The advertising plan below is based on the marketing plan for Geoplex watches, which detailed the approach the manufacturers of the product, a $15,000 upscale, GPS locating chronograph (wrist watch) have taken to sell this watch to the upscale target market described below.
There are two major advertising objectives. The first is to position the Geoplex as a "must-have" product on the upper scale of the Kim-Lord purchase decision grid. The second is to create sales messages that motivate the target consumer to the desired action (purchase).
The advertising strategy detailed below consists of several parts: identification of target market and customer; selection of media to reach that customer; media messages that will reach that consumer; and pretesting and posttesting of those messages based on a variety of scales. An appendix shows three methods of putting this research into action with a sample print ad, a sample radio spot and a storyboard.
The analysis includes consideration of the advertising budget. This budget covers activities related to message creation, media purchase and placement, and costs for testing.
In this condensed review of product information presented in the marketing plan, it will be remembered that:
A. Nortel Inc. has obtained the exclusive American marketing rights to a digital quartz wristwatch manufactured in Hong Kong that uses solar energy to run. The watch is a multi-function chronograph that records simultaneous time in six zones. Its primary point of uniqueness is that it also includes a miniaturized transponder that stays in touch with GPS satellites giving the wearer an instant geographic location anywhere on earth at any time.
The watch, tentatively named Geoplex is in the introductory phase of the product life cycle since it has not been manufactured yet. Because of that fact, there is no sales history, no established consumer selection process, no distribution method e...