Promotion

    For any advertising campaign to become successful, the creative team needs to strategically place the ads for the target market to see. “Commercial advertising promotes brands and commodities by informing consumers; it is also used to promote individuals, groups, corporations, manufacturers. Commercial advertising takes many forms, from single print advertisements to campaigns in any media to sponsorships to branded utilities.”(Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 7.) My campaign will use such reasoning to grab the attention of women across the nation.  

    My target audience are women from their early 20’s- to late 40’s or 50’s. They are women who like to go out on the town and are constantly on their feet. She has a flair for fashion or at least an appreciation for it. She is savvy of the world around her and knows all the latest news and gossip. She loves to go shopping and hanging out with the girls whether it be for an easygoing lunch or fun-filled night out on the town. My understanding of this customer drives me to place ads where they frequent and in what they read.
     
    I would start by placing my advertisements in the leading fashion and lifestyle magazines. From Vogue to People, she will see it towards the front to middle of the publication. Placement within the magazine is crucial as well. Placing the ad within the front to middle pages provides the best odds the reader will see the campaign. If it placed in the front, she might immediately skip over it knowing that it is comprised of all ads. If it is placed in the back, she might grow bored of the publication, put it down and never come back to it ensuring the ad will never get seen. My next area of placement would be on buses, benches, and subways/train stations. Any area that gets a fair amount of foot traffic is ideal. People of all backgrounds would walk past it and it would be the best place for exposure to a wide audience. My innovative thinking and risk taking would cause me to consider placing the ads on billboards in the country’s hippest hot spots. The Las Vegas Strip, Miami’s Ocean Drive, San Diego’s Gaslamp District, and New York’s Meatpacking District or SoHo. These are areas that have a large presence of nightclubs and restaurants that many young stylish women frequent. I would strongly suggest the brand sell in all of the surrounding drugstores and markets. Also placing the ads in these markets creates a stronger hipper image for the brand. “In an overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity (the value of the brand or group).” (Landa, R. (2010). Advertising By Design: Generating and Designing Creative Ideas Across Media. Page 49.) I want to people to associate Dr. Scholl’s For Her with the stylish woman on the go instead of the elderly orthopedics image of yesteryear.