I will place a number of television advertisements for the Lucky brand, targeting various audiences. This will enable the Lucky Brand Jeans take advantage of the efficient mass-market advertising that is offered by television. Many Indian homes either have television sets or have access to them. I will therefore reach a good audience through television. Television will go a long way in reaching a wide range of potential clients, something the company desperately needs. I will also consider inserting virtual advertising into the standard TV programming, mainly via computer graphics.
Moreover I will also consider inserting virtual billboards into the background. Infomercials I will use both the short-form and long-form infomercials to communicate to Lucky Brand Jeans’ potential clients (Taylor, 1997). Short-form commercials will run for a period of between thirty seconds and two minutes while long-form ones would run for about 30 minutes. Infomercials will add great value to the advertising since they will serve as direct response marketing, hence their common name direct response television commercials.
The brand’s infomercials will be aimed at creating an impulse purchase in the sense that the client sees the infomercial and buys our brand via our website or the phone numbers provided (Holt, 2002).
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I will mainly advertise the Lucky brand when these celebrities wear their favorite brands of jeans, where they will wear our brand. Moreover, I will also involve celebrities in our advertising campaigns such as print or TV advertisements. This move is mainly aimed at attracting the young people in India who have high regard for entertainment media icons. Newer media advertising Since television is being overtaken by other forms of advertising at a rapid pace, I will also take a newer advertising and media approach. I will make use of Internet and other devices like TiVo.
I will adopt the World Wide Web phenomenon in the advertisement of our brand. I anticipate great success with this form of media since the Internet is gaining popularity among the young people, who are are our principal potential clients. The new phenomenon of e-mail advertising via unsolicited e-mails, commonly known as spam will be used. I will also utilize the unpaid advertising phenomenon since it is capable of providing good exposure at a minimal cost. I will also make use of mobile phone advertisements such as advert games, video messaging, MMS pictures, coupons and banner adverts, as well as a variety of other marketing campaigns.
This mainly targets the hi-tech, sophisticated and technology-savvy clients. With the advent of social network advertising, the company stands to gain greatly in its advertising campaign. This is because such advertising is not only an online form of advertising, but also focuses on social networking websites. Even though this market has not matured yet, it has portrayed a lot of promise (Lemke, 1995). The company will utilize the demographic information that the user provides to the network service to market the Lucky Brand Jeans.