W6A

Advertisement Technique

Torrin Bouvia

American Military University

8 Nov 2020

Advertisement Technique

Advertising Types

The design of the campaign entails use of social media, billboards and posters. This technique is highly effective because majority of consumers engage with the tools daily. Since the campaign is about promoting a new food product it is important to inform create a visual campaign tool that informs viewers of the exact product. Social media shall be effective in this campaign since people prefer the tool for communication nm entertainment and acquisition of information. The number of daily active users for Facebook are 1.6 billion, “Instagram has 600 million users and twitter has 134 million daily active users” (Stout, 2020). From this statistic, it is safe to infer that the campaign shall reach a wide audience. The campaign team shall create a poster that contains a high-resolution picture of the food so that consumers would have a clear understanding of what to expect. The digital poster shall contain details of the product’s location and a map.

The campaign shall further apply billboards since they would provide a wider view of the expected product. The company shall purchase billboard spaces that are near residential areas and universities. These areas would improve the capability of reaching the intended audience. Posters are another effective technique since they can be placed on announcement boards and public places that allow such placements. They would improve the capability of the company reaching audiences that mostly walk to destinations.

Advertising Scenario

“21 spices and African Salads” is a precise and easily remembered phrase which shall impact any potential customers positively. An advertising scenario for “21 spices and African Salads” is when the campaign team launches the first campaign using all three methods mentioned. Since there are millions of people who engages with social media, the campaign team shall post pictures then start a hashtag. The campaign team shall then constantly post the same content until users realize the existence of the hashtag. When this happens, more users will get enticed by the campaign slogan and picture of the savory meal. More awareness shall be acquired as people retweet and repost the pictures.

When billboards get set up, consumers who initially viewed the product shall be reminded of its uniqueness and benefits. The effect would be consumers flocking at the restaurant’s location to have a taste of the new product. Posters shall enhance the capability of consumer to purchase the products especially when set up in close proximity to the restaurant’s location.

Campaign Tactic and Budget Analysis

The target customers for the campaign was new couples and young people. The techniques of social media, billboards and posters is effective for the customer segment since they prefer precise information via an effective and comprehensible tool. It is a known fact that the youth are more susceptible to conform to trends from social media (Dunlop et al., 2016). The trend is mostly their mimicking of improper behaviours and unhealthy foods. Using this analysis, it is accurate to conclude that “21 spices and African Salads” will apply social networking in a positive way. The proposed products are healthy and prepared at the restaurant’s location. In this way, the target customer segment shall be exposed to healthy living and proper decision-making.

The campaign design discussed and the budget of $5,000 per year are feasible. The budget shall be distributed among billboard hire, poster publishers and internet and technology equipment fees. The budget prosed shall cover the costs properly since the only expensive tool is a billboard. To reduce extra costs, the proposal is to hire billboards close to the locations where potential customers visits or live. Employees would not get remunerated from the campaign fee; they would be paid from cash flow generated as the restaurant becomes operational.

Reference

Dunlop, S., Freeman, B., & Jones, S. (2016). Marketing to Youth in the Digital Age: The Promotion of Unhealthy Products and Health Promoting Behaviours on Social Media. Media And Communication, 4(3), 35-49. doi: 10.17645/mac.v4i3.522

Stout, D. W. (2020). Social Media Statistics 2020: Top Networks By the Numbers. Retrieved 8 November from https://dustinstout.com/social-media-statistics/