The advertisement management process will follow a four-step process that includes the target audience, building on the brand, using advertisement, and media that will ensure an increase in sales and expansion of market share. When the four steps are following, the smaller less known shoe manufacturer will grow in sales and market share and thus can compete with top competitors like Nike.
Target Audience: this is the first step which involves identification of buyers. In this case, the customers are athletes who do it for either professional, exercise, and leisure purposes. These are the people that will be most responsive to the adverts.
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Building on the brand: the decision to purchase can be influenced by brand (Rosenbaum-Elliott, Percy, & Pervan, 2015). A need will be created by making the potential consumers of an alternative shoe with class, and favorable. Importantly, there should not be barriers to make purchases.
Using advertisement: this stage involves the steps that will be taken to respond to consumer reaction to advertisements. The stage will involve responding to physiological responses, attitudes towards the brand, and acceptance.
Exposure Plan: this will involve the use of a media plan of a campaign while considering media specialists. In this case, a selection of primary medium for the campaign which is TV adverts will be selected followed by secondary media for reinforcement such as newspapers, radio stations, and social media.
Theory: Keller’s Brand Equity Model
A brand equity model is a powerful tool that justifies the effectiveness of the four tools and can turn a struggling brand into a successful one. The model is also known as the Customer-Based Brand Equity. The model offers a four-step model: brand identity where the company identifies how they are perceived, brand meaning where imagery and performance are used to give customers a good experience, brand response where positive customer response is achieved, and brand resonance where customer involvement is created (Keller, 2001).
References
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.
Rosenbaum-Elliott, R., Percy, L., & Pervan, S. (2015). Strategic brand management . Oxford University Press, USA.
