Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

تمرين 12

One of Procter Gamble's primary products is Febreze. The product targets individuals who do not like washing laundry and has been positioned by P G as an alternative method of completing this chore. An ideal target market would seem to be the 18 million college students in the United States. With busy class schedules, work, and social events, they may believe they do not have enough time to do laundry. For jeans and other clothes that are not quite dirty yet, Febreze offers the chance to "refresh" the clothes and kill any possible odors. John Paquin, Executive Vice-President at the advertising agency WPP Grey Worldwide, which handles the Febreze product, states that "washing is not a convenient part of the lifestyle at college." He also recognizes that "mainstream media buys [such as television] are not effective for the 18- to 22-year-olds."22 For more information about Febreze, access the Febreze Web site at www.febreze.com.
1. Identify alternative media you would use to reach 18- to 22-year-old college students.
2. Design an advertisement for Febreze aimed at the college demographic. Where would you place your ad Why