Marketing and Media Strategy the Term Paper

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as, many of these ads will often have the picture of: the fragrance with a celebrity or model. While at the same time, they will have a sample that can be opened and smelled. This is important, because these two different tactics can create positive perceptions about the product in the minds of consumers.

You can then use newspapers and television advertising, to continue exposing the individual to the product itself. Where, the different forms of mediums will give them constant positive images of the merchandise and what it is about. This would be augmented with: an effective internet and radio campaign. Once this occurs, it will help to expose the core target audience to: the benefits of the product and how good it will make them feel. This is the point that you can create some kind change in the way consumers are: perceiving the product and the emotions they have about it. ("Advertising Media Planning: A Primer")

Strategy and Media Objective

The basic strategy that will be utilized is to expose the customer to merchandise through several different forms of media. This means, that there will be a heavy advertising blitz that will occur in: the weeks before and after the implementation of the new campaign. This will take place in the form of: magazine, newspaper and television advertisements. We will then expand to the internet with: the use of various videos and through have an effective pay per click campaign.

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This will target consumers who are typing in: the name of the product or similar items. At the same time, there will be a series of radio spots that would run during prime time hours. These different factors will help to increase brand awareness and support. The tradeoffs between reach and frequency, is that we are increasing our reach along with the number of mediums that are being utilized (to expose the audience to the product). However, we could also over promote the fragrance leading to an inevitable backlash. The kinds of media and research companies that will be needed are: those organizations that know how to blend offline and online mediums together. This will ensure that the fragrance receives the most appropriate amount of exposure, helping to create a new market for the company. ("Advertising Media Planning: A Primer")

Cleary, the most effective way for Smell Great to conduct an effective advertising campaign is to: identify their target audience, effectively use the various forms of the media in conjunction with each other and do not overexpose customers to the product. If these different elements can be taken into account, it will help the company be able to rebrand the product. This will have a positive impact upon their overall bottom line, as sales will increase dramatically......

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