Why Sonic Should Promote its Advertising Effort
Why Sonic Should Promote its Advertising Effort
Yes Sonic should use advertising to promote its product. Advertising is a cost effective way to disseminate messages, whether, for example, to build brand preference for Coca-Cola or to educate people to avoid hard drugs. Therefore, Sonic should advertise its shelf-stereos to simply make the consumer more aware of the existence of such products. In advertising their shelf-stereo, Sonic must first identify a target market for their products and design an advertisement suitable for that market. In choosing to advertise the products, Sonic must then set advertising goals and then after measure the results of the advertising campaign. What advertising goals should Sonic set? First Sonic should set a goal of reaching a certain audience, namely people that would most likely be interested in purchasing shelf stereos. Sonic should, considering the audience, aim to reach a certain amount of people as it pertains to the amount of sales that Sonic intends to generate as a result of such advertising. That brings up another goal that Sonic should set, Sonic’s advertising should be designed to increase the sales of its shelf stereos. Advertising can encourage this as it causes consumers to be more aware of a product as it educates them about the product and, according to how effective the advertisement is, may convince the consumer to purchase Sonic’s shelf stereo. Another advertising goal that Sonic can set is to make the advertisement for shelf stereos better than that of other shelf stereo companies. Sonic can do research on other companies advertising campaigns for shelf stereos and compare them to their own and aim to make a better advertisement. After implementing the advertising plan, Sonic, as the communicator, must measure the impact that results on the target audience. First, Sonic can measure results by communicating with the target audience and asking them about the advertisement. The consumer is questioned on whether they recognize or recall the message, how many times they saw it, what points they recall and how they felt about the message. In measuring the results in this manner, Sonic should also question the previous and current attitudes of the consumer towards the product and the company and how they have changed as a result of the advertisement. This can be achieved by surveys, telephone calls, online...