The Location of a New Kakao Store
Four Seasons Resort (315 Four Seasons Dr, Lake Ozark, MO)
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The Target Audience (Brief Overview)
The target audience is represented by the families who appreciate spending time together. Here belong males and females (predominantly females); aged 14-60; at high school, college, university, graduates, or working; with the average annual income of $200,000 + household income. Target cities are St. Louis, Maplewood, Chesterfield, Columbia, Joplin, and Springfield. These people treasure time spent with their family, enjoy relaxation, love active leisure, and appreciate status brands but are willing to try something new. The purpose of buying Kakao brand products is to make a treat for a family. Also, those who purchase Kakao brand products may present them to their friends as souvenirs.
- educate consumers about product features and benefits;
- make an emotional connection.
Specific advertising media tactics
Advertising Media tactic #1 and Rationale
I would use a TV show, “The Chew” to advertise my new shop and the Kakao chocolate. The reason for choosing this show is because it is about healthy eating, and people watching it are focused on natural products. Also, this is a family show, which also fits in my target audience profile. I would use this media tactic for the period before the Grand Opening.
Advertising Media tactic #2 and Rationale
The second idea for advertising is “Shape” magazine, section “Healthy eating.” I would print my ad there because several characteristics of my target audience are combined in the magazine’s readers: they care about their health and families.
Identify one creative technique you will explore dramatization of a problem.
My advert will talk about the problem of unhealthy food and the outcomes to which the consumption of artificial ingredients may lead. The ad will explain the difference between the adverse impact of wrong products on people’s organisms and the beneficial impact of the natural products used by the Kakao brand.
This idea is effective for selling Kakao chocolate at my new store because nowadays, people are beginning to be rather concerned about their eating habits and health.
Recommend a specific Facebook tactic for Kakao Chocolate: a contest
From the choices above, which type of activity do you choose to kick off the Grand Opening of your new store? – I will choose a free gift with a purchase option.
Facebook Idea and Rationale
A Facebook post will advertise a contest that will take place during Grand Opening. The task of the contest is to guess the flavors of five new products by their pictures. Those who guess all five flavors will receive a book of recipes for healthy desserts.
The rationale for this contest is connected with the spread of information through “likes” and getting more people interested in the new store and Kakao products.
The first ad tries to accomplish the advertising objective of supporting other promotional tools and tactics. Here, McDonald’s suggests its customers not only food but also an additional option – free wi-fi service. By suggesting this option, restaurants may extend the customer’s stay duration and, as a result, the number of products they order. The creative technique best describing this ad is the dramatization of the benefit. The company illustrates the additional option which the customer can receive when eating at its restaurants.
The second ad fulfills the objective of making an emotional connection. In this advert, McDonald’s resorts to people’s family values. It depicts a family meal after a little girl’s ballet recital. With this ad, the company puts emphasis on its attention to providing a big choice of food for kids and adults. Also, it reiterates the idea of having a meal at McDonald’s like a great family event. The creative technique best describing this ad is a “slice of life.” A realistic photo is used to emphasize the actuality of the events.