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PRODUCTS AND CUSTOMERS - EXAMPLE MOTORBIKES - ADVERTISING
V. Ryan © 2009
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|Most companies promote their products through advertising and especially advertising campaigns. These can take a variety of forms and are usually aimed at a target market.|
|A Target Market, is composed of people who are most likely to be potential customers. For example, the target market for a low powered, commuter motorbike is likely to be:|
|A worker, commuting a
relatively short distance to and from his/her workplace.
An environmentally aware person, who wants to protect the environment by reducing his/her carbon footprint.
A person who does not want to rely on public transport.
The type of person who wants the independence of their own transport, so that they can travel when they want.
Possibly, a person on a small budget, unable or unwilling to pay for the running costs of a car.
|HOW TO ADVERTISE|
|The Internet: Almost everyone uses the internet. It is quite common for a potential customer to search the internet to compare products, before buying. All the major motorbike manufacturers have impressive web sites, advertising their products. Manufacturers also advertise their products buy placing advertisements through search engines such as Google. Usually these advertisements are placed on specialist motorcycle websites.|
|Magazines: Specialist motorcycle magazines. These offer advertising space, which is often purchased by motorbike manufacturers and suppliers of accessories. The readers are have a real interest in everything associated with motorbikes. It is common sense to advertise in these magazines, as this is a direct route to the target market.|
|TV: TV is an expensive way of advertising and it does not necessarily reach the target market. However, sponsoring a programme, especially a programme associated with motorbikes, is more likely to catch the attention of the target market.|
|Radio: Advertising during a specialist broadcast can reach the ears of the target market. However, radio adverts will only be effective when the broadcast is directly associated with motorbikes, such as, a Grand Prix.|
|Grand Prix: Using billboards at a televised Grand Prix or similar event, seems a good way of promoting sales of certain types of motorbike. People attending an event of this type have an interest in racing motorbikes. Some racing motorbikes have small engines. Racing is not only reserved for superbikes, but also small 125cc bikes.|
|Telephone Sales: Direct telephone calling of potential customers is not the most popular way of selling motorbikes. A potential customer wants to see and hear a motorbike. Telephone sales are useful for certain types of products, motorbikes are not normally included on this list.|
|Billboards: Billboards placed in ideal situations, such as traffic lights, could catch the eye of potential customers. For a minute, whilst a motorcyclist or driver is stationary at a set of lights, has time to view a large billboard.|
|What would be the target market (customers) for a motorbike designed for a commuter?|
|Keeping in mind your target market. What name would you give to an environmentally friendly, economic, stylish and modern commuter motorbike? List Three possible names.|
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