Marketing 2014 17th Edition by William Pride,Ferrell

Exercise 5

College can be an exciting time. New friends, sporting events, parties. But for many, it can also be a harrowing experience, with a more demanding class and homework regimen and new adult responsibilities. In order to help reduce at least one aspect of the stress for your fellow students, you have decided to launch a laundry service, which, for a set monthly fee, will pick up and deliver clothes twice per week. You have contracted with a local dry cleaner to perform the dry cleaning service. Initial reaction from friends has been very positive, but to achieve scale, you need to attract many more customers. How can you reach them most effectively and efficiently? After considerable thought, you have decided to advertise in the college newspaper and a local, free advertising paper that is distributed on campus. Create an advertising platform to communicate the basic issues or selling points that you will include in your advertising campaign.