History of the product:
Back in ’66, in a school gym class, Ben Cohen and Jerry Greenfield were brought together by a special bond...they both hated running but loved food. Years later in ’78, Ben had been fired from a series of McJobs while Jerry had failed for the second time to get into medical school. So, armed with a $5 correspondence course in ice cream making, they opened their very first scoop shop in a dilapidated gas station in downtown Burlington, Vermont.
They soon became popular in the local community for the finest ice cream. Ben had no sense of taste so he relied on what he called ‘mouth feel’, so big chunks of chocolate, fruit and nut became their signature. While they disagreed at times over the chunk size, they did agree that they wanted to enjoy themselves – as Jerry put it ‘if it’s not fun, why do it?’.
In the early days the boys were pretty bad at book-keeping. After two months they closed the store and hung a sign that said ‘we’re closed to figure out whether we’re making any money’. And they weren’t. But they learned a lot and by 1979, began wholesaling pints of ice cream out of Ben’s VW campervan.
Target audience: The target audience is everyone who likes ice-cream, ben and jerry’s ice-cream is new and bizarre so I think it will appeal more to the new young generation, mainly young adults and people with children.
Ben and Jerry’s Ads
http://www.youtube.com/user/BenJerrysIceCream
New Target Audience: Ben and Jerry’s is well known with the younger generation therefore I want to try appeal towards the older generation and get them to see how ice-cream has changed over the years.
My new Ad will consist of an old pensioner trying the new Ben and Jerry’s product and feel great and they run around telling everyone about this new ice-cream which everyone already knows about.
Audience Information:
Audience Information can be gathered in many different ways, the more you research the better results and ideas you will have of you target audience. Audience Measurement Panels & broadcasters’ Audience Research Board (BARB) Ratings, BARB is used to measure and report all television viewing that takes place in the home. Audience measurement is simply measuring how many people are in an audience, for example if you were going to make a new comedy show you could use BARB to see the viewings for other comedy shows and could see if there is a good target audience for your idea.
Other ways of gathering information is by Face-to-Face interviews which would gather valid and reliable data, it would also be qualitative research because they can have their own opinion, and this is the same with Focus Groups. Focus Groups are good because you can gather different people’s opinions and see what they all think. However you can go with the quantitative approach using Questionnaires which can gather a vast amount of data fast and the data can be displayed in graphs & charts so you can visibly see the results. Programme profiles can be useful as they can give you a good insight on what kind of people are going to be viewing your product and can give you a good idea on how big your target audience will be. When it comes to television, television agencies are, MSW Research, Spych Market Analytics, The Opinion Scouts, Touchstone Research Inc. These are agencies that specialize in helping companies understand and improve the consistency and coherency of the brand promise across and within each brand touch point.
Sources of Information:
Rate Cards are a way of displaying advertisements, for example on front or in a newspaper, The Times delivers a daily audience of over 1.6m people across print, online, tablet and mobile. The Sunday Times delivers a weekly multiplatform audience of 3.5m, from with large figures of people this would be a great way to advertise my product, however it does not come cheap as you can see from this price graph.
Advertisers’ information packs include rate cards, insertion dates, publication dates (all info you need to plan your advertising) etc.
Research agency websites such as http://theresearchagency.com/ creates research that provides direction and enables brands and businesses to grow; companies like this seek to move businesses forward by enabling and optimizing decision-making.
Audience Classification:
http://www.ons.gov.uk/ons/about-ons/who-we-are/overview/index.html
“‘Trusted statistics – understanding the UK’ is the ONS mission statement. It sums up our role in the UK statistical system; what we do and what we to offer”
Regulation:
These are some rules from BCAP, BCAP are responsible for writing and maintaining the UK Advertising codes and providing authoritative advice on the rules.
. Marketing communications must not materially mislead or be likely to do so
. Marketing communications should be legal, decent, honest and truthful.
. Marketing communications addressed to, targeted directly at or featuring children must contain nothing that is likely to result in their physical, mental or moral harm
. The basis of environmental claims must be clear. Unqualified claims could mislead if they omit significant information
. Marketing communications must not claim or imply that alcohol can enhance confidence or popularity
These are just a sample of the hundreds of rules which have to be taken into account when making an advert.
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