Promotion and Price Analysis Paper
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The Little Giant Ladder has a very strong promotional campaign spread across print, television, and Internet sources. Touted as ôThe strongest, safest, most versatile ladder in the world,ö the Little Giant has excellent brand recognition, a host of fans, and a lifetime warranty. As a product of undisputed quality and excellent features, the Little Giant is in the enviable position of needing only to convey its message in order to garner the market. It goes beyond that, though, with an engaging and persuasive infomercial, beautifully designed print ads, and an Internet web site. The material in all three of its promotional sources emphasizes the ladderÆs outstanding features, but none more so than the infomercial. In fact, the infomercial is the most effective promotional tool the Little Giant has. The compact design of the ladder, which can morph into 24 different ladders with amazing ease, is most clearly shown on TV. The ladderÆs developer and owner of the company, Hal Wing, puts the Little Giant through its paces, pulling and clicking it into different-sized extension ladders, stairway ladders, 90-degree ladders, scaffolding trestles, and A-frame ladders in a matter of seconds each. To add humor and lend further credibility to Mr. WingÆs demonstrations, possibly because he is not well known outside of the Little Giant company, Mr. Wing is joined by Robin Hartl of the home improvement show ôHometimeö and Richard Karns of the hilari
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Some common words found in the essay are:
Little Giant, Leon Frechette, Richard Karns, Hartl Karns, Little GiantÆs, Infomercial Siteö, Giant Ladder, Hal Wing, little giant, web site, little giant ladder, Web Site, Living Magazine, giant ladder, giant ladder systems, ladder systems, hartl karns, 24 ladder configurations, hal wing, ordinary ladder, 24 ladder, ladder configurations, home improvement,
Approximate Word count = 1187
Approximate Pages = 5 (250 words per page)
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