Module 4: Communications Objective & Budget Request
The overall objective of the advertising campaign for this soul food restaurant is to bring customer awareness to ethnic food types. Oftentimes, consumers assume that the various ethnic foods are specific to that ethnicity. The campaign is geared toward changing those belief systems; bring awareness to this brand of food, and create an eating experience that will induce repeat customers. This may entail some sampling promotions of our product and pursuing the customer’s interest in our product. If they are currently showing interest in our product, we will build on that by asking those questions that will influence their intent to purchase. We will also look at a larger scale of advertising and more strategies.
The budget for our advertising campaign will be allocated based on historical data generated in the market. We will implement the objective-and-task budgeting method. Based on the build-up analysis, we have identified that we will reach all demographics throughout the United States. Based on this factor and the frequency and timeframe that we want to run the ad campaign, our budget cost will be extensive. Once we have looked at the production cost, we are able to determine the media expenditures because we have gathered enough data. Of course we anticipate having to modify the budget, but not to a large degree. Our budget execution will have flexibility and vary based on exposure in the marketplace.
Ad Subject: Soul Food Ethnic Cuisine
Product Characteristics: Delicious, soulful, traditional, rich in heritage Advertising Objective: To appeal to all ethnicities by reiterating that this type of food is not just for the African American heritage but for everyone. Target Market: Families, couples, singles, professional, all ethnic groups throughout the US. Key benefits: Good old fashions home cook meal, reasonably priced. Claims and promises: The most favorable food...
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