboard or magazine, you should use some software, e.g., MS Office Publisher, to demonstrate your design. If you choose to design dynamic/interactive advertisement, e.g., a TV commercial, describe your idea in detail. You do NOT need to produce it. Just make sure it will not last too long.
Part 2: Promotion: Public Relations – Cooperate Sponsorship
For you new product you need to come up with a PR campaign. The primary mission of this campaign is to increase brand awareness of your new product. In your target country, pick several events/activities/organizations/people and offer them financial support in return for public exposure to your target segment(s). Discuss why you select them.
Part 3: Distribution
1: Select several local retailers in the target country to sell your new product. They could be large chain stores and/or small local stand-alone stores. Discuss why you choose these retailers. Particularly you need to discuss how these retailers can support the other three Ps of your marketing mix (Product, Price, and Promotion).
2: Design a website for your new product. You only need to describe its major functions in detail and discuss how this website supports the other three Ps of your marketing mix (Product, Price, and Promotion). You may want to check your competitors’ websites first.

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