ADVERTISEMENT STRATEGY

Advertisement Strategy

Advertisement Strategy

Introduction

Advertising is one of the key factors in the success of any product or service. In the age of digital advertising, it is claimed by most of the researchers (see.), that a product cannot compete in a market without effective and efficient use of advertising. Thus, advertising at present era is significant for the success of any organization. This study will attempt to design an advertising strategy for a local grocery store Lesco TM, and following the strategy will design an advertisement for the appropriate media for the target audience.

Discussion

The progressive integration of the world economy and the associated increase in the complexity of the task accomplishment pose significant challenges to the management of small and medium sized enterprises. The key drivers of this process are political-administrative and technical (improved transport, information and communication technologies). Steadily rising commodity, financial and investment support in this era of economic development increases the competition in the domestic market (Armstrong, and Kotier, 2007). Thus, it has become pertinent for businesses to choose the right promotion technique in accordance with their audience.

Segmentation approach for the advertisement

Market segmentation is a process by which the company can identify itself or take a group of buyers with similar characteristics, i.e. the market is divided into several segments, according to the different desires of purchase and customer requirements. For advertisement strategy, the market will be segmented on the basis of interest. Means the advertising strategy will target the market segment of people having the same interest, this is the way Lesco TM can cater a large segment of the market.

Target Market Lesco TM Should Focus

As the target market of Lesco TM, both men and women of the local area are suitable, but the Lesco's advertisement campaigns should aim at drawing the attention of housewives of ...