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Advertising-Scholl

Extracts from this document...

Introduction

Contents Company background............................................................................................................2 Brand: Scholl Party Feet.........................................................................................................2 4Ps of Scholl Party Feet..........................................................................................................3 Product, Price..................................................................................................................3 Place..................................................................................................................................5 Promotion........................................................................................................................5 1. Press advertisements........................................................................................6 2. TV commercials..................................................................................................7 Consumer insight....................................................................................................................8 1. Experience of wearing high heel shoes..........................................................8 2. Experience of using gel insole and foot cushion...........................................8 3. Experience of using Scholl's product...............................................................9 Conclusion for consumer insight........................................................................................10 Target audience.....................................................................................................................10 Advertising objectives..........................................................................................................10 Unique Selling Points of Scholl Party Feet........................................................................11 Creative Brief.........................................................................................................................11 Media requirement......................................................................................................11 Advertising Proposition................................................................................................11 Tone of voice..................................................................................................................12 Desired response..........................................................................................................12 Reason to believe..........................................................................................................12 Brand personality..........................................................................................................13 Evaluation..............................................................................................................................13 Reference...............................................................................................................................14 Appendix................................................................................................................................15 Company Background Scholl was established by Dr William Mathias Scholl in 1904 with the aim at improving the 'health, comfort and well being of people through their feet' (Scholl, 2010). The company specializes in footwear and foot care as well as contributes to innovative with the foot relevant research. They believe that by investing in effective advertising and consumer-led innovation will grow the value of brands (SSL International, 2005). Its brands include Scholl, Party Feet, Orthaheel and Pro Sport. In this essay, Party Feet will be the mainstream one to be focused on and therefore an advertising campaign will be designed for it. Brand: Scholl Party feet Since 2003 that Scholl Party Feet became one of Scholl's brands, it has been providing relief for most of the high heel dilemmas. Party Feet this brand was built to attract new, younger, fashion conscious target audience mainly. It helps those who go to party comparably often to combat the problem of the burning sensation on the heels and balls. Because this serial of products can also be used to deliver comfort in daily life, it has received extensive TV and press coverage and now becomes prominent popular foot care products that sold in retailer outlets, department stores and online websites as well. ...read more.

Middle

However, they all ever face the problems of loose and non-sticky and it causes them embarrassed when wearing shoes. 3. Experience of using Scholl's product (1). Brand awareness For those women who wear high heel shoes and use foot cushions very often, they have impress on Scholl this is brand even though they can't remember whether they use it before or not. (2). How (Feeling of seeing the Scholl Party Feet samples-glitter and cooling ones) Some people regard glitter one is more attractive and cooling while the others think glitter is useless because people can't see it if you are wearing the high heel shoes because the gel insole is under your feet, and it doesn't matter with the appearance. (3). Product value in consumer's mind Most of them consider and accept the price of Scholl's Party Feet gel insole is between 4-5 pounds a pair. If the price is beyond 5 pounds, they will give up buying it. Nevertheless, there is still few women think they are willing to pay more if it has special appearances such as glitter and leopard stripe but some keep the same opinions toward normal one and glitter one. So finally when they hear the current price of Scholl Party Feet, most of them think it is reasonable and will consider buying if needed. Conclusion for consumer insight Most young women have ever faced the problem suffered from wearing high heel shoes. Usually, they face the problem then seek solutions to get rid of it. Even though the experience of using gel insole and foot cushion may depend on individuals, it still has the potential market among young women. Followed by AIDA model which Strong created in 1925, Scholl has well known brand awareness in the market especially in British area and its Party Feet products can indeed attract target audiences. ...read more.

Conclusion

It also the unique selling point that other competitors can't easily imitate. Moreover, this image can turn into the valuable asset of the company which can provide the competitive advantage in the future (Cornelissen,2008). Evaluation In order to assess the advertisement in this advertising campaign is effective to reach the objectives or not, we are going to use three post-testing methods which are recall tests, likability tests and sales tests to measure (Fill, 2009). Recall tests are used to measure if the target audiences have impressions and awareness on the Scholl Party Feet brand and its products. Target audiences may be found from the previous focus group. Likability tests are a powerful method to see target audiences' mind on advertising, and it can affect the successful sales of company (Fill, 2009). The advertisements use slice of life of Information-based appeals to closely approach target audiences to hopefully enhance consumers' likability on both brand and products. Finally, sales tests can be used to measure the willingness of buying Scholl Party Feet products. Reference AT-TITUDE. 2006. Either ice buckets or party feet from Scholl [online]. [Accessed 10 May 2010]. Available from: http://www.ad-titude.com/comments.php?postid=95 CHAN, S. 2010. Advertising planning and creative briefs, lecture notes distributed in LUBS 5407 Advertising. University of Leeds, 9 February. CORNELISSEN, J. 2008. Corporate Communication: A guide to theory and practice. London, England: SAGE Publications. FILL, C. 2009. Marketing Communications. Harlow: FT Prentice Hall. SCHOLL. 2010. Party Feet [online]. [Accessed 9 May 2010]. Available from: http://www.scholl.com/en-GB/1/Party-Feet SCHOLL PARTY FEET. 2009. Profile pictures on Facebook [online]. [Accessed 9 May 2010]. Available from: http://www.facebook.com/home.php?#!/photo.php?pid=3487982&id=128355856137 SHOPWIKI. 2006. Party+feet [online]. [Accessed 9 May 2010]. Available from: http://www.shopwiki.co.uk/Party+feet SSL INTERNATIONAL. 2005. Annual Report [online]. [Accessed 10 May 2010]. Available from: http://www.ssl-international.com/Presentations/RandA2005.pdf WILSON, R. 2010. Assignment brief [online]. [Accessed 11 May 2010]. Available from: https://vlebb.leeds.ac.uk/webapps/portal/frameset.jsp?tab_id=_2_1&url=%2Fwebapps%2Fblackboard%2Fexecute%2Flauncher%3Ftype%3DCourse%26id%3D_70712_1%26url%3D YESHIN, T. 2006. Advertising. London: Thomson Learning. ?? ?? ?? ?? 1 ...read more.

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