Scenario:
You are developing a media plan for a new stylish grilled sandwich maker.
Your target:
The sandwich maker is targeted at people who love healthy gourmet food but don’t have a lot of time because they are busy with their professional or social lives. These people are of a high to middle socioeconomic status and so generally wealthier and more educated and up with current affairs. They are very active and busy with going out in the evenings and on weekends as well as working full-time. With everything they do they think of quality and luxury and living a sophisticated and cosmopolitan life.
Consumer Decision Making:
Consumers often realize they need a sandwich maker when they get married or want the next best piece for their kitchen. Much of the information search will be from external sources both personal and commercial. They will notice what their friends have as well as look to credible media that showcases kitchens and kitchenware for what looks good and performs well. They will make some comparisons but mostly it is the quality of the brand that is important for them. They will consider how it looks too. As a couple, they are both just as likely to make a decision on this product as they are both concerned with the quality and look of everything they buy. They will most likely buy the sandwich maker from a high-end physical store. After purchasing it they will appreciate the good healthy food but probably won’t talk too much about it unless someone visits the house or asks specifically about sandwich makers.
Your advertising campaign