homework
Introduction
Nikon Corporation is a well-known brand in consumer electronics industry. They mainly provide cameras, instrumental products.
Nikon D7100 camera is a new product announced in February 2013. A press release was making known to the public on Nikon website and the product was launched on 21st March.
Aperture apparent in the strategy
The concept of aperture in media planning means advertising should expose the consumer to the product when interest and attention are high. It can obtain the optimal effect and use minimum effort for maximum effect.
Nikon has published new announcement that D7100 would be launched in the spring of 2013. Nikon also placed a press release about new product launch on their website. Then, it became a hot topic between lovers. Audiences have intensive discussion on the forums and showed their positive opinions towards the product launch.
Since target audience was looking forward to launching of Nikon D7100 , they would pay higher attention when this advertisement exposed. The audience who owns higher interest will pay the higher attention to the new advertisement. According to the concept, Nikon is using the minimum effort for maximum effect.
Press release can help to increase the audience curiosity.
Target audience analysis
Demographic
In analysis, Nikon D7100 is targeting audience aged 30 to 45, mainly male. Generally, they are in middle social class or above, who are professionals and high in education level, for example, lawyers, teachers, business men, etc. They are high and stable in income level. Since Nikon D7100 costs more than ten thousand, it is regarded high consumption goods and luxury products. It is analyzed that generally generation 80s will be more willing to spend on luxury goods, especially photographers, camera lovers and single male. It is due to the fact that single male with smaller family size spend less on disposable income, therefore their spending is
Nikon Corporation is a well-known brand in consumer electronics industry. They mainly provide cameras, instrumental products.
Nikon D7100 camera is a new product announced in February 2013. A press release was making known to the public on Nikon website and the product was launched on 21st March.
Aperture apparent in the strategy
The concept of aperture in media planning means advertising should expose the consumer to the product when interest and attention are high. It can obtain the optimal effect and use minimum effort for maximum effect.
Nikon has published new announcement that D7100 would be launched in the spring of 2013. Nikon also placed a press release about new product launch on their website. Then, it became a hot topic between lovers. Audiences have intensive discussion on the forums and showed their positive opinions towards the product launch.
Since target audience was looking forward to launching of Nikon D7100 , they would pay higher attention when this advertisement exposed. The audience who owns higher interest will pay the higher attention to the new advertisement. According to the concept, Nikon is using the minimum effort for maximum effect.
Press release can help to increase the audience curiosity.
Target audience analysis
Demographic
In analysis, Nikon D7100 is targeting audience aged 30 to 45, mainly male. Generally, they are in middle social class or above, who are professionals and high in education level, for example, lawyers, teachers, business men, etc. They are high and stable in income level. Since Nikon D7100 costs more than ten thousand, it is regarded high consumption goods and luxury products. It is analyzed that generally generation 80s will be more willing to spend on luxury goods, especially photographers, camera lovers and single male. It is due to the fact that single male with smaller family size spend less on disposable income, therefore their spending is