Advertisement Campaign for an Expensive Chocolate Essay

Advertisement Campaign for an Expensive Chocolate - Essay Example But, over the years, because of growing competition and increased number of identical products in the market, it has become a necessity rather than a luxury. Today, no product enter the market before a formal and well planned product launching and advertisement campaign. Regardless of the media or method selected, the main aim of advertisement is to convince the target audience that they have a need for the product. Through advertisement, the suppliers are trying to create an image about the product with the help of linguistic and artistic elements. The present research paper looks on how an advertisement campaign for an expensive chocolate be planned and implemented effectively through television channels to reach its target audience. The paper takes a narrative approach for explaining the various aspects of advertisement campaign and its effectiveness to the business.Planning gives a detailed blue print of what and how it is done at various stages of campaign. The present campaign is planned to be conducted during the period from November 08 and Easter period in Mar 09. This is based on the logic that the target audience is expected to spend more during this period for purchasing chocolates.The company is a chocolate manufacturing firm in the U.K. which has been in existence for some time in the market doing similar business. The new product is an addition to company's product lines, all of which have a sound customer support and brand equity. The new product which focuses on the customers, who are in the age group of 24 to 65, uses an innovative imported technology and it is going to capture the market in the next six months. The product and Brand name The product is chocolate, which has exceptional features than that available in the market. The company claims that the content of chocolate is highly recommended for the health of 24 to 65 age group. The brand name decided for the product is Igma. The brand name 'Igma' is registered and trade mark for the same has already been sanctioned by the authority concerned. The word 'Igma' is written using special letters, which the company developed in consultation with the advertisement agency. Objectives of Advertisement Campaign The objectives of advertisement campaign cannot be separated from the marketing strategy of the firm, which in turn is associated with the overall objectives of the firm. However, the present advertisement campaign has the following specific objectives: 1. To disseminate knowledge about the company, its values to the customers and to the general public. 2. To pass message about the brand, price, other promotions and distributions (Setting the advertising objective, p.2) 3. To create awareness about chocolates in general and Igma in particular 4. To create a distinct brand image apart from other similar brands 5. To stimulate the customers to purchase the product Target Audience The company has already fixed the target audience for Igma. They belong to the age group of 24 to 65 men and women. Normally, this group does not take chocolates as a habit. But, in certain occasions like birth day celebrations, at new year party, and festivals such as Christmas, they prefer chocolates to other traditional snacks for consumption as well as for offering gifts. Setting the Advertisement Budget The budget deals with finance part of campaign. It is more important in the sense that finance is