American Snacks: Advertising Strategy and Marketing Goals

603 Words Jan 11th, 2018 2 Pages
American Snacks will use creative marketing communications to build consistent and meaningful dialogue with customers over time. Print advertising is cost-effective and will be used to generate the proper exposure and reach for the brand (Madden, 2010). A highly "Americanized" and stylish advertising campaign will be designed to capture attention and help to set the American Snacks brand apart from the competition. The use of American symbols landmarks, cultural icons, celebrities, national images will help cement a lasting impression upon Japanese consumers who will view the brand as distinct in the market. This aligns with overarching marketing goal to leverage the brand's national identity as one of its selling points. Other advertising channels will include point of purchase displays, radio/television ads, social media promotions, and outdoor advertising, but only if opportunities fall within budgetary limits.
Determine how the effectiveness of the advertising will be measured.
American Snacks will develop a marketing flowchart detailing all promotional channels and how these channels will reach customers and achieve monthly sales goals. On a monthly basis, this chart will be updated to illustrate all increases and decreases in sales per identified channel. Careful monitoring and final evaluation of sales trends will help identify those channels that hold the most promise for…
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