Advertising Planning and Implementationn

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Running Head: ADVERTISING PLANNING AND IMPLEMENTATION

Advertising Planning and Implementation

Melanie Boggs

September 14, 2011

MKT/447

Jeffery Manning

University of Phoenix

Advertising Planning and Implementation

This paper focuses on the key elements of Pepsi’s advertising plan and how putting that plan into action affects consumer behaviors. What the advertising message says to the consumers should match up with the reception the company expects to receive. Many aspects of the plan includes it target audience, consumer behavior, positioning, media outlets, and the creation of the advertisement. These elements create the layout for the plan to be put into place for actions to be taken by the consumers.

The advertising message is the “strategies used to convey what a company wants to say and how it wants to say it” (Arens, Weigold, Arens, 2008). This message also is known as the message strategy. Achieving the goal is meeting the message objective. Ads must portray the image necessary to achieve the message strategy. The agencies creative team must come up with a plan that “agrees with the target, product, media, and message” of the ad (Arens, Weigold, & Arens, p 374, 2008). Pepsi’s advertising messages of its new ad campaigns tells consumers that the product is still alive and in competition with Coke-Cola.

The creatives of the ad must understand the target audience for which the ads are fashioned. Advertisers and marketers target audiences through segmentation. Some of these types of segmentation are demographic, geographic, geodemographic, psychographic, behavioral, benefit, and volume. Many ads combine a mix of these to reach consumers through different levels of segmentation. Demographic segmentation targets consumers on the basis of “age, sex, ethnicity, education, occupation, income, and other quantifiable factors” (Arens, Weigold, Arens, p 174, 2008). Geodemographic segmentation is targeting on the basis of loyalty to a brand from the cause of a demographic influence, such as the Dancing Teddy commercial. Geographic segmentation targets a specific area, such as country, state, city, or providence, and its size (Dancing Santa). Psychographic segmentation is on the basis of “values, personalities, attitudes, and lifestyles,” such as the new Pepsi ads competitive nature (Arens, Weigold, & Arens, p 177, 2008). Behavioral segmentation is on the basis of purchase behavior. These include “user status, usage rate, purchase occasion, and benefit sought” (Arens, Weigold, & Arens, p 170, 2008). Benefit segmentation targets consumers through ads on the basis of “high quality, low cost, status, sex appeal, good taste, or health consciousness” (Arens, Weigold, & Arens, p 173, 2008). Volume segmentation is the basis on how often consumers use the product. However, Pepsi’s new commercials do fit a mix of these segmentations.

Consumer behaviors are the “mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants” (Arens, Weigold, & Arens, p 145, 2008). “Advertising’s primary goal is to reach potential consumers, and influence their awareness, attitudes, and buying behaviors” (Arens, Weigold, & Arens, p 145, 2008). Understanding the buying behavior of the audience aids in understanding which segment to target. Just as, understanding the audience helps understand the buying behavior. Pepsi’s decision to stay out of commercials for the past three years...
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