Describe about the Business Advertisement for Cosmetics.
1.Selected advertisement – Just Me Cosmetics
For Just Me Cosmetics, the Television and online advertisements are most suitable. The advantages and disadvantages of these two advertisement options are as under:
Advantages of Television advertisement:
Television advertisement can cover a huge number of audiences at a time, so the awareness can be raised quickly[1]
Through television advertisement more attention can be gained due to combination of visuals and sound effects
Disadvantages of Television advertisement:
This option of advertisement is much costly.
Television advertisement takes much time to be produced and sponsored[2].
Advantages of online advertisement:
Online advertisement can provide more information to the prospective customers.
This advertising option has extensive capacity of market coverage [3]
Disadvantages of online advertisement:
This advertising option cannot reach to the audiences, who have no internet connection.
Many times, people ignore the online advertisements.
Developing media characteristics
The advertising media must be creative so that it can attract the female customers between 16-25 age groups.
The media must have the capacity to visualize the products of Just Me.
The media must be available to the people at any place[4]
The target audience of Just Me must be fond of watching television and social media. This is because the advertisement of the new product range of Just Me will be available during television commercials and in the social media like, Facebook and Twitter.
As per the advertising requirements of Just Me, it can be said that the television and social media are the two favorable advertising media option for the company.
Alternate advertising brief:
|
Company name: Just Me Cosmetics Background: Australian cosmetic company that is going to launch new range of cosmetic products Products: Lip gloss, Eye shadow, Blusher and Nail polish Target customer: Women – age group 20 to 40 Tone: Fashion conscious, fun Theme: Glamorous World – Glamorous You Budget: TBC: |
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Report to the Advertising Manager Sub: Importance of media assistance Media is the best way to communicate with the target audience effectively. With the help of media, the company can convey its message very concisely to its prospective customers. At the same time, media helps to reach to vast number of prospective customers at a time. Therefore, media assistance is important for introducing a new product range in the market. |
Analyzing the advantages and disadvantages of advertising media option
Newspaper and Magazines
Radio
Television
Social media[5]
Identifying the advantages and disadvantages of media options
|
Media options |
Advantages |
Disadvantages |
|
Newspaper and Magazine |
Less costly and large coverage |
Poor image quality and limited to the newspaper and magazine readers only |
|
Radio |
Less costly and time efficient |
Available time for advertisement is very short Ignorance of the people as there is no visual effect |
|
Television |
High coverage and available to all |
Very costly |
|
Social Media |
High coverage |
Depends on the availability of internet connection |
Analyzing the advantages and disadvantages of advertising media option
As per the above advantages and disadvantages of all the available advertising media, it can be said that each media cannot be suitable for each advertisement. It is the company and the advertiser, who need to select the advertising media as per their capacity and requirements. If the company has high budget and want to cover wide market, then television and social media are suitable. However, for the local coverage, newspaper and radio advertising are suitable.
|
Newspaper and Magazine |
Radio Advertising |
Television advertising |
Social media Advertising |
|
· Printed advertisement · Less costly · Limited to the newspaper and magazine readers |
· Only sound effect is available · Less costly · Large coverage |
· High cost · Wider coverage · Available to everyone[6] |
· Not much costly like television advertisement · Wide coverage · Availability depends on the internet connection |
For the advertisement of Just Me, the required advertising media characteristics are as follows:
Must not include high cost
Must be available to young women
Must have high coverage capacity
Therefore, as per the requirements, it can be said social media advertising is most suitable for
Just Me.
Analyzing the media consumption
Identifying target audience
The target audiences of Just Me are the women between the age group of 16 – 20 years
Analyzing the target audience’s media consumption
For both primary and secondary advertising media, the target audience’s media consumption habit must include the followings:
The target audience must be fond of social media and television
Target audience must be interested in availing new cosmetic products
Selecting the appropriate media option
After reviewing the advertisement brief of Just Me and the characteristics, advantages and disadvantages of each media options, it can be said that social media is the best option for Just Me. This media option is not much costly but can cover wide range of target audience. Apart from social media, the television and newspaper can be the secondary media options for Just Me. Television media has high coverage and newspaper is less costly.
As the product range of Just Me belongs to the cosmetic products, the advertising strategies must be up to date and fashionable. At the same time, as the brand has only national coverage, the cost of the advertisement must be less. However, if the company conducts the media plan by selecting a particular media, then not all the requirements can be fulfilled. Therefore, the company must include multiple media strategies in its media plan.
If the advantages and disadvantages of multiple media are compared, then it can be said that there are more advantages of selecting the multiple media. If the company selects multiple media in the media plan, then it can create an effective media plan with low cost. If the company selects social media and newspaper, then it can cover wide range of people within limited cost. It can attract local people and the people in the other states. However, the main disadvantage is that in case of rural area, internet connection is problematic.
The required combination of multiple media in relation to the products of Just Me, must have the following characteristics:
The media must be less costly
The media must be creative and can produce fashionable advertisement
It must have wide coverage
If these characteristics are required then the company can apply the social media and newspaper advertising.
Report to the Advertising Manager
|
To The Advertising Manager Sub: For the suitable media selection In order to launch the new product range of Just Me, the company needs to select such an advertising media that includes limited budget and wider coverage. However, it is not possible if the company selects only one media option. Therefore, it is suggested that the company must use the multiple media strategy and for that, it can include the social media and newspaper in its media plan. Both the media includes less cost. At the same time, the market coverage of social media is much high and newspaper is very useful for attracting the local customers. If the customers cannot avail the internet, then they can notice the advertisement in newspaper. Therefore, selecting multiple media will be best for the media planning of Just Me. |
3. Report regarding the selection of advertising media
The selection of advertising media depends on the characteristics of the products and the requirements of the company. In case of the product rage of Just Me, the company must select the multiple advertising media. The main reason behind this selection is that the company wants to create the awareness among a wide range of prospective customers but the budget of the company is limited because it is a national company. In the evaluation of the advantages and disadvantages of different advertising media, it has been identified that each media has several advantages and disadvantages. As per the requirements and product’s characteristics of Just Me, social media is the most suitable. Through social media, the company can create creative and up to date advertisement. However, as social media is dependent on the internet connection, rural people cannot notice the advertisement. Therefore, for the rural people, newspaper is the best option and it is less costly. Therefore, the combination of social media and newspaper is best for Just Me.
Reference list
“English Online – Articles in Easy Understandable English for Learners”. in , , 2016, <https://www.english-online.at/> [accessed 27 July 2016].
“ResearchGate – Share and discover research”. in , , 2016, <https://www.researchgate.net> [accessed 27 July 2016].
“SHRM Online – Society for Human Resource Management”. in , , 2016, <https://www.shrm.org> [accessed 27 July 2016].
“U.S. Small Business Administration | The U.S. Small Business Administration | SBA.gov”. in , , 2016, <https://www.sba.gov> [accessed 17 July 2016].
“Videotise”. in , , 2016, <https://www.videotise.net/> [accessed 17 July 2016]
[1] “Videotise”. in , , 2016, <https://www.videotise.net/> [accessed 17 July 2016].
[2] “U.S. Small Business Administration | The U.S. Small Business Administration | SBA.gov”. in , , 2016, <https://www.sba.gov> [accessed 17 July 2016].
[3] “ResearchGate – Share and discover research”. in , , 2016, <https://www.researchgate.net> [accessed 27 July 2016].
[4] “SHRM Online – Society for Human Resource Management”. in , , 2016, <https://www.shrm.org> [accessed 27 July 2016].
[5] “English Online – Articles in Easy Understandable English for Learners”. in , , 2016, <https://www.english-online.at/> [accessed 27 July 2016].
[6] “U.S. Small Business Administration | The U.S. Small Business Administration | SBA.gov”. in , , 2016, <https://www.sba.gov> [accessed 17 July 2016].
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