Vision Communications
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I.M.C. and Media - ADVERTISING The
types of advertising to be used by Vision Communications will include a
television commercial; a series of print advertisements to be placed in
magazines; outdoor advertisements including a billboard advertisement and
advertising on the back of buses and taxis, as well as bumper stickers; and also
a banner ad on the Internet. The
15-second television commercial will be used in order to transmit the VISA
message of safety and security to large groups of individuals within the primary
target market, at the one time. The commercials will be aired during times when
a high proportion of the target market will be known to be watching television,
such as early in the morning (before work), the evening (around 7.30pm), and
late night (around 11.30pm). The ads will be aired around the news, current
affairs programs and popular television shows for the target market. The
single page full colour magazine advertisement will feature in magazines such as
‘Time’, ‘Bulletin’, ‘Money’, and various computing and Internet
magazines. The primary target audience of people aged between 18 and 35 who are
involved in business, e-commerce, and the Internet will be well exposed to the
advertisements in publications such as these. The
outdoor advertisement will be similar to the print ad, however it will not
contain the full body copy. The billboard advertisements will be placed in
densely populated business areas (such as the Central Business District) in
order expose the target market who are involved in business to the ad. The
advertisement on the back of buses and taxis will be exposed to the target
market that are not located in a business district, or are not involved in
business. The
bumper sticker will simply say, “Conquer the New Frontier” and will have the
VISA logo on it. This will generate awareness of the whole campaign, emphasising
VISA on the net to a large audience. Four
different banner ads will be placed on the Internet (therefore being exposed to
current Internet users). The ad will feature on the VISA homepage, as well as
various travel sites and home shopping sites, in order to emphasis that VISA is
the safest, convenient and only way to pay on the Internet. The banner ad will
also feature on various e-mail sites (such as Hotmail and Yahoo), which are very
popular among Internet users. All
the forms of advertising will be consistent with the central passport theme
(you’ve trusted VISA when travelling, now you can trust it on the Internet).
The various forms of advertising used will continuously emphasis and expose the
VISA message to the target audience. DIRECT MARKETING Vision
Communications will make use of direct marketing by providing merchant banks
with a file. The file will contain a letter addressed to each individual
merchant bank, which will explain how VISA is the safest and most convenient way
to pay on the Internet. Statistics about the safety of VISA and its growth rate
on the Internet will be demonstrated, as well as information about whom benefits
and how they benefit. The new campaign to promote VISA on the Internet will be
explained in full. Why certain forms of advertising where chosen, what times
advertisements will feature, where they will feature etc, will be some of the
issues discussed. Included
in the file will be an example of the bumper sticker, the print advertisement,
and a brochure, which will be given to the customers at the bank (see sales
promotion). SALES PROMOTION A
brochure will be made in order to be given to customers (the ultimate
consumers), at the banks. A display will be set up in an allocated area of the
bank where a poster of the print advertisement will be displayed (in order to
gain the attention of the customers), and brochures will then be available on a
stand next to it. The
brochure will explain to the customer the advantages of using VISA to pay on the
Internet and facts about VISA being the safest way to pay and the brand most
favoured by Internet shoppers. Convenience will also be emphasised. The brochure
will be set out in a very simple form in order to make it easy to understand,
subheadings will be used and the VISA web address will be given, and encouraged
to be used in order to get more information.
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