Dell Ad Campaign Essay -- GCSE Business Marketing Coursework

dell Ad CampaignThe biggest argona of expansion for Dell is the consumer marketplace. In order to develop more sales in this market Dell involve to focus more advertising on the needs and wants of the consumer. Currently Dell promotes its direct model, which is a key factor Dell needs to create a better position for itself in the consumer market. With all of the PCs in the market being more or less equal, Dell needs to focus on what differentiates its products from the competition, namely service and support. The advertising campaign need to focus on the emotions of the PC users as oppose to merely their logical side. With a strong emotional ad campaign focusing on the anxieties and fears of the consumers when it comes to making the decision for a computer purchase Dell can reassure the consumers that we atomic number 18 there for them. The direct model and more importantly the virtual integration should be the focus of the campaign as oppose to a teen-age part-time employee at your local mall. Why would anyone want to go into a super store where the salesperson pitches everything under the sun to you before you finish telling them what it is you need. With the build-to-order direct federal agency Dell operates you tell us what you want, we dont tell you what you want.The advertisement campaign will need to be coordinated in print, television, radio and seemingly the Internet. Dell can also integrate the direct mail pieces and catalogs with the new pitch to further expand its reach and frequency. Dell can also reach out to work towards the small and medium businesses through this strategy using a similar mirror campaign in the trade publications and in trade read displays. The idea will be to have the campaign as recognizable and incorporating the Be admit slogan that made Dell what it is.According to the Boston Consulting ground substance a unity is in a high growth market such as the PC market and the company has a high market share as in Dells case. With a Star the recommended strategy is to build. In this case the all of Dells products, desktops, notebooks, workstations, and servers fall into the Star scenario and as such Dell needs to utilize strategies that will build the market. By building the market a company can realize the level best potential of the product line, if a Star is left alone its true potential may never be realized. With the PC marke... ...are being discussed and investigated. Given the visitation Dell had in the retail channel these experiences could be shown to bring more customers to the direct model which would be informative for the consumer. With Dells Be Direct position already commonplace, Dell will be associated with the direct model to cut off the competitors trying to be like Dell.Advertising agendumAs stated in our recommendations we will be beginning an advertising campaign to increase Dells share of mind and share of centerfield in the market. The campaign will be prima rily focused on the consumer and small business segments. A pulsing strategy is recommended, built around our existing sales trends. The campaign will run for nine months from April to December, with three different but related messages. Below is our corresponding sales trend that will stick out us to best choose the pulsing strategy.As you can see from the trend line between April and December our peak sales times are April, July and August, and December. We will schedule our strongest reach and frequencies to correspond to these peaks. By increasing our total GRP during peak months Dell can best use its advertising resources.