Paper Example: Advertising Design

Advertisement is one way an organization is sold to the people (Shivany, 2018). Various methods are used to reach out to the masses, depending on the capability and the target group (Shivany, 2018). Further, a company deploys this intending to increase sales (Shivany, 2018). Even though the initial capital can seem costly, in the long run, the customer base is increased, thus resulting in increased revenue (Shivany, 2018). This paper will narrow down on the Third-Wave coffee shop business and the best approach that effectively reaches out to college students.

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Rejoinders

Even though for over the years, coffee shops have remained a preserve for bosses and people who are well established, college students also form a potential but untapped market that the project needs to explore. Considering the case study, Linda, a student and a freelancer, it is evident that she is well aware of coffee shops around, even if not specifically Third-wave. Therefore looking at the hierarchy of effects, Linda and many other students fall under affective strategy (Shrimp & Andrews, 2012). Further, knowing is not enough; it should graduate into liking, reference, and conviction (Shrimp & Andrews, 2012).

The three goals should focus on persuading the students to like the idea of a coffee shop, thrill them to share the experience with others, and visit the shop to get first-hand experience (Shrimp & Andrews, 2012).

Exposing Students to Information

The advertisement should first focus on exposing the students to information about what the coffee shop offers and its advantage over the other established ones (Shrimp & Andrews, 2012). Furthermore, it should persuade the students to give it a try and develop a habit (Shrimp & Andrews, 2012). Additionally, the information should be clear to pass the intended message (Shrimp & Andrews, 2012). The company must also select the best media through which to advertise and reach as many students as possible. The effective one would be social media since it resonates well with young people (Shrimp & Andrews, 2012).

Paying Attention

Formulate the message so that it appeals to the intended group otherwise;, the students will pay little or no attention to it (Shrimp & Andrews, 2012). For instance, when it comes to pricing, the advertisement must highlight and stress that the product is market-friendly and affordable to most students, if not all (Shrimp & Andrews, 2012). Another aspect is using more graphics instead of words so that the message sinks with little effort (Shrimp & Andrews, 2012). Since the students are preoccupied with studying, this would work best.

Agreement with the Advertisement

The advertisement's content must match the actual product for it to yield positive results (Shrimp & Andrews, 2012). Sometimes, the communication may overexcite the intended customers only to realize that it was a hoax (Shrimp & Andrews, 2012). Overstating the capability can work to the business's disadvantage since those who visit may not feel like coming for a second experience (Shrimp & Andrews, 2012). Therefore, the students must be assured and get value for their money.

Sophistication

The coffee shop should present itself to the students as an establishment that is a high-ended shop (Shrimp & Andrews, 2012). Generally, young people would like to hang out in premises where they feel a class. It would be an ideal place them relax after the classes in the evening.

The consumer need will concentrate on experimental customers (Shrimp & Andrews, 2012). College students are generally young people who want to explore and learn new things daily. Therefore, the message must be so that it spurs the people into action (Shrimp & Andrews, 2012). The advertisement should also predict something different from other existing establishments to symbolize change that the target group yearns for daily (Shrimp & Andrews, 2012).

Resonance and Emotional

The students want a place that resonates well with them regarding their financial capability and sense of belonging (Shrimp & Andrews, 2012). The group must not feel out of place. The emotional bit should also give the young people the long-lasting memories that would ensure they repeatedly visit (Shrimp & Andrews, 2012).

Music and Humor

Using music and other graphics in this advertisement would be ideal (Shrimp & Andrews, 2012). The students resonate with a lot of music, and incorporate this in the message would propel the brand to greater heights (Shrimp & Andrews, 2012). Also, most students like Linda have access to smartphones and will be excited to share with colleagues. Additionally, humor is a tool that would ensure people remember something for a longer time, which can even develop into a saying amongst young people (Shrimp & Andrews, 2012).

Conclusion

In an advertisement, the target group is extremely important for a company in choosing the media to use and the kind of message to pass across. Like in this case, it would be imperative to use language that is youthful and friendly. The brand must also state clearly what the brand stands for to give the consumers the urge to give it a try.

References

Shrimp, T.A & Andrews, J. C (2012). Advertising, promotion, and other aspects of integrated marketing communications. South-Western

https://fandango.home.xs4all.nl/Advertising%20Promotion%20and%20Other%20Aspects%20of%20Integrated%20Mng%20Communications%20-%20Terence%20A.%20Shimp%20&%20J

Shivany, S. (2018). Billboard advertisement strategies. International Journal of Application or Innovation in Engineering & Management (IJAIEM), 7(4).

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3208648