Outdoor/Transit

Advertising

Television

This form of media is highly estimated by marketers in general, because it affects sight and sound, but it is in consumer’s behavior to avoid it. Specifically to our product, Beats by Dr.Dre headphones, television is not the most appropriate form of advertisement as it’s target audience is not the same as Beats by Dr.Dre’s target market (students, DJs and celebrities as mentioned earlier). Therefore, television isn’t worth the cost and time taken to be used as advertising tool.

Internet

Internet advertising will be on the contrary very helpful to establishing the promotional mix of Beats by Dr.Dre Headphones. All of its target market extensively uses Internet on daily basis: students for learning process and entertainment, DJs for work and celebrities for both entertainment and work. The statistics^* below shows the details of Internet usage of Canadians.

*Source: http://www.6smarketing.com/infographic-canadian-internet-usage-statistics/

As it is specified in the statistics, consumers dedicate a lot of time to watching online videos (1 hour a day each) which makes it reasonable for marketers to use online video commercials as one of advertising forms. It can be included to both company’s website and other websites including social media and websites which contain information about technical gadgets and music.

Display ads could also be used at the mentioned technical gadgets and music websites to catch an eye of consumers to who high quality headphones might be a product of interest. Leaderboards as well as skyscrapers may attract attention of potential customers who are already online on those thematic websites and browse a webpage.

Newspapers

This form of advertising is not popular with Beats by Dr.Dre’s target market which means that newspaper ads will not impact the product’s sales and brand image so it’s not the best objective for marketers at which to drive their efforts.

Magazines

Unlike newspapers, magazines can target specific audiences because they often suggest articles in specific topics such as business, fashion, cooking, gardening, technology and music, in particular. Moreover, the ‘life’ of a magazine is longer than the one of a newspaper, so any ad in a magazine can reach more consumers simply because it is there for a longer period of time. Placing bright, eye-catching and unusual ads in magazines which concentrate on music and technology issues can attract attention of magazine’s readers and get them to think of purchasing Beats by Dr.Dre headphones.

Radio

This is another form of advertisement which marketers of Beats Electronics could use successfully. One of market segments determined earlier – DJs – work at radio stations so they could make announcements advertising Beats by Dr.Dre headphones to radio listeners.

Outdoor/Transit

An advertising tool which is not of a prior importance to a marketing strategy of Beats by Dr.Dre company. As it was mentioned in Chapter 12 of the textbook, outdoor advertisement is effective when brand awareness needs to be created within a short period of time. Therefore, it is a suitable advertisement form for a product that is in its introduction stage. Beats by Dr. Dre headphones are not, so it’s not the most suitable form of advertisement for the product.

Дата добавления: 2015-11-14