Action Plan for Marketing Communications
Although advertising can be very expense, it is effective! Advertising is a good return on investment because image and brand recognition drive consumers to buy products and services. Therefore, Dirty Deeds Incorporated (DDI) must start an advertising campaign in order to familiarize and charm their target audience. This will assist DDI in moving past the introduction stage, and into the growth stage by establishing a strong and emergent customer base. In order to reach the target audience of 25 to 40 year old males, DDI will utilize a strong advertising campaign consisting of flyers, ads in the Tucson Weekly, and commercials aired on television (ESPN, KGUN, and FOX). By designing and implementing an advertising campaign that arouses this specific audience, Dirty Deeds is saving money by choosing the right marketing avenues that increase their chance for success in the 21st century.
Direct marketing is a cost effective way to help DDI locate and retain customers throughout the year. Hiring one or two people at $6.00 an hour to distribute flyers will decrease the cost associated with mail out flyers. The Census Bureau revealed that zip codes 85710, 85715, 85748, and 85749 contain a combined total of 25,504 potential customers that fit in DDI's target audience with an average household income of $56,647. Therefore, the flyer will be aimed at those particular zip codes beginning in November of 2005. During the months of November 2005, June 2006, and September 2006 flyers will be distributed the first and third week of the month. In December 2005, January 2006, April 2006, and May 2006, flyer distribution will be conducted weekly. July and August are generally off-season months and will require less advertisement intensity. Thus, flyers will only be distributed during the second week of those months.
To remain within the constraints of the advertising budget, DDI has chosen to utilize the services of Kinko's...
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