Question

Topic: Student Questions

Single Marketing Plan

Posted by Anonymous on 2/28/2004 at 5:29 PM ET 125 Points
A single marketing plan may contain two or more separate copy strategies when the product is advertised to two or more groups; Select a product, such as cereals, that is advertised to 2 different groups of people, using different appeals. How can we Write a copy strategy for each market.
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RESPONSES

  • Posted by Chris Blackman on 2/28/2004 at 6:05 PM Accepted
    1. Identify the key proposition to each group.
    2. Write copy to communicate the appeal in language the group will identify with
    3. Maintain core product and corporate brand values in both ads.

    e.g Cereals -Parents - Nutritious, low GI, hi-fibre, low sugar so it's healthy. e.g. Kelloggs Sultana Bran "don't tell them it's healthy, and they'll eat it by the boxful"

    Cereal - kids - "tastes great, makes a good TV snack"

    Makers proposition to parents - building strong helathy kids. Proposition to kids - getting your parents to buy the stuff that you like the taste of.
  • Posted by Blaine Wilkerson on 2/28/2004 at 6:58 PM Member
    Are you are student?
  • Posted by Blaine Wilkerson on 2/28/2004 at 6:59 PM Member
    I guess I need to go back to school!!

    I meant: "Are you a student?"
  • Posted by ReadCopy on 2/29/2004 at 4:08 PM Member
    I wish we had forums like this when I went to college :-)
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