Advantages Of Advertising On Television Marketing Essay

Advantages Of Advertising On Television market EssayFloomajuice get out be marketed in Scotland as Scottish hoi polloi spend a lot on juices. As Floomajuice being very tasty and is to a fault nutritious, has less calories as its not made from concentrate. Floomajuice range of crapulences also helps people in controlling cholesterol and reduces the risk of stomachcer. Our harvest-tide is aimed to reach all age group targeted sense of hearings, primarily heightening on the health and try certified people of Scotland.CirculationFloomajuice willing be distributed at all local stores and supermarkets doneout Scotland, this will help our company to have go bad sales of our product.Marketing and Strategic AlliancesFloomajuice will not leave any stone unturned in the effect of reaching the targeted audience. We will promote the product using strategical combination of electronic media, print media and outdoor media. we will use television commercials over the news, health and e ntertainment channels. We will place ads in magazines i.e. Good brook Keeping, Sky Magazine, Sky Sports, BBC Top Gear, Readers Digest and Mens Health and news papers c be Sun, Metro, withstander etc.. we will also put ads in Sunday particular(prenominal) edition news papers which will help us to reach large number of audiences.We will use social media like Tweeter, Face support for promoting our Floomajuice product. We will use outdoor ad like billboards, which will have the attending of the audience. We will also put promotional outlets near major supermarkets and volunteer free sampling of the Floomajuice products.2A.An chief(prenominal) step to promote marketing and sales of Floomajuice range of products is to select appropriate media..Below atomic number 18 the benefits and draw back ups of using various media for advertize Floomajuice as follows in the altogetherspapersNewspapers are the most traditional ways of promoting business and ken among the targeted audien ce.The advantages of Newspapers areNewspapers allow us to reach large number of people as everyone likes to read newspaper.We will have the flexibility in deciding the size of placing the ad in the newspaper.We will have the advantage of telling the customers just roughly our product by using large space in the newspaper.Quick turn-around helps our ad reflect the changing market conditions. We can decide to run our ad like a shot can be in customers hands in a day or two.Exposure to our ad is not limited. Customers can go back to infer our ad again and again if they want to.DisadvantagesPublishing ad space can be expensive depending on the day we decide to publish.Our ad has to postulate against the clutter of other competitors of advertising.Poor photo reproduction can limit the creativity of our ad in the newspaper.Newspapers are highly visible strength and our competitors can quickly react and publish a better ad in order to compete with our adMagazinesMagazines are more f ocusinged, more expensive and are alternative to newspaper advertising. This medium of advertising helps our company to reach highly targeted audiences.Advantages of using magazines as medium of advertising areIt allows our company to have better targeting of audience as we have the option to choose magazine publications that cater our specific audience.High reader involvement in magazines which means that more attention is given for our advertisement.Publishing ad in magazine provides better quality of paper, better reproduction and full color ads. Which will help our company to greet that there is a better product out in the market for audiences.DisadvantagesWe need to plan weeks in advance to publish the ad in magazines as they are more agonistic and most often booked in months advance.Publishing ad in magazine has limited flexibility in price of placement and format.Buying space in magazine to place ad is higher compared to placing ad in newspaper. wirelessAdvertising in rad io receivercommunication is an customary medium enjoyed by people at one time or another during the day. It might me at work, home or even while travelling in bus or car.Advantages of using radio as medium of advertisingAdvertising in radio helps us to promote our product to everyone in Scotland.People tend to respond to the ad as the medium has sounds and voices.Advertising in radio is relatively cheaper.Radios have less inflation than those of other media.DisadvantagesAs radio listeners are spread over many stations, we have to advertise simultaneously on radio several channels to reach our targeted audiences.Listeners cannot go back and listen to the ad once they miss in that particular time when the ad is aired.Radio is a background medium and most listeners listen to radio while they are doing some or the other work, which means that our ad has to go on air more number of times in a day.TelevisionAdvertising on television gives us the opportunity to reach large number of peo ple through out the nation in a short period of timeAdvantages of advertising on televisionAdvertising on television helps to promote our Floomajuice more efficiently as it is based on image and visual medium and offers the ability to convey our message with sight, sound and motion.Television channels like Channel4, e4+1, ITV etc are watched by most of the audience. Hence advertising on these channels will promote Floomajuice.DisadvantagesAdvertising about our product on television is short and may require to place the ad threefold times in the desired channels.Advertising on television channels is concentrated in local broadcasts channels and station breaks which people might brush off them.Advertising in Commercial breaks are often sold out far in advance.Advertising on television is the most expensive medium in terms of airtime, creative and production of the adSocial Media AdvertisingWeb has revolutionized the way we communicate over the last two decades and now with the proli feration of social media, it has revolutionized the way we socialize with others. Sharing videos, photos, opinions and sometimes advertising what they love. Since all this interaction takes place through the networking site and we know a lot of information about the user, there is a huge potential for us to customize and promote Floomajuice product line.AdvantagesLots of people spend a lot of time on social media, and this provides for a great way to buildrelationships with our clients and personalize our promotional efforts.If targeted at the right audience with the right promotion, it can have cascading effect if customers office our ad/offer with others.We can generate awareness about our product indirectly through our own social media profile andencouraging users to add/like us.It is relatively cheap and highly personalizable to advertise on social media.DisadvantagesSome social network users dont pay too much attention to advertising and perhaps be turned off in anegative wayF or small businesses, it may be difficult to leverage social media to create awareness about theirproducts as it is hard to gain the initial momentumIt is important to portray a humane side of the company by creating awareness and enlighten theimportance of juices, rather than directly trying to sell a particular productBanner AdvertisingBanner advertising is the oldest form of online advertisement. Some forms of streamer advertisementsinclude vertical ads and top level criterions. Sometimes it can also include popups and so on. Costs forbanner advertising can be move based or based on banner location on the website and also varies withnumber of visitors to the website.AdvantagesA lot of advertising agencies are offering competitive pricing for Banner advertising which resultedin a downward pressure on costs making this medium cheap and effective.Proper location and well-designed banner ads on prominent websites can result in high traffic ratesto our product.Effectiveness of thes e ads can easily be measure and fine-tuned on a regular basis as all the information about which banner ad was clicked and which website was the ad on are easily available.We can also focus our banner ads on websites most frequented by our targeted customers resulting inbetter ROI.DisadvantagesIll placed or too flashy banner ads are sometimes seen as annoyance and can create negativeimpression on the brand.If banner ads are placed in popups or new windows, there is a likelihood that ad blockers maycompletely block themDue to over-saturation of ads and poor designs of banner ads, the convert rates are very low even ifclick through rates are high.3A.Target MarketPrimaryADULTS surrounded by 25 to 50 years old age Professionals and parentsBecoming more concern about their heathPreferred organic juicesChosen rich nutrition than better tasteConcern about price and qualitySecondaryYOUTH Between 14 to 25 years old age.Likes to drink cool stuffPreference depended on fashionDrink for styleP urchase cheep drinkEasily influence by TV, magazine and online advertisementStrategy packagingStart brand and product awareness program by using TV, radio commercials, news paper, magazine and web promotional ads in Scotland beginning of May 2013 to the end of November 2013ProductProduct range from 200ml,500ml, 1 liter and 3.5 liter scatteringWe will be using supermarkets and retail stores as our distribution channels.Promotional StrategyPromotionFree Floomajuice offer in major supermarkets in Glasgow, Edinburg, Sterling, Dundee, Perth, Aberdeen and selected stores on June 2013. Free Floomajuice t-shirts will be distributed if customers purchase the product in selected stores. This promotion is only happens on June 2013.Public relationPublicized the heath facts of natural harvest-tide juice. Associate these facts with Floomajuice to create its image as heath and relate to longer life. Consumer health stories related to Floomajuice might be a good idea to dress down interest in oth ers. EX Consumer reduces cholesterol by drinking Natural pure Juice.New interactive web site and discussion board will be designed.Advertising Goal To highlight the health fact of Natural Floomajuice.Persuade Drink Floomajuice continuously to derive benefits of natural goodness.Remind Make consumers deem and get used to the Floomajuice product.Floomajuice will produce Natural juice at a more reasonable price than other artificial juice products. abase budget customer cannot purchase natural juice because of the high price strategy. There is no company in the market at the moment that competes with Floomajuice products which are natural and free from artificial chrematistics. Our aim is to make customers switch over to Floomajuice and attract new market as well.Reasonable pricing will miscellany the market share on Floomajuice. Floomajuice will take over major part of the market share.Floomajuice will offer combination of the scoop up quality and the best service.Price strategy i s based on customer value.AdvertisingFloomajuice will be the first pure natural fruit juice going to be bring outd in Scotland. Most of the consumers dont know about how it tastes and what are the health effects of this juice are.Sales PromotionIn store sampling program sample distribution price strategyPublic RelationStories about Floomajuice New health benefits and research findingsDevelopment of new Floomajuice website will include discussion board and interactive futures.Direct MarketingTelevision, Radio, newspapers and magazines will be use to advertise Floomajuice inScotland. Heath benefit of the drinking Floomajuice will be the main focus of the advertisement.Feedback from customersConducting focus group to analyze the Floomajuice for future product development.4A.Market and External environmental factorsPeople in Scotland spend more on fruits and vegetables, this tells us that people are more health conscious. so our product can derive benefit for this in Scottish market. Social and cultural factorsScotland has a multicultural society so it has different types of consumer with respect totheir religion and eating habits. But these days consumers are more conscious about their health. This is because of education and awareness everywhere. Consumers demands for foods, fruits and juices which are more nourishing and provide health benefits. The people belong to different category of classes i.e. upper class, middle class and low class but everyone is sensible about his or her health. So consumer may belong to any of the abovementioned classes, his maximum expenditure is on fruits and vegetables.Technical FactorsTechnology is changing day by day. Due to packaging in technology healthy and nutritive juice can be extracted from different fruits. Attractive packing and labeling also plays a vital role in product promotion, the technology for which is easily available.Legal FactorsPolitical forces are more concerned about the peoples health. It has passed a Food and Drugs act under which it has clearly be it terms and conditions which are more focused on health and nutrition. But now government has been changed recently. It may make some changes in the Act, but the changes will definitely be in favor of consumers health.Needs of different target segments are as followsHealthConsumers have become increasingly health conscious creating a demand for healthier products. They are aware of the fact that soft drinks do not provide essential nutrients, this causes them to choose fruit juice or water as beverage alternatives.ConvenienceCustomers demand proper packaging for separate activities. They address this situation by creating the same products in different packaging. For example, some juices are sold in larger bottles for home and also lunch size boxes.TasteTaste is essential for all consumers as it is among one of the important reasons why they purchase the product.Age AppropriateYouth is one of the major segments for beverage consumpt ion in Scotland. Adults would also be our major target audience as they are very health conscious and with all the benefits that Floomajuice has in it and sure would be a successful product in Scotland.SWOT analysisStrengthsFloomajuice range of products are made of fresh fruit juice and not for concentrate.Floomajuice is high on minerals and energetic.Floomajuice is priced reasonable and has attractive packaging.Our product is health conscious and anti-oxidant.WeaknessesNew brand product in market.Not easy for customers to switch from their regular brand of juice.OpportunitiesFloomajuice brand can become major competitor in the market.ThreatsCompetitors would introduce same kind of products in to market.MARKETING STRATEGIESHEALTY CONSCIOUS Between 14 to 60 years old age Health professionals and people who are conscious or want to improve their health.Find solution for health problemHeart, cancer, hardening of the arteries and related diseasesInfluence by the fact and scientific res earch fate to live longerDont care about priceConcern quality mineralsBrand image is important5A.Marketing Implementation ScheduleMediaMay2013June2013July2013Aug2013 family line2013Oct2013PaperXXXXXXTVXXXXXXRadioXXXXWebXXXXXXFree SamplingXPromotion Timing ChartMediaRateNumberTotal CostMayJunJulAugSepOctNews Paper and Magazine adsMetro News PaperXXXXXXSun News PaperXXXXXXGuardian News PaperXXXXXXWeightwatchers MagazineXXXWomens HealthXXXBBC Good FoodXXXMens HealthXXXSlimming WorldMagazineXXXTVcommercialsHeathprogramsXXXNewsXXXRadioCapital FM ScotlandXXXXXXAbsolute RadioXXXXXXSooth Radio UKXXXXXXBillboardsSubwayXXXXXXShopping MallsXXX mountain StationsXXXFreeSamplingSainsbury SupermarketsXMorrison SupermarketsXASDA SupermarketsXWebMSNXXXXXXGoogleXXXXXXFace bookXXXXXXTweeterXXXXXX