The Advertising Message Was Aimed Directly at the Consumer


The purpose of the Zicam advertising was to drive awareness and trial at the consumer level. It was not aimed at the trade. Matrixx management believed that the advertising would bring in new customers and that these customers would become loyal users who would spread the word, creating more new users. Management felt that this demand from the consumer level would also maintain and expand retail distribution. At the time of this writing, Zicam had a lot of room to grow from an awareness standpoint. It started the year with an awareness level of only about 25 percent.

The primary television advertising copy strategy for the cold remedy was ˜˜Zicam gets rid of your cold three times faster. This was the only message in the thirty-second television commercials. At the time of this writing, the company could not claim that Zicam would prevent a cold. The sixtysecond television commercials also introduced the swabs and Extreme Congestion Relief. The print campaign focused on introducing the allergy and decongestant products.




Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns
Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns
ISBN: 735621675
EAN: N/A
Year: 2006
Pages: 172

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