The product I am advertising is a new teen sportswear store. The primary target audience of this program is teenagers from 13 to 18 years old who follow modern trends and spend most of their time on social networks. Teenagers’ central social circle of adolescents is associated with sports or sports games. The main geographical market is focused on America. The demographic audience of this campaign is middle-income families.
I will use informative advertising as the primary type of advertising. The purpose of this promotion is to inform the target audience that a new representative of sportswear for teenagers has appeared on the market.
My program’s focus will be institutional because this campaign’s main goal is to introduce the consumer to a new store in the sportswear market.
The presented business’s size is small, only one store is open, plus the online store is also not large. This means that the budget allocated for advertising will be average. Therefore, the business will use those marketing moves that will pay for their price. For example, it is not originally planned to use any advertising posts on the streets.
“Follow the style, not the fashion with your friends” will be used as a USP.
I assume emotional appeals in this store’s advertising because I plan to use a UPS to make teenagers react emotionally to the advertised object.
As a media type, I plan to use bloggers on various social networks. That will be bloggers with a target audience that meets my requirements.
Simultaneously, the most suitable advertising type is continuous since it provides an even amount of advertising during the desired period. That will be the best option for the available budget.
I would launch flash mobs to increase customers’ interest in the product. Moreover, barter is also an excellent option to get acquainted with the store’s items.
The effectiveness of advertising can be estimated by the number of purchases of sportswear in the store and its online version and subscribers on the social network. That is important to track customers’ interest in the product and analyze the indicators. I will use the second wave of advertising if there is a sharp decline in sales. However, the second wave may be an advertising campaign related to product-oriented advertising. That will allow the consumer to gradually get acquainted with the range and prices of sportswear in the advertised store.