Below is an executive summary designed for an advertising class assignment:
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To
convince or enlighten families and mothers about the benefits/quality of
organic, sustainably grown/produced products for their babies and for the whole
family. Gentle enough for babies first bath, and pure enough to reduce acne in
adults, California Baby needs to get this knowledge about their products out to
people in metropolitan/suburban areas all across the country and Canada. We will specifically use cute babies in the
picture (because cute/baby is always a successful combinations) but we will
also place a customer review in quotes
on every ad. This will do two things: 1st- Create a strong
brand image (trustworthy, responsible, valuable) and 2nd- encourage customer
engagement with the California Baby brand by promoting the online review of
California Baby products with the promise that each ad will use a direct
customer quote from their written review.
The target
audience is women, in their 20’s to 60’s who have children or care for small
children or have sensitive skin themselves. These women want the best for their
babies, are environmentally concerned/involved, and are also open to trendy
eco-friendly products. These are the type of women who will spend the $12.95
for shampoo for their baby. Julia Roberts, Halle Berry, Katie Homes and
Courtney Cox are all fans of the brand, which has earned cult status in
trendier Asian countries. Though this is a celebrity endorsed product—we are
trying to grow nationally and want to focus on the quality of our product vs.
the sensationalism of celebrity.
The campaign will
only be in print. In magazines (with high gloss photos) and on billboards and
other outdoor surfaces (bus and train stops, etc.). Doing this will let the
consumer experience the ad on their
time—and absorb it completely.
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