Toyota Promotion Campaign Analysis - Case Study Example

Introduction To Marketing And Advertising Media recommended for a Toyota Prius Promotion Campaign The Toyota Company is looking forward to launching a new brand of its Toyota Prius. As most would agree, the Toyota Prius is a very reliable vehicle that will move mostly anywhere. This new model seeks to explore new features such as larger interior space as well as heft. The particular car has proven to be an environment friendly model that delivers a remarkably outstanding performance. In order for this brand to achieve its aimed objectives, great advertising campaigns must be under deployment with the right media. This media should be able to meet the target audience, which is quite large, and meet its set budget. The most effective way would be to use a social media campaign. The most appropriate media for this campaign would be television. An effective social media has to reach its targeted audience. The campaign needs focus. The appropriate content should be under display. For example, pictures of the new model, the features it embodies, and its superiority to other models. This makes television ideal since both visual and audio media emphasize these aspects of this new model (Jacobs, 2006 p.98). A good advertising campaign has an effective reach and effective frequency. The television has the highest percentage of expenditures on advertising. In our case, it is most effective since most of our target audience watches television. It is thus effective in covering large mass audience. The campaign should be believable. In that, the consumers do not have sufficient evidence that the Toyota Prius is what the company claims but if put right it may appear to be the ideal or dream car. The television comes in handy since it has very great impact and is the greatest at sense stimulation. The aim is to inform existing and new customers of this new Toyota brand. The campaign wishes to produce a buzz around the new product and get the target audience to get to buying it. The television applies in this theory on that it offers immediate message delivery plus high message frequency. In that, the same message can be under repetition several times a day at strategic times to catch the customer’s eyes. (Yeshin, 2006 p. 201). Appropriate advertisement campaign for a small local restaurant re-opening Use of several channels of marketing is an ideal advertising strategy. If several channels obtain usage to deliver a certain message then a greater impact of the message occurs. It also ensures that the target audience receives the message in high numbers. Massive exposures and expensive advertisements do not always yield high profit returns, thus small businesses should focus on low-cut budget advertising plans. The local restaurant should maximize on referrals. The restaurant was giving services before therefore it has several satisfied customers. Experience is the best teacher. Therefore, a customer telling people of his satisfaction from the restaurant’s services is more appealing than fancy campaigns. Thus, the restaurant staff should strive to obtain customer referrals (Wright, 2000 p.78). . Obtaining the appropriate target audience is fundamental. The restaurant wishes to capture the youth. It should therefore employ tactics that its target audience will identify and still be affordable to them. Many youth love giveaways and offers. Thus, the restaurant can have offers on their menu that appeal to the youth and pull them in large numbers. For example setting a day where one gets two burgers for the price of one (Jacobs, 2006 p. 198). Youth love fun. The restaurant can expound on this by creating events that attract the youth to their restaurant. They can stage karaoke for the youth to come in large numbers to sing or even encourage bands to play there or dancing competitions. This will be effective since many fun loving youth will turn up and thus the restaurant will achieve its objective. The youth love parties. They also want to be seen hanging out in good places. Thus, the restaurant can explore this characteristic. They can celebrate the re-opening of the restaurant in style. They can decorate the restaurant appropriately and invite as many people as they can. A good re-opening party will spread word around that an amazing restaurant is around and will get many people flocking the area (Yeshin, 2006 p. 129).. A good way for the restaurant to create awareness of its re-opening will be to obtain mentioning. The youth will mostly be on facebook, YouTube or twitter. The restaurant can maximize on this and put up appealing advertisements on this social media. It can create pictures and videos that can be shared and attract the attention of the youth to them. They thus have to be quite creative in coming up with this promotion advertisement since a boring advertisement will not create the hype required. Promotion and advertising can be quite expensive. Thus, a small business needs to create awareness of his services or products to the public at the most affordable and cheapest cost. The above-discussed methods offer great solutions to the local businesses. Raising of funds for Charities Charities believe that the work they do is quite important. They thus need to communicate clearly and ensure the target audience receives their message appropriately. Charity organizations seek to obtain money from people who have supported the organization before. They also seek support from people with relationships with people in the organization. Support also from people who believe in the cause but may be unfamiliar with the charity organization and people from similar national or local organizations (Yeshin, 2006 p. 228). These organizations employ different tactics to be able to obtain funds. They obtain potential donors in the street or at their homes. They then explain their work and spread awareness of their organizations. People show support by donation texting, signing of petitions or committing to regular direct debit donation. Existing donors get communication using mail, email, telephone, text messages. The charity should also talk to its supporters. They can invite them to meetings to for acquaintance with the charity’s work. They can also do research on the motives for support acquired. They should also answer all letters and questions from existing donors. Supply the donors with moving but true stories to continue obtaining their support, Charity organizations can also take advantage of the internet. They can post information about themselves on a website. They can also moving post stories on handles such as twitter, facebook, YouTube. This will enhance massive media coverage and awareness of their work. Charity organizations can also make appeals to celebrities and broadcasting websites to support their plea and help them generate more funds (Jacobs, 2006 p.109). Sponsorship and use of Celebrities Sports in many sectors of the world there is little difference when it comes differentiating products in terms of quality, price or content. However, competition is high n businesses seek to amass great yields. Some therefore choose to sponsor performing teams in order to acquire a position in the target audience’s mind. For example, the Nike, Inc company which produces footwear, accessories, equipment and apparel sponsors the Manchester united football club. For most businesses, media coverage is quite important. Games such as season openers, playoff games and tournament finals provide opportunities for massive newspaper and television coverage. Manchester players thus broadcast their nick-sponsored uniforms, which bare their logos. This ensures brand familiarity with consumers thus increased sales for nick (Petley, 2003 p.78). Football fans are very loyal and tend to support those people supporting their team. Thus, they tend to buy outfits similar to their favourite players. Thus, nick, which provides outfits for Manchester united players, will receive business from these fans. Football has an audience all over the world. Manchester united being a highly performing club has fans all over the world. It also has many winning strikes season in season out. Nick thus receives a ready wide database to highlight its products. Fans also increase the target audience of the sponsors. This through their relatives and friends who will see the outfits they have got and be interested in getting similar ones (Wright, 2000 p. 158). Everyone wants to be associated with a winner. Manchester united is a good performing team winning national championships. It thus helps its sponsors in qualifying the brand quality and credibility. Since winners can only shine using good quality equipment among other things. In addition, football games are on most of the year. Manchester United being top team plays many games till the finals. It thus provides many advertising forums for Nick Company. Anti-Smoking campaign Smoking is a bad habit. Many people know that smoking is harmful but they choose to ignore or be ignorant. Sometimes it is the number of times that people hear the message rather than the message itself that counts. Thus, people need a lot of reminding of these dangers. Anti-smoking campaigns are effective when has identified the appropriate target, and determined the most appropriate way to get a message through to them. For example, use of advertisements depicting smokers as people choosing unappealing lifestyles or use of a role model to show how one can refuse to smoke and be appealing (Petley, 2003 p.126). Shock tactics whether its images or a video are the most effective in reducing smoking consumption. For example an advertisement showing diseased smokers where they explain how their amputations, paralysis and lung removal occurred due to smoking would get people’s attention. In one television advertisement, a Terrie of North Carolina has little head hair and a hole in her neck. This occurs after she suffers head and neck cancer from smoking. She then shows how she gets ready in the morning. She wears a blond wig, puts a set of fake teeth and inserts a small speaker in her tracheotomy n ties a scarf to hide it. Such graphic advertisements go a long way in persuading smokers to quit (Petley, 2003 p.85). These campaigns provide a forum to expose negative effects of smoking and benefits of quitting. This exposure reaches individuals thinking of quitting as well as those who have not gotten to this point. Exposure to these messages influence decision-making about quitting since smokers view the messages and obtain insight implications in their personal lives. Changes in norms of the society cloud also be influenced leading to adoptive smoking policies being put in place. It only works if the right media for the appropriate target audience is used. Campaigns often reach many people thus degree of change is highly significant. References Jacobs, H. (2006). Advertising. Ultimo, N.S.W: Career FAQs. Petley, J. (2003). Advertising. North Mankato, Minn: Smart Apple Media. Wright, R. (2000). Advertising. Harlow, England: Financial Times/Prentice Hall. Yeshin, T. (2006). Advertising. London: Thomson Learning. Read More