“Advertising is the means by which goods or services are promoted to the public. The advertiser’s goal is to increase sales of the goods or services by drawing people’s attention to them by showing them in a positive light.”(Petley 2003). The following report proposes an integrated advertising campaign that has been created to aid the launch of the soft drink Orange Passion, which is a new product from the Dayglow soft drinks company. This report includes every element of the advertising campaign such as a detailed target market. Realistic advertising objectives, detailed media plan and a clear and effective advertising message. All of the elements combined will help to achieve the growth objectives and to successfully launch the product into the market.
2.0 Target Audience
“The target audience is the potential users or current buyers, those who make the buying decision or influence it. The target audience heavily impacts the decisions on what will be said, how it will be said, when it will be said, where it will be said and who will say it.” (Kotler 2009). This is because in order for the campaign to achieve success the target audience must be influenced enough by it to respond. It is imperative to first determine who the target audience is in order to create a message that they will respond to.
In order to define the Orange Passion target market, research into the orange flavoured soft drink market has been conducted to identify who currently drinks orange flavoured soft drinks. Based on research conducted into competitive orange flavoured soft drink Orange Crush the target market is “teens and households with children at home and individuals aged 13 - 29” (Lawrence 2010).
The primary users are the teens and children of the household and they will be the primary target audience. However, the parents will be a secondary target audience as they often make the decision for this market and are the buyers. It is stated by (Furnham 1998) that “advertising influences children to buy products and/or to get parents to buy it for them”. However, parents will not always oblige so parents will also need to be reached, so they know this is a quality product that they will want their child to have.
3.0 Advertising Objectives
The following objectives have been set in order to evaluate the success of the campaign, these indicate a clear sense of what needs to be achieved.
The first objective is “To Inform the target audience of the product by creating an advertising campaign with a message that will impact them”. It is stated by (Tyagi 2007) that “ informative advertising figures heavily in the pioneering stage of a product category, where the objective is to build primary demand. The yogurt industry initially had to inform consumers of the nutritional benefits and many uses”. As Orange Passion is a new product to market it is important it makes an impact with its potential consumers. The first exposure the target audience will have to Orange Passion is through the advertising message. If this does not impact them in any way they will not become consumers of the product. The second objective is “To develop a media plan that ensures the message reaches the target audience”. It is essential that the right advertising message be placed in the right media. Creativity is wasted if your advertisement is not read or seen or heard by prospective customers.” ( Bangs 1992). In order to have the advertising campaign reach the target audience it is imperative to create a media plan, this plan will be aimed at the primary target audience. If it fails to reach the target audience no matter how effective the message is. If the correct audience are not exposed to it, it will be ineffective. The third objective is “To gain a significant market share within the first year, to establish Orange Passion as a major brand.” If enough market share is reached the product will be talked about and seen, this well help the...