The advertising campaign for the Techno Genie Lo-Jack device will be focused in three directions: parents, schools, and organizations dedicated to child safety. Parents are the actual target audience, since they will be the ones purchasing the device, but schools and child safety organizations are excellent venues for distributing information on the Genie and lending support and credibility for the product.
The advertising strategy will be predicated on the child safety benefits of the device, and particularly with prevention of crimes against children. The objectives of the advertising campaign will be to inform parents about the device and what it can do to protect their children, to engage the support and official sanction of organizations dedicated to child safety, and to reach interested parents through the schools. In addition to these organizations, an Internet website will be developed for disseminating information about the device as well as information about the many ways it can be used to promote child safety. Child safety demonstrations will be set up in facilities such as schools and community centers, and promotional tables will be set up in retail establishments like Wal-Mart and Toys ôRö Us, where we can demo the device and sell the product; the stores will stock the product for sale following the demos and will continue to sell them.
The advertising plan consists of three sequential thrusts:
Before the target audienceùthe parentsùare informed, the campaign will concentrate on informing schools and child safety organizations about the device so that they will be knowledgeable. Child safety organizations can include local police and fire departments as well as official organizations like the ChildrenÆs Safety Network, Child Safe Network, Action for Child Protection, and the Association of Sites Advocating Child Protection (see Works Cited).
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