ADVERTISING PLANNING

NECESSITY Advertisement Planning

Angelina Asantewaa Matey

Student ID 4144351

Coventry University

Introduction3

Background8

Theories for Cosmetic Advertisement9

Disneyization of Society9

Color Theory10

Consumer Buying Behavior11

The Product12

Target Audience13

Strategy for Target Market15

Conclusion18

NECESSITY Advertisement Planning

Introduction

While there was a wave of merger and acquisition in the era of 80s, there were around 20% bid prices that were encouraged by brand value at that time however, this figure has reached around 70% in these days (Sampson, 1997, pp. 176). For cosmetic products, every advertisement made ultimately that aim to influence and induce viewers for buying their featured products. Judith Williamson argues that “Advertisements must take into account not only the inherent qualities and attributes of the products they are trying to sell” (Williamson, 1978, p. 13).

The cosmetic companies consistently made their brands to build continuous theme in their product line that imitate soul of the product and company. The campaigns of cosmetic advertisement are also made for making a buzz to provide information to customers and they are able to realize which products are available and can also recommend the products to their family or friends. Himpe (2008) in his book “Advertising is Dead: Long Live Advertising” states that around 20 years back, advertisers used to reach more than 80% US citizens with help of only three commercials, but now it take 150 commercials to reach target audience. The aim of NECESSITY advertising campaign is to reach maximum target audience by making such attractive advertisements for the women that can entice them to buy companies product because budget of NECESSITY is not so high that company can design a number of ads for its campaign similar to some large cosmetic companies. The reason advertising is suffering is lack of innovation in the traditional format of advertising and new buzzwords are stealth, guerilla, buzz, wildfire and grassroots (Himpe, 2008, pp. 156-165).

An argument is made by Greg (1999) in which he states that advertising is not monolithic and demonstrates the multifaceted and impulsive effects of ads as they travel through the different worlds of the client, mediumand the agency before eventually reaching the customers. The strategies that are focused by Greg gave shape of an ad, movement of the as, and responses that are made for it. The NECESSITY also aim to focus on the strategies which shape an ad and explains unpredictable effects of NECESSITY ads to the target audience.

Another objective of cosmetic advertisement is that they provide product and suggest which way viewers want the product to enhance or improve its appearance. According to Leiss and Jhally (1990), “Advertising is not just a business expenditure undertaken in the hope of moving some merchandise off the stores shelves, but is rather an integral part of modern culture” (Leiss & Jhally, 1990, p. 4). The industry of advertising is considered to be a complex mechanism that is made up of different parts. One of the main pillars of advertising is culture and it is because of the culture that there are many controversies regarding imagined or real effects of ads on particular behavioral and ...