The Effectiveness of Tele Vision as an Advertisement Media among Women - Research Paper Example

Research Proposal A Study on the Effectiveness of Tele Vision as an Advertisement Media Among Women in the age Group of 20 to 40 with Special Reference to an Expensive Chocolate in the UK Introduction Advertisement is an indispensable part of marketing strategy of any firm in the modern competitive business world. Advertisement is being used not by business organizations but, service organization as well to promote their services. Originally, advertising was evolved to disseminate the product/service knowledge to the consumers and the public at large. But, over the years, because of growing competition and increased number of identical products in the market, it has become a necessity rather than a luxury. Today, no product enter the market before a formal and well planned product launching and advertisement campaign. Regardless of the media or method selected, the main aim of advertisement is to convince the target audience that they have a need for the product. Through advertisement, the suppliers/marketers are trying to create an image about the product with the help of linguistic and artistic elements. The present research paper looks on how an advertisement campaign for an expensive chocolate be planned and implemented effectively through television channels to reach its target audience. The target audience consists of women in the age group of 20 to 40. The paper takes a narrative approach for explaining the various aspects of advertisement campaign and its effectiveness to the business. Advertisement Campaign Planning Everything in business demands planning for effective implementation and controlling. In advertisement also, a well planned campaign can do a better job than one which is not. Advertisement Planning gives a detailed blue print of what and how it is done at various stages of campaign. The present campaign is planned to be conducted through television to reach the target audience comprising of women in the age group of 20 to 40. A popular channel such as entertainment or sports channel is suggested for selection. The Company The company is a chocolate manufacturing firm in the U.K. which has been in existence for some time in the market doing similar business. The new product is an addition to company's product lines, all of which have a sound customer support and brand equity. The new product which focuses on the customers, who are in the age group of 20 to 40, uses an innovative imported technology and it is going to capture the market in the next six months. The product and Brand name The product is an expensive chocolate, which has exceptional features than that available in the market. The company claims that the content of chocolate is highly recommended for the health of women in the age group of 20 to 40. The brand name decided for the product is Enclate. The brand name 'Enclate' is registered and trade mark for the same has already been sanctioned by the authority concerned. The word 'Enclate' is written using special letters, which the company developed in consultation with the advertisement agency. Objectives of Advertisement Campaign The objectives of advertisement campaign are inseparably connected with that of marketing strategy of the firm, which in turn is associated with the overall corporate strategy. To achieve and maintain the target market within the desired time frame, the firm has set the following specific objectives: 1. To disseminate knowledge about the company, its values etc to its customers and to the general public. 2. To convey about the brand, price, other promotions and distributions (Setting the advertising objective, p.2) 3. To create awareness about chocolates in general and Enclate in particular 4. To create a distinct brand image apart from other similar brands 5. To stimulate the customers to purchase the product Target Audience The company has already fixed the target audience for Enclate. Women in the age group of 20 to 40 constitute the target group for the product. Normally, this group does not take chocolates as a habit. But, the company wants the group to use this expensive chocolate on a regular basis and thereby increasing the market share. The company claims that 'Enclate' has contents that are best for the health of women in the said age group. Setting Advertisement Budget The advertisement budget deals with the finance part of campaign. It is more important in the sense that finance is rightly called the life blood of business. Therefore, utmost care must be given while spending for advertisement. The advertisement budget is more concerned with how the objectives of advertisement can be achieved with available fund. The cost of media, the remuneration to human resources in the advertisement segment and many other expenses are to be evaluated in terms of advertisement objectives and it effectiveness. The effectiveness of advertisement can be gauged on the basis of the feedback received from customers and the public. Many methods of budget preparation are in operation such as Percentage of Sales Method, what is affordable approach; Best Guess Approach (Setting the advertising budget, p.3). The present campaign is based upon the first method, i.e, Percentage of Sales Method. This method requires either the past sales data or forecasted sales data. The annual advertisement allocation is, therefore, determined as a percentage of sales proceeds. Media Selection This stage calls for an understanding of the relationship between the effectiveness of advertisement and media selected. Messages can be disseminated through various ways, but the most important point is how effective the media chosen is' For 'Enclate', no doubt, the selected media is television, which is more popular and appropriate for advertising product of this kind. It is also important to consider the media market reach while selecting the media. The market reach can be measured in two ways, namely the geographical scope and the channel served. (Media Market Reach, p. 6) The selection of channel is as much important as that of media. Cost of channel is not going to be a major constraint for the company since 'Enclate' is an expensive chocolate and it is targeting on matured consumers having their own source of income. The most popular channel like business or entertainment channel is selected for the campaign and advertisement is planned to be telecasted during the prime time of viewers. Popularity of Television in the UK Television has become a major and popular medium of communication and avenue for entertainment worldwide. Business community is increasingly using it as a tool for communication. Following table exhibits the growth and popularity of Television programs in the UK. Telecast of Advertisement Mostly, the advertisement is planned to be telecasted during the prime time. Between 7 and 11 o' clock in the night is mostly preferred as majority of women watch television during this time period. Brand Ambassador It has become a common practice in marketing that a celebrity is chosen for popularizing brands. The company can also think of using the popularity and image of a celebrity from film or sports to promote the sale of 'Enclate'. Advertisement Message This is also important as the very existence of company's image and product in the minds of consumers depends upon the type of message used for advertisement. The message is comprised of visuals, audio and /or text. The message must be simple, easily comprehensible and memorable. "Taste Enclate and feel the difference" or "Think Enclate and Be Healthy" can be used as advertisement caption. Managing responses and monitoring the Campaign To know the effectiveness of campaign program, the company can use feed back from the pubic and/or consumers by using a standard enquiry form. The response from consumers about Igma and the company is very valuable and can be used for further improving the campaign program. Conclusion The research paper on advertisement campaign for an expensive chocolate tried to review the campaign and its effectiveness to increase the sales. Since, no economic data are available for the quantitative analysis, descriptive analysis alone is made. Maximum effort has bee made to explain all the aspects of campaign and find ways to improve its reach. References Setting the advertising objective. Managing the advertising campaign: Principles of Marketing. Viewed 5 December, 2008, Setting the advertising budget. Managing the advertising campaign: Principles of Marketing. Viewed 5 December, 2008,< http://www.knowthis.com/tutorials/principles-of-marketing/managing-the-advertising-campaign/2.htm> Media Market Reach. Managing the advertising campaign: Principles of Marketing. Viewed 5 December, 2008, Managing responses and monitoring the campaign. Advertising: the basics. Practical Advice for Business. Viewed 5 December, 2008, http://www.businesslink.gov.uk/bdotg/action/detail'r.l1=1073861169&r.l3=1073902778&r.lc=en&r.t=RESOURCES&type=RESOURCES&itemId=1073790764&r.i=1073790763&r.l2=1073858811&r.s=m Planning an advertising campaign. Oxford shire. Viewed 5 December, 2008, http://www.communigate.co.uk/oxford/headingtonforum/page39.phtml Business Notes Advertising. Time U.S. Viewed 5 December, 2008, http://www.time.com/time/magazine/article/0,9171,960538,00.html Best Corporate advertisement/Campaign (2006). Medical Marketing and Media. Viewed 5 December, 2008, http://www.allbusiness.com/medicine-health/diseases-disorders-eye-blindness/10553616-1.html Mackay Adrian, John Wilmshurst (1999). The Fundamentals of Advertising. Butterworth-Heinemann. Page No. 78 &79. Growth of TV/Video/Movie Sector (2006-07) Nielson Online.com. Viewed 9 December, 2008, http://www.marketingcharts.com/wp/wp-content/uploads/2007/11/nielsen-online-uk-tv-video-movie-site-yoy-growth-sept-2006-2007.jpg Read More