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NaturalPure Soap Ad Campaign   Term Paper ID:36941 Click to get this paper

Essay Subject: This paper develops an ad campaign for the fictitious product NaturalPure soap detailing the ...... More...

7 Pages / 1575 Words 5 sources, 12 Citations, APA Format $28.00 Return to List of Papers

Paper Abstract: This paper develops an ad campaign for the fictitious product, NaturalPure soap, detailing the target audience, brand image, the media to be used, and a description of the actual ad. Paper Introduction: NaturalPure Soap Ad CampaignIntroduction NaturalPure soap is part of the booming natural products business thathas taken over the personal products industry Whereas the bath and showermarket in general declined almost from to and the bar soapcategory has reached almost total saturation The U S Market for Bath andShower Products Bar Soaps Body Washes Bath Additives and Scrubbers thEdition www packagedfacts com Natural and or organic personalcare sales have rocketed to billion and may reach billion in a jump of more than MarketLook Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. The text of the ad willbe: Remember when your soap was made without a laundry list of tongue-twisting ingredients? Market for Bath andShower Products: Bar Soaps, Body Washes, Bath Additives and Scrubbers, 4thEdition," 2 5, www.packagedfacts.com), "Natural and/or organic personalcare sales have rocketed to $4.3 billion, and may reach $6.6 billion in2 1 -a jump of more than 5 %" ("MarketLook: Natural/Organic Personal CareMarket," 2 5, www.packagedfacts.com). The logo will have the look of a Boy Scout badge, somewhatreminiscent of a quality seal.Media for Campaign The media for the campaign will be different according to thedifferent sectors in the target audience. Hippies and other people interested in health foods could be combinedinto one sector, although they may have significantly different lifestylesin other respects. Baby Boomers, for example, are a market sector all unto themselves,having grown by 19 million people since 199 and spent over $1 trillion in1998 ("Affinity Audience," 2 6, www.myprimetime.com). This group is interested innatural products either on principle or because of a concern about harmfuladditives, animal testing, and other ethical and health-related issues.This group tends to be zealous about avoiding non-natural and non-organicproducts as much as possible, reading labels and willingly spending moremoney for products that they regard as pure, eco-friendly, healthful, andkind to animals. Try it and let us know what you think. (2 3). Each of these insets will be tagged to a section ofthe text that it pertains to; when the ad is adapted for the Internet, theywill become a flash slideshow with the accompanying text displayedalongside them. Surprisingly, BabyBoomers not only represent over 5 % of all Internet users, they spend sixmore days per month online than 18- to 24-year-olds, stay online 236minutes longer, and view 179 more unique pages per month ("AffinityAudience," 2 6, www.myprimetime.com). You'll only find naturalsoap here, a commitment to sustainable agriculture, and a pledge ofenvironmental responsibility. Packaged Facts web site. We think you'll like our soap. We make our soap using only the freshest ingredients, process it withwater from clear, pure, spring-fed streams, and add the just-pickedhomegrown organic herbs selected by our certified herbalist, Jack; that'shim in with the basket of soap, on his way to the packaging team. It's Time for Natural Personal Care Marketers to Diversify Venues, Target Audiences. Since the lifestyles and values of these groups vary significantly, NaturalPure will approach many of these groups as separate market sectors. Retrieved on March 22, 2 6 from: http://realtytimes.com/rtapages/2 2 129_insights.htm For Baby Boomers, Internet adsand detailed print ads will be used, since Baby Boomers spend more time onthe Internet than other age groups and have more time and interest forreading detailed ads and comparing the attributes of products. Although each of these types of ads hasthe potential for crossover appeal to members of the other sectors, theywill be primarily targeted at the particular group for which they aredesigned.Ad NaturalPure's demographics indicate that the largest number ofpotential customers for its products fall into the Baby Boomer sector.Therefore, the first ad will be designed to target Baby Boomers. Since many Baby Boomers are now retired, they are more prepared totake the time to study advertising carefully before buying products, andthey are interested in both the factual and emotional appeal productsoffer. Thelower right quadrant will show a picture of the soap, standing upright inits packaging, with an unpackaged bar of soap laid down in front of it.The lower left quadrant will be an inset of photos-a mother washing asmiling baby with the soap in soft and mellow lighting, a Baby Boomer withbeautiful skin smiling in a field of fresh herbs, a little puppy with alarge red bow around its neck, and a happy-faced male Baby Boomer inlederhosen with a basket of unpackaged soaps and herbs in one hand and azither in the other. NaturalPure Soap Ad CampaignIntroduction NaturalPure soap is part of the booming natural products business thathas taken over the personal products industry. Retrieved on March 22, 2 6 from: http://www.packagedfacts.com/product/display.asp?productid=11 252&CatR eturnURL=http%3A%2F%2Fwww%2Epackagedfacts%2Ecom%2Fbrowse%2Easp%3Fcatego ryid%3D113%26sid%3D%2D%26partnerid%3D%2D&kw=Montuori, Don. Not as trusting, Gen-X'ers are inherently skeptical (Wendover)and more apt to pick apart an ad, looking for the catch. To further reinforce these qualities ofthe brand image, the brand's logo will feature a badge-like image of theBlue Ridge Mountains with the brand name and a photo of the packagesuperimposed. As one industry publication states, "Advertising, if affordable, can be used to soft-position products to more than one age- group, simultaneously; or to position specifically to tweens and their parents; or to position to people of color; and so on" (Montuori, 2 6, http://www.packagedfacts.com/editor/viewcontent.asp?prid=268). In fact, NaturalPure isbetter than the soap you remember, because not only does it contain nochemicals whatsoever, it is enriched with herbs that are organically grownright on our farm in the picturesque Blue Ridge Mountains of Virginia.Ours is a family-run business that started with a commitment to purity andquality. Furthermore, the brand image willincorporate nature as part of its emphasis-not only in terms of theproduct's natural ingredients, but also with respect to the outdoors, thebeauty of natural settings, and the Blue Ridge Mountains, in particular,where the soap is manufactured. Gen-X'ers love their computers and surf the Internet also, but theirperspectives and buying habits are different from those of the BabyBoomers. For them, television ads that are colorful andaction-filled but free from hype and eminently trustable will be used. The ad will be a full-page color ad with a picture of the Blue RidgeMountain setting in Virginia in the upper left quadrant. With this promising outlook and the inspiringsuccesses of other natural products, such as those by Burt's Bees,NaturalPure is well positioned for success in the market.Target AudienceNaturalPure's target audience is composed of several groups-Baby Boomers, Gen-X'ers ("MarketLook: Natural/Organic Personal Care Market," 2 5, www.packagedfacts.com), hippies, and people interested in health foods and other healthy alternatives. They are interested in herbal and alternative remediesand quick to acknowledge the value of nutraceuticals over standardremedies. Even more interesting, theyrepresent 62% of the people that shop online ("Affinity Audience," 2 6,www.myprimetime.com). (2 5). Send us a comment on our web site, www.NaturalPure.com, or mail to NaturalPure, P.O. Finally,having grown up with media that broadcasts "a myriad of messages and imagesthat contradict each other, they feel there is more than one right andwrong (Wendover). RealtyTimes web site. (2 5). It was gentle soap...soap you could use on a baby.NaturalPure is like that...gentle, safe, and pure. The ad will incorporate the attributes of the soap-natural, pure, made with organic herbs, and the absence of chemicals-aswell as the appeal of the setting where the soap is produced, and the factthat it is not tested on animals. Retrieved on March 23, 2 6 from: http://www.packagedfacts.com/editor/viewcontent.asp?prid=268The U.S. Although there is wide disparity in the ages, occupations, and other demographic and psychographic factors pertaining to these groups, they all have one thing in common-they prefer natural and/or organic products to ordinary products. Themedia used to reach hippies will be ads in holistic, New Age, and naturalfoods magazines. Therefore, marketing to this sector will includeInternet advertising and a web site where the product can be purchasedonline. Market for Bath and Shower Products: Bar Soaps, Body Washes, Bath Additives and Scrubbers, 4th Edition. Gen X Buyers: Five Insights to Remember. Retrieved on March 22, 2 6 from: http://www.packagedfacts.com/product/display.asp?productid=1 97888&CatR eturnURL=http%3A%2F%2Fwww%2Epackagedfacts%2Ecom%2Fbrowse%2Easp%3Fcatego ryid%3D113%26sid%3D%2D%26partnerid%3D%2D&kw=Wendover, R. Packaged Facts web site. Box 3 , Greenway, Virginia 22 67. The title-"NaturalPure-It Couldn't Be More Natural"-will start at the right edge ofthe upper left quadrant and extend through the upper right quadrant. myprimetime web site. Our life here is close to nature, and our soap is too. For those with a serious interest in health andalternative medicine, article-type ads will be used in health foodmagazines distributed at health food stores and those available onnewsstands and by subscription. Made on a farm by a family-runcompany, the brand image will have a deliberate "homey" quality, atrustable and comfortable image that the target audience will eitheridentify with or aspire to achieve. They are alsomultitaskers, which means that any advertising directed at them has tocompete with a phone conversation, the Internet, and any number of otherdistractions (Wendover). Oh, andthe puppy's name is "Buddy;" he's the token of our pledge to you-we neveruse animal products or permit testing on animals. It willstart as a print ad to be used in women's, health, and alternative medicinemagazines and will subsequently be adapted as an Internet ad for thefullest reach. Hippies and health food addicts do have similar ideasregarding natural foods and other natural products, and both are inclinedto purchase in small local health food stores. This quality may represent a murky moral outlook butsignals an excellent opportunity for advertisers, who can use their powersof persuasion to sell their particular viewpoint as right. Retrieved on March 22, 2 6 from: http://www.myprimetime.com/misc/our_target.shtmlMarketLook: Natural/Organic Personal Care Market. They are also impatient and time-conscious(Wendover), so advertising had better be brief but impactful. Asimpatient, skeptical multitaskers, Gen-X'ers need ads that are vibrant,compelling, and believable. Whereas the bath and showermarket in general declined almost 12% from 2 to 2 4, and the bar soapcategory has reached almost total saturation ("The U.S. Works CitedAffinity Audience. Furthermore, natural and organicproducts have broken free from the limited confines of health food storesand ethnic emporiums and are now sold in mainstream mass retail settingssuch as grocery stores, drugstore chains, and mass merchandisers("MarketLook: Natural/Organic Personal Care Market," 2 5,www.packagedfacts.com). In the center portion of the ad, but staggered, with the first segmentof text more to the right of center, and the next segment of text more tothe left of center, will be the body of the ad. These are people who are knowledgeable about chemical additivesand their effects and interested in the details about how a product is madeand tested.Brand Image The brand image for NaturalPure will be predicated on purity, the useof natural ingredients, and safety. If you include your name andaddress when you write, we'll send you a thank-you note with Buddy'spicture on it. If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.