Advertising Campaign for Haigh's Chocolates

Advertising Campaign for Haigh's Chocolates

Strategies and Implementation

An advertising agency designs and develops a campaign for encouraging the potential customers to purchase a product or service ( Lal, & Matutes,1994). An advertising strategy is generally created for the target audience who the company believes is most likely to buy the product among the entire population. In the process of devising the advertising strategies some of the elements which are considered include the geographic location, demography, special offers and advertising media such as websites, billboards, TV or Radio ( Lal, & Matutes,1994).

In order to create the advertising for the Haigh's chocolates, the understanding of the business is very important. Any advertising strategy cannot be created without the basic understanding of that business ( DeBono & Packer,1991). The vision of the Haigh's is to deliver a world class chocolate experience every time. Haigh's chocolate is almost a century old business. Today it has almost 14 retail stores and 400 employees at the factory. It believes in satisfying the customers by providing the quality products. One of the important things about Haigh's chocolates is that they believe in truthfulness. They only promise which they think that they can deliver.

The advertising strategy of the Haigh's must began with the targeting of the customers; the company must identify first that what is their target market. Once there is the identification of the target market than the advertising strategy should be made ( Putte, & Dhondt, 2005). The advertising message of the company will be focused on the quality as the company has emphasized al lot on the quality since the time it started its business. The advertising of the company will be done through the magazines, social media and internet initially.There will also be the window display of the products. The company ...