Why Launch An Advertising Campaign

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you need to advertise for and these must be
taken into consideration. We must analyse the different market segments that are
applicable to Pakanawa and investigate how we can exploit these different
market segments. An ad campaign is a very sensible idea because no-one will know
about our products without the use of advertising. This means that we must
concentrate on a good ad campaign so people will know about our products.
Approximate prices are shown below for large scale advertising:

TV Price agreed with company (500,000 + ) Radio
(250,000 + ) Newspaper lineage ad 250 Newspaper
full page 700-900 Cinema booklets 650.00 per cinema Flyers
0.08 per flyer

As is shown above, advertising is very expensive when done on a large scale so
to justify any form of large scale advertising it must be proven to be effective.
At Pakanawa™ we must consider all angles of the media and come to a conclusion
about advertising.

What sort of advertising should you use?

By ...

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is the delay between seeing the advertisement and buying the
product. There is also a delay similar to this with newspaper advertisements but
the delay is not usually as long as is the one with TV advertising.

Below the line promotion

Below the line promotion refers to advertising that does not rely on large scale
media such as TV or Radio. Forms of this are direct mailing, exhibitions and
trade fairs, sales promotions and product placing. In the case of Pakanawa it
would be sensible to follow some of these ideas but not all of them. For example,
it would not really be a good idea to exhibit the product at a trade fair
without first having a sales promotion or product placing. ...

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