4 pages due by 24 hrs

Brand

Mashtec is an American firm headquartered in Buffalo, New York. The company designs, manufactures and sells computer software, consumer electronics, and other online services. The company is considered one of the leading consumer electronic brands in New York; the company has also been highlighted as one of the county's upcoming and promising companies.

Consumer characteristics

Understanding consumer behavior is critical since it helps organizations and business owners understand how consumers make their buying decisions. By understanding consumer characteristics, an organization can be able to make detailed decisions and fill gaps in the market (Taufique & Vaithianathan, 2018). The four major sets of consumer characteristics that influence consumer behavior include the following;

i. Cultural factors

Culture plays a significant role in determining consumer behaviors and preferences. A person's community greatly influences the behaviors, patterns, and practices of an individual. Some of the cultural factors that influence consumer behavior include social class, culture, and subculture.

ii. Personal factors

Depending on the person, personal characteristics greatly differ from one person to another; these factors significantly influence an individual's consumption patterns, perceptions,, and buying behaviors (Buerke, Straatmann, Lin-Hi & Müller, 2017). Some of the personal factors include occupation, age, income, and lifestyle.

iii. Psychological factors.

Human psychology has a great impact on the consumer's behavior. These factors are sometimes challenging to measure but have a huge influence on the buying decisions. Some of the critical psychological factors include perception, motivation, learning, and attitudes.

iv. Social factors

Like any other social beings, human beings live together and around other people who influence their consumption patterns. Some of the social factors that influence consumer behavior include family, roles and status, and reference groups.

Brand positioning

Mashtec Company is positioned in the market as a premium brand. Mashtec’s products are highly-priced as compared to some of the products from its competitors. By positioning itself as a premium brand, Mashtec is able to avoid some of the common price wars in the market; it is also able to compete on unique value proposition and innovation. By positioning itself as a premium company, the firm is able to make huge profits at a go. Some of the company’s main competitors in the market include Hewlett Packard enterprises, Apple, Huawei, and Sony technologies. Some of the attributes and benefits associated with the brand include quality-based products that are well known for their smartness and creativity. Other characteristics and attributes include top-notch excellence, innovation, and moderate combativeness.

Objectives of the advertising campaign

As a brand, Mashtec understands the importance of advertisement and the positive impacts it has on the company. In this case, the objectives of the advertisement campaign include the following;

i. Raise awareness about the brand and new products. Mashtec is a new company that has been in operation for only three years; thus, the advertising campaign aims to create awareness about the company and its new products.

ii. To communicate the benefits of the new products (Muhammedrisaevna, Bayazovna & Kakhramonovna, 2020). The aim of the advertising campaign is to communicate to consumers about the new products, their benefits, costs, and where customers can locate them.

iii. Solicit consumers through direct response. The advertisement campaign also aims to obtain direct customer feedback from customers regarding the quality of the products and areas where the company can improve on.

Marcom budget

In this case, the company will use the task method to create the budget. This particular method necessitates a more accurate, specific result that advertising professionals can utilize to guide their decisions throughout the budget period. The task method technique is also flexible as compared to other budgeting approaches.

Advertising message

The company's advertising message is "Our products achieve highest industrial quality standards."

The company plans to create a message that will stick in the customers' minds by ensuring relevance and simplicity. The company, in this case, ensures relevance by communicating nothing but the truth about the company's products. The company will ensure relevance by associating the message with what the company stands for in terms of quality and reputation. The company also plans on making the message simple and easily digestible by the target audience. By ensuring simplicity on the advertising message, the company will be in a better position to pass the message quickly to the targeted audience.

When it comes to messaging strategy, the company plans on using a unique selling proposition approach.

How to measure the effectiveness of the advertising message

In order to measure the effectiveness of the advertising message, the brand plans on using the following techniques;

i. Field test. A field test will be conducted regularly in order to measure customer’s feedback and ideas about the organization’s advertisement.

ii. Sales effect test. This particular technique will be used to measure the advertisement message's impact on sales volume. In this case, if sales increase in volume after the advertisement message, then the company will be positive that the message will have reached the targeted audience.

References

Buerke, A., Straatmann, T., Lin-Hi, N., & Müller, K. (2017). Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior. Review of Managerial Science, 11(4), 959-991.

Muhammedrisaevna, T. M. S., Bayazovna, G. N., & Kakhramonovna, D. A. (2020). Goal and objectives of integrated marketing communications. Economics, (2 (45)).

Taufique, K. M. R., & Vaithianathan, S. (2018). A fresh look at understanding Green consumer behavior among young urban Indian consumers through the lens of Theory of Planned Behavior. Journal of cleaner production, 183, 46-55.