Creative advertising is the one of the approaches in product promotion that distinguishes a product from those of the rival businesses. It employs cost effective methods in advertising that enable an organization to target the specific audience with a given brand. It not only helps an organization to reduce the cost of product promotion, but also ensures effective communication of product information to the consumers in the market (Suneja, 2009). This paper highlights the creative advertising approach used by Max Burger Restaurant. The restaurant makes different burgers from various ingredients. Moreover, the business offers complimentary products such as milkshake, soft drinks, and other fast foods.
Max Burger Restaurant offers fast products to various consumers in the market. However, the creative advertising approach will mainly focus on the target audience. The audiences targeted with the brands include the youths, young adults, and children. These categories of consumers provide the immediate market for the company’s products. For instance, most youths in the society tend to consume fast food products such as burger and milkshake. Youths lead a busy life style that is mainly characterized by mobility, hence denying them the opportunity to consume homemade foods. The same case is evident in young adults who lead busy lifestyles due to job related issues or studies. School children on the other hand prefer fast foods due to environmental requirements. School children tend to prefer fast foods such as snacks and burgers due to convenience. From this information, the restaurant’s brand will accommodate the requirements of the target audience (Max Burger News, 2014).
Information on product features will be used to develop the brand idea. The business will include information that describes features such as taste, yummy, and freshness. The three words will attract the targeted consumers to buy the products. For instance, among the youths burgers are likely to generate high sales if they have right content in terms of burns, the type of meat used, and other vegetable products used in making them. Children, on the other hand, prefer snacks that are yummy and sugary. The product features will enable the organization to define its brand to the consumers. The brand statement will therefore transcend from the product attributes and the needs of the target audience. The brand statement should seek to provide the solution to the consumers (Kevin& Don, 2003).
Max Burger Restaurant will strive to provide products, which portray the brand statement to the consumers. The organization will state its statement as follows: “Providing tasty, yummy, and quality fast food products at the convenience of the consumers”. From the brand statement, the words used are important in marketing fast food products in order to attract and retain the targeted consumers. The statement creates a picture of how the organization’s products look like and how they can meet the requirements of the consumers (Max Burger News, 2014). The statement therefore creates the brand idea that entails product features and the targeted audience. The cut line for the products will be a statement that highlights specific features of particular products for instance, the statement “fresh onion grilled and hand cut fries” is a cut line phrase that is used by the organization when advertising its burgers. The tagline for burgers is “always yummy”. The phrase reminds the target consumers on the brand’s features. The hook for the company’s products to the target consumers will be based on issue of freshness. Max Burger attracts many consumers by offering them fresh products (Max Burger News, 2014).
References
Kevin, L. K., & Don, L. (2003). How do brands create value? Marketing Management, 6(2), 15-26.
Max Burger News. (2014). Welcome to Max Burger. Web.
Suneja, S. (2009). How advertising has changed: Traditional advertising is losing its sheen.The Brand Reporter, 4(1), 20-21.