This final paper deals with an advertising campaign for a brand new contact lens. This final report will outline the framework from the syllabus.This document will first define the product specifications and give its main function and then we will discuss about the brand name selection and justification about the choice of the brand and the logo.
In a second section dedicated to the audience, this report will focus on the way of reaching the determined target according to current trends and process of selection called drivers. In the third part we will use those drivers in order to conduct to the establishment of an advertising message in a way of persuading our audience to buy Vision Plus contact lenses.
This report will also describe how the message will be spread and can be communicated to the audience and will analyze which media is the most effective for this new advertising campaign. Finally before concluding with a template of the final advertising campaign, the documents will focus on regulatory issues and trade associations where this product is operating under.
[...] What problem or opportunity does it solve? 3 c. What is its name / brand? Reaching your audience 5 a. Who is your target audience? 5 b. What drivers will they respond to? Delivering the message 8 a. What Integrated Marketing Communications mix will you select? 8 b. What specific media will you use? [...]
[...] Moreover it has the complete advantage of being invisible and guaranteed absolutely comfortable during 6 days of nonstop wearing. Even in extremes conditions such as wind, dust, humidity, and Vision Plus contact lenses maintain a quality of vision because of an excellent moisturizing and oxygenating technology Delivering the message What Integrated Marketing Communications mix will you select? This new product is dedicated to the United States market, Vision Plus offers a medical product, and it is a market where consumers need to be completely convinced of what they are buying. [...]
[...] However it is really important in order to avoid medical risks to be aware about how to use contact lenses. This problem is usually cared by ophthalmologist who needs to establish a diagnostic of ability to wear lenses. This medical process could be expansive. According to my personal experience, positioning and removing a lens is a challenge the first attempt. A customer who wants to have lenses and avoid glasses has to get used to the process of wearing lenses. [...]
[...] In a third part we will use those drivers in order to conduct to the establishment of an advertising message in a way of persuading our audience to buy Vision Plus contact lenses. This report will also described how the message will be spread and communicated to the audience and will analyze which media is the most effective for this new advertising campaign. Finally before concluding with a template of the final advertising campaign, the documents will focus on regulatory issues and trade associations where this product is operating under. SUMMARY 1. Define your product: A new contact lens 3 a. What is its function? 3 b. [...]
[...] Contact Lens Care. Consulté le sur US Food and Drugs Administration: http://www.fda.gov/downloads/ForConsumers/ByAudience/ForWomen/FreePublicatio ns/UCM185056.pdf FDA Organization. ( 20). Consulté le sur U.S. Food and Drug Administration: http://www.fda.gov/AboutFDA/CentersOffices/default.htm Good, R. (2007, May 25). Online Video Marketing: Ten Ways You Can Use YouTube To Promote Your Online Content. Consulté le October sur MasterNewMedia.org: http://www.masternewmedia.org/online_marketing/youtube- promote-content-viral-marketing/youtube-video-marketing-10-ways- 20070503.htm Rimbey, J. (2010, October 21). Facebook Fan Page Outreach: Power of Cross Promotion. Consulté le October sur Tcapushnpull.com: http://www.tcapushnpull.com/how-to-wom/facebook-fan-page-outreach-power-of- cross-promotion/ Ward, S. [...]
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