Marketing plan for the Herbal Chest Packs, страница 8

ATL campaign will start with the printing advertising in the medical and non-medical magazines. Health magazines like “Zdorovie” will provide the full page print (Pic. 5) with the article written by the famous person associated with the knowledge of the health. A good celebrity to write an article is Gennadiy Malakhov as he has an influence on the target audience. Other respected specialists and doctors will also describe herbal packs in the magazines. One major target point is the non-medical magazines such as “Panorama TV” that will attract the attention of the general audience. Additionally, the very same prints will be used in the subway as the proper advertising vehicle to target the incredibly high amount of potential customers.

Pic 5. Printed advertising in the medical magazines

On the later stage of promotional activities the company is going to use TV to target the average person. A series of 30 second commercials will be run on the main TV channels in order to target the audience extensively. Table 1 summarizes the scripts of the commercial, its target audience and the desired action of the consumer after being exposed to the commercial. The repeated message of those scripts will reinforce each of them and create the desired image of the product as the proper treatment against cough and other lung diseases.

Table 1. Target audience, desired action and possible scripts for the TV commercials

Another area of the television which has to be covered is the TV programs dedicated to the health issues. Product placement activities will integrate the herbal chest pack and associate it with the proper treatment. A possibility here is the Elena Malysheva’s program “Live Healthy” which is run on the first channel. It has the very same target audience of the housewives and the senior citizens as the herbal chest pack. Moreover, the audience seems to believe to what is said on the program which makes it a highly desirable vehicle for the product placement,