ADVERTISING
You have just been hired by a local advertising agency, and your first assignment is to formulate advertising campaigns for three clients.
The first client is Entertainment Associates, who are local promoters of entertainment events. The product they need promoted is the Rolling Stones Concert Tour, which is booked for the Civic Center at 8 p.m. October 31.
The second client is Howard's Apparel, a local dress shop which specializes in upscale women's clothing. They need to advertise the arrival of the new winter line of dresses and fur trimmed outer wear.
The final client is Al's Rod and Reel. They have developed a new fishing lure, which, it is claimed, produces superior results. They want to advertise the product on a broad scale (national) and they envisage a good market response. The lure is to be priced at $9.95 and may be attractive as an inexpensive Christmas gift.
Please consider the characteristics of the products to be promoted, identifying positioning and differentiation issues. Then, consider alternative media (television, radio, newspapers, etc.) and select the most appropriate mix. Finally, design a sample advertisement to appear in newspapers or magazines for each of your clients.