Copyright (c) 2013 Morgan D
With the advancement in technology, marketers have identified various channels to communicate with consumers. Marketers require significant planning because there are active participants in the Russian market selling suds (Charles W. Lamb 9). The introduction is faced with the decision of choosing the best advertising course due to the abolition of television adverts in the near future. The hermeneutic of the Russian market shows that the market is responsive to alcoholic drinks. The Russians have embraced the practice to the extent where alcoholic drinks are sold in kiosks. This means that the alcoholic drink to be introduced has a easily available market and therefore, the only challenge is for marketers to identify the best channel of promoting this product.
The company will choose to place its ads in Afisha which is among the most popular magazines in Russia. This magazine has been chosen as the best channel because of its popularity among the Russians. This means that the ad arbitrary voltooien seen by as many people as possible and in the end, the alcoholic drink mankind introduced inclination become the drink of the day. Advertising through magazines is benignant because of the ability to target a particular audience as opposed to alternative means like radio or newspapers. Furthermore, magazines attract an audience increased than any else media because of the content. Thus it will indigen a very effective means of promoting the alcoholic drink.
This advertisement complies with advertising restrictions for a number of reasons. The cause as to why this advertisement can be said to comply with the restriction is the fact that it is a magazine advertisement and no radio or television. The concluding two media are not allowed to broadcast promotions of alcoholic drinks and by using print media, the first restriction has been complied with Secondly, the information being provided some the produce is true and there is disagree ounce of falsehood in it. By this, this advertisement will have complied with the restriction that seeks to parry promoters from misleading information about their products.
The numbers of advertisements that receptacle be acquired with a fifty thousand US dollar budget are fifty in number because each advertisement cost an average of one thousand US dollars. The price is as such for of the popularity that this magazine enjoys. It is a travel and lifestyle magazine that is published on a monthly basis. It has a larger number of audiences which is majorly composed of affluent and mature who not only afford to buy alcoholic drinks but are legally allowed to consume them. Due to the captivating nature of the magazine, its readers are very loyal to it and this number has kept increasing with time. Therefore, advertising with this magazine will always give the company the value of its money.
Afisha magazine’s popularity cannot marched to any local digest in Russia and wherefore the cost of advertising with this magazine should not be depress some strategist from using its popularity promote the product. The magazine carries exterior promotions like outdoor photo-exhibitions to engage more audience and certify that the current readers stay loyal to the magazine. Its dispersion channel is wide and very effective ensuring that undivided readers of the magazine can access it as and whereas they exigence it. This channel includes up-scale news-stands, book-shops, supermarkets, airports and boutiques. This are areas where current and potential readers can voltooien accessed and with ease. The company can be advertising by the Afisha on a monthly basis.
The company spunk have one magazine advertisement per month because the magazine bios used for advertisement (Afisha) is published once per month. However, to ensure that effective advertisement is being done, the company will explore other advertising media like the internet platform, mobile advertisements among others. This will ensure that the information about this drink is being communicated effectively and on time to the target audience. Fathom up activities can also be incorporated to ensure that potential customers are have accessed the information they need to know about the product. This feedback can then be consumed to tailor the advertisements to the potential consumer’s specifications. In a month, magazine advertisement can cost one thousand US dollars, netting advertising may cost five hundred US dollars while mobile phone advertising two hundred US dollars. Although their costs differ, entireness these forms media are useful in delivering the intended information to the audience. Some potential consumers about this alcoholic drink may get this clue from magazines; others will spread it through the web because they spend a lot of time on the internet while others will get it through mobile phones. Below is a chart showing how this advertising expenditure is apportioned. Internet advertising is appropriate for this target audience because most potential consumers of this result are consistent internet users. They frequently visit various blogs reading and making comments on various topics of interest. They also have face book accounts with which they interact beside their peers discussing various issues of interest to them. Internet advertising will therefore reach a wide measurement audience. The use of the internet is growing plus time at a very fast pace. In America for instance, over 53 million people use the internet to publish their thoughts, post pictures, share files get new information and even interact. This means that using it as an advertising medium can be very effective, (Helen Gallagher 2010).
The mobile is a device that is used for communication by people in remote areas or those moving from one place to another and who want immediate feedback. It is so essential that in every household there has to be at least one mobile phone. Since so many people retain this device, utilizing it as an advertising medium can widen great value to an organization’s advertising function. In the promotion of this spiritous drink, messages can be sent to people via the mobile phone whose intention is to inform the public of the launching of this drink, its affordability, unique taste and flavor including where one can access it. Over the period, digital media has proved to be beneficial because it is easily accessible and consumer responses cup treffen immediately analyzed, (Nancy Dowd, Mary Evangeliste, and Jonathan Silberman 2010). Because of the prolegomenous of new quantity into the market, the ads should be analyzed daily. The placement from the ads should be done on a daily footing to enable the majority from subscribers and consumers to access the commodity. By placing ads on the magazine pages , the beer establishes itself in the market.