Marketing Plan for Geoplex Watches

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 recor

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ipping Sincerity Analysis (Created by Doyle, Dane, & Bernbach). The ideal means for altering an individual's behavior is to first identify the factors which exert the greatest influence on decision making and then develop programs, communications, or activities that specifically target, or at minimum recognize the existence of, these factors. In other words, once the dominant influences on decision making are identified it is then possible to develop programs that: 1) establish or reinforce those influences which lead to decisions in the consumer interest; and 2) reduce or eliminate those influences which lead to decisions counter to the consumer interest (Andrews, Craig, & Syed, 1990, 31-27). These concepts are amplified in the next section. Creative Strategy Advertising Concepts All advertising efforts have been planned and strategized toward the end goal of positioning, which is of key importance in any campaign. Use will be made of the "seven-step" retention theory developed by David Ogilvy, who pointed out that the human mind is typically capable of only remembering seven classes of any category. That is to say, if a person were to be asked to name seven laundry soaps, only one out of fifty would be able to complete th
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Some common words found in the essay are:
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Approximate Word count = 2351
Approximate Pages = 9 (250 words per page)