Case Study - Creating a Photo 0p

Created by: Palash Biswas

North South University

Summary:

Manuel Ortega was an account manager who was placed in charge of an advertising campaign for a new 35mm camera which has new disk technology. This is basically a high involvement product. The main objective of this advertising campaign is to explain the version of new disk technology which gives sharper picture and also easy to use rather than film. Firm fixed the budget $12 million for the first phase which was to run for 3 months. The company’s research indicated that the target buyer is between 18-44 years old people, has completed at least 2 years of college and has a family income of $30,000. Their main competitors were Nikon and Yashica.

This group was selected as target market because these people were subscribed magazines most. In United States the number of target market is approximately 20million.There the most popular magazine was National Geographic. From the 20 million of people, 3.22 million read National Geography magazine. Here is another thing they believed that those who bought the 35mm camera before are more likely to buy this new one.

Manuel decided for influencing their target customer by using different media and number of magazines. But he was also concern about the repetition of the same advertisement to the people who read different magazine contains the same advertisement.

Critical analysis Tools

Manuel Ortega was in charge of an advertising campaign which was for a 35 mm camera. He made this campaign for to explain the firm’s version of disk technology. This new camera recorded images on computer disks rather than film which ensure their convenience. The complexity in conveying the details of the new technology made this campaign difficult. Moreover, new product can place some misperception. To solve this problems Manuel took many steps.

Promotional Mix:

Promotional Mix

Personal

Selling

Public

Relation

Sales

Promotion

Internet

Marketing...