Why Launch An Advertising Campaign

To start off, when your company is just becoming established in the British
market, consumers will have no knowledge of your product, we must encourage or
persuade the consumer to buy your product. To make customers aware of the
product we must advertise. Large scale advertising mainly consists of
advertising on TV, Radio, newspapers and other large scale media. This ensures
that advertising reaches the largest amount of people in the shortest amount of
time. It is likely that the consumer will be more interested in the product if
they hear of on a national level such as TV or Radio. We must watch out for
other companies in Britain that sell a similar product or overseas companies
that sell in Britain so Pakanawa can analyse the British marketing strategy and
improve upon it. Market Segmentation is also another factor to take notice of.
Market segmentation helps to differentiate products for different age groups.
For most product, there are segments of the market that you need to specifically
advertise to. Fore example, different methods of advertising would be needed if
you were to advertise to parents than to the children. For a lot of products
their are a lot of age groups that you need to advertise for and these must be
taken into consideration. We must analyse the different market segments that are
applicable to Pakanawa and investigate how we can exploit these different
market segments. An ad campaign is a very sensible idea because no-one will know
about our products without the use of advertising. This means that we must
concentrate on a good ad campaign so people will know about our products.
Approximate prices are shown below for large scale advertising:

TV Price agreed with company (500,000 + ) Radio
(250,000 + ) Newspaper lineage ad 250 Newspaper
full page 700-900 Cinema booklets 650.00 per cinema Flyers
0.08 per flyer

As is shown above, advertising is very expensive when done on a large scale so
to justify any form of large scale advertising it must be proven to be effective.
At Pakanawa™ we must consider all angles of the media and come to a conclusion
about advertising.

What sort of advertising should you use?

By far the most far reaching of these strategies is Television advertising. A
large amount of people watch TV and this type of advertising will reach many
social groups. Although this type of advertising is very expensive and even more
so during peak times, TV advertising should be seen by the masses and
encouraging a lot of new customers, so in time, TV advertising will pay for
itself. This will prove to be a very effective form of advertising media and
should be adopted in the Pakanawa situation. To boost sales even more, and to
prolong the life of the Pakanawa product line, another form of advertising
should be taken aboard. Newspaper advertising would also be a good idea.
Newspaper advertising would reach another section of the consumer market and
would also be very effective in the right context. A full page newspaper advert
is a lot of money but would bring in a lot more customers and make many more
people aware of the product. It is important to make people aware of the product
so they will buy it, there are many advantages of the Television over the
newspaper, such as the fact that TV is a captive market and if you can vary the
showing times of the advertisement then you can vary the consumer group that
will be receiving them. A bad point, however, as is with most forms of
advertising, is the delay between seeing the advertisement and buying the
product. There is also a delay similar to this with newspaper advertisements but
the delay is not usually as long as is the one with TV advertising.

Below the line promotion

Below the line promotion refers to advertising that does not rely on large scale
media such as TV or Radio. Forms of this are direct mailing, exhibitions and
trade fairs, sales promotions and product placing. In the case of Pakanawa it
would be sensible to follow some of these ideas but not all of them. For example,
it would not really be a good idea to exhibit the product at a trade fair
without first having a sales promotion or product placing. The only form
mentioned that would not be suitable would be direct mailing, to which the
general public refer to a junk mail. The question arises whether you would mail
the children that are likely to want the product or whether to mail the parents