Why Launch An Advertising Campaign

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Term Paper Title	Why Launch An Advertising Campaign
# of Words	1432
# of Pages (250 words per page double spaced)	5.73

Why Launch An Advertising Campaign

Why Launch An Advertising Campaign

To start off, when your company is just becoming established in the British
market, consumers will have no knowledge of your product, we must encourage or
persuade the consumer to buy your product. To make customers aware of the
product we must advertise. Large scale advertising mainly consists of
advertising on TV, Radio, newspapers and other large scale media. This ensures
that advertising reaches the largest amount of people in the shortest amount of
time. It is likely that the consumer will be more interested in the product if
they hear of on a national level such as TV or Radio. We must watch out for
other companies in Britain that sell a similar product or overseas companies
that sell in Britain so Pakanawa can analyse the British marketing strategy and
improve upon it. Market Segmentation is also another factor to take notice of.
Market segmentation helps to differentiate products for different age groups.
For most product, there are segments of the market that you need to specifically
advertise to. Fore example, different methods of advertising would be needed if
you were to advertise to parents than to the children. For a lot of products
their are a lot of age groups that you need to advertise for and these must be
taken into consideration. We must analyse the different market segments that are
applicable to Pakanawa and investigate how we can exploit these  different
market segments. An ad campaign is a very sensible idea because no-one will know
about our products without the use of advertising. This means that we must
concentrate on a good ad campaign so people will know about our products.
Approximate prices are shown below for large scale advertising:

TV                    Price agreed with company (500,000 + ) Radio
               (250,000 + ) Newspaper lineage ad     250 Newspaper
full page     700-900 Cinema booklets          650.00 per cinema Flyers
                  0.08 per flyer

As is shown above, advertising is very expensive when done on a large scale so
to justify any form of large scale advertising it must be proven to be effective.
At Pakanawa™ we must consider all angles of the media and come to a conclusion
about advertising.

What sort of advertising should you use?

By far the most far reaching of these strategies is Television advertising. A
large amount of people watch TV and this type of advertising will reach many
social groups. Although this type of advertising is very expensive and even more...

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